Spring cleaning your digital marketing assets helps you stay on track with your business goals and objectives.
Marketing assets such as social media profiles, advertising campaigns, websites, and email lists are crucial to any successful growth marketing strategy. But, like the items in your home, they can become stale and ineffective.
Spring cleaning your digital assets helps you identify what’s working, what needs optimizing, and what you should throw out.
So, let’s start.
Spring Clean Your Website
When spring cleaning your digital marketing assets, auditing your website is the first place to start.
No matter how much social selling you do, you still need a high-functioning website.
Your website provides legitimacy, keeps you competitive, and is one of only two digital assets you own. Therefore, you want your copy and content to be engaging and easily understood. In addition, your website content should nurture your leads through their buying journey to checkout.
Google Analytics and Google Search Console
Hopefully, you have set goals, objectives, and key metrics (KPIs) to track.
For example, your KPIs might be page views, bounce rate, time spent on the site (and individual pages), conversion rate, source of traffic, and keywords used by visitors.
Analyze Your Traffic Sources
Where are they coming from?
Search engines? Your social media channels? Referral websites? Or dark social, which will show up as “direct traffic.”
This information will help you know which channels are working for you and help you fine-tune your content distribution strategy. For example, suppose you’re investing a lot of time in creating digital marketing assets for social channels that are not driving people to your website. In that case, you might want to reduce your investment there and focus on your traffic sources.
User Behavior
Use the Behavior reports in Google Analytics to assess how visitors interact with your website. For example, which pages have the highest dwell time? Which pages have the highest bounce rate? Are visitors bouncing off quickly from your home page?
A high bounce rate from your home page could mean that your landing page content is not engaging or that social media posts and other off-site content are misleading.
SEO Performance
Do you still need to worry about SEO? Yes, you do, and assessing your website’s SEO performance should be top of mind when spring-cleaning your digital assets. It’s the most crucial factor that helps you leap to the top of search results or remain hidden in the closet.
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Technical Audit
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Look for broken links, slow page load times, duplicate content, and incorrect use of header tags. Tools like Moz, Ahrefs, and Semrush can help you with this.
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Analyze on-page SEO
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Review your website’s on-page SEO elements, such as title tags, meta descriptions, header tags, and content. Review your website content to ensure that it’s highly relevant to your target audience, high-quality, original, authentic, and optimized for your target keywords. How is your internal linking structure? You can use tools from Yoast or SemRush to help you.
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Keyword rankings
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Identify the keywords you’re ranking for and the ones you’re not. Then, review your website copy and content to find opportunities to utilize those keywords to optimize your content.
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Website Content
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Is All Your Content Up-To-Date?
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- Have you added new products or services in the past year? Is this reflected in your website copy?
- Does your About page still reflect your mission, goals, and objectives?
- Have you increased your team? Are they identified on your website?
- What about your CTA (call-to-action)? Is it prominently placed on the appropriate pages? What happens when someone clicks on it? Is there a seamless transition between the click and the landing page where you want your customers to go?
Comb through every word of content to ensure it’s current, authentic, engaging, and reflects present realities.
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Backlinks
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You can use tools like SemRush or Ahrefs to analyze your website’s backlink profile. High-quality backlinks from authoritative sources improve your SEO performance, raising your visibility on search engines. Identify toxic or spammy backlinks and use Google Search Console to disown them.
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Optimized for mobile
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Is your website optimized for mobile? This is critical because more than half of consumers today access websites and social media sites on their mobile devices. Use tools to help you evaluate how well your website is optimized for mobile.
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Local SEO
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If you have a physical store or serve a local population, you’ll want to be sure to optimize your website for local search.
Review your Google My Business profile. Make sure all the information is up-to-date. Be sure you’re using local search keywords so your consumers can find you. For instance, Google says the most trending search request is where is a **** near me?
Make sure the link to your website and social channels are working.
And after spring cleaning your digital marketing assets, don’t forget to keep your Google Business listing updated with announcements, openings and closings, and new products or services. Finally, encourage your customers to leave reviews and be sure to respond to them.
Update Your Social Media Strategy
Next up—spring cleaning your social media digital marketing assets.
Review your posts
Review your social media posts and identify any that no longer reflect your mission, goals, voice, and values.
Look for content promoting products or services you no longer offer and remove them. Likewise, ensure your social media content promotes any new services or products you’ve added.
Social media engagement
Assess which content types have performed best regarding reach, engagements, and conversions. Confirm that you are posting content appropriate to the channels’ guidelines and that all images are optimized for mobile.
Include unique content, posts, and CTAs that align with your 2023 business goals.
Audit your followers
Check your follower list. Remove accounts that have been following you for a long time but never engaging. Also, check for fake accounts and bots and remove those.
Update your profile
Your social media profile is like a mini-website. It should include the keywords you rank for and appropriate hashtags to boost your visibility. Finally, is all the information up-to-date? Do you want to change your profile photo or add new information about your brand?
Spring Clean Your Email Marketing
As you know, you own only two digital marketing assets: your website and your email list. You want to keep both in optimum working order.
Clean Your Email List
Check for inactive or invalid email addresses and remove them from your email list. You’ll see a visible improvement in email deliverability rates and prevent your emails from going to spam. Identify customers who never open your emails and prompt with an unsubscribe option.
Audit Conversions From Your Email Campaigns
Check your open rates
Are certain times and days performing better?
Are you segmenting your email list? By dividing your email list into smaller subgroups based on factors such as purchase history, demographics, and interest, you can send personalized emails to your subscribers. As a result, you should see a significant improvement in open rate and conversions.
What types of email content engage your readers?
Optimize Your Email Design
Review your email design—is it visually appealing, easy to read, and optimized for mobile? Are you using trending fonts, colors, and graphics?
Overwhelmed?
Does spring cleaning your digital marketing assets seem overwhelming? It can be, especially if you’re a solopreneur or operating with minimal staff. There are many tools available, such as those listed above. You can also retain a freelancer or consultant to review your digital marketing assets.
A freelancer or consultant can audit your digital marketing assets with fresh eyes. They haven’t been involved in creating your digital assets, so they have no ownership or bias. Additionally, digital marketing consultants have their finger on the pulse of marketing trends, know your industry, and can give objective feedback.
Bottom Line
Spring cleaning is an excellent opportunity to eliminate all the clutter and items taking up space and draining your energy. Of course, this applies to your digital marketing assets too. Outdated or erroneous content and copy on your website, social profiles, or emails can drain your energy by failing to connect with your consumer audience. So the ROI on this exercise is worth it. And don’t forget, as you’re auditing and assessing, also list the successes. And celebrate!
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Happy spring cleaning!