Have you ever visited a website and gotten the sneaking suspicion that maybe they’ve gone out of business. Maybe you don’t even know what makes you feel that way. But you’re seeing some virtual cobwebs and you’re not so sure about whipping out your credit card, and buying. Make sure all your news or dated content is up to date. If I see the last blog update was five months ago, I wonder if the shop is still in business. Make sure any blog post news social media feeds lists of events and sales are current.
You want your site to seem alive regularly updated and always open for business. It’s good to switch out the features on your home page, the offers on your site and the products for sale. So not only do people see that everything is up and running. But they have a reason to keep coming back to see what’s new.
You should have an email marketing strategy and it’s important to keep up with it. And send email regularly. You want to be top of mind for your customers. So don’t set up shop. And then move on to another project. Keep things lively. I worked with one business that is great at keeping their content up to date on their site. And I would love to show you their strategy. This is Florida flower farm and they sell seeds and bulbs online.
They are really good at keeping up with their data content and I’d like to show you their strategy for keeping people coming back to the site. As you scroll down, you’ll see they mentioned the blog early on the page and one of the early sections on their site is the latest recent happenings from around the farm where
you can view their blog and see that they’ve written a new book. All the current news and then scrolling down a bit further. They have how tos here, which change pretty often. You see it says 2020, right here on the site and they have a new variety preview. So you can see they have new products and stock.
Not only did they talk about their product availability. But they have an availability schedule. So you can see exactly when your seeds are going to be in stock and grab them before they sell out even more. In addition to all of that, they also have another section here from their blog. And you can see that they’ve got the dates right here.
March 10th march 5th march 2nd and as of this filming these are very recent posts. So you know this is an active and lively business that you want to get involved with. And then when you want to know more, you can hop on their newsletter here. And they’ll be emailing you regularly to let you know exactly when they’re releasing new seeds and anything else that you need to know that is up to date.
They’re also great at keeping their Instagram up to date and they show these on their site. You can also go visit Instagram and see exactly what they’re up to moment by moment. This is a really great strategy. And flora flower has one of the most engaged customer bases that I’ve ever seen. They sell out their seeds in a matter of minutes and they used to crash their website over and over
before they moved to Shopify because the demand was so high. So you can see that being able to put this much thought and effort into your content strategy is huge, especially for small businesses. It’s important to appear like you’re keeping things updated and shipping out orders regularly. The more often things change on your site. The more interested your regular customers will be in coming back.
Use email and social media updates to bring people back to your site again and again, what you can do now is hunt through your site for outdated information. Bring everything up to date and set yourself a reminder system to remove or edit content before it becomes out of date in the future. You may also want to set up an editorial calendar to plan your content out more purposefully.