The lead up to the financial year is a good reminder of the many elements of our business we are responsible for. Sales, reporting, cash flow, stock, customer/client relationships, the list go on. With so much happening, it’s easy to forget about your 24-hour shopfront, sales, customer service and order fulfilment system – your website.
It’s important to remember that if potential customers are looking for you, they’re probably looking for you online. When is the last time you really went through all of your website and ensured the content is serving your business as best it can?
Here are five tips to give your website content an overhaul for the new financial year:
1. Set a business objective for your website and content: Sure it’s important to have a website so that your customers can find you, but what role is your website playing beyond that? Take a look at each page of your site and make sure it’s clear as to what the role of that page is. Is it to educate customers on your product? Educate them as to why they need your product? To encourage people to join your email list so you can contact them later on? Each page of your site should have a clear purpose and a next step.
2. Remember who your audience is: Your website might make sense to you but take a look at it from your customer’s perspective. Is your website free of jargon, technicalities that don’t matter to them and does it give them the information that matters? Consider the average customer that you meet with, think about the type of language they use, the type of questions they ask and ensure your web content is tailored to answer those questions for that person.
3. Check your call to actions: As mentioned in point one, there should always be a next step for each page on your website, a call to action. Think about the journey each customer should go on to acquire your products/services, on each page there should be a clear instruction to take the next step. Some examples could be:
4. Consider some new types of content: Why not kick off the year with something new? If you’re currently writing blog posts, you could consider reading one in a face to camera video and embedding that on your blog post. Smartphones take amazing quality video, just find a source of sunlight, ensure you’re in a quiet environment and have the sun behind the phone shining light on your face and you’ll have a video good enough to go up on your site and onto YouTube. Now you have another channel to reach your audience!
5. Set a content schedule: It need not be a complex task, decide on how often you want to put new information up for your customers, write down a series of topics and place them on certain dates on the calendar. Now on that particular day you don’t have to sit down and wonder what to write/speak about, you already know. Not sure what to create content about? Just think about the questions your customers already ask you, if one or two people want to know, chances are there are plenty more out there with the same question waiting for someone to answer it.
After you’ve implemented all of the above, remember it is important to measure the results you get with a web analytics tool such as Google Analytics.
If you are an SME and are looking to find out more about Content Marketing using tools such as Google Analytics, you should consider the Digital Enterprise Program.
As part of the Digital Enterprise Program SME’s can take advantage of a FREE four hour Business Coaching session at you place of business with our expert consultants.