And if you don’t do ‘em, you’re risking more than just a little inconvenience or some metaphorical dirt on your hands, or literal sweat on your brow.
You could be risking your business and your livelihood.
The Dirty Dozen: Jobs You Gotta Do
They’re not sexy.
They’re definitely not fun.
But they’re musts.
Just as every fairway has its prat boys – or every horse stable has its muckers – every business has certain jobs that nobody wants to do.
But somebody’s gotta do ‘em, just the same.
Here are twelve such jobs in the digital arena that I’ve identified with some assistance from my fellow carnies (thanks to Nick and Tea!), ranked from 12 to 1, and why you really can’t afford to shuck them off.
#12: Updating your WordPress installation and plugin files regularly
Failure to keep your WordPress installation and all your active plugin files up to date can result in a broken site – or worse.
Here’s why: as soon as a new WP release goes public, hackers and script kiddies start working to reverse engineer all the security holes in the prior version.
Failure to update your installation files = leaving the barn door wide the heck open. Horses will run out on you. And by horses, I mean clients, when your site becomes a hacked-to-crap mess that Google posts big red warnings about in its search results.
Plugins also need to be updated appropriately, because when a new WP release comes out, old plugins may no longer play nicely with the WP core files. Failure to do so can result in indecipherable error warnings scrolling across a blank white background where your pretty, pretty site used to be.
#11: Cleaning out the deactivated plugins list – and files
Every plugin that you install on your WP site and activate creates a drain on resources. Every time a page loads, it will call some or all of those plugin scripts, and make that page’s load time just a little bit longer.
That’s good enough reason in my book to go over your list of plugins regularly and make sure you need each and every one.
And if you find you don’t really need two SEO plugins? (Hint: NOBODY NEEDS TWO SEO PLUGINS.) Don’t just deactivate one. Delete the files, too.
Why? Because it’s silly to load up your hosting server with unnecessary files. You’re wasting finite digital resources that could be repurposed for something far more valuable (read: anything other than an unused plugin).
#10: Staying on top of patterns and trends in website analytics
- Those who look at their Google Analytics data way too often;
- Those who don’t look at their Google Analytics data often enough.
Keep an eye on those stats so you can figure out trends and patterns early on and then take advantage of those developing areas.
For instance, if you’re suddenly getting a lot of traffic to one old post, maybe it’s time to buff it up, update the info, and publicize it more heavily. Or, if you’re seeing a lot of searches for a particular key phrase, you know your peeps are into that subject, and you can address that need more specifically.
#9: Keeping social media profile info updated
Answer fast: How many social media accounts do you have? Not how many do you use regularly – but how many did you actually sign up for?
Conventional wisdom says “sign up for all of them with your business name so no one else can grab them.” But if you haven’t used those accounts in awhile, the info in the profiles might be outdated. Time to clean ‘em up, cupcake!
Additionally, think about optimizing your profiles and bios and links periodically to keep pace with your business plans. For instance, if you’re running a new promotion with a brand new landing page, maybe it’d be worth your time to change your Twitter bio link to that landing page URL for the time being.
#8: Writing fresh, persuasive, current copy
Don’t just slap any ol’ crap up there on that awesome, updated, optimized site.
Write your best stuff. All the time.
And if writing isn’t your thing? Hire a good copywriter. (Hint: You’re probably not going to get great copy if you pay $5 a post.)
#7: Proofing, previewing, and editing your written content before publishing
By the same token, don’t let your awesome content out into the digital world without giving it a good and thorough 1-2-3:
- Edit your work – revise it for style, persuasiveness, and readability.
- Proof your work – correct the spelling and grammar, get rid of the careless typos, and tighten up your prose.
- Preview your work – check it out before you publish, to make sure your images are lining up correctly, there aren’t any weird codes messing up the look of the post, and your piece has enough whitespace to keep it readable.
#6: Managing comments and replying to them
If you’re monitoring all comments, or requiring all comments to be approved before publishing, then you want to make sure you’re doing so ASAP. There’s nothing more off-putting to a person who wants to engage with you than to have to wait days before you approve their perfectly valid comment.
Additionally, you want to reply to comments fairly promptly. No one expects you to reply within seconds – hey, you have work to do, and we get it – but you might want to pay attention to a post on the day it’s published, and thereafter aim to reply to comments within a day or two at most.
#5: Optimizing images on your site
Use images, by all means, but make sure you’re optimizing them correctly for SEO and a negligible impact on page load time. Don’t know how to do this? Check out this guide on optimizing images in your blog posts here. And if you’re angsty about working with images at all, check out the four image editing apps and sites I recommend here.
#4: Checking online reputation
Don’t forget to Google yourself and your business name now and again to check for negative stories or comments. It’s like having a cavity, guys – nobody wants to find a cavity but if you’ve got one, you sure as heck wanna know about it sooner rather than later, or else you’re putting yourself at risk of rampant and system-wide decay. No fun. Trust me: it’s better to know.
#3: Responding promptly to social media complaints
Is there anything more that needs be said about this one? Please don’t let negative comments or complaints or questions go unanswered. Monitor your accounts, and set systems in place to address problems rapidly. Your available window for management in this digital climate is only going to keep shrinking.
#2: Ignoring website security
Security is a subject that could be the basis of a whole freakin’ blog, let alone its own blog post, so I’ll direct you to two resources on this one:
- This post I wrote about essential and easy-to-configure WordPress security plugins
- Sucuri.net — I’ve used them with a number of clients who got hacked by spammers, and I’ve been extremely pleased with the responsiveness and the quality of their clean-up work
#1: Creating an editorial calendar and a workable, realistic plan for your content marketing efforts
We all know an editorial calendar will help you manage your digital presence more readily, especially when your business is relying on content and/or social marketing. But why is this number one?
Well, I’ll tell ya. Because without it, you’re spinning your wheels. Diluting your efforts. Diminishing your bottom line. Sinking your own ship.
Even the simplest of editorial plans will help you plan your content marketing efforts. Otherwise, you’re really just shooting in the dark, hoping to land somewhere near your target.
I’ve written about editorial calendars from the productivity perspective at PJP, and there’s a very simple Word-based EC template you can steal there, as well. But if you’re looking for some serious EC action, you cannot do better than this one from my friends at Web.Search.Social (free, but opt-in required).
This post is part of the February Word Carnival. Our theme this month is Service. You can read the rest of the awesome advice from our other Carnies here.