Spring Refresh: 8 Ways to Keep Things Running Smoothly

Gather up your resources and refresh.

Gather up your resources and refresh.

Vroom. Vroom. Schedule a tune-up to keep the car running smoothly. Visit the dental hygienist. Clear out back of the closet clutter, and…

1. Update your website. Spend as long as it takes for it to look great and completely up-to-date. Avoid text abbreviations like “gr8” and “up-2-date”… always. Do make sure there’s a clear call to action on the landing page. And, that the full range of social media share buttons are live with counters enabled to indicate the mounting number of shares.

2. Don’t look stale. Chop and change your calls to action, always getting users there in one click by pairing calls to action tightly to the right landing page. Build out micro-sites to avoid extra unnecessary clicks. If there’s a calendar of events that isn’t updated daily or weekly, it’s better to leave it off.

3. KISS. Leonardo da Vinci is credited with saying, “Simplicity is the ultimate sophistication.” Mies Van Der Rohe said “Less is more.” These days, we say, “Keep it simple, stupid.” In just seconds your audience determines whether they wish to continue the conversation by engaging. We want to help make that decision an easy one.

4. Ask for the business. It’s a golden rule. Decide what you want people to do and ask them to do it while using a consistent tone of voice. Examples include “Share,” “Re-tweet,” “Click,” and “Comment”. Be clear, inviting, personable.

5. Don’t oversell. Remember the other golden rule in sales: Be brief — in 100 to 120 of the 140 characters Twitter allows — so others can re-tweet. By using shortened hyperlinks to sites, photos and videos, you can pack a lot more in. Go to bit.ly to make a 5-minute investment in how to shorten links, always a plus for short and sweet tweets.

6. Revise your Twitter profile. Since tweets are only seen by your followers, if you want to expand your audience, set a budget and promote selected tweets. Monitor and measure ROI to see what works best. Use curated #hashtags sparingly but effectively. Build lists. Two tips: 1) Twitter and the ampersand (&) don’t mix; and 2) use a period (.) before the @ if you want others to see your reply. Look at your Twitter profile headline and see if it’s current.

7. Blog. There’s just no getting around it. Contributing free, searchable and lasting online content cannot be anything but good. Is someone responsible for one or more blogs per week with a strategy behind the content? Connect the blog and the website. Enable hyperlinks to selected partners. Share and tag. Use images. Post your best blogs to your company’s LinkedIn profile page.

8. Claim your real estate. Note that Facebook grew the size of photos by more than triple. Cover photo: It displays at 851px wide by 315px high. Profile image: Its display dimensions are 160px by 160px, but you have to upload an image at least 180px by 180px. David Coleman’s tutorial, Have Camera Will Travel, covers all the pixel detail.

– Laurie Jo Miller Farr


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