Pulse Check: Bring Dead Content Back to Life

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Is your site suffering from declining traffic?

Are your product descriptions stale and boring?

Are online sales sliding downhill?

1 . . . 2 . . . 3 . . . CLEAR!

If you’re not reviewing and updating content with a regular cadence, it’s time to bring your site back to life.

Product Data and Inventory

When you’re running a business, it’s easy to let the unseen items slide off your to-do list. But, because your online product offering is essential to business growth, it deserves a priority spot.

Whether products are no longer being manufactured or the product offering changed, you’re putting customers in a position to leave you when you publish inaccurate product data. That’s why maintaining your inventory is essential. This non-negotiable includes everything from product specifications, like size and fabric selections, to the romance copy that makes your products appealing to potential buyers.

If you don’t have the headcount to dedicate to updates, automation is an option. Companies like Amber Engine make it easy for retailers to update online product copy, while saving them time and effort.

Digital Content  

While updating your blog content, titles, CTAs and keywords isn’t as easy as automating your product data, you can put your team on auto-pilot.

When you create your digital strategy for the year, make sure an easily-accessible editorial calendar is in place. This spreadsheet not only contains the details for new content creation, it also holds an update schedule for existing content. For example, every 6 months, someone should visit your website to ensure your SEO is up to date, especially as Google moves towards “phrasing” instead of just keywords.

In addition, review your blog library – including titles and subheads –  to make sure the information you share is still relevant to your customers. Perhaps you want to pull the trend reports from 2015 and repopulate your site with news from High Point Market 2018.

When evaluating your call-to-action, make sure you instruct clearly so guests understand what you want them to do next.

Regular reviews keep your website content fresh, interesting and engaging for your customers. And, all that time-on-page should convert to an uptick in sales.

Social Automation

The digital landscape can be tricky to navigate – especially when you went into business to sell home decor from a cute shop on Main Street.

That’s why social media automation is a godsend for small furniture and design businesses. Programs like Buffer, Sprout Social and Hootsuite let you create and schedule posts for your social channels months in advance. Then, when the scheduled time arrives for release, they share it on your behalf. With these tools, your social story is set and you’re free to focus on marketing, sales and searching for new inventory.  

Of course, you want to make sure you stay on top of your feeds for comments and questions, since the goal for social is relationship building. But, automating this side of your business gives you more time, every day, to run your business.

 

If you maintain your website and dedicate yourself to fresh copy, content, social media posts and product data, you’re set up for sales success. What are you doing to automate the digital aspects of your furniture or design business? Which pieces gives you the most time for sales and marketing?