Why do today what you can put off till tomorrow? Too often our marketing suffers because there just aren’t enough hours in the day and we’re trying to do things in too much of a hurry – this is when the quality begins to suffer.

But if your customers are comparing your business to their competition, they’ll go for the business with the better web presence every time. So how do we create a point of difference, or at least a point of parity?

Here are five things you need to start doing to stay ahead of the game:

1. Update your blog

Blogging provides a platform to engage with your customers, gain customer insights and generate free PR. Blogging also gives your company a voice – that voice should be fresh, to reflect the latest trends in your market.

Did you know that fresh content is key to search engine optimisation? Google prioritises new content in search rankings, so if you want your business viewed first, you need regular new content. Not only will fresh blogs get you more clicks, if you have comments enabled it’s also a fantastic form of two-way communication with your target audience.

2. Strategic content

But not any old content will do – it’s time to get strategic about your content. A content marketing system will allow you to create and distribute your blogs effectively, so that they actually generate leads. It’s all about content that is relevant and valuable to your target audience.

Your content marketing strategy should outline your business goals, what your customers needs – or the issues they have – and how you’ll use content to meet both. It could be as simple as a one-page plan or much more in-depth, depending on the size of your business and the role that online plays in your marketing mix.

3. Update your website

An uncared for website is like a dusty old shop. Google hates it, consumers hate it. And your customers will notice – they want to know that you and your business are still alive and kicking.

Your website needs to be clear and accurate – are all those products or services still available? Opening hours? Contact details? If your website is looking tired and unloved, they’ll buy from that flashy new website your competitor just launched instead.

4. Shift your website to a responsive web design

Responsive web design is a way to set up your website so that it can be easily viewed and navigated on smartphones, tablets, laptops and desktop computers. It’s a special way of coding the website so that it maximises functionality, regardless of device.

You are missing out on customers if you haven’t yet shifted to responsive web design, as today’s audience are browsing the web on an array of devices, and your business needs to be accessible regardless of how it’s viewed. On top of that, Google is starting to penalising unresponsive sites – so you’ll see your search rankings plummet.

5. Refresh your brand

Is it time your brand got a makeover? Does your brand collateral still reflect who you are and what you’re offering? Is the style outdated or do you have inconsistent branding throughout your business?

Fresh branding shows current customers you’re still in the game and helps attract new ones too. It doesn’t mean a complete brand overhaul, just a little tweaking to ensure it’s reflective of your business today. A refresh will give your brand integrity and ensure that your image is current and energised.

In business marketing, standing still is going backwards

Are you trailing at the back or setting the pace? Take the time to get strategic with your marketing efforts and see the benefits through increased click-throughs, repeat visits and sales. If you need any extra help – get in touch.

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