A Monthly B2B Digital Marketing Checklist

AdWords, SEO, CRO, Email, Mobile, Social, Content, etc., etc., etc.

There’s a lot going on in digital marketing.

Perhaps too much for a lot of B2B businesses to keep up with.

But despite all the channels, tactics, and tools; digital still boils down to three words: attract, convert, and keep.

In other words, you want to focus on driving traffic to your site, converting visitors into customers, and keeping your audience engaged.

To help, I’ve put together a checklist.

Well, it’s part checklist, part questionnaire to help you ask yourself if there’s areas that could use more focus.

Attracting More Visitors

Are you using Google’s new expanded text ads for your AdWords campaign?
Are you using landing pages to test different headlines, messaging, images, form fields for maximum conversion?
Are you trying LinkedIn sponsored updates, using a landing page with content super relevant to your targeted audience (and making sure you’re not bidding more than the minimum)?
Are you reviewing your competitor’s Google ads and landing pages to see how yours can be better, more unique?

Are you using Google Search Console to track what keywords your site ranks for, as well as what it could be ranking better for?
Are you looking at your Google Analytics to see what pages organic users are landing on, and if you can optimize the page and/or content and add a relevant CTA (call to action) for that page’s audience?
Are you testing your site for speed with Google’s speed test tool?
Are you “pruning” old or outdated content and forwarding the url to a high-converting page on your site?

Are you promoting your business through channels like industry events, LinkedIn groups, tweet chats, guest blogs, and/or workshops to help attract more visitors to your website (and possibly build links)?
Are you identifying Influencers in your industry, engaging them and coming up with ways to promote your business to a larger audience.
Are you optimizing your marketing for mobile, including your website (including local SEO), your emails, your app, your customer service experience?

Does your site have a “lead magnet”, or a single, hard-to-ignore offer that will get your visitors to take action?
Does your website have a compelling reason to sign up for your newsletter (other than simply, “sign up to our newsletter”)?
Are you using visitor recording and heatmap tools to see how people behave on your site: what they do, where they click, and where you’re losing people along the conversion path?
Are you personalizing messaging to different users with different needs, whether it’s the device they’re using, the website they came from, or the content they’re reading on your site?
Are you retargeting people who visit your site without converting, offering them something different than what they saw on your site, such as a how-to guide, a one-on-one demo, or a case study?

Are you using tools like Google trends, Buzzsumo, or AnswerthePublic.com to find what topics your audience is interested in, what questions they’re asking, and what keywords are being searched?
Are you looking at your Google Analytics and identifying what type of content your audience responds to, and doing the same for your competitor’s content?
Are you using social media to identify prospects, influencers, and customers to engage them: retweet them, spotlight them, comment on their blogs, get their input for your content, etc.?
If part of your content marketing strategy is to educate, should you consider killing the contact form for downloading things like white papers and ebooks?
Are you asking your customers for feedback? If positive are you asking them to leave a review for your company, or possibly provide a referral?

This isn’t supposed to be a comprehensive checklist.

However, if you can strike a balance between attracting, converting, and keeping customers, you’ll be doing a lot more than most.

Robert is Chief Marketing Officer at Sensei Marketing, a Full-Service Digital Marketing Agency located in Toronto, Ontario.