September is here and with summer “unofficially” behind us, it is a perfect time to step back and get ready for fall … which in the marketing world can mean the very busy holiday (read: buying) season.
Part of that process is making sure we are ready to put our best foot forward for potential customers and long-time clients alike. In other words: it is the perfect time to make sure that our blogs, Twitter, and other pieces of our social media presence make a good first impression. And if not, take some time to spruce up our “image.”
Each month, I write a marketing / social media newsletter for Mom’s Choice Award® honorees. It is a value-added offering exclusively for our award winners. The September topic is marketing house cleaning. From a website to Twitter and Facebook, this transition of seasons gives us a great opportunity – if not excuse – to make some changes.
Our honorees have received their heir exclusive content in the newsletter, but this month I’m adding some additional content here: house cleaning checklist items. I also want to invite you to share YOUR recommendations and solutions for some virtual marketing house cleaning.
I created this list based on things I frequently see when I visit websites, blogs, and social media sites like Twitter, Facebook, Google+, and Pinterest. I grouped the items into three categories and included some easy fixes that can make a HUGE difference in how people view – and connect with – you and your product.
1. Visit your Website and Blog
Many of us think of our website as a static product – not unlike a brick-and-mortar store. We get busy and we know its there, we don’t have a new product. Done. Well let me ask you …
When you go shopping, do you skip the products with expired sell by dates? Do you buy calendars for the current year in August? When you can’t get help from a store employee do you stick around?
Those same principles apply to our online presence. In the last two weeks these are the things I have found – and I mean more than once – on websites and blogs.
- copyright dates of 2009 and older
- blogs that haven’t been updated in two years
- links to “connect” [Follow on Facebook, Twitter, etc.] that don’t work.
Let’s be frank: those things scream “nobody’s home” to your visitors … the people whom you want to buy your product. Here are a few simple things to tidy up your image.
- To fix the copyright, use a statement that says “Copyright. The XYZ company. All rights reserved.” You can take off the year. If you WANT the year, then add a recurring appointment to your calendar for January 1 so you remember to do it.
- If you aren’t going to blog anymore, you can either take it down (or at least take down the link to it from your website) OR you can write a farewell post and tell people about the other ways to find out what you’re doing. Use Twitter instead? Great … just send them to your link!
2. Test your links
You’ve got that cute little Twitter bird on your homepage … but does it take visitors to a place where they can follow you? How about that RSS feed button … does it work?
Before you say “yes, they work,” clear your cache, visit your site, and then start pressing the buttons and links. I assure you many of them don’t do what you think they do.
A related suggestion: Make it easy for people to get your newsletter or subscribe to your blog. Find a logical spot on the homepage “above the fold.” You may also want a two sentence blurb about what kinds of info they’ll get by subscribing.
Testing your links may be house cleaning 101, but because the web is ever changing, it is important to periodically check to make sure links still work, etc.
3. Polish your profile.
Are you a Twitter egg? a light blue shadow on a dark background? When I visit your profile, will I see the standard silhouette that the provider gives you or is it the real you?
Whether you are using a social media platform as a person or a brand, you have an image. It can be an illustration or a photo … but its a thumbnail of who you are.
Silhoutte says: I have an account, but I’m not invested in the platform.
Image says: “Hi, I’m part of this community. I invite you to join our conversation.”
Which leads me to my next observation: why did you sign up for [insert platform name here] if you aren’t going to tweet, pin, or post? and why are you asking me to follow you?
When I get a follow or friend request and click through to a goose egg and no content, I am left scratching my head. My reaction is the same every time: Why are they here? Why did they invite me here? What do they want to talk about?
The fix is easy: put up an avatar, add some content. If there is content something there – even if it is just once a month – your visitors will get a sense of their interests and purpose. All the free offerings in the world won’t matter if people get a goose egg when they come to see you.
There is an alternative. Shut down the Twitter account or Facebook page; and as I mentioned earlier, take down the blogs. Just because “everybody else” is on [insert platform name here], doesn’t mean you need to be. It is much better NOT to sign up than to have something that sits empty and untouched.
In closing, even in a virtual world, old-school principles of networking reign supreme …
- Clear message so potential customers understand your purpose
- Accurate information so visitors trust what they see
- Positive engagement so people can feel they are connected
It is about networking and making a good impression. And sometimes – like when you’re getting ready to go into the hottest buying season of the year – it s about polishing your existing tools and putting your best virtual foot forward.
So tell us … what house cleaning things are you going to be doing on your blogs, Twitter, and Facebook?