The Web Marketing “to do” List

Marketing on the internet consists of on-going activities that falls in one of three general categories:

Fundamental steps you can do for free
Intermediate steps that will cost
Advanced steps that will cost and require planning, development, and management.

Fundamental Free Steps

Keyword search volume research with free tools
- Identify keywords and phrases to use on your profiles and web site
Create business profiles and get reviews on them.
- Google Business Profile
- Apple Maps
Create profiles or listing in local and industry related directories
Create social profiles
- You’ll need a plan to monitor and respond to messages and comments because customers will treat these as your customer service channel.
- Incorporate content creation for products or services for regular posting
  - images and video of work
  - education and advice videos
  - testimonial or “thank you” posts to or from customers
Social media networking
- Participate in relevant groups and discussions
- Connect with peers and customers
Targeted email outreach
Email marketing with free tier tools
Submit guest blog posts and appear on relevant podcasts
Offer streaming webinars or group calls

Keyword search volume research with paid tools
Register a domain, obtain web hosting, publish a website with keyword focused pages
Install website analytics reporting tools
Plan a lead-to-customer process strategy
- Plan UTM parameters strategy
- Establish technical systems for recording attribution with customer records
Publish a web form to collect email addresses and begin building your audience
Plan a customer relationship management strategy
- Plan an automated response and nurture strategy for initial contacts
- Plan an automated email engagement strategy to learn more about your subscribers
Plan an inbound phone call tracking strategy
- Potentially update third party profiles and directories with tracking phone numbers
Develop reports for website trends, measuring and adapting to sources of traffic and sources of conversions

On page conversion rate optimization (A/B testing)
Off page SEO
- Competitor analysis
- Backlink building
Paid search, social, display, mobile app networks, and streaming media campaigns
- Configured for branding to help identify where your customers are, their demographics, and what they engage with
- Configured for conversions, now targeting known audience platforms, demographics, and content preferences
Affiliate partnerships
Influencer partnerships
Branding campaigns consisting of high quality audio and video media run for sustained periods of time to establish brand awareness and identify valuable segments
Data Analytics & Marketing Automation: Implementing advanced analytics platforms and marketing automation software to track, analyze, and automate complex marketing funnels and customer journeys. This requires significant setup and ongoing management.
Native Advertising: Placing sponsored content that blends seamlessly with the surrounding editorial content on news sites and other platforms.
Programmatic Advertising: Using automated technology to buy and sell ad impressions in real-time, often across various platforms and ad formats. This is highly complex and requires specialized expertise.
Omnichannel Marketing: Creating a seamless and integrated customer experience across all touchpoints, both online and offline. This is a highly complex strategy that requires significant coordination, technological, and media investment.