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- Are you “pruning” old or outdated content and forwarding the url to a high-converting page on your site?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?
Converting More Visitors
- 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?
Keeping More Prospects & Customers Engaged
- 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.