T H E D E F I N I T I V E

Online Marketing

The exclusive checklist that ELIV8 uses to get results for our business and for our clients

S T R AT E G Y SECTION 01

S E A R C H E N G I N E O P T I M I Z AT I O N SECTION 02

C O N T E N T M A R K E T I N G SECTION 03

L E A D G E N E R AT I O N SECTION 04

C O N V E R S I O N R AT E O P T I M I Z AT I O N SECTION 05

S O C I A L M E D I A SECTION 06

E M A I L M A R K E T I N G SECTION 07

M O B I L E M A R K E T I N G SECTION 08

A N A LY T I C S SECTION 09

WRITTEN BY: BRIAN DOWNARD

Table of ContentsCLICK TO JUMP TO A SECTION

MARKETING STRATEGY

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.

SECTION ONE

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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

competition.

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

Researching solutions

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 goalsKey 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

business.

Identify KPIs

08. 09.

Additional Resources:

8 Free Types of Marketing Strategies

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10 Practical Marketing Tips To Grow Your Business

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5 Online Marketing Strategies for a Tight Budget

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The Basics of Online Marketing Strategy

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How to Create An Internet Marketing Strategy

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MARKETING STRATEGY

SEARCH ENGINE

OPTIMIZATION (SEO)

SECTION TWO

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.

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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

OFF SITE

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

ON SITE

✓ 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 opportunities Infographics are a

highly effective way to get links

Submit site and content to blog

aggregators Google+ and LinkedIn profile

descriptions Identify broken links on other people’s sites

Use roundups to get links from contributors

Build relationships with bloggers in

your niche

Use AllTop and Delicious to find link prospects

Use SEO tool to ID competitor

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

Additional Resources:

17 Untapped Backlink Sources

On-Page SEO: Anatomy of a Perfectly Optimized Page

Keyword Research: The Definitive Guide

55 Quick SEO Tips Even Your Mother Would Love

SEO: The Free Beginner's Guide From Moz

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SEARCH ENGINE OPTIMIZATION

CONTENT MARKETING

SECTION THREE

Content is any marketing that involves the creation and sharing of media and publishing content in order to attract, convert and

close customers.

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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

blog.yoursite.com yoursite.com/blogOR

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.

1

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.

2

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 content

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.

Additional Resources:

Beginners Guide to Content Marketing

17 Content Marketing Tips for Any Size Budget

9 Actionable Content Marketing Tips From Top Industry Experts

11 Easy Content Marketing Ideas You Can Put Into Action Today

The Advanced Guide to Content Marketing

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CONTENT MARKETING

LEAD GENERATION

SECTION FOUR

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.

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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 SeriesOriginal 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 consistent

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-responders

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

Additional Resources:

Top 5 Actionable Email List Building Strategies (Infographic)

10 Ways to Quickly Generate Leads

21 Often-Overlooked Ways to Generate Leads Online

17 Insanely Actionable List Building Strategies

25 Simple Ways to Grow Your Email List

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LEAD GENERATION

CONVERSION RATE

OPTIMIZATION

SECTION FIVE

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.

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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

S I G N - U P F O R N E W S

G E T E X C L U S I V E A C C E S S

OR

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

48.

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

49.

✓ 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 reviews

✓ Celebrity social proof: Celeb endorsements: unpaid is more powerful

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

ORA B

Additional Resources:

The Beginner's Guide to Conversion Rate Optimization

30 Quick Conversion Tips Every Marketer Needs to Know

Conversion Rate Optimization (CRO) Techniques: Complete List

5 Tips For A Successful Conversion Rate Optimization Program

The Definitive Guide To Conversion Optimization

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CONVERSTION RATE OPTIMIZATION

SOCIAL MEDIA

SECTION SIX

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.

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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.

Automate 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 success?

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

Additional Resources:

Simple 7 Step Social Media Strategy

15 Actionable Social Media Tips You Can Use Right Now

Getting Started With Social Media: A Resource Guide

A 3-Step Beginner's Guide to Social-Media Marketing

20 Social Media Marketing Tips From the Pros

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SOCIAL MEDIA

EMAIL MARKETING

SECTION SEVEN

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.

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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

Additional Resources:

A Beginner's Guide to Successful Email Marketing

37 Tips for Writing Emails that Get Opened, Read, and Clicked

20 Tips for Dramatically Better Emails

Email Marketing Best Practices

10 Tips for Successful Email Marketing Campaigns

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EMAIL MARKETING

MOBILE MARKETING

SECTION EIGHT

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.

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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

OR

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!

Additional Resources:

5 Mobile Marketing Tips That Drive Sales (Infographic)

A Step-By-Step Guide to Setting Up a Mobile Marketing

Tried-and-True Mobile Marketing Tips From 9 Experts

The Ez Guide To Mobile Marketing With Text Message

Free Guide: How to Generate Leads with Mobile Marketing

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MOBILE MARKETING

ANALYTICS

SECTION NINE

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.

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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

Engagement:

Unique Visits

Reach:

Visitors’ Locations

Mobile Visitors

Conversions:

Social Shares

Sentiment:

Inbound Links

Referring Sites

Traffic Acquisition Keyword Rankings

Bounce-Rates

Time On Site

Avg. Page Views

Lead Volume

Sales-Ready Leads

Closed Customers

Social Followers Conversion-Rates

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.

Additional Resources:

A Beginner's Guide to Google Analytics

Guide to Using Google Analytics to Track Social Media

10 Actionable Google Analytics Tips

6 Analytics Tips for Business Insight Way Beyond Traffic

20 Must-Know Tips & Tricks To Master Google Analytics Data

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