Every January I see posts on posts about future marketing trends: How will SEO change in the new year? What social media platforms do you need to be on to succeed? What crazy thing will Google do to make us finally want to throw in the towel!? It’s overwhelming and bound to change by February. I thought it would be more helpful to make a checklist of five things you can do now to start your 2015 marketing efforts off with confidence.
Deep Dive Into Your Data
At the end of each year, you typically have a historic spreadsheet of the most important metrics to prove your site gets traffic. But it’s also nice to take a closer look at the random stats you don’t generally focus on. For example, you might consistently report on organic search visits, bounce rate and new vs. returning visitors. Why not dive deeper into things like average time on site, pages per visit, referring domains, browsers used, devices used, etc. You might look at these periodically throughout the year when the questions arise, but it’s a great time to really take a closer look. Also, think about your filter settings and how your dashboards are set up. Are there opportunities to use enhanced features in your software, or if you use Google Analytics, have you ignored things like campaign tracking that you could integrate into your 2015 plans?
Give Your GWT Some TLC
You should be fixing broken links as you come across them, but if you have a laundry list of 404s in your Google Webmaster Tools (GWT), now is a good time to reevaluate them. Maybe you need to talk to your website developers about your site architecture, or you have missing 301 redirects to fix. Spend some time in your GWT looking at crawl reports and server errors, and make sure your sitemap is up to date, robots.txt is working as expected, and your 404 page and HTML sitemap are current.
Read it Again
Pull a list of the top 20 pages of your website. Now, go page by page and review all the content. Check for spelling errors, outdated facts, broken links, and optimization opportunities. Make sure the page titles show up in search and the meta descriptions are rendering. Check the images and text in all browsers and on mobile devices and tablets, and check for any missing alt tags. These are your top pages; make sure they continue to be in 2015.
Make Some New Friends
There are tons of SEO, social, and monitoring tools out there; there’s also a lot of expertise. Do some heavy research and talk to other marketers about what tools they rely on most and what they’d recommend trying out in the new year. It’s hard to move away from a tool you are comfortable using; but there might be something out there that could change the game for you entirely if you just knew about it! Open your eyes and see the possibilities. You might not find anything, but it doesn’t hurt to shop around. Some game-changing tools we’ve discovered this year (and they are not necessarily new to the world, just to us): Moz, Screaming Frog, Canva, and Buffer App. Influencers we rely on: @MarketingProfs/@AnnHandley, @, and @RandFish.
Clean Up Your Social Act
Don’t wait for spring cleaning; now’s a great time to clear out old followers, find new followers, and sign up for any new social sites that are relevant and growing. On Twitter, if you haven’t already, set up some Lists to organize your connections. Update your LinkedIn profile with your resume and check for any new recommendation opportunities. In conjunction, deactivate old accounts and most importantly, make sure you update your passwords and check privacy settings. If you’re not sure what social channels to be on, read our recent post on the subject.
Happy New Year!