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monthly b2b digital marketing checklist

A Monthly B2B Digital Marketing Checklist

By Robert Clarke | Attract, B2B, Business Development, Convert, GOOGLE ADWORDS, Keep, Lead Generation, LinkedIn, Mobile Marketing, Paid Search, Pay Per Click, PPC, Referral Marketing, SEARCH ENGINE OPTIMIZATION | Comments are Closed | 25 October, 2016 | 0

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

Paid Search/Advertising

  • 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?

SEO

  • 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  • Are you “pruning” old or outdated content and forwarding the url to a high-converting page on your site?

Other

  • 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.

b2b digital marketing tips, digital marketing checklist, marketing checklist

Robert Clarke

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

More posts by Robert Clarke

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