Here's the Checklist You Need to Create a Digital Marketing Strategy

 

As we close the year and enter a new one, we’ll be talking about creating a digital marketing strategy checklist that includes all the basics you need to get started in the digital age we live in.

As we close the year and enter a new one, it’s time to exchange your digital marketing checklist for 2018 with its 2019 counterpart.

In other words, today we’ll be talking about creating a digital marketing strategy checklist that includes all the basics you need to get started in the digital age we live in.


Specifically, we’ll be focusing on an online marketing checklist for beginners so you can get the most from your efforts from the very beginning.

After all, pretty much all markets are rife with new competitors who are doing everything they can to succeed, and you should be doing the same thing.


With that in mind, let’s get started with our digital marketing checklist for small business!


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Get a Website

The very first thing you need to get started today is a website.

Well, you do need a couple other things like an initial strategy that lists out exactly what your business will do, along with its name, logo and a couple of other things, but as the foundation for your entire digital marketing strategy, a website is paramount.

This is especially true when you think of what a website is and what it does, i.e. your online storefront where you’ll be presenting your business, directing all your traffic, collecting lead information, selling your products or services, and a whole host of other things.

As you start designing your site, make sure it accurately represents your brand and what it stands for. 

Additionally, you should also consider making it responsive so all visitors—regardless of device—have a good time, starting a blog to bolster your content marketing efforts, enabling social sharing so any visitor can venture into your social footprints, and regularly looking over your analytics to make sure all is going well (more on all of this later).


Join Social Media

As the place where most, if not all of your audience will be found, you need a social presence if you’re planning on building and fostering a relationship with them.

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To get started, conduct some research to find the main platform(s) they’re using, and focus the majority of your efforts there.

That’s not to say that you should leave other channels alone, though, far from it. Instead, claim your brand on all and link your other profiles so visitors can be funneled to where you want them to go.

In doing so, you’ll be able to utilise each platform’s main benefits to enhance your overall strategy.

For example, one of the most common marketing strategies for a fashion brand is to use Instagram, a highly visual platform, to show off their products in all of their glory.


Likewise, as a place where back and forth communication is prized, Twitter is where you’ll go if you want to talk directly with your audience and get their opinion on something.


Develop a Content Marketing Strategy

With a website to host your content, and social channels to disseminate it, it’s time to develop a content marketing strategy that will propel your audience toward action.


To this end, you’re going to have to start with some research into possible topics you can broach, and then tailor them toward your liking so your users will take appropriate action after consuming it.

After this, create a content calendar that lists out exactly what you’re going to post and when so you never miss a beat in your conversation with your audience.


As for what type of content to make use of, conduct some industry research to see what’s most popular in yours, but still use as many content types as you can for a well-rounded strategy.

For instance, you can start with a blog post about a certain topic, and then turn it into an infographic that visually illustrates what you’re trying to convey.


Develop an Email Marketing Strategy

To make sure you’re always in your audience’s mind, you’ll also want to develop an email marketing strategy that ensures this happens.

But, and this is a big but, don’t overdo it. The last thing you want is for your users to unsubscribe because you annoyed them with too many messages, or messages that hold absolutely no value for them.

That being said, create an appealing email template with appropriate CTAs here and there, and make sure it’s responsive so your mobile users can see what you’re offering them.


Regarding what you should include in said emails, keep it varied.


For example, send out periodic newsletters to always keep your audience in the loop, personalised emails with tailored recommendations based on their browsing and purchasing behaviours, and so on.


Start SEO

If you’ve heard only one thing about digital marketing, chances are good that it revolves around SEO.

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If you haven’t, SEO, also known as search engine optimisation, is basically what you have to do to get your website and its pages to rank higher on search engines like Google, Bing and Yahoo.


Because we can literally expand a talk of SEO into numerous articles, for today we’ll leave it at this:

SEO isn’t an option; it’s mandatory

You should probably go to a digital agency for some help, but if you want to keep things in-house you’ll have to make use of the many SEO tools out there

You absolutely need to conduct keyword research to make sure you’re targeting the correct keywords

SEO is a long game and results typically start appearing after a couple of months, so be patient


Try SEM

Short for search engine marketing, SEM is essentially digital advertising and works best when paired with SEO; whereas SEO is what will ensure your audience finds you online, SEM is what ensures they’ll even know who you are in the first place.

As part of your digital advertising checklist, pay close attention to where your audience spends the majority of their online time and tailor ads for that specific outlet.


Similarly, use appropriate ads for what you’re trying to convey.


For example, use carousel ads if you’re showing off a new collection of shoes, and video ads if you want to do a quick product demo.


Pay Attention to Emerging Technologies and Trends

Emerging technologies and the trends that follow in their wake can literally make or break a campaign.

For example, consider the rise of smartphones and the ensuing mobile revolution.

At first, it wasn’t necessary to optimise for mobile, but over time that developed into a need for mobile friendly websites that could serve mobile users, and now it’s become a need for responsive websites that resize all content according to the screen it resides in.


Look into Your Analytics

Finally, you should always be looking into your metrics and analytics to make sure that everything is going according to plan, and if it’s not, to know how you can optimise whatever needs optimisation.

For example, delve into your website’s analytics to see whether or not your landing pages are optimised for conversions, your social media metrics to see what types of posts get the most engagement, your email metrics to see if your CTAs are working, Google Analytics to see how well your ads are doing, and so on.

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At the end of the day, no matter what you’re doing, it’ll all be a waste of your time, money and efforts if you’re not getting the results you want.


BONUS: Make Sure You’re Optimised for Mobile


One more thing you should include in your digital marketing strategy is a mobile optimisation check to ensure all of your digital assets can be viewed by users who are on-the-go.

For instance, are your emails properly rendered on an iPhone? Can your website be accessed through an Android? Are your ads avoiding truncation on mobile web?


While you don’t have to turn this into a daily marketing checklist, it’s definitely helpful to check up things from time to time.


Let’s Take a Second Look

Because the importance of creating a digital marketing strategy checklist cannot be understated, and because repetition is the mother of learning, we’re going to take a second look at the checklist we covered today:


Get a website

Join social media

Develop a content marketing strategy

Develop an email marketing strategy

Start SEO

Try SEM

Pay attention to emerging technology and trends

Make sure you’re optimised for mobile

Look into your analytics


Best of luck checking off from your marketing strategy checklist!


Author Bio:

Sabrina is a content writer for Appnova, a creative digital agency based in London that specialises in luxury brands. She writes on a variety of topics that range from SEO to crafting the perfect digital marketing strategy.


 
 
 

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