Each time I receive a call from a prospect to help them with their website, I see mostly the same issues again and again. They range from a poorly done DIY site all the way up to a professionally built site that isn't producing results. No matter what the initial build was, the upkeep is usually the culprit. By this I mean:
1. Keep the content updated - Search engines love content. The way to make your way to the top & stay there is to add relevant information to your site as your business grows, your industry changes, your client list expands. Usually this is done via a blog linked to/from your site. But it can also be done by adding new services/products, creating downloadable pages, link new press releases, add new employees, etc. I often hear people say that their website is their online brochure – yes, but even better in that it can be updated frequently at little to no cost. Your site is not a static document, rather it is a living, breathing critical part of your business.
2. Look at it with fresh eyes - Every once in a while log on to your own site. You'd be surprised how this simple act can help you view your information as others do. If it's been a while since you've done this, do it right now to see what I mean. You may notice things that need adjusting, updating, rewriting or even deleting of old information.
3. Update your footer - The other day I got a call from a small business owner whose site was stale, including the footer which still had a copyright date of 2007. Oh my. This is so bad for your image as it makes you seem disconnected from your own business. As you plan your New Years' celebrations each year, put 'update website footer' on your to do list.
4. Do a logic check - A prospect who worked from home had Google maps on her site because she said someone told her it was good for SEO. Well, yes - but the map was to her business mailing address at the PO. She then admitted that over the years a couple people told her they tried to go to her office only to find out it was postal mailing address. That's bad. Imagine how many people didn't tell her? When I questioned her, she said she didn't want her home address used because she had babies at home. Perfectly understandable - just remove the tool if it isn't serving your business well.
5. Prioritize your site - Treat your website as an employee who needs to be nurtured & taken care of in order to perform well. Everyone once in a while it needs to be given direction to keep up with your business, or it may need upgrading once in a while to be the best it can be.
In a nutshell, if you treat your website well it will pay you back. It is after all your digital salesperson so give it an upgrade now & then - it's cheaper than a raise.
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Wednesday, September 30, 2015
Tuesday, September 1, 2015
Don't Let This Happen to Your New Retail Business
It happened again. I must be a glutton for punishment, but I just can’t help myself. I try and try to give my money to new small businesses that open in my area but some just don’t get it. I drove by one the other day and it was shuttered and though I wasn’t surprised, I was saddened to see it.
As a former retail business owner myself, I understand the challenges. I was co-owner of a retail store while working full-time in corporate marketing – it’s hard, it’s exhausting and after pouring a lot of money, time and effort into it, survival becomes a must because you can’t afford not to. The marketing edge is not a luxury – it’s an imperative.
Follow these easy-to-implement steps to get your retail business on the right track:
1. Keep consistent hours – Not too long ago I drove to a new business in the area. I parked, walked half a block to the storefront and it was closed. I read the Store Hours sign on the door - they should have already been open for a bit, yet they weren’t. No sign in the window nor any update [‘Closed for family emergency,’ for example.] Needless to say they lost money and credibility too.
2. Have great signage – This is NOT the place you want to go cheap. Retail businesses make it or not based on the public’s ability to see your storefront from a good distance away. In areas where parking is an issue (see #1 above), be sure the lights are on or there is some clear indicator that you’re open – or not.
3. Hire awesome people – It’s very difficult to manage a retail business solo. There are errands to run, appointments to keep and a whole host of other necessary evils that will take you away from the store now and again. So be sure you hire a great ambassador whom you take all the necessary quality time to train with customer service in mind as well as product/service knowledge. This person is the ‘face’ of your business when you’re not there and it’s critical to your success (and online reviews) that customers are treated very, very well in your stead.
4. Apply a marketing mindset – make sure your business ranks for local search, collect contact information to stay tethered to your shoppers, create and use a marketing calendar and put a plan in place to ensure your success.
With just a few well-considered marketing efforts, your new retail business will thrive.
Good luck and happy marketing,
©2015. All Rights Reserved. This blog uses copyscape.com to protect against plagiarism.
As a former retail business owner myself, I understand the challenges. I was co-owner of a retail store while working full-time in corporate marketing – it’s hard, it’s exhausting and after pouring a lot of money, time and effort into it, survival becomes a must because you can’t afford not to. The marketing edge is not a luxury – it’s an imperative.
Follow these easy-to-implement steps to get your retail business on the right track:
1. Keep consistent hours – Not too long ago I drove to a new business in the area. I parked, walked half a block to the storefront and it was closed. I read the Store Hours sign on the door - they should have already been open for a bit, yet they weren’t. No sign in the window nor any update [‘Closed for family emergency,’ for example.] Needless to say they lost money and credibility too.
2. Have great signage – This is NOT the place you want to go cheap. Retail businesses make it or not based on the public’s ability to see your storefront from a good distance away. In areas where parking is an issue (see #1 above), be sure the lights are on or there is some clear indicator that you’re open – or not.
3. Hire awesome people – It’s very difficult to manage a retail business solo. There are errands to run, appointments to keep and a whole host of other necessary evils that will take you away from the store now and again. So be sure you hire a great ambassador whom you take all the necessary quality time to train with customer service in mind as well as product/service knowledge. This person is the ‘face’ of your business when you’re not there and it’s critical to your success (and online reviews) that customers are treated very, very well in your stead.
4. Apply a marketing mindset – make sure your business ranks for local search, collect contact information to stay tethered to your shoppers, create and use a marketing calendar and put a plan in place to ensure your success.
With just a few well-considered marketing efforts, your new retail business will thrive.
Good luck and happy marketing,
©2015. All Rights Reserved. This blog uses copyscape.com to protect against plagiarism.
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