February 7, 2017

Keeping your Business Current in 2017

keeping your website current

It’s the simple things that count.

When you see ‘copyright 2010’ in the footer of a website – what goes through your mind? For me, it’s “are they still in business?”

I noticed I had this reaction looking through a partner website – and immediately wondered if OUR digital marketing agency web team has this as a to-do for the 400+ online properties we administer. (hint: they don’t need to, they are more clever than that, see below)

Do you see where I’m going with this?
There is a trade-off between work-ability and currency. How do you make it?

So for website updates:

  • Simplify your processes by using generic notation like, “Copyright [Company Name]”
  • Send a signal: “we are fresh and up-to-date” by using “Copyright 2017 [Company Name]”
  • Even better: our developers insert “Copyright <?php echo date(“Y”); ?>“ code which automatically updates to display the current year. Hands-off!

This, by the way, is what we refer to as ‘static’, or unchanging content. Many websites find themselves treated as store frontage – never changed.

It requires maintenance (or at least planning) to prevent your digital marketing properties from looking stale. Because there is an expectation of currency on the part of internet users. Everything else is freshened routinely, why not your website?

For blogs and social media:

Post-based web properties like blogs, social media, and press releases are implicitly date-based. This is digital marketing content connected to the calendar. Currency is important, as people simply do look to see how ‘fresh’ is this news?

Having a publishing platform creates an expectation that it will be used. If not, the question arises; is something wrong?

Creating a reliable structure to publish new posts is crucial to displaying reliability to your prospective and existing clients. Making this workable often involves the principle of an ‘editorial calendar’- pre-writing in batches, and then timing the release of content over time.

  • Employ Editorial Calendars to create agreement on your team for a workable publication schedule
  • Solicit input so it becomes a ‘crowd-sourced’ effort, and takes the burden off one team member
  • Remember that not every post is required to ‘sell’ – in fact, too much selling makes readers weary – thy expect some texture, variety, and character

And now we close the loop.

Having a publication channel permits that fresh digital marketing content to flow to what would otherwise be a stale website. Dressing up the storefront so it never looks stale and untended. We typically recommend leveraging digital assets like social media to provide ‘feeds’ on the front page of client websites, or even on News pages.

With a deliberate strategy, your digital marketing efforts to keep clients informed can do double-duty and more.

A million small decisions as you market your company, and maintain the platforms that support driving new business. A deliberate, informed approach makes your digital marketing far simpler.

Shares