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The Ultimate Digital Marketer’s Checklist

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The Ultimate Digital Marketer’s Checklist To help you make your digital marketing systemized we’ve prepared the digital marketer checklist outlining the major tools a marketer should use today.

Internet usage continues to explode around the globe with digital marketing tools becoming a vital source of competitive advantage in both B2C and B2B businesses. On the one hand, the rapid growth of different marketing software represents tremendous opportunities to grow your business. The other side of the coin, is, however, that it is easy to get lost in the digital jungle and end up using the digital instruments insufficiently or neglect to apply some of the powerful tools.

Luckily, digital marketing is not a tedious process once you have the right tools and guidance at hand. To help you make your digital marketing systemized we’ve prepared the Digital Marketer's Checklist outlining the major tools a marketer should use today.

Are you taking advantage of all of these?

1. Website

There’s no longer need to call for help of your IT department when you want to create a new website or handle a redesign project. Utilizing a Content Management System (CMS) tool is the best solution, as it contains all features required for managing a high-quality website:

  • Mobile optimization – modern websites are responsive and can adapt to all devices.
  • Maximizing SEO – a typical CMS software has built-in search engine optimization tools that you can use for keyword research and for backlinking directly from the CMS.
  • Content management – you can publish, share and analyze your content marketing with a built-in content management module.
  • Building tailored landing pages – you can create stylish landing sites to support your newsletters or search engine advertising.
  • Tracking visitors’ behavior – you can monitor visitors' flow and what pages they visit to identify your website's pros and cons with the analytics tools embedded in your CMS.

Blog

Blogging is a good marketing tactic for most businesses. Firstly, it helps drive traffic to your webpage. As soon as you update your blog with a new post, your website goes up in search engines thus making it easier to get more organic traffic and generate more leads.

Secondly, a well-written blog is a good way to represent your brand as an expert in your industry, making you a trustworthy company in the eyes of consumers. If prospects find answers to their questions in your blog, they are more likely to become hot leads as they know they can rely on your company.

By maintaining a blog on your corporate website you will definitely reap long-term benefits. You can find some inspiration from these companies:

  • Evernote publishes diversified content on their blog including stories about their partners, podcasts, and general business updates, while also focusing on their product updates
  • Being one of the best brands when it comes to health food in the world, Whole Foods writes a lot about nutritious foods and tips on healthy lifestyle in their blog
  • Flickr inspires its blog visitors to advance their photo skills by posting stunning stories on different photo styles or success stories

Landing page

A landing page is a webpage that allows you to capture a visitor's data through a lead-generation form, also known as a conversion form. It's one of the most effective ways to convert your website visitors into leads. Why is it so effective?

A good landing page will target a specific audience, based on their purchasing behavior and history with your brand. Visitors can be directed to a landing page from an email campaign promoting a particular white paper, or by clicking on a pay-per-click ad promoting your new guide. By offering your prospects something of value, you will receive a higher conversion rate.

The landing page of the email marketing tool targeted to Dubai audience

Image: a good example of a landing page of LianaMailer: a clear headline, the value of an offer is explained in a simple and compelling way, and a great design.

2. Content

“Content is king” should be the motto of every digital marketer nowadays. Valuable and interesting content in your corporate blog is a brilliant source of bringing in loyal readers, which in turn have the potential to become hot leads. There are several key issues to keep in mind when dealing with content management:

Content calendar

It’s important to plan out the content for the next weeks, months or sometimes even a year in advance. The best way to do it is to keep a content calendar within your organization. This will ensure the systemized flow of the content and indicate whether the articles are diverse and up-to-date enough. Lots of online marketing agencies provide free content calendar templates.

The calendar suggests filling in several important categories, such as target audience, the stage of a purchase cycle, and keywords

For example, MarketingNutz template lists each piece of content in chronological order and suggests filling in several important categories, such as target audience, the stage of a purchase cycle, and keywords.

The calendar has both monthly and yearly view

The colour-coded spreadsheet by Vertical Measures offers both a month-to-month and an entire year overview.

Media monitoring

Using a media monitoring tool is a good way to measure the effectiveness of your online communications. With this tool, you can track backlinks, keywords, and brand mentions. This way, you can easily identify what kind of content brings you the most media coverage and develop further content ideas based on that.

Also, a media monitoring tool is a good way to find bloggers and opinion leaders in your industry. You can, for example, find famous bloggers and contact them with a request to mention your brand in their blogs. A great alternative is to ask a blogger to write a guest blog for your site.

A media monitoring instrument also provides insights on what articles competitors publish and what tactics they use to get the attention online.

Content promotion

Content promotion strategies are of utmost importance. Let’s face it: great content does not bring much value unless people actually notice it. Social media sharing is a must. One of the most advanced methods of promoting a new piece of content is reaching out to people you mentioned in your articles, guides, whitepapers or other types of content you create. You can give a heads up via email, a contact form or social media using this message:

Reach the person you mention in your content using this email template

Image: As a rule, influential people from the companies you mention in the articles are too busy to notice they’ve been used as a reference in a blog post. So, sending such a follow-up email would be a great way to show the people that you featured them. This will most likely encourage them to share your articles with their social media followers.

3. Search engine marketing

Since a growing number of consumers are shopping and searching for a service online, it’s vital for your website to be at the top in search engines. SEM has become one of the best ways to increase a company’s reach. What are the key factors of successful search engine marketing?

Search engine advertising

While marketers realize the importance of online advertising, quite often setting and running the ads sends chills down a marketers’ spine. However, there’s no need to be scared of the process:

Search engine optimization

The study conducted by Chitika, confirmed that the top listing in Google’s organic search results receives 33 percent of the traffic, compared to 18 percent for the second position, and the traffic drops significantly from there:

The graph shows how the position in Google impacts the trafic a page receives

Image: While the first position in Google gets around 33% of traffic, the sixth position receives only a scarce 5%. 

Therefore, investing in SEO is a huge thing.

  • Moz’s Open Site Explorer is a good place to start for an overview of your current SEO situation. With this software, you can also check the position of competitors in Google.
  • Finding the keywords that your ideal prospects use to search for your company is vital. SemRush is a great software for keywords research.
  • Term Explorer is a good alternative as well
  • Stunning tips on SEO from Brian Dean, who has managed to increase his organic traffic by 110% in 14 days with The Skyscraper Technique

4. Social media

Social media platforms have been evolving significantly during the last decade. Back in 2004, when Facebook was launched as a Harvard social-networking website, could we imagine that it would grow to be a global internet phenomenon, where businesses can generate leads and advertise their brands?

To cater to the needs of the social media sophisticated consumers, a marketer should use some important tools.

Social media image sizes cheatsheet

Social networks are constantly updating sizing of profile photos, background images and content updates for each platform. One of the worst things a marketer can do is to update social feeds with the wrong image specifications. This will make you look unprofessional and lower your audience engagement.

Save and keep on your desktop the cheatsheet of image sizes for each of the social media channels. Make sure you have the latest version, as social networks love to upgrade some features quite often.

Image size information and guidelines on how to maintain your business Facebook page

Image: Zac Johnson prepared a good Social Media Image Sizes Cheatsheet infographic. It contains a summary of all image sizes for Facebook, Twitter, LinkedIn, Pinterest, Tumbler, Google+ and Instagram with some fruitful tips regarding pictures' placement and quality.

A tool to monitor brand mentions

Sometimes when people are discussing your brand on social networks, they don't tag you in the post. This means that there can be some buzz happening around your brand that you’re not aware of, which can be a dangerous situation.

Use a social media monitoring tool to scan for conversations around your company. Having it on hand, you will know about all discussions related to your business and you'll always be ready to respond in time.

Social media content calendar

If your company produces a lot of content, has a variety of products and participates in many events across the globe it's quite challenging to make sure you share everything on social media and don't miss a beat. Keeping a social media calendar will allow planning all your publications in advance. This is a huge time saver as you will only need to copy and paste prepared posts.

CoSchedule has prepared a detailed guide on how to create a social media content calendar accompanied with tips on post frequency and the data on the best time slots for publications in different social networks.

5. Email marketing

The power of email marketing can often be underestimated. According to the Direct Marketing Association, email marketing produces an ROI of around 4,300%. What email marketing instruments should marketers use?

Email marketing tool

Without any doubt, an email marketing tool needs to be a part of every digital marketing strategy. Its features are invaluable:

  • Reduces time and effort
  • Sends personalized messages
  • Segments customers according to their purchasing behavior
  • Generates high ROI
  • Provides opportunity to make A/B testing
  • Allows sending SMS messages
  • Provides analytics on newsletters, such as CTR, OR, hot & cold links, number of unsubscribers, delivery status, a single recipient's profile, type of a device used to read your email
  • Creates landing pages for newsletters

A/B testing

Making small changes to your email such as playing around with subject lines or redesigning a Call-To-Action button in an email can make a big difference on its open rate and click-through rate.

CRM tool

A customer relationship management (CRM) tool allows you to manage your contacts in a systematic way. With a CRM system, customers are more easily and accurately segmented. Thus, you can send your customers letters they are interested in at the right times, leading to more up- and cross-sales and higher customer retention and satisfaction.

The most widely-used CRM systems are NetSuite and SugarCRM.

6. Marketing automation

Consumers are moving outside the purchasing funnel—changing the way they research and buy products. Your marketing should change in response. You need to identify each digital touch point with your product or service and send a personalized message to trigger a purchase. That's where a marketing automation tool comes into the picture.

Routine message automation

A marketing automation software allows you to get rid of the daily work of crafting individual emails. You can automate any kind of campaigns with the tool:

  • Welcome new newsletter subscribers
  • Send reminders of abandoned shopping carts
  • Send a thank-you note for making a reservation or for registering for an event
  • Inform about complementary services
  • Or even send birthday greetings

Utilizing existing customer data

Pushing a customer along the purchasing journey is easy with an automation tool. Each customer has a unique profile with their purchasing history and thus you can send drip campaigns based on a client’s interests and preferences. Integrate your CRM with marketing automation and send targeted newsletters, such as event invitations to all prospects that you have already met with once or a welcome campaign to new customers.

Generating and nurturing leads

After a customer is identified (for example via filling out their contact information), an automation tool starts to work on nurturing this lead. Directing a customer towards becoming a loyal client can be done in different ways depending on the customer's profile and purchasing behavior:

  • Downloading a whitepaper → start a drip campaign introducing your product line related to the whitepaper content
  • Registration for a webinar → send a drip campaign offering a discount on a product discussed on the webinar

7. Analytics

Now that you have invested time and money into a webpage, high-quality content, SEO, social media marketing, and nurtured your prospects with emails and automation, it’s time to monitor all the platforms in terms of what is working well and where there is room for improvement.

Google Analytics is the tool every marketer should be equipped with today. Analytics shows you data from all channels that are directing traffic to your website, tracks webpage conversion, and provides insights on customers' interaction with your page. Starting with Google Analytics can be confusing – however, there are lots of useful sources to give a marketer a helping hand.

Liana Technologies' tools provide the solutions for every aspect of your digital marketing activities:

LianaCMS maintains your company's website and ensures quick and easy content publishing and SEO tools. The tool has comprehensive analytics tools and can also be integrated with third party Analytics. 

With LianaMonitor, you can follow journalistic and social media publications and discussions to always keep track of what is talked about your brand online.

LianaMailer is a customer-friendly tool for creating visually appealing and mobile-friendly newsletters, maintaining email lists and analyzing your results.

LianaCEM is an agile and customer-centric marketing automation platform for extensive automation such as drip campaigns, effective segmenting, routine messages and handling large databases.

By letting us know that you are interested, you will get a free introduction to any Liana tools you need – either face-to-face or even online. Contact us, ask for a demo and get to know Liana solutions family better.

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