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Researching keywords and trends. Are the keywords you use in your content and ads still what people are looking for? If not, you probably aren’t showing up for people when they search for home improvement products online.
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Auditing your marketing channels. How much time and money are you spending on website and content marketing, ads, SEO, social marketing and other channels? Are you putting in time that isn’t driving ROI? Those channels may need to be abandoned or rethought.
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SET IN ORDER
In a workroom, this step involves organizing all tools and resources so they’re easy for anyone to find when needed. In online marketing, set in order can refer to using the right project management and communication tools to ensure everyone knows what needs to be done and you and your marketing partners have oversight over the process.
Online marketing benefits from standardization, too, especially when it comes to consistency. Many people ask how often they should post new blog content on their website, send out email newsletters or make posts on social media. But how often is less important than following through. If people get used to hearing from you via email once a month or via blog once a week and you suddenly go missing, they aren’t likely to come looking for you. They are, however, more likely to forget about you when it comes time to make a purchase, which means they could choose the competition instead.
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At the very least, your online marketing “workroom” should have an editorial calendar that lets people see what type of content you want to publish and when. You should also have a way to assign various aspects of that content creation to different members of your team or freelancers. If you work with an online marketing firm, chances are they have tools to set things in order for you and help you stay up to date on progress.
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SHINE
Here’s where physical spaces and tools get polished up with a good scrub or sweep. Cleaning and maintenance are the mainstays of shine, and that’s true physically or virtually.
Sometimes, you shine your online marketing by taking items identified in sort that aren’t performing well and making them better. But this step can also refer to the ongoing generation of high-quality content, advertising and social posts that keep your business fresh in the minds of potential clients and help them find you online.
SUSTAIN
Once you do all the work to set up an effi efficient environment, you have to ensure everyone works to keep it that way. And once you start seeing success with home improvement marketing, you want to maintain that success and reach for more. You can sustain and even gain results in online marketing through continuous testing. Never assume, for example, that the ad campaign that worked well last week will work again exactly the same way, or that your content can’t be improved upon. Continue to tweak things and test them to see if you can get more traffic, higher conversion rates and increased revenues. V Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating case generation from online to the phone line. He is the author of “Making Your Phone Ring with Internet Marketing for Window Covering Companies.” RingRingMarketing.com Facebook: RingRingMarketing
Another area that you might need to “shine” is your business’s online reputation. Online reviews are an important resource for many consumers, who are much more likely to trust what others say about your business than what you say about it. You can’t afford to ignore negative reviews; instead, shine them by reaching out to the unhappy client to see if you can resolve the issue and convert the review to a positive one. If that’s not possible, respond to the review honestly and tactfully to ensure potential clients see your side of the story.
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STANDARDIZE
This one’s pretty self-explanatory in a physical environment. It’s where you create rules about how the workroom is kept organized and clean—such as the hammers hang from certain hooks or the nails go in certain drawers.
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