Do you normally break out the deep cleaning jobs in the spring? Why not apply that same energy to your marketing strategy?
People commonly spend time decluttering and getting into the crevices for spring cleaning. Spring cleaning is a great excuse to accomplish some of those bigger jobs that aren’t part of the weekly to-do list. But, don’t stop there! Spring cleaning can extend beyond your home and into your digital space.
Here is a post on how to make sure you are taking a deep dive into your marketing strategy at least once a year.
Marketing Checklist for Spring
It’s time to clean out your email contacts list, brighten up campaigns, dust the cobwebs off your evergreen content pieces and give your strategy a once-over. Here’s how you can spruce up your marketing strategy this spring.
Refresh Your Branding Guidelines
Are your brand parameters still serving you and attracting the right audience? It may be time to revamp your look. Consider any branding change before starting your spring cleaning in order to incorporate those changes moving forward.
Do you need an updated logo or want to tweak your color scheme? Maybe you only want to take a few elements out of your logo (like text) to simplify it into a condensed icon. Perhaps, your messaging would have more appeal with a slight voice change or stronger CTAs (calls to action).
Carefully consider what will motivate your audience and drive them to action. Changing your branding isn’t an easy task, but it can make a huge difference in how people view your company. Look at your branding guide to make sure the right fonts, colors, voice instructions and logo use guidelines are clear and updated with any changes.
Audit Your Content
Start with an audit of your content, and then adjust your future content calendar accordingly. The audit will ensure you aren’t content-heavy in one area or lacking in another. It should also help you find what content is old and needs to be updated to stay relevant. To complete a content audit, answer the questions about your content:
- Which content is performing best?
- Which content is outdated?
- Which content is no longer relevant to your audience?
- What content is missing from your index?
- What keywords should you target to improve positioning?
Update Evergreen Content
Some content will remain useful to your audience long after you write it. However, this content is only useful if it gets updated regularly. To update your evergreen content:
- Consider rewriting the intro and conclusion for a stronger draw
- Make sure images are consistent with your aesthetic and Compress them for faster loading
- Check all links to update old ones and remove broken links
- Update outdated stats or facts
- Replace old examples or case studies with more recent ones
- Optimize your content for SEO and delete any weak sections
- Include a note about when the blog was originally published and when it was last updated
- Promote your newly renovated content to make the most of your efforts
Revamp Your Website
Have you been dreading a website refresher? Use spring cleaning as a launch point to get this done! A fresh site can improve your SEO and offer more support to your audience. Here are some things to consider:
- Adding support (chatbots or live chat options!)
- Freshening up your visuals
- Speeding up your loading times
- Testing to make sure its mobile-friendly for many device types
- Improving the search function on your site
- Incorporating more CTAs to join your email contact list
- Streamlining site navigation to remove hurdles or rabbit holes
- Including interactive elements to stand out from the competition
- Revitalizing your “About Us” page (which often sits neglected)
Clean Up Your Email List
Bigger is not better when it comes to your email marketing list. You want a list with engaged contacts that isn’t cluttered with uninterested recipients. To improve your list, you need to cut out anyone who sends back spam reports or causes bounced emails. For the contacts who haven’t engaged in a while with opens or click-throughs, consider sending out a probe email to see if they are still interested.
You can hurt your brand’s reputation if you have a sloppy email list. ISPs can blacklist your company if they mistake you for a scammer. Hard bounces, like nonexistent addresses, can be flagged as an issue and jeopardize your IP integrity. Always make sure your unsubscribe button is easy to find and actually removes the uninterested contact from your list! If you don’t already have a company newsletter, it’s time to get one set up!
Run Some Messaging Tests and Revitalize Your Strategy
When is the last time you’ve tested your theories with your messaging or marketing approach? Spring cleaning might be the right time to add A/B testing to your to-do list. Test out some of your assumptions by making one small difference between two emails or ads and then measuring their performance.
Your audience won’t stay the same, so neither should you! Even if you spent time testing in the past, it’s possible your crowd is moved by slightly different approaches now. Don’t become stagnant.
Claim More Online Profiles
You want to have a consistent presence out there with any business listings. First and foremost, make sure you’ve claimed your Google Business page. Spend time adding more content, updating information and sprucing up this listing. Add product pictures and ask your loyal customers to give you great reviews. You may also want to check out Yelp and other directories as well. Always make sure the facts are accurate, including operating hours, contact information and company info.
Next, make sure you revisit your social media profiles to ensure the contact information, About Us, company bio and any pinned posts are still accurate. Again, you don’t want to end up with outdated information that could confuse someone.
If you are looking to revamp your strategy, we would love to help! Our experienced team here at Vinci is ready to help you spring clean your marketing strategy, so contact us today!