Small business marketers should adopt a spring-cleaning mindset

I’ve often heard it said that “God is in the details” and I like that notion.

I’m not a religious person, but I like the idea that lost within the little things is the mystical oomph in life. Perhaps it is so.

This also is the time of year when people are eager to discuss spring cleaning. I think the details of life and the concept of spring cleaning do, interestingly, support small business marketing.

How might this be?

Spring cleaning often takes the form of window washing, brooming off decks, planting seeds, forcing bulbs, and organizing drawers and closets. These are all spaces that can otherwise feel like details. Yet, when contemplated with focus they feel important, especially when we view them in the fresh bright light of springtime.

Small business marketing professionals should think about the concept of the details and spring cleaning. Now is a great time to think about the seemingly small things that can have a big impact on one’s marketing efforts.

What sorts of small things might a marketer think about using a spring-cleaning mindset? Here’s a short list to get you started and I am sure you will be able to add your items to this list.

• Review your Google Business Profile. Confirm your contact information is accurate, add a 750-character description of your business loaded with keywords, add products and services, and link to your social media accounts.

• Review the approach you take when publishing social media content. Is your content relevant? Engaging? Authentic?

• Think about how you can use hashtags to greater effect on social media content.

• Consider how to hyperlink people or companies into your social media content.

• Audit your print collateral starting with your business card and most basic brochures. Do you love them or hate the way they look? Are they accurate?

• Review your website. Is it performing at a high level for you? Does it look great?

• Are you employing best practices for search engine optimization?

• Solicit reviews online and celebrate them when they are published.

• Plan to engage in your professional network and associations with greater intention. Reach out to three contacts a week and invite connections.

• Focus on your clients and customers and acknowledge them in any way you can.

Each of these points can be viewed as an area ripe for spring cleaning. The weather is improving, the trees are budding, and flowers are pushing up. Now is the time to shine a light on the various spaces within your marketing effort and sharpen your approaches. The neatening of elements, the tweaking of tactics, and the honing of your marketing and communications efforts will help you speak clearly and with a fresh voice toward your stakeholders.

Make the most of spring and look for ways to improve your marketing and communications with simple, straightforward reviews of the great work you are already doing.

Rebecca Hoffman is the founder and principal of Good Egg Concepts, a strategic communication and brand marketing consulting practice serving clients across the Chicago region and nationally.

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