Time to Pivot

It’s time to pivot. Digital Marketing is changing again. 

I’ve been knee-deep in digital marketing since 2002, and I have to say that the only consistent thing is change. That’s okay. You have to rethink your marketing strategy.

Start with your website. That’s a property that you own, and no one can take that away from you. Think of it as your billboard. 

Here are five essential things to do to get your website in tip-top shape:

1. Refresh your website copy. 
   • Make sure that all of your services and pricing are current.
   • Update your About section to include professional headshots and team photos.
   • Add a testimonials page.
   • Your content should be short and to the point.
2. Email opt-in. Capture lead data (i.e., name, address, phone, email). Not everyone needs all this information. Capture what you need.
3. Meta description. Each page should have metadata, which helps with your website search engine ranking.
4. Keywords. You should incorporate keywords into your copy on every page, which also helps with your SEO ranking and Google Ads.
5. Blog. Ideally, you should post a blog weekly and share it on your social media channels. Blogs are golden. You can repurpose the content and use it for videos, podcasts and, if it’s good content, others may share it on their social channels.

Next, take a look at your social media channels. Dig up your metrics from the last 12 months to analyze them to determine where you are getting the most engagement. Then research the trends. Focus on the social media channels that you are getting the most activity. It’s better to narrow in on and put your efforts into the channels that will benefit your business the most. Make sure you are going all-in on those social channels. 

Here are ten things to do to get the most out of your social media channels:

1. Share your content. Share your blogs on various social media channels, which will help drive traffic to your website. That’s the goal. We’ll go over the why in a minute.
2. Custom images. Share custom images that pertain to your content. People don’t like to read. Your image should tell a store.
3. Engaging lead. Your lead should be a quick summary of what you’re trying to say or what you’d like your audience to do. Don’t just share the blog or article. Give people a reason to read it.
4. Limit selling posts. Even though you’re a business, people don’t like posts that are continually trying to sell to them. Be subtle and engaging. Get creative.
5. Respond to comments. It’s just polite. People don’t like to be ignored, especially if they take the time to post a comment.
6. Share other people’s posts. Most will reciprocate. That’s the point. It is getting your information shared. Tag people and businesses, which will also get your information shared. It helps build community.
7. Stories. Take advantage of stories. This should be an inside look at your businesses. Share what you do or what you sell. Make it fun and engaging.
8. Bio and services information. Be sure to fill out all this information on each social media channel. Your information should be consistent on all channels.
9. Profile image and banner image. You should have a professional headshot, or you may use your logo. Be sure it fits. It looks tacky if your images are cut off. The banner should showcase what your business does. Quick and to the point.
10. Metrics. Run reports and look at them to see where you need to improve. Metrics tell a story too.

Earlier I told you that I would share the importance of sharing your blog content to drive people to your website. 

Here it is:

When they get to your website, they should be able to opt-in to your email list, contact you, look at the services you offer, and learn more about you and your team, and you’ll be able to capture their information for when you decide to run an ad. 

See how many touchpoints there are when you get them to your website. It’s GOLDEN! Don’t waste this opportunity.

Capitalize on your web traffic by installing pixels from LinkedIn and Facebook and installing Google Tags on your website. Since you share your content on all your social media channels that drive traffic to your website, you’ll be gathering data into said data centers. When you run an ad, it will be a warm audience instead of dead cold. That means your ad cost will be less.

I’m pivoting, too. I’m changing my offerings and my demographic, and that’s okay. 

In the next couple of weeks, I’ll be freshening my web content, social media content, and social channel images.

Let me know if I can be of any help to you. I would love to help you PIVOT. You’ve got this!