In today’s rapidly expanding digital world, businesses of all sizes are recognising the importance of having a solid online presence. The realm of digital marketing can seem somewhat overwhelming, with new changes, updates and advancements happening faster than we can keep up with. To simplify things, we’ve compiled a comprehensive guide to a foolproof way to get started in digital marketing. We’ll outline and explore the key components of digital marketing and how to implement them effectively.
Digital Marketing: An Overview
Digital marketing is the art of promoting products, services, or brands through digital channels such as search engines, social media, email, and websites. It is a constantly evolving field that requires businesses to stay up-to-date with the latest strategies and technologies to succeed in the online space.
Now more than ever, this holds the power to make or break your business online. Understanding how to use this platform and these tools to your advantage can level up your online presence.
Your Digital Marketing Channels
Digital marketing entails a multi-faceted approach, so we created an easy-to-apply guide that covers the most important areas of digital marketing. The main components of successful marketing on a digital platform are:
A website is your online presence and digital representation, and with this, it is important to make a great first impression as people come across your online space and learn about your business. Having a good website is key in sustaining great digital marketing, being the central point at which leads, transactions, contacts and business all converge.
Is your website mobile responsive and optimised for fast loading times?
Is your website easy to navigate and user-friendly?
Is your website optimised for search engines (SEO)?
Content is the medium through which your business markets its products and services, or it can simply be a form of brand awareness too. Channelling and expressing the goals, strategies and purpose of the business, good content is what draws leads in to convert to becoming customers or clients.
Do you have a content marketing strategy in place?
Are you regularly creating and publishing high-quality, valuable content?
Are you promoting your content on social media and other channels?
Today more than ever, social media is an essential marketing tool and a vital component of just about every digital marketing plan and strategy. With this, it is important to understand which social media channels to take advantage of and use to market your business. This will come down to conducting thorough market research to understand your target audience, where they are found online and what they search for.
Do you have a strong social media presence?
Are you using the right social media platforms to reach your target audience?
Are you regularly posting engaging and relevant content on social media?
Email marketing is a great way to stay top-of-mind with your clients and make them aware of any specials, new products or additional services you have on offer. Building a good mailing list is part of the email marketing strategy, alongside well-crafted email content spaced out nicely over a campaign.
Do you have an email list of subscribers?
Are you sending regular email newsletters or updates to your subscribers?
Are you using email marketing automation to nurture leads and customers?
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) comes down to improving your content and website to increase visibility and credibility on search engines such as Google and Bing. Being a longer-focused process than Pay-per-Click advertising, SEO, in time, will improve the quality and quantity of traffic coming onto and engaging with your website. Here, the strategy of well-written, relative content is imperative to rank for specific keywords in your respective industry.
Are you optimising your website and content for relevant keywords?
Are you building high-quality backlinks to your website?
Are you regularly tracking your website’s search engine rankings and making necessary adjustments?
Pay-per-Click Advertising (PPC)
Pay-per-Click advertising (PPC) is a form of marketing on the internet in which you pay for every click received on an ad you put out. This is a great way to market your products digitally and improve exposure and brand awareness through paid ads. Compared to SEO, this has a shorter turnaround time and reaps results faster; however, using the two in conjunction is ideal for a more effective campaign.
Are you using Google Ads or other PPC platforms to drive traffic to your website?
Are you targeting the right keywords and audiences with your PPC ads?
Are you regularly monitoring and optimising your PPC campaigns?
Analytics and Reporting
Holding great importance in understanding the metrics, analytics and overall reports your marketing campaigns bring in, this step is vital in ensuring successful digital marketing. This gives insight into what is working and what is not, allowing you to alter and tweak things as you assess the efficiency of everything in your campaigns.
Are you regularly tracking and analysing your website and digital marketing metrics?
Are you using tools like Google Analytics to measure the success of your digital marketing campaigns?
Are you regularly creating reports to share with your team or stakeholders?
As the rising star of digital marketing and performance management, CRM software is the all-in-one platform that allows you to seamlessly run almost every aspect of your business. With the power of automation, CRM software will enable you to free up more time for other business needs as day-to-day processes are automatically run or at least simplified by the CRM system for you.
Are you streamlining all day-to-day website and digital marketing processes?
Are you using a good CRM system to automate things as much as possible and stay on top of it all?
Are you optimising your time by having everything accessible on one concise platform for a comprehensive overview?
The BaseCloud Standard: Next-Level Performance Management
At BaseCloud, we proudly offer the highest quality services across the board to take your business to the next level. Whether you want to transform your online presence with a revamped website or a more targeted digital space for your products with Google Ads, we’ve got you covered.
BaseCloud is a fully-comprehensive solution to improving all business performance, offering services such as SEO, website development, CRM software and Google Ads. To learn more, explore our website and see how we do what we do.
Sorted From Start To Finish
A digital marketing checklist such as this helps ensure you’re covering all the essential areas of digital marketing and hitting the mark every time. This will help you reach and engage your target audience, drive traffic and leads, and ultimately grow your business more and more with time.
As BaseCloud, we’re a performance management agency specialising in just that, taking businesses to the next level with real growth in their online presence. If you are after this, contact us and let us show you what BaseCloud can do for you.
Step 1: Establish Your Website & Other Digital Collateral
☐ I want to take my business to the next level by ensuring I have an effective digital presence.
☐ Are all the basics in place around my domain?
☐a. I have a simple but relevant domain name (xxx.co.za or xxx.com etc.).
☐b. I have a website host where my website will be hosted, and they are a trusted service provider.
☐c. I have an email linked to my domain name.
☐d. My email signature is set up correctly, with links to my website and social media profiles.
☐ I have an effective website.
☐a. My website is responsive and mobile-friendly.
☐b. It has a design and style that is friendly to online readers (UX or User Experience).
☐c. It is easy to navigate. People can find what they need with ease.
☐d. My website is loading fast.
☐e. My contact info is easy to find.
☐f. There is a clear description of who we are and what makes us relevant.
☐g. All relevant info about my products and services is provided.
☐h. I have client testimonials on my site to enhance my credibility.
☐i. I have a blog or article page where I constantly add new videos, stories, case studies etc.
☐j. I have a clear “call to action” on my site to make it easier for people to buy, subscribe or contact me. (Especially right on top of the landing page).
☐k. I have a WhatsApp/chatbot button on my site to ensure people can contact my staff or me immediately.
☐l. My email address and phone numbers on my website are clickable to ease communication.
☐m. I have linked my website to Google Analytics and my Facebook Pixel.}
☐n. I have added keywords or key phrases and short descriptions to all my pages to enhance my SEO (Search Engine Optimisation).
☐o. I have tested and received all the enquiries from my website through forms – you do not want to miss out on leads due to technical errors.
☐p. I have anti-spamming protection for my forms.
☐q. My website is easy to update.
☐r. I have a sitemap on my website.
☐ I have my website listed on Google My Business (GMB), which helps increase my business’s visibility on Google –IT’S FREE!
☐a. I am sure all the information on GMB is consistent with my website and social media pages.
☐b. I have loaded good-quality images and my logo.
☐c. My business is found on Google Maps.
☐d. My business hours are listed on GMB.
☐e. I have linked my videos to my GMB profile. ☐f. I use posts on GMB to promote events, offers and content.
☐g. I have reviews on GMB and always ask clients to leave a review.
☐h. I am responding to all my reviews.
☐ I have created a social media profile on all relevant platforms (I know some platforms will not work for my business).
☐a. I have created a Facebook profile.
☐b. I have created a LinkedIn profile.
☐c. I have created an Instagram profile.
☐d. I have created a Twitter profile.
☐e. I have created a Pinterest profile.
☐f. My business name on social media is consistent as far as possible on all platforms.
☐g. My contact details, website URL and logo are the same on all social marketing platforms.
☐h. All my logos, profile pictures and cover images are the correct sizes and of good quality. (The use of .png images is advised).
☐i. My social media profiles are listed on my website.
☐j. I have consistently completed all the information requirements for each platform.
☐k. I have registered with most of the leading social bookmarking websites.
Step 2: Content Creation, Distribution, & Lead Generation
☐ I understand that new content is needed regularly and contributes to the effectiveness of my Digital Marketing strategy.
☐a. I create content regularly to Educate, Entertain, Persuade or Convert my audience and prospects into leads and then into sales.
☐b. I remove old non-relevant content from my website regularly.
☐c. I constantly update my website and other platforms when I have new offers and specials or when my prices or terms change.
☐d. I write articles about my industry.
☐e. I write case studies on the successful implementation of my service or products.
☐f. I regularly update my product pictures.
☐g. I make sure I capture my progress as far as possible through notes, pictures, and videos when I deliver my services (when applicable).
☐h. I use video as part of my content.
☐i. I use infographics to educate and explain my products, services, processes or strategies.
☐j. I use animations as part of my content.
☐k. I blog about my services and products.
☐l. I create and share vlogs (video articles/blogs) telling people about my business.
☐m. My vlogs are edited to enhance the professional look and feel of my business.
☐n. I ask my clients for testimonials – either video or written testimonials.
☐ I understand that I need to distribute my content using a variety of methods available online. I need to tell the world my business is impressive.
☐ All my Digital Marketing efforts drive traffic to my website or create direct contact with me or my business.
☐a. I have a social media content calendar.
☐b. I use Facebook to distribute my content.
☐c. I use Facebook Messenger to communicate with my clients.
☐d. I have automation on Facebook Messenger to enhance my conversion capability.
☐e. I know that Facebook ads can also be displayed on Instagram and Facebook’s display network.
☐f. I use Instagram to distribute my content. ☐g.I use LinkedIn to distribute my content.
☐h. I regularly connect with a few people who might become clients or suppliers through LinkedIn.
☐i. I use Twitter to distribute my content.
☐j. I use Pinterest to distribute my content.
☐k. I share my social media posts with groups.
☐l. I use WhatsApp to distribute my promotions to my contacts.
☐m. I boost/promote my posts to be seen by more people.
☐n. I use the right call to action on all my boosted posts or Ads, such as “buy now”, “learn more”, “contact us”, etc.
☐o. I run Ads on my social media platforms to drive traffic to my website.
☐p. I engage in conversation with people on social media.
☐q. I use Google Ads (Search, Display or Video Ads) to be found online.
☐r. I use mass email marketing software to communicate regularly with my customers and prospects.
☐s. I use mass SMS systems to promote my specials or promotions.
☐t. I host online webinars and seminars to expand my network.
☐u. I participate in networking events to boost credibility, learn about the latest business trends, and build my network.
☐v. I use re-marketing to re-engage with all my website/social media users.
Step 3: Lead Management & Conversion
☐I understand that leads could be generated from every marketing effort mentioned in Step 2.
☐a. I understand that I can receive leads via SMS.
☐b. I understand that I can receive leads from my emails.
☐c. I understand that I can receive leads from my website forms.
☐d. I understand I can receive leads from comments on my social media platforms.
☐e. I understand I can receive leads from lead forms on Facebook, LinkedIn, Twitter, and Instagram.
☐f. I understand that I can receive leads via WhatsApp.
☐g. I understand I can receive leads from others because they noticed me online.
☐ I understand that I will have to manage my leads.
☐a. I have a lead management system where all my leads can be captured.
☐b. My leads are mostly captured through automation. My form submissions write directly to my system.
☐c. I segment my leads into categories.
☐d. I have an effective method to follow up on my leads immediately.
☐e. I have a sales funnel in place.
☐f. I have mapped my sales process.
☐g. I have a method to qualify my leads and not waste time on dead leads.
☐ I understand that from leads, sales will evolve.
☐a. I understand that I need to do lead nurturing. Once someone is interested, I need to communicate and convince them to buy over a period of time.
☐b. I understand that lead nurturing can happen through automation.
☐c. I regularly re-market new offers or upsell opportunities to all my leads.
☐d. I regularly communicate with old clients to enhance my sales by offering new or different services and products.
☐e. I understand that communication with old clients can happen through automation.
☐f. I educate my leads by giving reasons why we are the best option.
☐g. I offer free trials or money-back guarantees to ensure better conversions.
☐h. My offers are tailored to attract the right client.
☐i. My sales team has telephone and email scripts in place for when leads call or email.
☐j. My sales team has the knowledge and expertise to assist clients with their exact needs.
☐k. I do constant market research to be competitive.
☐l. My pricing is competitive or better than the market.
☐m. I can prove the ROI to clients when they consider buying.
☐I understand my employees are the most crucial part of my business.
☐I understand that my sales team (the human factor) could be the weakest link in my whole sales process – but this can be improved.
☐a. I have grown the staff culture to accommodate my online sales process.
☐b. I have up-skilled my sales team by providing internet skills and access.
☐c. My sales team always have access to the internet and relevant devices to enable better sales processes.
☐d. I have provided social media or digital marketing training to my sales team.
Step 4: Measure & Improve
☐I understand that by measuring all my online marketing actions, my Exposure, Engagement, Lead Generation, and Sales can be improved.
☐ a. I have a platform where I can see all my marketing results.
☐ b. I actively use Google Analytics to track website performance and understand its value.
☐ c. I have created goals on Google Analytics in order to see which Calls to Action work the best.
☐ d. I understand and use Facebook Insights.
☐ e. I understand that Facebook’s Ad Manager can also inform me how my ads perform.
☐ f. I monitor my Instagram ads through Facebook’s Ad Manager.
☐ g. I can see advertising results on LinkedIn.
☐ h. I can see my advertising results on Twitter.
☐ i. I can measure my open and click rates on my bulk email marketing campaigns.
☐ j. I can measure my SMS campaign results by using unique URLs and tracking these (Use Bit.ly for this).
☐ k. I know exactly how many people contacted me or how many leads were generated.
☐ l. I can measure how many people converted or bought from me.
☐ m. I know I must continuously improve my marketing efforts based on the results.
☐ n. I do A/B testing on my campaigns and website landing pages to enhance lead conversions. (Run 2 or more variations to determine the best page or campaign).