To help you make your digital marketing systemized we’ve prepared the digital marketer checklist outlining the major tools a marketer should use today.
Internet usage continues to explode around the globe with digital marketing tools becoming a vital source of competitive advantage in both B2C and B2B businesses. On the one hand, the rapid growth of different marketing software represents tremendous opportunities to grow your business. The other side of the coin, is, however, that it is easy to get lost in the digital jungle and end up using the digital instruments insufficiently or neglect to apply some of the powerful tools.
Luckily, digital marketing is not a tedious process once you have the right tools and guidance at hand. To help you make your digital marketing systemized we’ve prepared the Digital Marketer's Checklist outlining the major tools a marketer should use today.
Are you taking advantage of all of these?
There’s no longer need to call for help of your IT department when you want to create a new website or handle a redesign project. Utilizing a Content Management System (CMS) tool is the best solution, as it contains all features required for managing a high-quality website:
Blogging is a good marketing tactic for most businesses. Firstly, it helps drive traffic to your webpage. As soon as you update your blog with a new post, your website goes up in search engines thus making it easier to get more organic traffic and generate more leads.
Secondly, a well-written blog is a good way to represent your brand as an expert in your industry, making you a trustworthy company in the eyes of consumers. If prospects find answers to their questions in your blog, they are more likely to become hot leads as they know they can rely on your company.
By maintaining a blog on your corporate website you will definitely reap long-term benefits. You can find some inspiration from these companies:
A landing page is a webpage that allows you to capture a visitor's data through a lead-generation form, also known as a conversion form. It's one of the most effective ways to convert your website visitors into leads. Why is it so effective?
A good landing page will target a specific audience, based on their purchasing behavior and history with your brand. Visitors can be directed to a landing page from an email campaign promoting a particular white paper, or by clicking on a pay-per-click ad promoting your new guide. By offering your prospects something of value, you will receive a higher conversion rate.
Image: a good example of a landing page of LianaMailer: a clear headline, the value of an offer is explained in a simple and compelling way, and a great design.
“Content is king” should be the motto of every digital marketer nowadays. Valuable and interesting content in your corporate blog is a brilliant source of bringing in loyal readers, which in turn have the potential to become hot leads. There are several key issues to keep in mind when dealing with content management:
It’s important to plan out the content for the next weeks, months or sometimes even a year in advance. The best way to do it is to keep a content calendar within your organization. This will ensure the systemized flow of the content and indicate whether the articles are diverse and up-to-date enough. Lots of online marketing agencies provide free content calendar templates.
For example, MarketingNutz template lists each piece of content in chronological order and suggests filling in several important categories, such as target audience, the stage of a purchase cycle, and keywords.
The colour-coded spreadsheet by Vertical Measures offers both a month-to-month and an entire year overview.
Using a media monitoring tool is a good way to measure the effectiveness of your online communications. With this tool, you can track backlinks, keywords, and brand mentions. This way, you can easily identify what kind of content brings you the most media coverage and develop further content ideas based on that.
Also, a media monitoring tool is a good way to find bloggers and opinion leaders in your industry. You can, for example, find famous bloggers and contact them with a request to mention your brand in their blogs. A great alternative is to ask a blogger to write a guest blog for your site.
A media monitoring instrument also provides insights on what articles competitors publish and what tactics they use to get the attention online.
Content promotion strategies are of utmost importance. Let’s face it: great content does not bring much value unless people actually notice it. Social media sharing is a must. One of the most advanced methods of promoting a new piece of content is reaching out to people you mentioned in your articles, guides, whitepapers or other types of content you create. You can give a heads up via email, a contact form or social media using this message:
Image: As a rule, influential people from the companies you mention in the articles are too busy to notice they’ve been used as a reference in a blog post. So, sending such a follow-up email would be a great way to show the people that you featured them. This will most likely encourage them to share your articles with their social media followers.
Since a growing number of consumers are shopping and searching for a service online, it’s vital for your website to be at the top in search engines. SEM has become one of the best ways to increase a company’s reach. What are the key factors of successful search engine marketing?
While marketers realize the importance of online advertising, quite often setting and running the ads sends chills down a marketers’ spine. However, there’s no need to be scared of the process:
The study conducted by Chitika, confirmed that the top listing in Google’s organic search results receives 33 percent of the traffic, compared to 18 percent for the second position, and the traffic drops significantly from there:
Image: While the first position in Google gets around 33% of traffic, the sixth position receives only a scarce 5%.
Therefore, investing in SEO is a huge thing.
Social media platforms have been evolving significantly during the last decade. Back in 2004, when Facebook was launched as a Harvard social-networking website, could we imagine that it would grow to be a global internet phenomenon, where businesses can generate leads and advertise their brands?
To cater to the needs of the social media sophisticated consumers, a marketer should use some important tools.
Social networks are constantly updating sizing of profile photos, background images and content updates for each platform. One of the worst things a marketer can do is to update social feeds with the wrong image specifications. This will make you look unprofessional and lower your audience engagement.
Save and keep on your desktop the cheatsheet of image sizes for each of the social media channels. Make sure you have the latest version, as social networks love to upgrade some features quite often.
Image: Zac Johnson prepared a good Social Media Image Sizes Cheatsheet infographic. It contains a summary of all image sizes for Facebook, Twitter, LinkedIn, Pinterest, Tumbler, Google+ and Instagram with some fruitful tips regarding pictures' placement and quality.
Sometimes when people are discussing your brand on social networks, they don't tag you in the post. This means that there can be some buzz happening around your brand that you’re not aware of, which can be a dangerous situation.
Use a social media monitoring tool to scan for conversations around your company. Having it on hand, you will know about all discussions related to your business and you'll always be ready to respond in time.
If your company produces a lot of content, has a variety of products and participates in many events across the globe it's quite challenging to make sure you share everything on social media and don't miss a beat. Keeping a social media calendar will allow planning all your publications in advance. This is a huge time saver as you will only need to copy and paste prepared posts.
CoSchedule has prepared a detailed guide on how to create a social media content calendar accompanied with tips on post frequency and the data on the best time slots for publications in different social networks.
The power of email marketing can often be underestimated. According to the Direct Marketing Association, email marketing produces an ROI of around 4,300%. What email marketing instruments should marketers use?
Without any doubt, an email marketing tool needs to be a part of every digital marketing strategy. Its features are invaluable:
Making small changes to your email such as playing around with subject lines or redesigning a Call-To-Action button in an email can make a big difference on its open rate and click-through rate.
A customer relationship management (CRM) tool allows you to manage your contacts in a systematic way. With a CRM system, customers are more easily and accurately segmented. Thus, you can send your customers letters they are interested in at the right times, leading to more up- and cross-sales and higher customer retention and satisfaction.
Consumers are moving outside the purchasing funnel—changing the way they research and buy products. Your marketing should change in response. You need to identify each digital touch point with your product or service and send a personalized message to trigger a purchase. That's where a marketing automation tool comes into the picture.
A marketing automation software allows you to get rid of the daily work of crafting individual emails. You can automate any kind of campaigns with the tool:
Pushing a customer along the purchasing journey is easy with an automation tool. Each customer has a unique profile with their purchasing history and thus you can send drip campaigns based on a client’s interests and preferences. Integrate your CRM with marketing automation and send targeted newsletters, such as event invitations to all prospects that you have already met with once or a welcome campaign to new customers.
After a customer is identified (for example via filling out their contact information), an automation tool starts to work on nurturing this lead. Directing a customer towards becoming a loyal client can be done in different ways depending on the customer's profile and purchasing behavior:
Now that you have invested time and money into a webpage, high-quality content, SEO, social media marketing, and nurtured your prospects with emails and automation, it’s time to monitor all the platforms in terms of what is working well and where there is room for improvement.
Google Analytics is the tool every marketer should be equipped with today. Analytics shows you data from all channels that are directing traffic to your website, tracks webpage conversion, and provides insights on customers' interaction with your page. Starting with Google Analytics can be confusing – however, there are lots of useful sources to give a marketer a helping hand.
LianaCMS maintains your company's website and ensures quick and easy content publishing and SEO tools. The tool has comprehensive analytics tools and can also be integrated with third party Analytics.
With LianaMonitor, you can follow journalistic and social media publications and discussions to always keep track of what is talked about your brand online.
LianaMailer is a customer-friendly tool for creating visually appealing and mobile-friendly newsletters, maintaining email lists and analyzing your results.
LianaCEM is an agile and customer-centric marketing automation platform for extensive automation such as drip campaigns, effective segmenting, routine messages and handling large databases.
By letting us know that you are interested, you will get a free introduction to any Liana tools you need – either face-to-face or even online. Contact us, ask for a demo and get to know Liana solutions family better.
Subscribe to our monthly newsletter to get the latest interesting articles in your own mailbox.
The diversity of digital marketing trends is huge: content marketing, social media marketing, marketing automation and artificial intelligence – just to name a few. Check out this list of the top digital marketing trends for 2018 to decide what to incorporate into your marketing strategy next year..Read More
Marketing automation has a lot of benefits but there are also challenges a marketer needs to overcome. Our survey results reveal the obstacles that you may face with marketing automation and we give you the ways to prevail.Read More
The story of Liana Technologies started in 2005, in a tiny country called Finland in the northern part of Europe. Now our country of origin is turning 100 years old. To celebrate this, we gathered 100 tips for digital marketing.Read More
What should every marketing and communications professional know about EU's new General Data Protection Regulation (GDPR)? After reading this article, you will know why you should care about GDPR, understand the main terminology and know exactly what you should do to prepare.Read More
As a rule, there is no easy way to see multichannel statistics and to compare the effectiveness of every marketing platform. Read how we promoted our whitepaper in 5 channels and compared the effectiveness of each channel using UTM parameters and marketing automation.Read More