Marketing Corner – 6 Digital Marketing Spring Cleaning Tips
Marketing Corner – Wednesday March 9th, 2017
6 Digital Marketing Spring Cleaning Tips
If you use digital marketing to bring in new prospects and communicate with your clients (and why shouldn’t you) you likely focus on generating new business. However, as you focus on marketing and prospecting, you may accumulate unnecessary files, leave outdated information online, and have a general level of disorganization. Since many advisors function as owner, salesperson, marketer, and receptionist, all in one, it can be easy to let your digital tools fall into disarray. To combat this, here are six simple digital marketing spring-cleaning tips.
Recalibrate Your Marketing Circuit
We’ve discussed before how digital marketing activities, and plans that incorporate digital elements, are more of circuits than funnels. As you tidy up your digital structures, now is a good time to look for redundancies and error points in your circuit. Perhaps some clients receive the same email over and over from your drip email campaign. Perhaps it has become difficult to identify where in your circuit a prospect is. Re-chart your circuit to make it as efficient as possible.
Update Your Information
Too often advisors, and other small businesses, obtain a website for their firm and let it sit. This can cause headaches down the line when you gain additional experiences, move locations, change phone numbers, or focus on a different area of planning. Make sure that information available—whether it’s a company/founder bio, email signature, or physical address—reflects the most up-to-date details about you and your business. In the same vein, check that your current information is accurate on online directories such as Google, Yelp, and YellowPages, and make sure that your social media platforms also reflect up-to-date information.
Manage Email Lists
Email can become a crucial part of your digital marketing strategy, which is why you should spend some time culling and filtering your lists. Whether you use a CRM platform, an email service provider like Campaign Monitor or MailChimp, or keep your capture emails in a Word document (not an especially good idea), segment contacts into categories that make sense to you. Perhaps you have a graded system for clients—A graded prospects get a certain type of emails, B graded get a different type of emails, etc.
Update Digital Design Elements
While it can be a good idea for your website to undergo a redesign every few years or so, you can spiff up your digital presence on shorter timeframes with some key updates to your digital design elements. Consider updating banner photos, profile pictures, color schemes, and other elements for a new look.
Over time links can change for one reason or another. Comb through your website, your social media platforms, and your emails, and confirm that links route to where they are supposed to. Broken links or links to bad pages can erode confidence in your digital visitors.
Look, nobody likes to change passwords constantly. Once you find a good password, you want to hang on to it—you don’t want to have to go through the forgot password loop of a platform. However, it is a good idea to change your passwords regularly—for your social media platforms and similar digital tools—as well as any systems relevant to your business. Consider how a simple security breach, whether it’s somebody guessing your LinkedIn password or accessing protected client information, can damage your company.
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