How to do a digital "tuneup" before the holidays


In retail, there’s one thing we know with absolute certainty these days - the customer is always shopping! They are researching and surfing 24/7 from their computer, tablet or phone. They access websites, social media pages and review sites like Yelp to help them decide what and where to buy.  

It’s very likely that a potential customer’s first point of contact with your business is going to be via a digital doorway. Are yours set up to make the best impression?

Here’s an easy pre-holiday digital tune up.

Make sure your platform is mobile responsive
Today, significantly more users are accessing the web from a tablet or smartphone than a desktop and it’s important they enjoy an optimal experience on these smaller screens.  If your website was built some time ago, there’s a chance it’s not mobile responsive, meaning it’s difficult to read, doesn’t flow well and the photos are too small when viewed on a smaller screen. To check, just access your site from your phone. Does it look good and read correctly? If not, I strongly recommend  having your site updated.

Evaluate your overall website effectiveness by asking a simple question
Your website might be the first point of contact for a potential customer. You want to insure it
is inviting, properly conveys your brand message and is easy to use. A simple litmus test
is to ask yourself, “If someone who didn’t know anything about my business visited
my website, would they have a true understanding of what my store is about?”

Be honest in your evaluation and if your site isn’t a true representation of your business,            
update text and photos to convey the desired impression.

All digital platforms
Take an inventory of the information on your website, social media and all review sites
Is the following information is available,  easily accesable and correct:

Address and locator map
Hours/Holiday hours
Phone and email contact information
Social media links

Add a back story
Thanks  to Small Business Saturday and other shop local programs, consumers have a
heightened awareness of the importance of shopping local during the holidays.
Use this to your advantage by creating your personal back story and promoting it across all platforms.Let potential buyers know they are supporting a real person who lives in and supports the localcommunity.

Review sites
If you aren’t boasting enough shiny 5-star ratings to make a potential customer swoon, this is a great time to reverse the trend.

First, and most importantly, make sure any of the legitimate issues mentioned in the reviews have been resolved.Then invite disgruntled reviewers to give you another shot and update their reviews to a, hopefully, better rating. Also, make a point to solicit new reviews from customers daily so they are current and flattering.

These are just a few digital tweaks that can make a big difference in a consumer’s first impression. But the final push is all about content. Work on your holiday content strategy now and get it ready to rock and roll. Start posting photos, text and videos now that will engage followers, boast your brand personality and, of course, contribute to increasing your search rankings.

Until next time, remember...
You can do this!


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