Just like that mess under the bed, you have a whole lot happening online that you can’t always see – but you know it’s there. Take some time before the busy summer season kicks off to tidy up your business’ online presence. To get you started, we’ve highlighted some of the most important areas you’ll want to look at. Follow our tips to see your business looking neat and tidy in no time!
Re-evaluate your security settings
Even if privacy and data security weren’t a hot topic in the news, we would be recommending that you take a few minutes and re-evaluate the standing of your business’ online security settings.
Review who has access to your accounts
When setting up a business online, it’s usually necessary to enlist a little help from some experts, and at some point, you granted them access to your online accounts so that they could do their job. But, running a business can keep you busy and it is easy to forget that the agency who set you up, the social media whiz kid you hired part time or that past employee once – and may still – have access to your accounts.
Log in to each of your online accounts and click over to see who has access. Depending on what platform you’re on these may be under “page roles,” page admins” or something similar. This includes each of your separate social media accounts, the platform you use to build and update your website, your directory listings, and even the hosting company you purchased your website domain name from a few years ago.
Review each account’s security settings
One of the most important places to do a thorough security check is on your social media pages. Social media platforms ask for, hold on to and then build on important information that you give them. While things like credit card details will automatically protected (companies are certainly not allowed to share those), almost everything else is fair game unless you say otherwise.
On most social channels, you can make a lot of key choices in your settings, like whether or not to allow private messages to you on Facebook, keywords you can block from being posted on your wall, the strength of your profanity filter and much more. Businesses – unlike individuals – should want to have their page as visible as it can be (more eyes on your business, more potential customers). Read through everything carefully and set things up to strike the right balance between feeling protected and giving your business the best chance of being seen.
“Keep-Donate-Trash” your CTA’s
Cleaning up content on your website, social media pages and your business listings can be a bit like trying to clean out an overstuffed closet – pull out the wrong item and everything comes tumbling out with it. Making changes to your online content may not be quite as dangerous, but if your content sends people to too many broken links or incorrect pages, that could stir up some trouble for you.
You have CTA’s (calls-to-action) in far more places than you might realize – most of which are (and remain) hyperlinked. The “contact us” button on your home page, the event link in your last newsletter, the link back to your website from your social media profile, the click-to-call button on your Google My Business listing… we could keep going, but you get the idea.
Set aside some time to put on your customer hat and think about the different ways people may search for and find your business online. This is where you can do a little keep-donate-trash. “Keep” the ones that are working, “trash” and replace the ones that just don’t make sense anymore, and “donate” (or recycle, in this case) any content that isn’t timely, but could live nicely on your blog or social media news feeds.
Here’s the short list of what we’re usually on the lookout for:
- Do all of the buttons, menus and clickable text on your website go to the right places?
- Are Facebook and your other social pages directing to your website or address?
- People can still click on links to past events, is the content on the page updated to show the event has ended (maybe include a link to the next one!)?
- Are regular links in the email newsletter still linking to relevant content?
- Are all of the business listings (Google My Business, especially) showing the correct information?
Clean up your correspondences
Most of us check our emails, voicemails and regular old snail mail regularly. There may be a few messages that make it into the “address this later” pile, but at least they’ve been seen and are on the radar. But, if you have a business with any kind of online presence, it’s important to remember that you may have more inboxes than those three.
Log in to each of your accounts online and see where there are customer questions, concerns and even praise that may have gone unaddressed. Check the direct message inboxes on each of your social accounts and in the comments of your social posts. Scan over all of your reviews on Facebook, Yelp and Google My Business and be sure to answer each of those too. Even if you took a little too long to notice these missed correspondences, when it comes to responding – it’s usually better late than never.
Now that you’ve had a chance to take stock of your online presence, it’s a great time to evaluate if your online communications process is working for your business. You may finally be ready to build a system for you and your team to stay on top of messages, comments and reviews. Or, you may decide that this is a great time to call in a professional to help manage things for you. Vivial can help with that. If you want to learn more, get in touch!
Freshen up your content
Sometimes it’s just as important to make some meaningful additions as it is to clear all of the clutter away. Depending on your industry, there likely hasn’t been too much happening lately. Summer, back-to-school and the holidays keep most of us plenty busy through most of the year. In the winter, we tend to slow things down, do less, post less and catch up on Netflix while we wait for warmer weather. Get ahead of the rest and use springtime to freshen things up!
Content works best when it’s timely – but for most businesses that means thinking ahead. If your business sells something that people can used on a holiday, during a particular season or that they’ll need at an upcoming event, you’ll probably want to make sure they know about your business before then.
In a way, giving some serious thought to your spring and summer marketing can help you stave off those late winter blues – because that’s when you should be making your content game plan. Have some fun thinking about what to post during and ahead of the coming seasons and get your followers as excited about it as you are!