New beginnings are grand — fresh slate, clean plate, and nothing but an open road ahead. The start of the new year is the perfect time for doing a few short exercises that will increase your chances of success during the year ahead.
1) Create a baseline report with social media and website analytics.
- What trend lines do you see?
- What social activity, blog posts, or pages got good traction?
- What were your conversions and how did they perform relative to your promotional activity?
- What are your most visited pages and are they the ones that help build business?
2) Perform a content audit on your site.
- Does everything still feel right?
- Is every page still serving a purpose?
- Is there any meat you can trim or anything missing? (Errors of omission are the hardest to spot!)
- Do all your error messages, auto-replies, and small copy still fit the brand?
3) Clean up your social profiles and lists.
- Do all your bios and profile images still make sense? Are they consistent?
- Are you taking advantage of any relevant updates that Twitter, Facebook, or LinkedIn has made that could help your business? Check out “best practices” articles for a refresher on which services (free and paid) are available on each network.
- Do you follow the types of leaders and organizations that keep you informed, curious, and updated? Unfollow people or companies who aren’t offering you a quality experience and seek out new thought leaders to keep things interesting.
4) Document your digital ecosystem.
- Social media marketing: paid, earned, and owned. What are the networks where you are active? Where do you advertise?
- Email marketing: what are you sending and when are you sending it?
- Add any offline marketing that points to digital channels — this can help you see all the possible paths to and from your digital channels.
5) Set specific goals for your website and social.
To get started:
- Review and reevaluate any goals you set last year: Did you achieve them? If so, how can you build on that momentum? If not, what should you do differently?
- Make sure your goals serve your bigger business objectives in a clear and defined way.
- Document how you intend to measure your goals: What metrics will you use?
- Set new conversions in Google Analytics to ensure that they align with your current goals.
Now, all you have to do is achieve those goals! No sweat, right!?