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Digital Marketing Checklist
This is your Digital Marketing Checklist.
The list includes all the important tasks you need to complete to ensure that you are taking
full advantage of digital marketing to grow your business.
1. Choose your online marketing channels
2. Review your website design
3. Optimize your website structure
4. Optimize your website for SEO
5. Optimize your website for conversions
6. Evaluate your website’s performance
7. Learn SEO Basics
8. Optimize your website for Technical SEO
9. Optimize your website for On-Page SEO
10. Optimize your website for off-page SEO
11. Perform an SEO Audit
12. Explore all available paid advertising channels
13. Let machine learning and AI do the hard work
14. Optimize your PPC campaigns by running A/B tests
15. Identify what content your target audience needs
16. Match content with each stage of the customer journey
17. Create a realistic content marketing plan
18. Distribute your content on all possible digital marketing channels
19. Publish thorough content based on research or statistical analysis
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20. Go back and update your existing content
21. Create an email marketing strategy
22. Optimize your emails
23. Create business pages in all available social media networks
24. Optimize your social media pages
25. Increase your social media followers
26. Update your social media pages on a regular basis
27. Create a social media marketing strategy and plan
Choose your online marketing channels:
Digital marketing has a number of channels that can be used to promote products or
services.
When planning your digital marketing campaign, you need to decide which channels
to use. You don’t have to use everything but those channels that are suited for your
niche. The most commonly used channels applicable for all businesses are SEM
(includes SEO and PPC), content marketing and social media marketing
Review your website design:
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.
It has a clear description of your products, services or offerings – Don’t forget that the
primary reason you have a website is to use it to educate/inform users about your products
or services, so make sure this information is easy to find on your site.
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Optimize your website structure:
One of the checks to make to ensure that your website design is ‘correct’ is to optimize and
review your website structure.
An optimized site structure will ensure that information is properly organized for both users
and search engines and this will generate a number of benefits including more organic traffic
and conversions.
Optimize your website for SEO:
Having an SEO optimized website is not optional but a critical factor for the success of any
digital marketing campaign.
As you will read below, search engine optimization is not just about making your website
friendlier to search engines but it’s about making the whole user experience better.
Optimize your website for conversions:
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. If your goal is to increase your email list, you need to ensure that users can find easily
how to sign up for your list and give them some benefits for doing so.
The scenarios are a lot and it’s your job to define your conversion goals and work on
conversion optimization.
Evaluate your website’s performance:
One of the nicest things about digital marketing campaigns is that everything is measurable
end to end.
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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.
Learn SEO Basics:
Search engine optimization is the process of making your website friendly for search engines
so that they can understand and index your content.
Through SEO you can increase your site’s visibility in Google and get more traffic from
search engines. The SEO process has three main pillars known as Technical SEO, On-Page
SEO, and Off-Page SEO. For the best results, you need to make sure that your website is
optimized for all three.
Optimize your website for Technical SEO:
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
● txt optimization
● URL Optimization
● Structured Data Markup Implementation
● Fix crawl and indexing errors
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● Fix Soft 404 errors
● XML Sitemap Optimization
● Website Security (SSL)
Optimize your website for On-Page SEO:
On-Page SEO is the process of optimizing your content for search engines. On-page SEO
techniques help search engines understand both the meaning and context of your content
and this can have a positive effect on your rankings.
Things to optimize as part of on-page SEO include:
● Optimizing your page titles and meta descriptions
● Optimizing your headings
● Content formatting
● Image Optimization
● Optimizing internal linking
Optimize your website for off-page SEO:
Off-page SEO has to do with activities you can perform outside the boundaries of your
website for promoting your website and content on the Internet.
The most important off-page SEO tasks are:
Link Building – The process of getting links from other websites that can positively
influence your search engine rankings.
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Social Media Marketing – The process of promoting your website and content on social
media networks.
Brand Mentions – The process of making your brand known on the Internet with the
purpose of getting mentions with or without links.
Off-page SEO is a great way to establish EAT (Expertise – Authority –
Trustworthiness).
Perform an SEO audit:
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.
Explore all available paid advertising channels:
Paid Advertising is a huge chapter in digital marketing. 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:
● Google Ads
● Facebook Ads
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● Instagram Ads
● YouTube Ads
● Bing Ads
● Twitter Ads
● LinkedIn Ads
Add in your checklist to run pilot campaigns in these networks and evaluate the results.
Depending on your products and services some channels may work way better than others
and the only way to find out is to test them.
Let machine learning and AI do the hard work:
All major advertising platforms now use machine learning and AI to display the right ads to
the audience most likely to convert.
Google Ads has introduced automated bidding options, dynamic ads (without having to
specify keywords, etc.) and you need to make sure that you take advantage of all these
options to optimize the performance of your campaigns.
Optimize your PPC campaigns by running A/B tests:
One of the core principles of running profitable PPC campaigns is continuous A/B testing.
When optimizing a PPC campaign (in any platform), you need to keep testing ad messages
and types, bidding options and audience targeting, device targeting and a lot of other
features to ensure that your campaigns are fresh and relevant for your users.
Identify what content your target audience needs:
Randomly publishing content is not the way to do content marketing. The first step is to
make your research and identify what content your target audience needs and in what
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format.
Is it text content or video? Do they need step-by-step instructions to carry out a task? Are
they looking for an answer to a question? A product to buy?
Once you have the answers you can proceed to the next step.
Match content with each stage of the customer journey:
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.
Create a realistic content marketing plan
Once you know what type of content to create and for what topics/keywords, the next step is
to come up with a plan to make this happen. Your content marketing plan should be realistic
taking into account your available resources, time and budget.
Good content is one of the most expensive items in a digital marketing campaign and
instead of creating an optimistic plan you cannot follow, better create a plan you can
execute.
Each piece of content you publish on any internet marketing channel should be considered
an asset for your business and campaigns.
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Distribute your content on all possible digital marketing channels:
As mentioned above, 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.
Publish thorough content based on research or statistical analysis:
There are roughly 4 million blog posts published each day. This is a huge number that is
growing rapidly day by day.
To increase your chances of ranking high on Google, getting more social shares and
mentions for your brand, you need to make sure that your content is thorough and is based
on research, statistical data or your experience and expertise.
It’s not a matter of how many words you publish but what users want to read. Statistics show
that long-form detailed content performs better in SEO and the social web.
Go back and update your existing content:
Publishing new content targeting new topics/keywords is essential for your digital marketing
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success but it’s not enough.
You need to frequently revisit your most important content and make sure that is updated
and always relevant.
By doing so you increase your chances of:
● Maintaining your existing Google rankings
● Gaining more links
● Re-using your content in social media
Nobody wants to read content that is out-of-date and this includes both search engines and
users.
Create an email marketing strategy:
Having an email marketing plan is the best way to approach email marketing. Your strategy
should include things like:
● What incentives to offer to get people to register to your list
● How often to send emails and what type of content to include
● A/B Tests to make to find out what emails/messages generate the best results
● Ways to segment your list based on customer profiling
● How much to invest and the projected ROI?
● What are your email marketing goals? (educate users, make sales, etc.)
Optimize your emails:
● Email optimization is essential for every email you send out. By email optimization we
mean:
● Taking the necessary measures to ensure that your emails will get delivered to the
right audience.\
● Optimizing your email open rate (the number of people that will open your email).
● Optimizing your click rate (the number of people that will click a link in the email).
● Measuring, monitoring and improving the above numbers will help you run profitable
email marketing campaigns.
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Create business pages in all available social media networks:
As a business, it is important to have a presence in all the networks that your audience is
using.
All big social networks (Facebook, Instagram, Twitter, LinkedIn), have the option to create a
business account and you need to make sure that your brand name is claimed and
accurately represented.
Optimize your social media pages:
For all social pages, you create for your business, make sure that it has the necessary
information to learn more about your business and your offerings.
A mistake that many businesses make is to create a Facebook page and leave it empty with
no content or information. This can do more harm to your business reputation than good.
Increase your social media followers:
Social proof is a very powerful tool in digital marketing. It’s a way to establish trust and to
convince new users to follow your brand. People are more likely to buy products from brands
they trust than from brands they know nothing about.
There are various ways to increase your social media followers, the most effective methods
are:
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● Publishing useful content on a regular basis
● Using paid ads
● Offering incentives (running contents, giving prizes, etc.).
Update your social media pages on a regular basis
The date a page was updated is something that many users take into account before making
a buying decision.
Before making a purchase, users are likely to search for your brand on Facebook and visit
your business page. If you have outdated posts or a page that looks ‘abandoned’, this can
reduce trust and negatively affect their decision.
For best practices, make sure that your social media pages are updated regularly with new
content. This can be content from your blog, news about your products or services, industry
news, industry studies, etc.
Create a social media marketing strategy and plan:
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:
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● Your social media marketing goals
● Analysis of your audience personas
● Posting calendar
● Metrics to use to analyze the performance of your campaigns
KEY LEARNINGS
The best way to use this list is to go through the items one by one and find out which ones
you need to add to your digital marketing strategy.
Online businesses have different goals and not all items may be applicable to your case. For
each item added in your list make sure that you explore it in detail to learn exactly how you
can use it for your advantage.
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