Spring cleaning. For many people, it’s an annual tradition. The weather gets warmer and it’s time to clean, fix, restore or replace everything from the windows to the walkways. It’s an old practice, but an effective one to maintain and improve your property year after year.
The same practice can be equally effective when applied your marketing. As you get busier and your marketing efforts expand and evolve, things can get a little run-down. Your lists can get outdated. Your website can get a little dusty. Sometimes things just need a quick clean up.
But like anything else, figuring out where to start can be the toughest challenge. That’s why we created a quick checklist of things you can start doing today to give your key marketing assets that little extra shine to make your efforts more effective moving forward.
CHECKLIST: Take These Steps to “Clean Up” Your Marketing
Take an afternoon or a full day and assemble the team to help you clean these important elements of your marketing communications…
1. Launder Your Lists
Most organizations have several different active marketing lists—customers, potential customers, lapsed customers, etc.—at any given time. But the thing about lists is they require regular scrubbing for maximum efficiency.
It’s important to keep your lists updated so you’re not wasting precious marketing dollars on outdated phone numbers, addresses and emails.
- Review your lists and make sure the information is complete and accurate. Remove any duplicate or flawed contacts.
- Even simply going through your email newsletter list, for example, and purging any email addresses that no longer exist can be beneficial.
- Evaluate your list collection and management procedures. Make sure you have strong practices in place for keeping your lists current, optimal and relevant.
- You can even create a small campaign just for the purpose of verifying contacts—reaching out to customers to ask if their information is correct or has changed. This can help keep your lists current and provide a nice customer touchpoint.
2. Wash Your Website
If you dig around enough on most organizational websites, you’ll find outdated content, bad links, missing images, and unnecessary pages.
These website nooks and crannies may be “out of sight and out of mind” for you, but when a visitor comes across them it can look pretty unprofessional.
- Go through all the live pages of your website and review everything.
- Make sure there’s no outdated information; all links work properly; all pages are still relevant; all images are present, appropriate, and optimized.
- As you comb through your site, if you find things across the board are in pretty bad shape that’s a key sign it’s time for a complete website refresh or redesign.
3. Evaluate Your Emails
You may have an email strategy that includes things like welcome, loyalty and winback series. These may have either fallen by the wayside or have been automated for so long that you haven’t actually looked at them in a while.
Now’s the time to look at all the marketing emails that come from your organization (automated and otherwise) and determine if changes need to be made.
- Take a deep dive into your results and compare what you’re getting from any email efforts compared to what you were getting. If things have dipped, it’s time to make some changes.
- Review your email design and make sure it still fits with your brand, website and your general online presence.
- Make sure all email links and your contact information are up to date (a person may have left or a new person may have come in and updates may have never been made).
4. Scrub Your Social
Over time, a brand’s social media presence can get a little sloppy. Maybe you tested out Tumblr back in 2011 and haven’t touched it since. Or maybe you went all in on Pinterest for a year and then it fizzled. Take a look around at ALL the social networks your brand is active on and…
- Decide which ones you want to keep, which ones you want to reactivate, which inactive ones are still serving an SEO purpose, and which ones you can safely shut down.
- Consider updating your profiles with new content or images as needed across all your active social networks.
- Make sure you have the usernames and passwords for all your networks. You may be surprised how many logins can get lost over time—locking you out of your own accounts.
- Go through your followers and the accounts you follow on networks like Instagram and Twitter to clean those up. Start by unfollowing fake, irrelevant or inactive accounts.
5. Buff Your Branding
Just as your marketing assets can get dusty over the years, so can your branding.
When you last worked on your brand, your company may have been completely different—with different key benefits and areas of focused. But you may have changed a lot since then.
- Make sure your branding—from your logo to your colors to your tagline to your summary/elevator speech—fully reflects your company’s identity in the here and now.
- It may be as simple as updating your logo to a flatter design or as complex as doing a complete re-evaluation of your organizational identity and, ultimately, a full rebranding.
- Check out these tips on how to know when it’s time to update your logo. They actually apply nicely to your brand as a whole too.
Make It a Point to Polish These Marketing Tools on an Annual Basis
Just like your home, your marketing needs a little love and maintenance to retain its value. Dusty marketing and branding can create the impression of an outdated company—which is not typically good for business.
Take the time to go through the checklist above and make sure everything’s working and looking good. In the long run, it will make your marketing stronger and more effective. It will also save you from potential problems (and extra work) down the road.