It’s already 2018, and that means it’s time to start working on your marketing resolutions. If your to-do list seems a little overwhelming, don’t worry. There are quick fixes you can make right now to set your business up for success. Complete these four tasks, and you’ll be well on your way to achieving your marketing goals for the year:
1. Run a website audit
Start the year off right by making sure your website works and performs the way that it should. Take a look at all of the photos, the layout and the text. Is everything on your site an accurate representation of the current state of your business? Are there any broken images or text errors? You want visitors to see you as a professional, and seemingly small errors can affect how you’re perceived. So take a little time to update your images and content.
To ensure that your website gets the best chance of appearing on the first page of search engine results, you should also run a website audit to identify any SEO problems. Programs like Screaming Frog, Rank Checker and GTmetrix will find broken links and check your site’s search ranking and page speed.
2. Brush up on social media best practices
From Twitter’s new character limits to the introduction of Facebook Live, your favorite social media platforms are changing all the time. Naturally, that change comes with a new set of best practices. Take the time to explore the features of your favorite social media channels and see what other businesses are doing.
Check out your competitors’ social pages. What kind of content are they posting? Which of their posts are receiving the most retweets, likes and comments? What do their profiles look like? Take note of everything that’s working, and adapt it to fit your business and marketing goals.
3. Make sure your logo looks good everywhere
Do you have an older version of your current logo on one of your social profiles? Does the logo on your promotional items match the logo on your website? If you aren’t using the same logo across every marketing channel, you might be confusing potential customers.
As the chief visual symbol of your brand, a logo tells people who you are. When, for example, the logo on your Facebook page is different from the one used in the header of your email campaigns, it makes it hard for your audience to recognize you — and consumers trust brands that they recognize.
Review all of your marketing materials — both print and digital — as well as every platform that you use to communicate with or reach your audience such as social media, your website and online directories. Then, replace any old logos with your current one.
This is also a great time to really evaluate your logo and what it says about your business. Is the design professional? Is it as strong as your competitors’? Is it as legible on Twitter as it is on your storefront? If you answered “no” to any of these questions, it may be time for a logo refresh.
4. Update your online directory listings
To get found online, your business needs to be everywhere that potential customers might be searching. This includes directory sites like Yelp. So start 2018 by claiming all your online listings and filling out your profiles with the most up-to-date contact information. You want to make sure that all of the information is consistent on every site; otherwise, you run the risk of confusing search engines and customers, and hurting your search rankings. You can make this process easier by using a scan tool to see how your listings appear on Google My Business, Facebook, Yahoo and other major sites.
One of the biggest stumbling blocks in accomplishing any New Year’s resolution is just getting started. Making quick fixes like these before tackling your larger goals can be energizing and create the momentum you need to stay on track.