darren-nolander-googleNo one knows you better than you, which is why it’s essential that you’re putting your best foot forward when it comes to prospective clients. Many people tend to overlook their marketing materials once they’re created, particularly when things get hectic. I’ve got news for you, though. Updated, impeccable and compelling marketing materials are no longer a “nice to have;” they’re a must-have in this tech-driven information age.

So, do yourself a favor and move the marketing audit to the top of your to-do list. Are your website and social media channels up to date? Do all of your links still work? Is that headshot from 1993? Having a prospect find you online is one of the easiest ways to secure new business. It is also one of the easiest ways for a referral to confirm that they would, in fact, be interested in talking with you.

Here’s a list of items to audit and update:
1. Web site. Review every page for accuracy. Review every link and update.
2. Online forms or office apps. Fill them out to ensure there isn’t anything that needs updating.
3. Business cards. Ensure numbers are accurate, email and physical addresses are up to date.
4. Social Profiles—Update LinkedIn, Facebook, Instagram, Twitter, Youtube, etc.
5. Business Directories. If you are listed in the Chamber of Commerce or any professional organizations, ensure those listings are up to date.

While the internet is a wonderful thing, it can also be your downfall. Poor reviews that were not handled properly will all come back to bite you – whether you know it or not.

This audit shouldn’t be limited to your professional pages, either. Check the privacy settings – and content – of all your personal pages. Are you tagged in an unflattering photo from a tailgate last season? Did you leave a hasty comment on a public profile that garnered some heated back and forth? Have you posted or shared memes that can be viewed in an offensive light? In the interest of doing a thorough and unbiased review, it might be beneficial to have someone else also look at these assets and provide feedback.

Whether we like it or not, to a stranger, we are the sum of our internet parts. We cannot control what other people say or post, but we can control our internet personas. Ensuring that you’re portrayed in a welcoming, professional and trustworthy manner is one of the best things you can do for you and your business.

Go ahead, Google yourself. I’ll wait…

Regional Vice President - Southwest

Please note: I reserve the right to delete comments that are offensive or off-topic.