A Go-To Checklist for Your Online Marketing Strategy In order to create a successful digital campaign, and advertise through social media or market your business online, it’s important to have a well thought-out online marketing strategy that matches your company goals and branding guidelines.
There’s a lot of noise out there, so it’s easy for your company to get lost in the shuffle. Therefore, thinking outside of the box and coming up with creative tactics to get your product in front of your audience is what will make you stand out!
Here is a checklist of some of the things you should consider and spend some time looking into in order to successfully market your brand to your audience.
Get to know your audience: this is one of the main factors that can make or break a good plan. It’s also important to note that your online audience may be different from your offline audience.
Do a SWOT analysis: it is important to know where your own company stands within the industry. A strong plan should work to enhance your strengths + opportunities and eliminate your threats + weaknesses.
Examine the social presence of your competitors: look at what they are doing well and what they aren’t, and learn from their wins and losses.
Look at industry trends: it is important to do things that set you apart, but it is also important to find ways to fit into your industry and join the conversation.
Research and use relevant hashtags: this will allow you to position your brand within your industry and get your message out to your target audience so they can engage with your brand.
Keep an eye on what your customers are doing: they create the trends!
Set Goals & Analyze Your Efforts
Clearly define your business goals: figure out what your company in general wants to accomplish (i.e. drive more sales, reach a new target market, launch new product, etc).
Determine what you want your online marketing strategy to accomplish: create solutions to your business goals.
Evaluate your past efforts: determine what worked and where you were lacking, and create a plan to upgrade your tactics.
Set a budget: decide how much money you will be spending on online marketing.
Tools & Tactics:
Decide which communication channels best meet your company’s goals and will reach your target audience: social media, paid advertisements, blogging, live streaming, video, online events, online promotions, search engine optimization techniques, etc.
Consider setting up an email list: you can build an audience to send out news and updates to.
Make sure your website contains relevant keywords: this will increase your SEO and drive more people to your website.
Partner with influencers: they will represent your brand. This will extend your reach and humanize your company.
Update your website consistently: there is nothing worse than your visitors seeing out-of-date information on the homepage of your site.
Make sure your site is mobile accessible: it is all about accessibility these days. If your site can’t be accessed by a smart device you are eliminating a large portion of your potential audience.
Contests, promotions and campaigns: they can increase your following and engage your audience while promoting your product.
Consider partnering with local businesses: this will extend the reach of your online marketing efforts and create a buzz around both brands.
Don’t try to do it all: use a few tactics and use them well!
Create a Content Plan:
Decide what content your company needs to produce: this can be anything from podcasts, blog posts to video messaging.
Create different ways to engage your audience: use multiple content types to keep them interested.
Tailor your content to each specific communication channel: for example, what you share on Twitter will be different from what you share on LinkedIn.
Come up with an overarching message to reach your audience: the rest of your strategy will be focused on this.
Decide what media you will be using: video, photos, animated GIFs, infographics, branded graphics, etc.
Product info vs lifestyle posts: you need a good balance between these so that your marketing does not come across too salesy.
Consider how you are going to deliver an experience: don’t just deliver a message!
Create high-quality content: this will help you get more shares and engagement.
Analytics & Measurement
Pay attention to analytics: this will tell you what you are doing right and what you are doing wrong.
Evaluate: determine your metrics so that you can measure the data you get at the end of a campaign, promotion or season.
Create a monthly report: this should include followers, likes, engagement, clicks, comments, shares, etc. displayed against your sales and overall success of your business. This will tell you your ROI and will tell you if you are on track with the goals of your original plan.
Determine Different Roles & Responsibilities
Create clear job descriptions: this is so your community managers, photographers, copywriters ad managers, researchers etc. all know what aspects of the plan they are a part of and how to execute it – everyone is a part of the puzzle.
Outsourcing: if you are outsourcing your online marketing, make sure the entity you are trusting shares the same passion for your brand/company/industry that you do – it will show either way.
Beware of having too many cooks in the kitchen!: design by committee ruins too many projects.
Set a Strict Action Plan
Set a clear plan for execution: this will give your plan a direction and a clear focus.
Plan out at least 3 months in advance: this will allow for proper preparation and will give your team time to create quality content around your brand’s goals and messaging.
Create monthly goals: this will ensure that you are completing all of your projects on time and will help your team stick to the plan!