Lambertville, Michigan (PRWEB) December 30, 2013
The clock is about to tick its last tock in 2013 and leading companies are ready to activate their full marketing strategies for a new year. Social media expert and marketing strategist Becky Robinson says that the foundation of today’s branding success includes a solid social media strategy but begins with a thorough and polished website.
Robinson says, “Any social media building efforts must begin with attention to your website. To get there, it is imperative companies ask themselves these four questions to ensure optimization of their websites for success in 2014 and beyond.”
1) Is your website mobile responsive?
Increasingly, people are accessing websites from mobile devices. In fact, Internet Retailer reported that the mobile revolution has reached a new milestone. Citing a comScore survey, the group reported that by mid 2013 and for the first time ever, a majority (55%) of time spent with e-retail now occurs on a mobile device. Robinson says that it is imperative that companies websites be mobile responsive or they may miss the opportunity to connect with potential customers who may have little patience for sites that don't render well on their devices. She adds that if it's not easy for customers to find value on a website, people will click away until they find easy-to-consume content.
2) Are you posting new content regularly?
Companies must give people a reason to come back to their sites. "If your website is static, people have no reason to come back to your site. You must create a plan for posting fresh content regularly -- no less than once per week -- and make sure that your fresh content (blog posts, articles) are engaging, helpful, and tailored to fit your audience," says Robinson. By doing this, you are positioning yourself to become an invaluable resource to your visitors.
3) Are you promoting your content effectively?
Many people take the "if you build it, they will come" approach to web influence. While a company's website is their best asset in building online influence and generating leads, traffic won't automatically appear. Robinson shares, "If you want to build web traffic, you'll need healthy, growing communities on Facebook and Twitter. When you write new content, you'll need to share it (multiple times, in various ways) to draw visitors to your site."
4) Are you converting your visitors to your mailing list?
"If the website does not have an obvious, easy-to-access opt-in to your mailing list, you are missing an opportunity to deepen your relationship with your customers," says the strategist. "Though some people predict the demise of email, email still is offering a great opportunity for you to stay closely connected to prospects and customers." Robinson and team advise clients regularly to be sure that any email sent is relevant and valuable to the client's community. "Before hitting send, be clear about your why for sending an email and what you hope to accomplish," she finishes.
Robinson uses these very tactics working with clients of her company Weaving Influence. The company partners with authors and thought leaders to grow their online influence and market their books. Weaving Influence work to identify client priorities and focus on providing ideas, plans, strategic advice, social media consultation and implementation. While primarily serving authors and thought leaders, the company also works with corporations, small businesses and nonprofit organizations. For more information on Weaving Influence or to read more tips from Robinson and team visit their website and blog.