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Small business digital health check

So, your small business has a website. Maybe a Facebook page too. Or even a Google My Business listing. That’s great! But are they delivering you value? Let’s find out.

In this digital health check, we’re going to take you through the fundamentals of marketing your business online, to ensure you’re getting the best result for your marketing spend.

 

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SEO is largely about ensuring the best, most valuable experience for searchers.

 

1.  Is your website optimised for search engines (and real people)?

For many unfamiliar with digital marketing, search engine optimisation (SEO) can be an intimidating term. But it shouldn’t be. Today, SEO is largely about ensuring the best, most valuable experience for searchers – aka potential customers or clients – because that’s how search engines prioritise information.

Little things you can do to give your site a boost include ensuring your pages have compelling meta titles and descriptions. This is what searchers will see in search engine results pages (SERP) and what will entice them to click.

While keywords are less important than they once were, it’s still a good idea to feature your targeted keywords in your headlines and the first couple of paragraphs of your page copy. So if you’re a hair-dresser, make sure you call yourself one on your website. Sounds simple, but it’s amazing how often it’s neglected. If nothing else, it’ll reinforce to users that they’re in the right place.

 

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Google Analytics helps you understand what works and what doesn’t work on your site.

 

2.  Have you installed Google Analytics?

Google Analytics is perhaps the best tool for understanding how your customers are using your website, and best of all, you can get started with it for free.

Once you’ve set up your website with Analytics, you can track how users interact with your webpages. You can see where they click and where they decide to leave your site. This sort of data is essential for learning what works and what doesn’t work on your site.

It does take a little knowledge to set up things like conversion goal tracking, but Google offer plenty of free resources to help you to navigate the process.

 

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Platforms such as Shopify make buying through your website relatively easy, and they’re typically inexpensive too.

 

3.  Is it easy to actually buy from you?

Now that you’ve arranged your analytics, and you’ve got an idea of what is and isn’t working on your site, you can start to optimise your pages for conversions.

For example, if your website does not feature eCommerce functionality you may want to consider adding that. Platforms such as Shopify make buying through your website relatively easy, and they’re typically inexpensive too.

Another idea is tailoring your site to match how users are consuming it. If your customers are perusing your pages mainly on mobile platforms, customise your site to suit mobile. If they’re predominately on desktop PCs, rework your site, so it performs best on desktops.

 

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Ensuring that your website’s content is useful and tailored for customers will boost your SEO and CRO efforts.

 

4.  Is your content king?

You’ve probably heard the phrase ‘content is king’. It’s become somewhat of a cliché in digital marketing circles. However, that doesn’t mean it isn’t still true!

Whether it’s imagery, video, or old-fashioned text, your website will either thrive or fail based on the content of its pages. So, look at your website and ask yourself: is my content helpful? Easy to consume? Relevant to customer queries?

Ensuring that your website’s content is useful and tailored for customers will boost your SEO and CRO efforts. It’ll also keep users on your pages for longer and will ultimately help you to close more sales.

 

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You may not check your Facebook page every day, but you do need to promptly reply to queries, complaints or reviews.

 

5.  Are you active on social media?

A good way to treat your social media accounts is as if they’re a direct extension of your website and your business itself. You need to be active, engaging, and responsive to customers.

You may not check your Facebook or Instagram pages every day, but you do need to promptly reply to queries, complaints and reviews because Australian consumers are increasingly expecting to be able to communicate with businesses via these popular social channels.

In fact, businesses can no longer take a ‘set and forget’ approach. Using social media effectively is a process which takes ongoing maintenance and monitoring.

 

Covered all these things? What’s next?

When it comes to marketing your small business online, there is no limit to the tools available to you. Many of which won’t cost you a cent.

The best advice I can give is to keep an eye on many of the fantastic digital marketing news sources and blogs available online. The more you learn about the latest innovations, the more you can put them into practice with your digital presence.

If you want to take your website to the next level and develop a content strategy, increase sales or come up with ideas to  better engage (and retain) customers, then you’re welcome to give us a call.

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Reuben Sady

Reuben Sady is a copywriter and digital marketer. He got his pen-license writing ghost stories in primary school and hasn't stopped writing since. These days, you'll find him crafting copy, content and campaigns for Melbourne agency Digital360. There he helps small and medium sized Australian businesses to get the most out of their digital marketing efforts. When he's not at work, he still enjoys penning the odd ghost story.

The opinions expressed in this article are the opinions of the author(s) and not necessarily those of Homeloans Ltd.