2018 is here and resolutions are in full swing! Personal goals (eating healthier, being more active, etc.) are typically decided by now, but what about your web marketing goals? When applied to the website, resolutions can keep you on track and help you attain the results you're looking for.
Resolutions can be as simple as tracking your results with analytics, tidying things up, consistently sharing new content, and making constant improvements. Read on to learn more about these simple, yet effective resolutions. Once implemented, you'll be well on your way to making your web presence produce the results you deserve.
Resolution: Track Analytics and Measurement
The wonderful thing about the web is that just about everything and anything can be tracked. However, in the day-to-day hustle of doing our jobs, too many marketers fall out of the habit of checking the analytics of their website. This is a missed opportunity to find out where your website is working for you (or not) and figure out ways to use the web to drive your business or support your mission.
The first thing to do is to create a standard web analytics report out of Google Analytics. Set this up as a report or dashboard that you can look at on a monthly basis. Then set a monthly reminder or meeting to spend an hour looking at your analytics to see what is working and how to improve your site.
While there are lots of analytics you COULD review, key things to look at would be:
- Most Viewed Pages - Are these pages in top shape? Do they have a conversion to the next step in the user journey?
- Top Landing Pages - What are people seeing when they first visit your site? Is it what you want them to see?
- Conversion Goals - How are your conversions performing? Are your visitors getting where you want them to?
- Traffic Sources - How are people finding your site? Is it the way you want them?
While Google Analytics is a great start to help you understand how people are interacting with your website, a great next step would be implementing a marketing automation platform like Hubspot. Marketing automation tools allow you full visualization into how an individual user engages with your website after their contact info has been captured. By adding this personal touch, you can start to position your marketing efforts to align with your user's needs.
Resolution: Constantly Cleanup
Things get cluttered on the web, just like your desk (or any other area of your house). In your home, if you keep up with cleaning and sorting through things regularly, you won't be left with a giant mess. The web works the same way. Find unused plugins and pages from projects and initiatives that you don't need. If it's no longer in use, relevant, or serving a purpose, you don't need it. Take the same principles you'd apply to cleaning off your desk and cleanup your web 'workspace'.
- Improve Pages - A simple strategy would be to improve a page every single time you login to it or make a consistent program where you commit to cleaning up and improving a set number of pages each month.
- Check Your Links - Make sure both external and internal links are always working. Broken links mean bad user experience (no one wants that).
- Delete- If a piece of content is no longer relevant or serving a purpose (and you can't quickly edit it to make it work for you), you really don't need it. If a page is in draft mode on your CMS, and it's never going to make it to 'published', delete it. And, while you're at it, clean out that trash folder on your CMS. Clean up your content so the focus is on important posts and pages.
Making a habit of cleaning up small things often will you keep you from giant messes down the road.
Resolution: Commit to new content
Google likes new and fresh content. So, create a content strategy and commit to creating new content on a scheduled basis. Having a hard time thinking of new topics to write about? Involve the rest of your team. A great content strategy involves content produced by those most familiar with your products and services. Other employees will be great resources for gathering valuable information to help educate potential customers and increase brand awareness. Having each coworker contribute just one piece of content a month would produce 12 extra pieces a year per contributing coworker (that's a lot of new content)!
Also, leverage the content you are creating for other things and make sure it has a proper home in the site. You can do this by asking others to use use your relevant content as a guest blog post or by using content to educate clients or potential clients if they have a question that can be explained with your content.
With this information in hand you can make some decisions moving forward on where to focus your energy in your website and what improvements can be made. Oh, and don't forget to reward yourself when you reach your goals!
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