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April 25, 2019
This paid piece is sponsored by Click Rain.
Spring-cleaning — a phrase most of us have heard or dreaded hearing our entire lives. But let’s be real, a clean house or a clean garage feels pretty good. Your business’s digital footprint is no different. It needs some good old-fashioned TLC too. And while the task may seem daunting, it can be done. Not sure where to start? Your friendly marketing technology experts at Click Rain made a list of five things to consider “cleaning up” to give your business a fresh start this spring.
When was the last time you took inventory of what was on your website? Not sure? Don’t panic. All it takes is a simple sweep of your site’s content library. Like the changing seasons, your brand evolves. What was relevant five years ago probably isn’t today. By combing through blog posts and site pages, you may stumble across outdated content. Get rid of it, or if it’s still relevant, clean it up a bit. Go ahead and make sure your social pages are on brand and up to date while you’re at it. We regularly check our website and social pages at Click Rain to make sure our brand is consistent and always accurate. The more you do it, the less of a chore it is — sound familiar?
The number of platforms used by businesses can add up quickly, both in cost and clutter. Whether you use platforms to send emails or keep track of your data, it’s important to know which ones are meeting your goals and which ones are not. Having clearly defined marketing goals will give you a solid picture of which platforms to keep and which ones to toss. A marketing strategy also will help keep your team focused on the same initiatives and holds everyone accountable.
Have you ever Googled a business, only to find its hours, address or phone number was incorrect? It happens more than you think. Your customers, clients or visitors expect those things to be accurate. And if they’re not, you may be losing potential business. Do a quick search of your business on Google, and make sure everything is current. If you’re not sure where to start, reach out to Click Rain. We’ll take it from there and make sure your local listing is accurate and make changes where necessary.
Data piles up fast. And although going through it can be a pain, it’s well worth your time. Focusing on metrics that matter and getting rid of clutter may help take your company to new heights. If your goal is to get visitors to take a specific action on your website –submit a form, buy a product, etc. — do a deep dive into how you’re tracking that data. If you’re using paid media to help reach those goals, make sure you’re spending your media dollars wisely. Divide the total media spend by media goal completions — is that what you want your cost per acquisition to be? If not, it may be time to re-evaluate.
Next up is taking a look at your Google Analytics account. Remove spam traffic, and set up internal IP filters to ensure you’re looking at relevant data. And how about your email list? Are they all engaged subscribers? If not, it’s time to send a cleanup email to get rid of inactive subscribers. Out with the old and in with the new!
Ever heard of a company-wide password party? It’s an all-too-familiar term at Click Rain. Every 12 months, our IT department schedules a time for all employees to change their passwords across multiple platforms. Our computers store and access lots of sensitive and important data. You can help protect your data by using strong, unique passwords and regularly changing them. And please don’t write them on a sticky note! Password managers such as LastPass or 1Password can make juggling a multitude of passwords easy and much more secure. Consider adding multifactor authentication as an additional layer of security when possible.
Follow these tips, and save your business time and money in the long run. Rather have the experts handle your spring cleanup? No problem. Marketing technology is our specialty at Click Rain.
Just like your closet or garage, your business’ digital presence likely needs a good spring cleaning. Here’s how to get started.