It’s raining, it’s pouring in Rochester today. So what to do on a soggy day such as this? Why not tackle some web housekeeping? Whether your downtime results from a change in climate or otherwise, here are some “rainy day” ideas for tuning up your web presence.
1. Review your ongoing web content development plan
Your ongoing web content development plan should be focused on answering web visitor questions and facilitating the completion of their online tasks. How are you doing on keeping your web content fresh and relevant to their needs? Is an expert voice developing in your body of blog entries? Does your content aid in your visitors’ decision-making process, and do so in a timely manner? Is it time to consider your first web video or podcast episode? Or perhaps an eBook?
2. Start planning for mobile
If your website isn’t already optimized for mobile browsing, it’s never too late to begin the process of getting there. Start by putting yourself in your web visitors’ shoes and think about typical usage scenarios. For example, what are they typically doing when turning to their mobile devices for the products, services or information that you offer? Where are they typically doing those things? Is all of your content relevant to the mobile experience, or only some of it? Which pages or functional bits should be adapted or re-spun for mobile?
3. SEO housekeeping
Search engine optimization is an ongoing process that’s driven by your overall content strategy (same with your social media plan, ongoing content development effort, etc.). But any time is a good time to do some basic SEO checkups, especially for those sites that have more than one content author. Does your site’s content reflect the web searches your visitors are conducting? Are your page titles accurate and relevant to associated page content? Do they follow a set convention? Is your tagging clean and consistent?
4. Explore a new metric
We all know how deep we can go with Google Analytics and other website analytics programs. But what do all these numbers mean? Take some time to learn about one previously un-explored measurement in your web analytics program. But just like the metrics you're currently tracking, make sure any additional ones are relevant to your overall objectives. Does the new metric shed light on progress or shortcomings with regard to those objectives? Will it enhance your understanding of where you’re achieving your goals? Will it help you understand how to improve results?
5. Be neighborly
What’s your social media neighborhood up to today? Are there local events coming up that are of interest to you and your followers? Help promote them with a few re-tweets or shares. Is your inbox on LinkedIn filling up with requests for recommendations? Start writing. It never hurts to take some time to simply be helpful in your social sphere.
With your first step inside The Maplewood in Webster, New York, one thing becomes abundantly clear - the nature of long-term and rehabilitation care has changed. The Maplewood's foundation of innovative clinical care is housed within a model that is focused on hospitality, not institutional confines. The Maplewood feels more like a resort, and less like a nursing home. With this in mind, we set out to deliver a new website that captures the unique nature of the Maplewood brand. "Distinctly Different" is a key pillar of The Maplewood - one that informs every aspect of the website. As the central hub for Maplewood information, family members, residents, professional community, and staff all benefit from a rich presentation of valuable content. Highlights include photo slideshows, in-depth information, "Get to Know" videos, and a growing blog presence. Soon to be launched will be an audio podcast series to help listeners make informed decisions around long-term and rehabilitation care. Many thanks go to Maplewood's owner/administrator, Greg Chambery, for having the vision and commitment to developing a site of this nature. We invite you to visit www.MaplewoodNursingHome.com, and lend us your feedback.
I meet with my local competitors as often as possible. Rochester is a small community and it's nice to get to know the people working in our industry. Recently, I met with two different competitors and was struck by the difference in each of their approach to online marketing.
I won't get into all the details here, but the point that struck me is this: One agency was throwing all its resources and energy behind social media. Everything in their view was about leveraging the communities of Twitter, FaceBook and the like. The other agency, although social media savvy, viewed social media as just one tool in the marketer's toolbox.
Anyone that follows me on Twitter (@mikegastin) or works with our firm knows that I align closely with the latter. Social media and SEO are tools. They're important and can be useful in a greater strategy, but at the end of the day, they can't carry your company's marketing needs on their own. In fact, I don't believe any one tactic is enough, traditional or digital.
How about you? Have you dumped collateral, direct mail and print ads all in favor of on line marketing? If so, do you have metrics to show how it's worked out? Or, have you decided to keep some of your traditional marketing efforts and mix them with on line marketing? I'd love to hear about your experiences, so please leave a comment!