I can’t order shoes off a website or like my favorite restaurant on Facebook without digging deeper into their online presence– their engagement, how often they post, how easy it is to find specific information, how consistent their brand is… It’s a habit I just can’t kick. Good thing it’s also my job, so sometimes it’s validated!
Social media strategy is sometimes spreadsheets, analytics, and advertising… but it’s also about the little things. Here are nine easy-fix mistakes I often come across online.
Are you making any of these nine online marketing mistakes?
1. You don’t have enough fresh website content.
Not only does fresh content show that you are alive and share what’s up with your business, but it helps how you perform in Google’s algorithm. Google is pretty smart and favors frequently updated content. This doesn’t mean that any content is good content; be sure to write quality content for your target audience. Consider starting a blog that digs into industry news, spotlights business features, shares success stories and posts other interesting things.
2. Your contact info is hard to find.
Don’t miss closing a sale because someone couldn’t find your phone number or email address. Make the contact information on your website easy to find and not buried under a cluttered navigation bar. On your Facebook page, take a few extra minutes and be generous with the ways a customer could contact you.
3. You don’t post enough– or you cluster post too often.
When it comes to when to post on social media, think consistency over frequency. While different frequencies of posting will work for each network, cluster posting will only make you lose followers. Even worse, posts published all at once will get less exposure as they are in competition with each other. Regardless of how often you post, try to spread out your posts so they are somewhat consistent.
4. Your website isn’t responsive for mobile devices.
In 2015, Google announced it would favor mobile-responsive websites in mobile search results. Since more than half of websites are typically viewed on a mobile device, this is huge. Don’t be left out of search results. Get that mobile website up! More often than not, making an existing website responsive is a quick fix. Check to see if your website is mobile-friendly on Google’s Mobile Friendly Test.
5. You don’t use a custom email address.
I’ll hold back judgement if you use AOL or Yahoo for personal email, but a custom email address is necessary for business. If you have a domain registered, you should be able to easily add custom email addresses.
6. Your blog isn’t self-hosted.
Best case, your blog is hosted at mysite.com/blog. Second best scenario, it’s at blog.mysite.com. But if your blog isn’t a part of your website at all and is hosted on blogger.com, blogspot.com or wordpress.com, move that blog on over!
Adding a blog to a current website is often a simple addition. If you don’t have a domain, get in control of your content and set it up. It doesn’t cost much, but you’ll own your own content and reap those SEO benefits.
7. Your “About” page is dead.
Most websites report the home page, about section and blog as the three most visited pages. First, take some time to share your mission and history here. (If writing isn’t your thing, we’re happy to go over your rough draft!) Then, make sure it is optimized to fit your conversion goals. Add appropriate calls to action to direct users on where to click next.
8. You use a personal Facebook account page for your business.
This one I see less often, but it is an important one! Not only is using a personal Facebook account for a business awkward, but it’s also against Facebook’s Terms of Service. If you’re using your account to represent something other than yourself, you could permanently lose access to your account if you don’t convert it to a Page. Here’s the silver lining: you can easily convert your personal account to a Facebook Page here! Don’t have a page yet? Setting up a Facebook page is quick and easy. Start here!
9. You pass your social media off to the wrong people.
Your nephew’s girlfriend’s cousin might rock selfies and have a lot of friends on Facebook, but that success doesn’t necessarily transfer to building a professional brand online. Working with the right person or team won’t only position your brand to look great online, but it’ll make you more money too. From picking what to post, to when to post, to where to post, the right social media manager will take work off your plate and drive sales without wasting time.