The best way to grow a small business is through digital marketing. Digital marketing can help you reach and connect with your potential customers in the various online channels. The problem is there are many channels and a lot of tasks to complete to run successful online marketing campaigns and it’s easy to lose track of what is important to do. That’s why we created the complete digital marketing checklist.
The definition of digital marketing is simple. Digital marketing is the process of marketing on the Internet. It’s a general term that includes using one or more online channels for marketing purposes. The most important online marketing channels are website marketing, search engine marketing, pay-per-click advertising, content marketing, email marketing, and social media marketing.
Digital marketing has a number of channels that can be used to promote products or services. The channels are grouped into two main categories: online marketing channels and offline marketing channels.
This step is optional but highly recommended. You don’t have to become a digital marketing specialist in order to practice digital marketing but going through the process of getting a digital marketing certification will help you learn digital marketing the proper way.
There are a number of great digital marketing courses (both free and paid) that can teach you the principles of online marketing and take you through all the techniques you can use to promote your brand and market your products or services online.
The first check you need to make is to review your website’s design to make sure that:
It accurately represents your brand – At the core of digital marketing is building and promoting online brands and to do this, you need a website that represents your brand, company culture, and vision.
It’s easy to use and fast – Modern websites should be very easy to use and load fast on all devices. Websites with a simple design without unnecessary clutter always work best.
Having an SEO optimized website is not optional but a critical factor for the success of any digital marketing campaign. Search engine optimization is not just about making your website friendlier to search engines but it’s about making the whole user experience better.
The primary goal of any marketing campaign is to generate conversions. Conversions can mean different things for different businesses but what is common is that you need to optimize your website for conversions. For example, if your goal is to increase sales, you need to work on optimizing your product pages, checkout process, give users various payment options, make the website secure, etc.
One of the nicest things about digital marketing campaigns is that everything is measurable end to end. There are a number of metrics to use to evaluate the performance of your campaigns and your website. For the website part you need to ensure that:
You have Google analytics installed and properly configured
You have goal tracking enabled
You know how to read and evaluate google analytics reports and metrics.
Technical SEO is the process of optimizing your website for the crawling and indexing phase.
This is a critical process because technical SEO errors can damage the performance of your campaigns without understanding why. Things to check and optimize include:
Proper use of canonical URLs
Structured Data Markup Implementation
Fix crawl and indexing errors
Fix Soft 404 errors
A recommended step to ensure that your SEO is in good standing is to perform an SEO audit. An SEO audit will tell you what’s wrong with your website’s SEO and how to fix it. There are various ways and tools to perform an SEO audit but the best method is the manual method.
A manual audit is more effective since an experienced SEO expert can give you advice based on real-life experience and best SEO practices that no tool can provide.
Paid advertising is one of the fastest ways to make sales online. It is the recommended channel for startups and for a business that needs results fast. Optimized paid ads can generate revenue and profit for businesses until SEO and other digital marketing techniques become ready to contribute to growth.
There are so many platforms you can use to place your ads in front of your target audience and for best results, you need to explore and test as many as possible. The most commonly used paid advertising channels are:
Content is the driving force behind ANY digital marketing campaign. Whether its ads, posts, podcasts or videos, content is a huge decisive factor for the success or failure of your campaigns.
Content marketing is the process of creating content for the purpose of increasing your web traffic, getting new customers, making more sales or simply increasing brand awareness.
A typical marketing funnel has many stages that resemble the customer journey from the time they search something on the Internet to the time they are ready to convert (make a purchase).
To be successful in digital marketing, you need to have the right type of content for each stage and performing a good keyword research analysis will help you achieve that.
Creating good content is expensive, and every piece of content you create should be considered an asset. To benefit the most from your content assets, you can distribute them across various channels. For example, you can convert a blog post into a presentation and share it on LinkedIn or into multiple tweets and share them on Twitter.
Transforming your content into various formats and distribution channels will increase your reach and give you fuel to feed your channels.
Creating a community around your brand and a tribe of loyal followers is the recipe for running successful digital marketing campaigns and email marketing is the medium to do that.
Email marketing is not dead. Despite the rise of social networks, email marketing is still one of the most effective sales channels. According to recent stats, it is estimated that there are over 5.6 billion active email accounts, and this number is rising year by year.
Running social media marketing campaigns is not optional but a requirement for companies who want to have a present and future in the online world. Thousands of companies are making money on social media marketing alone and many more are losing money on social media so you need to do it correctly to minimize the risk of failure.
Updating your social media pages while working on the other digital marketing tasks, can be a big issue for small businesses that have limited resources. The best way to handle this is to create a realistic social media marketing plan. Your plan should include:
Your social media marketing goals
Analysis of your audience personas
Metrics to use to analyze the performance of your campaigns