Easy to Implement Marketing Tasks: 4 Things to do This Week
A few weeks ago, I encouraged you all to keep marketing your businesses. Yes—in spite of everything going on in the world right now, it is totally appropriate for you to be marketing your business. Because, our current reality is not our forever reality and, as we’re allowed to venture back into a familiar way of life, people will be looking to spend their money with the businesses that stayed top of mind. Today, then, I wanted to encourage you to put these easy-to-implement (and foundational) marketing tasks on your calendar. Each one should take you no more than 1 hour, so invest the time to help make your business more resilient!
Review your insights and analytics
The first thing you should spend an hour doing is diving into your website and social media analytics. Why? Because if you are nervous about making sure your marketing messages are presented in a way people will receive right now, this is where you can get some guidance—and, the answer is in what pages of your website people are visiting.
If you have Google Analytics set up for your website (add this to your list if it isn’t), log into your dashboard and go to Behavior > All Pages. Find out what the most visited pages of your website were (updating the period of time to when sh*t started to hit the fan in your market). Were people viewing mostly inspiration or gallery pages? Were they spending significant amounts of time on your blog reading educational content? And, was anyone viewing your service and contact pages? This kind of data will give you the emotional temperature of your audience and you can be sure to message correctly based on what people are turning to you for at the moment.
Extra credit: Look to see what pages of your website people are exiting off of in Google Analytics. This is also an interesting statistic that can help give you an idea of any pages that could be improved.
If you don’t have Google Analytics set up for your website and you have built your website on Squarespace, the platform actually gives you easy access to this data. To see what pages of your website were the most viewed, log into Squarespace, click on Analytics > Popular Content. From there, you can adjust the period you want to see numbers for and it will show you the most popular pages of your website.
After you’ve reviewed your website analytics, grab your phone, and open up Instagram to check your insights. (If your account is not a business account, please convert it to one. It costs nothing and will give you access to this important marketing data.) Click on the “hamburger menu” in the upper right-hand corner of the app (it looks like 3 short horizontal lines) and then Insights > Activity. How many profile visits and website clicks have you had in the past week? This information gives you an idea of how much “warm” traffic (read: interested/potential buyers) you are driving to your profile page and website.
Install the Facebook tracking pixel
The next thing I want you to do is set up the Facebook tracking pixel on your website. No, I am not asking you to commit to running advertisements at the moment. Rather, I am asking you to be ready for it in the future, should you choose to. Because, if you install the pixel on your website now, you give Facebook plenty of time to gather data about your website, visitors, and the actions taken on it for future use. Facebook has all of the instructions on how to create and install a pixel here.
Sign up for a social media scheduler
If you are anything like me, you (and your audience) are spending more time than you ever could have imagined on social media. And, whether you are just bored out of your mind or are endlessly researching your next online purchase, keeping active on Instagram just might be the easiest (and smartest) thing you can do for your business right now. But, that doesn’t mean that you need to wake up every morning and come up with something to say—now is the perfect time to finally start scheduling your posts.
I personally use Later for all of my social media scheduling, but there are other options out there. The main thing is that you sign up for at least the free tier on one of them (which for most business owners includes enough posts to cover them each month). Then, get in the habit of scheduling 3-5 posts to publish each week. If you need ideas on what to share right now, check out this blog post for 10 topics.
Add a message about COVID to your website
And, the last marketing task I am going to put on your to-do list right now is to add a specific message about COVID 19 to your website. It doesn’t have to be anything epic and Gillian and I already wrote it for you! Simply click here and then simply copy and paste what you need to make the updates.
