Online Marketing
Table of Contents
The first place you should start is
your marketing strategy. This will
set the tone for everything you do
and is paramount to the success of
your online marketing.
First things first, identify your unique marketing strengths so you
can channel them. Also, be aware of and manage your weaknesses.
01. Know your strengths & weaknesses
What are your competitors doing online?
What opportunities are they missing?
How are you going to compete with
them? Use a simple S.W.O.T. analysis to
assess your potential competition.
02. Do a competitor analysis
Buyer personas are fictional representations of your ideal
customers based on real data and research about your existing
customers. When creating your persona(s), include: customer
demographics, behavior patterns, motivations and goals.
03. Create buyer personas
It’s important that you stand
out, because if you’re just like
everyone else, it will be
extremely difficult to grow
your business. A unique value
proposition (UVP) will help
differentiate you from your
04. Define your UVP
You need to map out the journey and research process your
customers go through before purchasing. This will help you
optimize that process and increase your bottom line. Here’s
what a typical sales cycle looks like:
05. Define your sales cycle
Awareness of need
or opportunity
Making the
buying decision
1. Awareness
2. Consideration 3. Decision
So you don’t have to start from scratch, gather everything you
have that might be useful. Here’s some examples: brochures,
photos, videos, whitepapers. case studies, testimonials, etc.
These can be repurposed into your online marketing campaigns.
06. Conduct an asset audit
Creating valuable content on a regular basis is the most
important part of online marketing. You need to decide exactly
how you’re business will produce and promote content.
Whether you create your content in-house or outsource it,
quality and quantity are both crucial to success.
07. Develop a clear content strategy
Before starting any campaigns,
set expectations by clearly
establishing the things you’d
like your marketing to
accomplish. Your goals should
be based on how aggressive
your growth plans are.
Set goals
Key performance indicators are
crucial metrics that evaluate
the effectiveness and success
of your marketing campaigns
while keeping you on track.
KPIs will be different for every
Identify KPIs
You can maximize the number of
visitors to your website and content
by ensuring that your site ranks high
in the list of results returned by
search engines with SEO.
The first step to getting found online is to make sure that you’re
listed on popular search engines and directories like Google,
Yelp, Bing, Yahoo, YellowPages, CitySearch, SuperPages, etc.
That way people searching for businesses like yours (especially
local searchers) can find you.
10. Get listed in online directories
Generating positive reviews online will increase your search
engine rankings, allow you to better understand then serve your
customers and enables customers to do marketing for you!
Did you know that 88% of consumers say they trust online
reviews as much as personal recommendations? (Source:
BrightLocal) That’s why it’s more important than ever to
encourage your top customers to leave online reviews.
11. Get positive online reviews
It’s important that you find a solid keyword research tool like
Google’s Keyword Planner, Moz, SEMrush, etc. They will let you
identify the keyword opportunities you should be targeting, as
well as what keywords you are currently ranking for.
12. Find a keyword tool
Keywords are relevant words/phrases based on your
business that you use to find the search terms people are
using online. You need to analyze and choose the best
keywords from your keyword tool based on search
volume and competition level. You should also type those
terms into Google to assess your competition.
13. Conduct
keyword research
Now that you have your
keyword list, it’s time to
optimize your content. Plus
you’ll need to develop a plan to
optimize all future content.
That way people can find it
when they are searching online.
There is onsite and offsite
optimization to consider:
14. Optimize your content
Use SEO friendly permalink URLs
Start title with focus keyword
Link to other relevant content
Use keyword in first 100 words
Use keywords in header tags
Ensure site loads fast
Use social sharing buttons
Use LSI keywords in content
Inbound links
Online reviews
Guest blogging
Social bookmarking
Social signals: likes, shares, followers
Search engine & directory listings
Press releases
Article directory submissions
The single most important search engine ranking factor is
number of inbound links. Here’s are some of the best ways to
get quality links to your website and content:
15. Build a mountain of inbound links
Use Help A Reporter
Out to find link
Infographics are a
highly effective
way to get links
Submit site and
content to blog
Google+ and
LinkedIn profile
Identify broken
links on other
people’s sites
Use roundups to
get links from
Build relationships
with bloggers in
your niche
Use AllTop and
Delicious to find
link prospects
Use SEO tool to ID
backlink sources
Google’s Webmaster tools give you deeper insights into your
search engine rankings and which specific words your customers
are using to find you as well as who is linking to your website.
16. Setup Google Webmaster tools
Don’t worry, it’s easier than it sounds.
Sitemaps.xml files contain the unique URLs
inside of your website which allows search
engines to better understand your content.
The robot.txt is a file that tells search engines
which pages to crawl and not crawl.
17. Create a sitemap.xml & robot.txt
There a number of free tools that allow you to manually check to
see if you have any penalties against your site than could
negatively effect search engine rankings. Familiarize your self with
the nuances of Google’s penalties, some might sneak up on you!
18. Manually check for any penalties
Content is any marketing that
involves the creation and sharing
of media and publishing content
in order to attract, convert and
close customers.
Before you can create your first masterpiece, you need to find
out what your audience is interested in. The keywords you
collected from the last section should give you a good place to
start. Plug those terms into Google. What types of content come
up? What are the popular discussions around those topics? What
problems is your target audience trying to solve?
19. Research audience behavior
An editorial calendar is used to plan the publication of content
across different media, for example: premium content, blog,
email newsletters, social media, events, etc.
20. Create a content editorial
An editorial will help you
develop the habits you
need to publish great
content on a regular basis.
Refer to your sales cycle
that you created in the first
section, that way you can
create content for people
at each stage of your
buyer’s journey.
Quick Editorial Tip:
Focus the editorial on your best
keyword phrase opportunities.
If your website and blog are on different domains, you’re
separating the SEO value of both sites, which can be very
damaging. Here’s how your blog URL should look:
21. Setup blog on the same
domain as your website
Once you’ve conducted your asset
audit from the first section. Analyze
what you have to decide what you
can repurpose and make use of
immediately. Even into the future,
continuously find multiple purposes
for your content. For example, a
series of blog posts can be
repurposed into an ebook or video.
22. Repurpose
content assets
Cornerstone (or flagship) content offers are important for new
businesses because they are your best, most in-depth and
resource-rich content offers. It demonstrates your knowledge
and authority to prospects and leads.
23. Create cornerstone content offer(s)
Cornerstone content is proven to
drive visitors, subscribers, shares
and links. The content should be
fundamental to your topic and
not change much or often. Here
are two ways to create
cornerstone content offers:
If you’re just starting out, create a series of blog posts with the
main goal of turning them into a cornerstone content offer.
If you have content, you’ve already been writing about a few
specific topics. Use those topics and old content you’ve
created to build a cornerstone offer quickly.
You need to give people a reason to stay on your website or they
will leave. Which is why you need to give them some direction! This
can be accomplished by using relevant calls-to-action. For example,
a call-to-action that directs blog traffic to an opt-in training course:
24. Incorporate clear CTAs
Sharing buttons make it easy for readers to share your content
on their favorite social networks. Increasing social shares will
help you find new audiences and increase your traffic.
25. Add sharing buttons to content
Don’t fall victim to keyword stuffing. Each content offer you
create should focus on 1 or 2 keywords and no more. This will
force you to stay on topic and keeps search engines happy.
26. Focus on 1 or 2 keywords per offer
Today your personal brand is more important than ever. In order
gain the trust (and business) of your readers and prospects you
need to start by building credibility and authority in your niche.
That’s why it’s important to include your full name and headshot
to go with each content piece you publish.
28. Identify content author(s)
Did you know that people can process visuals 60,000X faster
than text? Which is why highly visual content like infographics and
videos perform better than other types of content.
27. Use complimenting visuals
Today’s shoppers are using their
smartphones and tablets to make
purchasing decisions. Your content
and website should be optimized
for mobile devices so you’re not
leaving them out.
29. Optimize for mobile readers
Decrease bounce-rates and increase time on page by increasing
the readability of your content. Some simple ways to do this are:
increase the amount whitespace around text and images, choose
an easy-to-read font and use short sentences/paragraphs.
30. Focus on readability
Add extra credibility and SEO value to your content by adding
links to other helpful, relevant content. Link to both on-site and
off-site content using hyper links.
31. Link to other helpful content
It’s important that you create
content exclusively for your
customers. Doing so creates
post-purchase value that will
transform your top customers
into brand advocates that
bring you new customers.
Create customer
only content
Evergreen content is designed
to retain it’s value over time.
When you create content on
topics that retain their
importance and relevance, like
an evergreen tree, it will be
sustainable and lasting.
Create evergreen
32. 33.
Don’t let silly grammar and spelling errors ruin a great piece of
content. It puts off readers who might have concerns about a
website’s credibility. According to some studies, these errors can
cost businesses thousands in sales every year.
34. Check for spelling
& grammar errors
One of the best ways to promote your content is to connect with
influential people who create and share similar content. We’ll
cover more ways to promote your content in the upcoming sections!
35. Promote
your content
The “publish and pray”
approach hardly ever works.
That’s why you need to
strategically promote your
content through your
marketing channels: social
media, email, etc.
People aren’t likely to become a
customer on their first visit. That’s why
you need to effectively convert them
into subscribers and leads so you can
nurture them into paying customers.
The easiest way to generate subscribers and leads is to create
opt-in content offers which require visitors to exchange their
contact information to access the offer. There are a ton of great
opt-in offers you can create. Here are some examples:
36. Choose and/or create opt-in content
Using multiple opt-in options on
your site gives you a higher
chance of converting visitors into
subscribers. Aside from putting
premium content behind opt-in
forms, add opt-in forms to your
top performing pages like your
blog, home and about us pages.
Also, test variations of Hello Bar,
PopUps, SlideUps and PopOvers.
37. Use combination of gated
content offers & opt-in forms:
Authoritative eBooks Videos & Webinars Checklists & Guides
Email Series
Original Research
Case Studies
Your content isn’t the only place that needs to use calls-to-action. If
you want to generate more leads, you need to strategically place
enticing CTAs that directs website traffic to your opt-in forms.
38. Use CTAs to direct traffic
How much info you collect from visitors depends on the sales cycle
stage your content was created for. Awareness content should only
require an email, possibly name. While decision stage content
should ask for more detailed info so you can qualify your leads.
40. Capture the right information
Landing pages are specific locations that you
send website traffic. In most cases they include
an opt-in form and content offer to convert
visitors into leads.
39. Build effective
landing pages
Get strait to the point
Use contrasting colors
Use your logo & branding
Avoid visual clutter
Use proper formatting
Add social proof
Keep landing pages
Autoresponders are simply
automated emails that are sent
after an opt-in form has been
completed. It’s a great way to
drive leads to other relevant
offers and move them
through your sales funnel.
Utilize auto-
Upon converting, visitors
should be brought to a thank
you page. Here you provide
the content they requested,
encourage social sharing and
include a secondary CTA to
send them to a similar offer.
Optimize your
thank you pages
41. 42.
Online contests are a great way to
collect a large number of contacts
quickly. Providing a consolation prize in
the form of a discount, will convert
contest entries who didn’t win.
43. Start an
online contest
A customer relationship management (CRM) tool
allows you to collect and store information on
prospects, leads and customers. This will help
prioritize your pipeline, utilize closed loop reporting
as well as better align marketing and sales. You
should also integrate your marketing software and
CRM tool, so they can easily share lead intelligence.
44. Use a customer relationship
management tool
Here’s the best way to keep everyone on the same page: Create a
Service Level Agreement (SLA). A SLA defines the average
amount of leads marketing has to send the sales team every
month, as well as how many leads generated by marketing the
sales team will work with each month. Here’s a couple more ideas:
45. Align marketing & sales teams
Enable and promote marketing/sales communication
Measure and hold teams accountable
Define how you will qualify and handoff leads
Identify actions that represent sales-ready leads
Conversion rates are the
percentage of your visitors who
convert into leads and customers.
Increasing your conversion rates is
a crucial part of online marketing.
In your Google Analytics settings, you should
create goals to help track your conversion rates.
Goals are specific pages you want visitors to end
up on like a Thank You page once they’ve opted-in.
46. Set up goals in Google Analytics
Of course, use psychology
tactics ethically, and
respectfully to engage
prospects and compel
them to buy.
47. Use phycology triggers
There are a number of physiology triggers like exclusivity,
urgency, scarcity or fear of missing out that can significantly
boost your conversation rates.
Appeal to both the
logical and intuitive/
creative parts of the
human brain
This one of course!
Value terms are words that
boost conversion rates by
increasing the perceived value
to readers. Examples include:
Exclusive, Featured,
Advanced, Download,
Secrets, Access, Special Offer
and Limited Time. Here’s an
example… which of these two
buttons are more enticing?
Use value terms
Social proof is the positive
influence created when
someone finds out that others
are doing something. It’s a
powerful way to drastically
boost conversion rates. Here
are the 5 major types:
Use social proof
Wisdom of crowds: Large
groups of people: readers,
subscribers, followers, etc.
Wisdom of friends: 1-to-1
referrals from friends and family
Expert social proof: Credible
expert, influencers & bloggers
User social proof: Customer
testimonials, case studies, online
Celebrity social proof: Celeb
endorsements: unpaid is more
A/B testing is a strategy in marketing in which two versions, A
and B, are tested against each other. The goal is to identify
the effectiveness of different designs and text in your CTAs
and landing pages. Using A/B testing, you’ll be able to identify
which CTAs and landing pages covert at a higher rate.
50. A/B test CTAs & landing pages
Nowadays people have a short
attention span, which is why you
need to convert them as quickly
as possible. Once you have
determined which pages on your
website covert at the highest rates,
use calls-to-action on your site that
direct traffic to those pages.
51. Identify top converting pages then
design site to funnel traffic to those pages
People spend the majority of
their time online using social
media. Which is why you need
to grow an audience so you can
nurture them into customers.
There are 4 social networks that every
business should be on: Facebook,
Twitter, Google+ and LinkedIn. There
are also a ton of niche-specific social
networks that you should consider.
Choose your networks based on
where your target audience spends
time. Make sure to define a clear
purpose for each network you choose.
52. Choose social networks
When creating your
social profiles, it’s
important to keep
the design of each
one consistent
which improves
brand recognition
across the internet.
53. Consistently brand each account
To make sure your profiles
stay fresh and updated, utilize
an automatic sharing tool like
Buffer to put your content
posting on autopilot.
content posting
Learn the best ways to share
on each social network. Each
one is different and posts
should be optimized
accordingly to maximize their
effectiveness. For example,
some networks use #hashtags
to make posts searchable
while others do not.
Optimize posts
by network
55. 56.
Don’t just post, create and share valuable
content. Use the 80/20 rule: 80% of the
content you share should be someone
else's, 20% should be your own.
54. Create a social
content strategy
Remember that social media is about being social!
If you’re just mindlessly posting like a robot, it will
be impossible to grow an audience. Take the time to
join communities, conversations and make sure your
business’s personality shines through.
57. Create a humanization plan
Your social media fans are all potential customers. That’s why you
need to showcase happy customers in the form of testimonials,
case studies, video interviews, online review, etc. in order to
successfully turn more social fans into customers.
58. Share happy customer stories
59. Identify people who
have the audience you want
If you want to rapidly grow you social audience, start by
identifying influential people in your niche and build value-based
relationships with them. If and when they share your content,
your reach will be instantly amplified.
You need to make sure you’re
actively listening and
responding to your fans and the
people who are talking about
your brand/content online.
60. Engage with your audience
Depending your business goals, what metrics
will you track to measure social media
Engagement, traffic/leads generated, content
views/shares, sales metrics and online reviews
are all important metrics to track.
Track growth using your analytic tool and the
insights provided by each networks’ admin page.
61. Nurture social media growth
Email has proven to be one of the
highest converting marketing
channels. That’s why you need to start
building an email list and establish
regular touch-points to nurture leads
and facilitate repeat sales.
There’s a lot of options
when it comes to email
marketing tools. Do
some research and find
one that works for you.
I recommend starting
with a free platform
like MailChimp, you
can always export
your contacts if you
decide to switch later.
62. Choose an email marketing tool
Next, you should create an email
template that you’ll use for future
email campaigns. Be sure to use your
brand logo, colors, fonts, etc. to keep
your messages consistent. Be sure that
you test your template across different
browsers and devices to make sure it
looks great everywhere.
63. Create a branded email template
You need to be on the top of your prospects/customers minds
so when they become ready!to make a purchase, your business is
the first thing they think about. This can be accomplished by
building relationship with readers based on value (not just sales)
by sending regular emails with useful content and offers.
65. Establish regular touch
points with your email lists
Segment your email lists based on contact
demographics, interests, personas, etc. This will
help you nurture contacts at different points in
the sales cycle and you’ll achieve better results.
66. Segment email lists
Email marketing is still the quickest, most direct way to
communicate with leads and customers. That’s why you
need to continuously collect prospect and customer
contact information on and offline.
64. Collect emails and
grow an email database
One of the best ways to
increase open-rates is to
create subject lines that are
short and specific.
Personalization, numbers,
questions and urgency are
also great ways to create
stand-out email subject lines.
Craft engaging
subject lines
Use recognizable
name & email
67. 68.
By now you’ve probably noticed a theme
with online marketing: Use calls-to-action
to prompt action! Using a clear CTA in
your emails will direct readers where you
want them to go and will significantly
increase your click-through-rates.
69. Tell readers what
to do next with CTA
Humanize your brand
and boost open-rates
by sending emails from a
recognizable name and
email. That way you’re
staying consistent and
you establishing trust
with your readers.
Proof read for links,
spelling & grammar
A hard-bounce occurs when you
can’t deliver an email to invalid,
blocked or nonexistent email
address. Too many hard-bounces
can penalize your account which
impacts the deliverability rates of
your email campaigns.
Remove hard-
bounces immediately
71. 72.
Every email marketing tool should have a
“preview” mode that let’s you see what
your email will look like on different
devices. Make sure that you choose a
mobile-friendly template so you don’t
alienate your mobile audience.
70. Test how emails look on mobile
Before you hit that send
button, you need to make
sure that all of your links and
calls-to-action are linked to
where they are supposed to.
Don’t forget to double-check
your spelling and grammar!
Every email list is different, which means each
list has an optimal time to send messages.
Unfortunately, there’s a lot of varying advice on
when to send emails. You need to continuously
test your own lists and decide what works
best for you. Start with your prospects’ and
shopper’s habits then go from there.
74. Pick optimal times to send emails
When subscribers opt-in to your email lists, it’s important to get
more than just an email address. That way you can personalize
emails with their name, business name, etc. Be cautious,
incomplete info can do more harm than good.
75. Personalize emails
There are some words like Free, Buy Direct, As Seen
On, Order, Click Here, Shopper, etc. that can
trigger spam filters and place your emails in the junk
folder. Be sure to avoid spammy words at all costs!
73. Avoid spam words
Workflows are sets of automated
emails you send subscribers and
leads. It allows you to continuously
engage and nurture your marketing
database without sending every lead
nurturing email by hand. This helps
deliver relevant content and brings
your prospects closer to purchasing.
76. Set-up email workflows
Most email marketing tools
will allow you to create slight
variations of the same email
so you can see which
performs better. That way
you can tweak and optimize
your campaigns to improve
the results.
77. Increase open-rates & click-
through-rates with A/B testing
Mobile is not a marketing tactic,
it’s a way of thinking and
approaching your marketing. It’s
important to be aware of how
your campaigns are being seen
by your mobile audience.
Start by using Google’s Mobile-Friendly
Test Tool to test your website, blog and
content pages. It will let you know if it’s
optimized for mobile devices or not.
Next, simply take out your smartphone
and/or tablet, pull up your website and
take a look. Is the next easy to read
without pinching and zooming? Is
navigating the site easy?
78. Check how your site &
content looks on mobile devices
Responsive design is a type of website design
that allows your website’s content and size to
automatically adjust based on screen size. This
will ensure your website and content look great
on every mobile device and computer.
79. Utilize response design
Your website isn’t the only thing that needs to be optimized for
mobile. Think about the content you’re creating. The blog posts,
ebooks, videos, etc. Are they appealing to your mobile audience?
80. Optimize content for mobile
If your mobile visitors want to call you, but can’t figure out
how, they will abandon your website. First, make sure you’re
listed in search engines and directories. Second, consider using a
vanity number, because they have higher click-through-rates on
mobile. Lastly, make your number clickable like this:
81. Make calling super simple
Use this simple syntax:
<a href="tel:+18005551234">Call Us Now!</a>
Add this in the place of
a hyperlink:
tel: 18005551234
Mobile users love visual content. But
mobile devices aren’t just for looking.
There’s a number of apps like Instagram
and Vine that let you create and share
high-end visual and video content with
little to no effort.
82. Make great visual content
Certain mobile applications like
Yelp, Google, Groupon,
FourSquare, etc. not only gets
your business discovered by local
searchers… They let you entice
local searchers with specials,
coupons and offers. This can
significantly increase your
chances of convincing a new
customer to come into your
business. with a readable offer.
83. Check out check-in offers
Text message marketing (or SMS
marketing) isn’t for everyone. But
it’s one of the most effective ways
to get your marketing message
opened and read. Make sure your
website’s opt-in forms are asking
for leads’ phone numbers. To start
your first campaign, try a free
service like EZtexting.
84. Consider SMS campaigns
There are a number
of things we’ve
already covered in
this checklist that
indirectly affect your
local marketing.
Here’s some of my
favorite strategies:
85. Implement local marketing tactics
Get listed in search engines and local directories
Location based check-in offers
Get online reviews from local customers
Cross-promote with other local businesses
Don’t forget old fashioned in-person events!
Use the analytic tools at your disposal to
measure to effectiveness of your online
marketing campaigns. With this data, you
make adjustments to maximize your
marketing’s effectiveness and ROI.
Even though this point is towards the end of the checklist, you
need to install an analytics tool like Google Analytics on your
website as soon as possible. Using analytics, you’ll be able to
better understand your online marketing campaigns.
86. Set up analytics on your site
87. Regularly review reports to
analyze your marketing results
Unique Visits
Visitors’ Locations
Mobile Visitors
Social Shares
Inbound Links
Referring Sites
Traffic Acquisition
Keyword Rankings
Time On Site
Avg. Page Views
Lead Volume
Sales-Ready Leads
Closed Customers
Social Followers
Because analytics provide you with crucial insights into your
marketing’s ROI, you need to look at your metrics often. Here
are the most important metrics you should be tracking when
measuring the effectiveness of your online marketing:
89. Check keyword rankings & traffic
If you haven’t already, enable Google’s Webmaster tools. Then go
to: Google Analytics > Acquisition > Search Engine
Optimization > Queries
90. Double-down on what’s working
This will give you a clear
picture of which keywords
you’re ranking for and where
your best opportunities are.
Once you have a better idea of how to
track and analyze your marketing, you
need to identify which campaigns are
producing results and which ones aren’t.
This will guide your marketing strategy
by helping you focusing your attention
and resources on the campaigns that get
the best results.
List growth, open-rates,
click-through-rates and
revenue-per-email measure
the effectiveness of your
campaigns. Overtime you
should be able to notice
trends in what subjects
lines, content, calls-to-
action, etc. get the best
results so you can optimize
your emails accordingly.
Use your
email analytics
Measure social
media engagement
91. 92.
Most social networks have
their own analytic
dashboards to analyze
your progress. 3rd party
apps like SumAll and
Buffer can show you
various social analytics as
well. Be sure to note
which networks perform
best so you can allocate
your time and resources.
93. A/B test everything!
Even though I’ve already discussed A/B testing in other
sections, it’s important that you know you can utilize this
tactic throughout all of your marketing channels. It’s really
just a fancy marketing term for “experiment and see what
works best.” A/B testing the best way to understand exactly
what your audience is attracted to.
94. Track return on investment (ROI)
ROI is the most important indicator of your marketing’s success.
Simply put, if your marketing is not making you more money than
it costs, it’s not working. Cost-per-lead and cost-per-customer are
also important metrics that should be monitored.
Remember, online marketing is
one of the most profitable
channels for business because
it’s not about outspending the
competition, it’s about
outsmarting them.