Out of sheer necessity, thousands of businesses have recently shown a surge of innovation that's led to an increase of trading online and the boosting of certain industries into overnight profit.
For others the last few months have been a terrifying, uphill struggle.
Anyone that doesn’t know how digital marketing works could find it hard to see how best to use their website and social channels as a platform to encourage visitors and, ultimately, sell!
It can be a daunting and sometimes disheartening situation.
But all is not lost. Because this is when a digital review will help - demonstrating instantly what works for your business, and what doesn’t. And how to use your digital platforms to drive traffic and sales even if you don’t know where to start.
Peaked your interest? Then here's just a few ways a digital review will help your business power up to the next level...
"Hello! Over here... over here... hello..."
1. Keywords
Are you really, really, really sure that you are including words on your website that people are really, really, really looking for?
At this very moment people are tapping away on their keyboards using search engines to find ideas, solutions, products and services to buy. Only by understanding what they're looking for will you be able to be in with a chance of being found.
Your website should not just demonstrate what you do, but if you think of the words on the page as actual keys unlocking the door, they will help you to show the world what you offer to make their lives easier.
"A man walks into a bar, pub, tavern, hostelry, drinking-hole..."
2. SEO report
Yup, just the mention of Search Engine Optimisation (SEO) is bound to elicit groans because it feels like an impossible nut to crack. It’s actually not.
The SEO report in the digital review will show you where your website is dormant and importantly, how to fix it. Also highlighting the areas that stop you from being found, including crawlability, issues on the site, duplicate pages, broken links and so on.
The real key is knowing what Google and pals are looking for and understanding that search engines will reward you for informing and educating the world.
Let's put it a different way: imagine Google as company leader and, lucky you, your new boss. Google bumps elbows with you, welcomes you in and gives you an office. ‘Hope you’ll be very happy here’, Google chirrups and leaves you to get on with your work. You set out all your belongings on your desk. You write a report (ie your new website) and hand it in to Google. Then you put your feet on your desk and wait for that single report to bring business to you. After a couple of days Google pops its head round door and says: ‘Ahem. You are going to have to work harder than that my friend.’
Here’s the blow though, Google won’t ever let you know your website is not working unless you ask (via Google analytics). Only by continually writing those reports (ie blogs, product updates, informative pieces) will you be rewarded and pushed up the SEO ladder. To where the executive toilets are. (Sorry, thought we were still on that analogy...)
"Marks out of five, I'll give you phwoarrrr..."
3. Website Grading
As well as SEO, the digital review will look at how your website is graded in the areas that help you get in front of potential customers. Like site performance, security and how mobile-friendly your site is. What does that mean though? Follow me and let’s take a quick look:
- Performance: we'll look at areas such as page size, requests and speed, as they are all important. For example, if your page takes longer than five seconds to load you risk people walking away. It's the equivalent of taking half an hour to open a shop whilst the customer waits outside. They’ll just walk up the virtual high street to get what they want elsewhere.
- Security: how watertight is your site? (the rhymes!) Do you have any clue? (so does that!) It's not only to keep you safe from hacking but also your visitors as they browse. They want to know that when they're looking through your website, you’re not doing anything other than showing them around your business. It’s standard practice now for every site to have an SSL certificate - do you have one?
- Mobile use: the significance of this has changed slightly as many people are now at home on desktops all day, however it’s still important to be sure that your website is readable for every type of device. It seems obvious but not only do visitors get frustrated if they can’t easily navigate your site on their laptop or mobile, you also get penalised by the search engines. Areas like tap targets are vital, if you have buttons too close together, for example, it's harder for people to click on what they want whilst using their phone. With technology driving everyone a little crazy currently, even the slightest extra irritation leaves a bad feeling. Don’t be the person making your customers mad!
"She's a dark horse. Who? Black Beauty."
4. Categorising Content
This is a really important step in seeing what content is most effective - finding out what attracts your visitors in the first place, and what you need to keep on providing to keep their attention and have them coming back for more.
Not forgetting that the content also needs to persuade visitors to buy without pushing.
Clever content means visitors will take a call to action on your site and then become a sales lead. The pillar and cluster method we use in reviews will look at your business, and what it stands for, and then add content ideas to attract business and make you look totally awesome at the same time. Result!
"Taxi drivers make the best marketers. They're used to the traffic."
5. Inbound Methodology
Here we look at four areas of visitor traffic. It doesn't quite spell out ACDC - which is a shame - but they are still important.
- Attract: are you using every channel and any budget in the best possible way? We look at your SEO, your social channels (are you on the right ones for example) and any advertising you have planned or could consider.
- Convert: what are your CTAs (Call-to-Actions) on your website and social channels? Do you have the right kind of forms to collect information and is there a help point for anyone who might feel they need a hand while on your website?
- Close: how do you stay in touch with your customers and potential buyers? What kind of marketing do you use to communicate with them after they’ve left the website and how do you let them know what you're doing and why they should be interested?
- Delight: what are you doing to make sure customers are buying from you? Are you asking all your satisfied customers to give you reviews that can endorse your product or service? There are many ways others can do the work for you.
"Tsk, tsk... all your selfies look EXACTLY the same!"
6. Social Channels
The digital review will look at all the posting you've done across your social media platforms to see what works well. And what doesn’t. It will also look at whether you are using the right platforms and how to make that choice.
The review can also see how your content is working, and whether it's being suitably amended to appeal to the different audiences on each platforms. It will also look at the hashtags and the kind of hashtag ladders you should be considering to see your posts skyrocket.
"I've got a joke about organic reach. But nobody will ever get it."
7. Methodology and Return On Investment
Last but by no means least, the review looks at absolutely everything you're doing to promote your business digitally and whether this is good value for money.
Basically, a good review will pinpoint where you should really be putting your efforts, time and budget.
Phew. So there we go. Tired yet? Glazed over? Of course, this is a lot of information to absorb but all the little elements of each of the seven stages are the difference between your efforts being seen and appreciated.
It's not about getting gazillions of followers, we just want to help make sure you get seen and get a chance to interact with the right people -those potential customers who genuinely want to engage and invest in whatever fab product or service you offer.
And, as luck would have it, right now, Sticky Ideas & Advertising are offering a FREE Digital Review!
Places are limited though so don’t be shy. Contact me at zyx.pwatsni.saediykcits@mot and we can put a date in the diary.
