Many years ago when I started to coach my sons under 12 rugby team, before I could take coaching sessions I had to attend, pass and qualify in the RFU “rugby ready” programme.
These training sessions were set up to ensure that as a rugby coach for younger players , I could set up a safe training environment – have appropriate safeguards in place and manage the inherent risks of a contact sport. I had to demonstrate that I was competent.It struck me that many businesses still gloss over their digital presence without really knowing if they have all the pieces in place, have a competent approach and have the appropriate structure in place to make the most of their budget.
How about we create a quick checklist to ensure that you are “digital dexterous” ? Just some hints and tips that will help you make the most of your online presence?
You may think you have all the bases covered, you may think your web or design agency have put the foundation in for you but a bit like me when I went on my “Rugby Ready” course, I learned some really good tips, brushed up on things I thought I knew and reminded myself of the gaps in my knowledge that I didn’t know. For a start there are two different types of rugby played in the UK – Union and League, I don’t want to get into that debate here but like Rugby – there are so many different approaches digital and you might be setting yourself up to play League when your agency has set you up to play Union.
Listen in, huddle up and “crouch, bind…….set!”
My top 10 tips for online success.
- Google Analytics.
- Website Objective.
- Target audience.
- Keyword research.
- Content management system.
- Social media.
Make sure you have Google analytics installed, working and recording where your visitors are coming from and what they are doing. Top tip – Google Analytics is changing in July 2023, ask your developer if you can upgrade to GA4 now!
What is the core purpose of your website? Is it for information only? Is it a lead generator? Are you going to sell off it? Think about what you want a visitor to do when they land on it and make that “thing” the easiest to do on the website.
Who is your website aimed at? How much do they know about you and your products and services? Will they be on a mobile. Do they want answers 24/7? Do they want to read or do they want to watch? Plan for YOUR audience.
Are you talking your customers’ language or are you setting yourself up to fail by using technical language or jargon that is industry led? We talk about digital marketing all day but our customers don’t. They might want to know how to improve their position in Google or how to get more visitors – language that we would need to work into our copy and content.
Content Management System.
Are you able to make changes to your own content quickly and easily? Don’t get suckered into using bespoke website content creation systems, there are plenty of good content management systems out there that enable and empower you to make changes when you need to, not when your web designer gets around to it.
Don’t chase multiple social media platforms, think about where your customers are and which platforms THEY use. You only have one platform? No problem as long as your customers are there.
Can you generate content, who will write it, who will update it? How long before your current content becomes out of date? Building a digital presence is all about the long haul, you need to commit and to plan to write new content – a simple news or blog page will do it.
Building a good online presence takes resources, whether that is content writing, SEO, paid ads, video content or simply analysing your Google Analytics – plan and budget for monthly input – if you neglect your digital presence it will just wither and die on the vine – your get out what you put in.
When do your visitors browse your content? Are they looking on Facebook, websites, blogs ? How are they doing this? If your customers are using mobile devices, make your content mobile friendly – is it easy to navigate on a mobile device? Are images compressed?
People like to watch things, not read things on a screen. What exciting , interesting content can you share as a video clip? Product demo? Meet the team? Show off your great facilities? Video content is engaging and interesting.
Do you want help defining your target audience or setting up your digital to to bring in leads? For any of your digital marketing questions, please get in touch today!