Your Checklist for Online Success
Use this checklist to help you get set up for online success. This list is built on our '4 Pillar' approach to online success: BUILD, ATTRACT, OPTIMIZE, and CONVERT.
BUILD the Right Products
Your Website is the HUB of your online business. Make it count. Your website needs to be a living business.
- Is your site built on a content management system that allows you to efficiently and continually add new, fresh content? Examples of content management systems include...
» .NET platform: Umbraco, Expression Engine» PHP platform: WordPress, Drupal, Joomla
- Is your content management system optimized for search engines? For example...
» Can you add unique page title tags and descriptions for all pages and edit them?» Does your CMS provide canonical programming?» Can you easily set up 301 redirects?
- Is your website set up to address a variety of screen sizes?
» Can you use a responsive website design or a dedicated site or apps for mobile devices?
- If you sell products or services directly on your site can you easily update and maintain products with images, descriptions, pricing, etc.?
ATTRACT the Right Visitors Online
Once you have your website whipped into shape are you driving traffic to it?
- Are you set up on the more popular social media channels?
» The "top tier": Facebook, Twitter, LinkedIn
» Video: YouTube, Vimeo
» The up-and-coming: Google+, Pinterest, Instagram» Other considerations: Yelp, Flickr, Tumblr, FourSquare and maybe even MySpace?
Have you TECHNICALLY Search Engine Optimized your website? For example...
- Have you set up a blogging / content development and content marketing strategy schedule?
» For your blog?
» For your social media channels?» Developed video, white papers, or webinars to draw in leads?» Dove-tailed your content development with your overall sales and marketing calendar? - Developed a search engine marketing strategy? Determined which paid online marketing initiatives are right for you business, such as...
» Google AdWords / AdSense» Facebook Advertising» LinkedIn Advertising
CONVERT Clicks into Customers
Spend as much time reviewing your conversion strategy as you have figuring out how to attract the right visitors to your online channels.
- Setup an email marketing program?
» Utilizing email marketing apps such as MailChimp or Constant Contact?» Built custom templates for different types of campaigns?» Continually create relevant calls-to-action for campaigns and test them?
- Developed customized landing pages for campaigns?
» Unique landing pages for different campaign types
e.g. email marketing, social media, or pay-per-click? - Developed a 'lead nurturing' strategy?
» Customize emails sent out at a routine schedule after sign-up?
OPTIMIZE Your Online Presence Continually
Everything you do above is made better by measuring results and continually improving. This part of the 4-pillar process is the real key to your success. Even small continuous improvements can make a big difference.
- Choose your analytics tools? Not just for website traffic...
» For 'clickstream' analysis: e.g. Google Analytics, Site Catalyst, or Coremetrics» For page mapping: e.g. Crazy Egg or ClickTale» For sharing: e.g. AddThis or ShareThis» For A/B testing: e.g. Unbounce, Optimizely, or Google Content Experiments» For 'voice of the customer': e.g. 4Q by iPerceptions or Qualaroo» For competitive intelligence: e.g. Compete, Google Insights for Search,
or Google AdWords planning tools» For social media: e.g. HootSuite, Radian 6, or Facebook Insights» For SEO: SEOmoz, RavenTools, or Majestic SEO - Develop a digital reporting, planning and strategy schedule?
» Determine relevant key performance indicators (KPI's)» Set up a reporting, planning and implementation schedule
Setting up your online presence and forgetting about it just doesn't work these days. In order to truly get the most out of your online presence and grow your business you need to utilize best practises and continually 'read and react' thereby optimizing your business the best that it can be.
So How About You?
Do you use these strategic, tactics or tools? What has worked best for you? Do you have any other questions, comments or suggestions? Please feel free to add your comments below.
By Roy McClean