#Marketers, are you forgetting something?
Branded Background – Check
Monitoring – Check
Posting more than self-promoting content – Check
Engaging with followers and influencers – Check
Brand Page Created – Check
Polls, Surveys, Contest – Check
Analytics Reviewed – Check
Specials and Advanced Information Shared – Check
Works on iPhone and iPad – Check
I have an App – Good for you
I’m running mobile ads and paid search – Check
My CFO just got rid of his Blackberry – Congrats! Better than most people can claim
Brand Chanel Designed – Check
Regular Video Content Provided – Check
Curating Video for Sharing – Check
Embedding content into other channels you control – Check
Regular Publishing Cycle – Check
POV consistent – Check
Comment and Blogger Influencer Strategy – Check
Traffic Driving Metrics – Check
List Maintenance Protocol – Check
Subject Line Testing – Check
Offer Testing – Check
Optimizing Deliverability and Readability – Check
Trigger Based, Segmented – Check
But how’s your website? When was the last time you focused on it for a week or so? Does it say what you want it to say? More importantly, with all the learning from above, what have you done to update your website? Does it serve as the hub of activity or is it like a forgotten capital of an ancient empire?
I have found in the past year most people have not thought about their website nearly enough. Its look has not been updated, the learning from off-site and on-site analytics has not been implemented, and technically the underlying system looks like a 5th grade science project. In my experience, the companies that remember to invest in site updates every quarter, and major overhauls every 18-24 months are always ahead of their competitors.
How much content have you created over the last few months? Do you enough call to action items on each page? What about video?
I encourage you to look at a basic website redesign project over the next few quarters, and if you still need convincing, look at your competitors site today vs. what it looked like when you last re-did yours; it might be all the reason you need to get on with your next website redesign.