Digital Marketing Checklist

Website for Lead Generation

Brands that succeed online generate leads from their website. Consider all of the following items to generate leads from visitors:

Calls To Action. Click to call options, fill out form options, sign up for a newsletter, register for an event, etc.)
Content Promotion Strategy: How will searchers find your content?
Mobile Friendliness. Can prospects use your website on their phone?
Target the right audience. Are the design and messaging speaking to those who want to buy from you?
Branding. Do brand design and messaging align with all of your website content?
Value. Does your website offer value to visitors without asking them to make a purchase? Helpful websites are successful websites.
Tracking. Set up Google Analytics, KissMetrics, Lead Forensics, or a combination of these to track website performance and visitor interaction data.

Testimonials and Trust Factors

Built trust with your audience by showcasing reviews, portfolio items, and case studies. If you don't have any Google Reviews, use screenshots of your reviews on Facebook or other channels.

Encourage reviews. Ask for reviews via email or text. Consider using a tool like WhiteSpark, GradeUs, or BirdEye.
NPS. Send surveys to identify fans and referral partners. Look for surveys that will give you a Net Promotor Score (NPS) and use tools like Promoter.io, AskNicely.com, or Delighted.com.

Social Media

The smartest companies don’t just push content out on social media channels, they use social media as a customer service tool to show their human side and to better understand their customers. There are many avenues for developing a better understanding of your customers:

Social Media Checklist Continued:

Assign a team member or virtual assistant to manage customer service inquiries on all social media channels.
Set up a brand alert notification system with Talkwalker Alerts, share positive news and mentions.
Don’t ignore negative feedback.
Share helpful industry news announcements, studies, and research on your social media channels.
Identify top-performing CTAs on social media and use them regularly.
Use a professional social media service provider if you don’t have the bandwidth to handle it in-house.

Email Marketing

Email can help you nurture leads that don't convert right away.

Use an email service provider with advanced Analytics, such as HubSpot, MailChimp, or AWeber.
Integrate forms on your website with auto-replies from your email service.
Separate and segment your email list into niche targets for custom messaging.
Review open and click-through rates, work to make improvements month over month.
Download the Ultimate Guide to Email Marketing from HubSpot.

Content Marketing

Content Marketing is the process of creating content for your brand that lives on your websites to generate traffic, engagement, and build awareness around your brand's expert services and products.

Before your invest in content marketing, be sure you have the answers to all of the following questions:

Which format performs the best with your audience? Blogs, videos, news, or research and studies?
Which social media channels are the most popular among your target audience? Note referral data in Google Analytics, it will tell you which channels sends the most traffic to your website.
What is your monthly budget to create content? How much content can you create on a monthly basis?

Once your've answered those questions, proceed with the following content marketing checklist:
Define a content goal. What do you want your content to do? Help you gain more email newsletter subscribers, generate more phone calls or form submissions, or gain more followers on social media. Once you’ve defined the goal for your content, identify the audience (persona research).
Run a content audit. Which topics are your competitors covering but are missing from your website? Identify missing topics and identify the best outlet for the content. If competitors don’t give you any topics, use a tool like Ubersuggest or HubSpot’s Blog Ideas Generator.
Organize content according to the buyer journey. If visitors land on the main pages of your website, is it easy for them to click and find content that will encourage them to interact and engage with your brand? Make sure high-traffic content leads to a high-performing piece of conversion content.
Analyze content performance. Once you’ve added more content to your website and organized it according to the buyer journey, log into your analytics tracking tool and identify high-performing content (i.e. high traffic volume or high conversion rates). Set up a promotion plan to share the content that is helping you reach your original goal.

Search Engine Optimization

Search Engine Optimization (SEO) is more sophisticated than ever-- you need an informed keyword strategy, strong on-site optimization and off-site links to generate the quality traffic that will turn into sales qualified leads. If you’d like to initiate or improve SEO for your website, begin with an SEO Audit from a reputable SEO Agency.

Once you’ve completed this checklist, download a copy of HubSpot’s Content Marketing Plan to continue to build your brand’s digital marketing presence.

Download a Digital Version of our Digital Marketing Checklist

Website for Lead Generation

Brands that succeed online generate leads from their website. Consider all of the following items to generate leads from visitors:

Testimonials and Trust Factors

Built trust with your audience by showcasing reviews, portfolio items, and case studies. If you don't have any Google Reviews, use screenshots of your reviews on Facebook or other channels.

Social Media

The smartest companies don’t just push content out on social media channels, they use social media as a customer service tool to show their human side and to better understand their customers. There are many avenues for developing a better understanding of your customers:

Social Media Checklist Continued:

Email Marketing

Email can help you nurture leads that don't convert right away.

Content Marketing

Search Engine Optimization

Download a Digital Version of our Digital Marketing Checklist

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