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Business Owners: Your Practical (and Complete) Digital Marketing Checklist

business team working off digital marketing checklistEffective digital marketing is a combination of online tactics that drives potential customers to a business. For most businesses, a successful marketing plan includes a website, social media, search engine optimization, content marketing, and e-mail. It should also involve nearly every person on staff.

The whole effort can be overwhelming—and overwhelmingly technological. That’s why we’ve broken down modern digital marketing into a complete checklist for business owners and managers. This digital marketing checklist can be divided up among appropriate staff members, or used to determine what tasks should outsourced to a marketing firm.

Website

___ Build site with optimized structure (i.e. schema markups, site maps, etc.) and HTTPS (for security and higher search engine ranking)

___ Organize content into easy-to-navigate pages (including About Us and Contact page)

___ Design website with uniform branding and content tone

___ Make website mobile-friendly for smartphone use (this is not optional)

___ Optimize website content (written) for search engines and voice search

___ Produce and locate optimized images and video

___ Build site with fast-loading speed (A one-second delay while loading a mobile website can decrease conversions by up to 20%. – Google)

Content Marketing

___ Add blog to website

___ Create content production calendar (with deadlines, topics and questions that follow sales cycle, responsible parties, etc.)

___ Add optimized posts with quality images, content, and video

___ Evaluate and adjust future calendars accordingly

Local Search Engine Optimization

___ Claim Google My Business listing

___ Update listings in local online directories

___ Develop a multi-channel strategy for eliciting positive reviews on review sites (i.e. Yelp, Manta, Better Business Bureau)

  • Ask for a review from satisfied customers with a follow-up e-mail
  • Have the salesperson at final meeting
  • Put a sign by the register asking for reviews
  • Include a flyer in product packaging with a request for a review
  • Ask for review when corresponding with customer in social media messages
  • Include a request for reviews in e-mail newsletters and with receipts

Social Media

___ Select social media site(s) where target audience is active

___ Develop plan for social media marketing (with deadlines, topics that follow sales cycle, posts, etc.)

___ Collect images and information for social media (outsource the task if needed)

___ Evaluate social media efforts periodically and adjust plan accordingly

___ Designate a staff member to monitor and promptly respond to comments and messages

Email Marketing

___ Develop multi-channel approach for asking for e-mail addresses

  • Add e-mail opt-in page to website
  • Ask for customer e-mail address at register
  • Post website page with e-mail request on social media
  • Have sales team ask for e-mail addresses at meetings
  • Include request for e-mail address in follow-up e-mails
  • Add postcard with ask for e-mail address in product shipments

___ Set regular schedule of e-mails (with deadlines and topics that follow sales and event calendar)

___ Produce regular e-mails in e-mail marketing programs (i.e. Constant Contact, Mail Chimp, etc.)

___ Regularly evaluate open rates and other data from e-mails to set future topics and schedule

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