Did you neglect your web presence as your business prepped for the holidays? Whether you’re in retail or professional services, Q4 means business. Use these tips to make the most of November and December.
Update Your Social Media
First: if you’re not on social media, get on! There’s a social channel that’s right for every business. Retailers will find success in sites like Instagram and Pinterest, professional services make their mark on Linkedin, and Twitter, YouTube, and Facebook offer huge audiences for businesses of all types.
Make a plan for what you want to sell this season. Does it include promotions or events such as a holiday open house? Social media is all about engagement – post content such as videos and photos that will encourage people to check you out.
Social media is also a great way to keep your customers informed of your holiday hours and closings. Papercut closes the week between Christmas and New Years. We use our Facebook feed to remind clients that our Christmas Break is coming and post photos in January of what our staff got up to that week.
Verify Your Location with Google
More than half of all Google searches are completed on mobile devices, and searches for “near me” have doubled in the last year. Source. It’s critical that Google has the correct information about where your business is and what your hours are.
This process is somewhat complex. Amanda wrote a great article on it in June. Check it out here.
Study Your Analytics
Dig into your data to learn what worked in 2014 and make informed choices about how to improve your website and social media for this year. If you don’t have analytics, install an analytics program ASAP. Google Analytics is free and packed with features. It’s a great place to start.
Run a Paid Campaign
Search engine marketing using Google, Bing, Facebook, and other avenues can deliver fast results to grow your bottom line. Running a paid campaign through social media is especially advantageous if you already have a solid social media following, but you can have success with a newly created campaign as well. Paid search allows for "hyper targeting" of customer bases and also excluding existing subscribers of your email lists.
Optimize Your Website
If you have a website with a content management system, put it to work! Write new content for this season and publish blogs regularly. And don’t neglect the content that’s already on your site. Is it current and correct? You don’t want someone walking into your business trying to purchase a product or service your don’t offer – or at 2014 prices!
Finally, if you’ve canned all your low-hanging fruit, dive into your website’s meta data. Pay close attention to optimizing your page titles and the alt text accompanying your images. Your goal is to give search engine bots exactly what they’re looking for so they find you easily and often.