+49 931 940 39957 [email protected]

Online Marketing

The Ultimate Marketing Strategy Checklist For Getting More Leads

Zachary Woods, SEO/Digital Marketing Expert

January 28, 2019

Do you have a marketing strategy for this year?

I want to make sure you have THE BEST information available on what is currently working in the world of digital marketing.

I’m compacting down all of my experience working with dozens of businesses, developing websites, and implementing advanced SEO strategies.

Today I want to provide you with some context so that you can create an amazing strategy. I see a lot of people just randomly posting content on their blogs or social media and wondering why it doesn’t generate leads. By crafting a sound strategy and taking a holistic approach to SEO and crafting relevant content, you’ll not only get more traffic, you’ll get more leads and sales.

Let’s jump right into it…

Don’t have time to read the entire guide right now?

Let me send you the downloadable version so you can read it when it’s more convenient for you.

1. COMPETITOR RESEARCH

Research their keyword prioritization

Competitor analysis is an immensely important part of marketing. Whether it’s paid or organic, online marketing channels play a huge role in increasing conversions and ROI. A good place to start is identifying what keywords your rivals are targeting and why. Look for those hidden keyword prioritization patterns and compare with yours.

Monitor their online reputation and visibility

Check their Social Media Strategy, their Pay Per Click Campaigns (learn what keywords are they targeting and paying for). Knowing where your competitors are spending their precious marketing budget may give you insights on what their next move is. Use my SEO Audit tool to find out what keywords your competitors are ranking for!

Learn about their referrals

Check what websites sent traffic to your competitors websites. Where are their visitors coming from? You can gain massive insights and advantages over your competition by learning about their backlinks and partnership strategies.

Spy on the Competition

2. WEBSITE IMPLEMENTATION

Implement Google Tag Manager

Google Tag Manager (GTM) is a free online tool that can assist you with keeping tabs on all those tracking codes you’ll need and collecting analytics on your website. GTM has so many awesome features that are easy to use, and as stated above, it is completely FREE! GTM keeps track of all your data and stores it all in a centralized location. This means you will not need the help of a developer and you can do the work all on your own! 

Configure Google Analytics Tag

The next step is to integrate Google Analytics. Google Analytics monitors how much traffic your website is acquiring and how your visitors are interacting with your website. However, as you grow, you might like to add a Facebook Pixel, LinkedIn Insights, AdWords remarketing tags, and who knows how many other snippets of code to your website. Instead of asking for your developer to help you, just add Google Tag Manager, and you’ll be able to handle and implement them all. 

Add your website to Google Search Console

Previously called Google Webmaster Tools, the Search Console is a mediator between Google and you which helps with how the search engine crawls and ranks the website.

Add all website versions to the Search Console

This means adding not just your main version of the website. You should add http://yourwebsite.com, http://www.yourwebsite.com, https://yourwebsite.com and https://www.yourwebsite.com. More on why this is important here.

Select your preferred version on Search Console

Choose whether you want your site to appear with or without „www“ in Google Search. If you have a redirect from one of the versions to another (like if you type site.com and you get redirected to www.site.com), make sure that you select as main version the one the website gets redirected to. 

Select your target country in Search Console

In case you want to only target a specific country, you have to specify that in the Search Console. This option is only available if you use a Generic Top-Level Domain (like .com, .net, etc.). If you use a Country domain, like .co.uk, .de, .mx, .cn, etc – google will assume that you would only like to target the country for which you have the domain registered.

3. ON-SITE OPTIMIZATION

Create and submit an XML sitemap

The file sitemap.xml is an xml text file that contains information about the pages of the site to be indexed (URLs, the date of their last modification, the priority and frequency of the update, and more). If you’re using a Content Management System (CMS) – like WordPress – there are plugins that can help you create the sitemaps – but always make sure you don’t have any junk/test/draft files in Sitemap.

Create a robots.txt file

Robots.txt is a file which purpose is to stop search robots from indexing particular pages of a website, e.g. pages with the sensitive data: personal profiles, internal database information, files intended only for the internal use etc.

Secure your website with HTTPS

HTTPS protects the integrity and confidentiality of data transfer between the user’s device and the site. Google encourages you to adopt HTTPS regardless of the content on the site and has had a massive  influence on ranking since 2014.

Improve Page Speed

Page speed refers to the time needed to load the contents of a page. It is one of the most influential Google ranking factors. Check the speed of your website for both the mobile and the desktop version. Make it a habit to do so every time you publish a new page/article – you might have published some oversized images that could slow loading times.

 

4. CRAFTING THE RIGHT CONTENT

Create Buyer Personas

Don’t write content only for your target keywords – try to understand what else potential customers are searching for and deliver relevant and useful content to your them. Buyer personas are developed on the basis of in-depth interviews with current and former customers, but also with non-customers or lost customers. The aim is to address the real motivations, barriers and information needs
(Buying insights) of the customer for each stage of their decision-making process. With this customer view, you go far beyond the customer view of a more traditional audience segmentation. Buyer personas make customer profiles comprehensible and tangible for you, so that your entire marketing can be aligned with the needs of customers.

Don’t do your keywords research on Google only

In order to gather insights on search volume and keyword relevancy in all of the popular search engines you will need to use tools like SEMRUSH or AHREFS. Such tools tend to be quite pricey and the learning curve for some can be quite steep so don’t be afraid to ask a professional for help.

Add a blog to your website 

Your website should be “alive” – Business blogging is a marketing tactic that helps you get more online visibility. A blog is currently by far the best or most effective method to drive targeted traffic to your website. Just having a blog is not enough, the goal is to create informative and exciting content that will appeal to your target customers. According to surveys by HubSpot, companies that blog more than 20x a month have 5x more traffic to their site than those who blog less than four times a month.

Don’t have time to read the entire guide right now?

Let me send you the downloadable version so you can read it when it’s more convenient for you.

Write a unique title for each page

The title tag of a web page is an HTML title element critical to both SEO and user experience that is used to briefly and accurately describes the topic. The title tag is displayed in two key places: On the top bar of internet browsers and Search engines also display title tags in their results along with another less important on-page factor, the meta description tag.

 Write unique meta description for each page

 The meta description is a tag in HTML that becomes a preview of the page content in Search Engine Results Page which shows whether the page fits their query. Google shows it if there are semantic similarities between the description tag and the content of the web page and if there is a significant similarity between the user’s search query and the content of the description tag.

 Optimize H-tags (heading tags)

Similar to the Headings in a Word Document, heading tags are parts of the HTML code that indicate a title (a heading) and subheadings on a page. There are six levels of heading tags: from H1 (the most influential) to H6 (the least influential). A proper distribution of keywords between H-tags helps the search engine crawlers understand which keywords are most important.

Have short, clear URLs

An SEO-friendly URL means that it is easily readable and includes proper keywords: /clear-short-url instead of /long-lost-without-making-any-sense-url-awbslf-fddg-etc/. An optimized URL lets both users and search robots understand the content of the page right away. 

Enrich each Page with Media

Don’t hesitate to use infographics, videos, webinars, podcasts, PDF documents, and images on your new pages/blog posts. are types of a shareable content that can increase search visibility of the website in video, image and document search results. The key for efficient use of multimedia files lies in proper optimization.

Double-check your content

When the article is ready to be published, always double-check to see if you have the proper keywords, the correct density of keywords into your article. There are several useful tools out there to help you achieve this. If you are not sure how, consult a professional.

5. ONLINE PRESENCE

Register your Local Business in Google Maps

After completing a registration process, your listing will appear right when people are searching for your business or businesses like yours on Google Search or Maps. For more information on how to improve your local businesses ranking in Google Maps, check out this article here.

Share your content on Social Media multiple times

Published a new post? Don’t stop after you shared it once! On twitter you could share it every few days, On Facebook & Google+ try to re-share it the next month, and every few months.

Add Social Media Buttons to your Website

Social media buttons help the user share the page’s content via social media with a single click. Most users don’t share the content if there’s no button or if they have to copy the URL in order to share it.

Use Open Graph Protocol for Social Media Posts

This protocol allows you to control the look of social media posts generated when sharing articles from your site. It is a set of meta-tags that structure the information in an attractive manner (a headline, a description, a preview) so it can attract more clicks and shares. 

*Quick Tip: If you want to know what your post looks like on Facebook before you post it, visit the Facebook Developers Open Graph Debugger found here.

Identify the social networks used by your customers

You don’t need to be on all social networks to promote your business. Just pick the ones that are relevant for your company or market niche and utilise all of the features they have to offer – you could be making a bigger difference with just one than you would by being present on 6 social networks!

Don’f Fail like this guy. You are so close!

CONCLUSION

You can see how effective a well-rounded marketing and SEO strategy can be if you take all these things into consideration. By following this checklist, you’ll set yourself up for massive success. This detailed and thorough process is the exact same one that I use for my clients.

As usual if you need help with anything contact me for more information on how to start building your celebrity status!

Keep hustling out there.

– Zach W.

NEED SOME HELP?

I offer professional web development and powerful SEO services to crush your competition. If you want some help figuring out which one of them is right for you, just book a call with me!