Clean Up Your Marketing Channels for 4th Quarter

Rachel Ritchie
September 23, 2021
In the marketing industry, early fall is a crucial time. And with shopping taking place overwhelmingly online, it has becom more crucial than ever. Right now is your chance to lay the groundwork for Q4, and make sure your business is prepared for the onslaught.

At Good & Gold, we often conduct 360° audits for clients, giving them a sense of what’s working and what’s not, where the weak points lurk, and where the opportunities lie. As we do that, we see patterns emerge—businesses have common gaps in their digital marketing strategies, all of which are relatively easy to patch with effective solutions. Here, we’re sharing tips for addressing some of the more frequent blind spots we find.

Especially as we look ahead to Q4 and its requisite expectations and frenzy, we find it's helpful to run through the following checklist to get your marketing channels in tip-top shape.

1. Clean Up Your Email Templates & Automations

When's the last time you redesigned your standard email templates? Does each one use standard font styles, contain clear calls to action, high-resolution imagery, and active URLs? Are your emails performing at industry benchmarks or higher? If not, it’s time to give those templates fresh eyes, and make sure they’re optimized for engagement. This is also a great time to check in on your email automations. Do you have your 4 basic email automations set up? Are they performing well? It’s a good idea to check in on your automations regularly, and update your imagery, language, and workflows to suit your evolving brand and audience. You might also follow our guide to updating your A/B testing strategy, to make sure you’re learning and optimizing over time. Carve out some time this month to give these campaigns a close look.

2. Audit Your Website’s SEO Performance

If you’re like most businesses on the internet, you’re wondering whether you might have an SEO problem. You feel like you should be ranking higher for certain organic searches, and you feel like your traffic should be growing a little faster—but you’re not exactly sure what’s normal. Now is the time to stop wondering and check the pulse of your website by running a simple SEO audit. This will help give you a sense of where you stand, and how much help you need. Start by following our handy list of 5 ways to check your website’s SEO.

If you have a physical location or serve a specific geographical market, there’s another crucial piece to the search marketing puzzle: Local SEO. Local SEO is the process of ensuring that your business appears in all sorts of local searches, from Google and Bing to Yelp and FourSquare.

3. Solidify Your E-Commerce Presence

This time of year, it's imperative that your Google Shopping campaigns are up and running smoothly. Google Shopping campaigns allow you to land at the top of the page within very valuable real estate, with a visual representation of your product for high-intent searches—i.e. people who are in the market for your particular product. Since launching in 2012, Google Shopping has rapidly become the single most effective way to sell retail products via paid search, and we’ve helped clients yield returns of up to 600% on the platform. Google’s Smart Shopping campaigns take it a step further, supplementing classic Google Shopping ads with results based on predicted user intent.

4. Super-Charge Your Paid Media Efforts

Let’s assume you’ve covered your paid media basics: you’ve got goals and benchmarks in place, you’re doing some retargeting, and you’re chugging along with search and social marketing. It’s time to take it to the next level. First, consider implementing dynamic display ads, which have a 9% higher click through rate and a 37% higher conversion rate than traditional static banners. Finally, take a close look at your paid social media strategy—are you following our 7 tips for boosting your reach and engagement?

5. Turn Your Customers into Community

If you sell products that customers purchase more than once, we highly recommend launching a great rewards program, with both loyalty and referral elements. Developing a strong community around your brand will allow your business to grow sustainably through repeat customers and their networks, and rewards programs are great for increasing customer retention, building loyalty, and growing your business organically. Learn more about our approach and consider launching your program in time for the holidays!

6. Dust Off Your Content Strategy

Do you find yourself scrambling to create or clean up content, with no real sense of the bigger picture, or how this content is affecting your business? You’re not alone. Yes, the content you create should feel authentic, helpful, on-brand, and delightful...but it should also create measurable engagement and provide actionable data. Follow our guide to developing your content strategy to fine-tune your system and see how you measure up.

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