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Marketing
Around The Vineyard

is a critical channel, with 96% of local businesses thought regarding the displacement of families who
being viewed at least 25 times per month in Search have lost homes in wildfires. Being relevant helps
results, and 86% receiving more than 25 [views per prospects and consumers appreciate the heart
month] in Maps. And there’s plenty of space for behind your brand, build a connection with your
high numbers, with 49% of businesses receiving team members, and feel motivated to keep con-
more than 1,000 average Search views per month, nected with your company.
and 33% receiving 1,000+ on Maps.” As of August By way of review:
of 2020, Forbes explains, “Google My Business has
yet to catch on with large companies and those • Image Alternative Text
focused on B2B it seems, but manufacturers that • Text easily legible
sell through local independent retailers should • Links are friendly and easy to read.
refocus on GMB and how it can help their retailers • Meta Titles and Meta Descriptions follow best
succeed.” practices.
• Google My Business Up to Date
Broken Links: As offers change and products go • Check for Broken Links
out of stock, it’s essential to make sure that your • Check your forms that they are compliant with
links don’t break. So, this upcoming month, if a privacy policies.
product went out of stock, was it a featured link • Check your Social Media Ads and posts to make
in an email? If a customer opens that email a few sure they are relevant.
months later as they’re cleaning out their inbox and
clicks on a link, will that connection break? Now you have a spring maintenance list to ensure
more significant traffic to your site, correct hours,
Privacy Policy Compliant: In 2020 we saw the better ADA compliance, and SEO practices. We
introduction of two privacy policies that impact hope that with these tips, your 2021 season will
each of us: CCPA (California Consumer Privacy bloom with well-functioning websites attracting
Act), obviously for California residents, and LGPD flocks of customers that enjoy your online garden.
(General Data Protection Law) for Brazil. (In 2018,
the GDPR for the EU was put into effect for any-
one who displays their website to anyone in the
EU.) These laws are worth reviewing to ensure any
new forms you’ve created on your site and your
cookie policies follow them. There are plugins for
WordPress that can handle the necessary popups
and wording.

Social Media Ads and Posts: You should mon-
itor and “prune” your social media posts as well.
Technically these aren’t part of your website but
play a vital role in bringing people to your website.
When sensitive issues are coming up in the world
scene (as we saw many examples of last year),
many leave their ads in place without adapting
them to show empathy for those suffering or to
bring awareness appropriately. Meanwhile, some
go entirely the other way and turn off their ads or
halt their social media presence altogether, effec-
tively shutting the door on potential sales by show-
ing the outreach of an emotional connection with
the consumer rather than plugging a promotion.
For instance, leaving your ads as they stand –
which usually contain a call-to-action, can seem
tone-deaf. You’ve heard the term “read the room”;
we need to “read the news” in this case. For
example, adapt your posts showing an empathetic

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