ACTIONS FOR YOUR MARKETING PLAN
1 — Do a market and competition analysis, also called benchmarking. Do a good study of what arguments are used in your sector and a price study and an analysis of the most demanded products and services.
2 — Study what type of content the companies in your sector publishes to know which ones work better and which ones are not too good to get some ideas for your social networks content and blog.
3 — Decide on a branding and reinforce your corporate image for your online presence. Prepare a series of image resources to represent your brand online, make a logo, find a font to always use in your images.
4 — Make a list of all the social networks and platforms in which you have a presence. Unify their descriptions, the cover images, the brand logo and make a small style guide to use in each one.
5 — Study what your target audience is and define 3 people with names, characteristics, details and tastes. Think about them whenever you generate some content or look at which networks to participate in to know if you are really responding to their possible interests of your audience.
6 — Make a SWOT, a study of your weaknesses and strengths, and from there get some detail that sets you apart from the competition. If you do not differ in anything then you can only compete when it comes to the price and location, so it is a good idea to find and add different values.
7 — Define what human resources and what budget you need to carry out your marketing plan. Set a monthly amount that you are going to allocate, to check month by month to see if you are obtaining profitability in your advertising efforts and to know if you can increase or decrease this budget according to the results.
8 — Select some KPIS or metrics that allow you to study the results obtained month by month and know which actions work for your business and which does not. To visualize it better, you can use a Dashboard, this will allow you to better visualize the information so you can maneuver and gradually correct the actions to be carried out. From all the budget spent on marketing, calculate how many sales you have generated and with that you will have an average Cost per Acquisition that should fit into the margin you have established for each product or service you sell.
9 — Do a good study of the target audience by extracting data from Google Analytics with the information of audiences, demographics (age, gender), behavior and interests plus geographic location, it will help you define your campaigns.
10 — Combine the demographics of Google Analytics with those of Social Networks like Facebook and Instagram to obtain an even more defined profile. You will get a better idea of who your buyer is .
11 — Carry out a study focused on the interests of your customers to detect any insight of your brand and/or products. For this you can use surveys or carry out a focus group.
12 — Create specific content for your target audience only in the channels where it is located and you can do marketing campaigns.
13 — Do a market study with a deep keyword research analyzing the terms, products and services to position and classify them for your different organic and paid campaigns.
14 — Make a correct distribution of which channels you are going to use your keywords in: SEM campaigns, content on the Blog or copies on social networks.
15 — Implement your keyword strategy on your website and in your content with a strategy based on the search intent of your users and combining it for Google.
16 — Create a calendar of publications on social networks to make it easier for you to develop your strategy for weeks and months.
17 — Include important dates for your brand and for your audience in your publication calendar. These will serve to develop strategic and collaborative actions both with your followers and with different references.
18 — Create a content plan based on the main products and services of your brand. Technically position it with your blog and lean on social networks to popularize it.
19 — ALWAYS provide valuable content, don’t just think about selling. If you add value, you create an audience that helps you spread your content on social networks and you will increase loyalty.
20 — Create an action plan for weeks and months by area. It will help you organize and work on your brand priorities, as well as helping you optimize your actions and your time.
21 — Develop a plan for measurable, achievable and comparable goals over time. It is important that you set goals that you can achieve so that you do not get discouraged or feel frustrated so you can raise some in the short term and others whose achievement takes longer.
22 — Measure from the first day of work, so you can see the evolution of your actions and objectives in each area. And, in general, of all your Marketing Plan.
23 — Integrate Google Data Studio to prepare and automate reports from each of your marketing channels.
24 — Specialize in a specific area of marketing and surround yourself with professionals to cover other specialties. Think about what you like the most, this way it will not cost you as much effort to train yourself.
ACTIONS WITH A BLOG
25 — Study the contents that are most shared about the keywords that interest your business. You can use Buzzsumo to discover the ones that have been most shared on social networks. If you can use some of them to improve or do something to complete, they will be super good content for your blog.
26 — Investigate which are the blogs with the most visits on the same subject. For them you can use the Similarweb tool in which you can put many blogs and see how many approximate visits each one has. If they are the ones with the most visits, it will be for a reason. Take ideas for yours, you also want many visits.
27 — Improve participation in your blog. See if at the end of all your posts you are asking a question and if you open the participation to the readers. The blog is a two-way communication channel and you should never leave the content close ended.
28 — Take time to answer all the comments on your blog and to dialogue with everyone who shares your content on social networks, such as Twitter, Facebook and LinkedIn. It is useful to search your domain on Twitter and other Social Networks to see who is sharing your content and has not been mentioned. It is the best way to retain your readers, make them remember you, come back and keep sharing your content.
29 — Check all the titles of your articles so that they have a hook and arouse the greatest interest. You can change the titles as many times as you can. Take advantage of Twitter to share your content with different titles and see which ones work best. Go back to your articles and change the title.
30 — See if all your blog content adds value. The blog should not be for sharing news that interests your company, nor is it a journal of your adventures. The blog is there to offer something useful or fun to your potential audience. If not you are not going to get shared on social networks, links from other pages or many visits. Do not blog thinking about what the boss wants to say, but what a customer would want to read.
31 — Redesign the sidebar of your blog. My advice is not to overcrowd it. Think about widgets that bring real value and which ones are essential. The reader’s attention is rarely focused on this part and you can also slow down the loading of your blog.
32 — Redesign the footer of your blog. Very large footers are usually annoying and their reading does not reach an average of 2% of the readers. Do not leave something that you consider very important, since almost nobody will read it.
33 — Add a subscription form to the side of your blog. Email is the best method of contacting your readers and also the best way for them to become repeat readers. You can use Mailchimp, Mailrelay, Mail director, Aweber or any other system. Up to 2000 subscribers you have free plans on all platforms.
34 — Add a form to get more advanced and effective subscribers: in Pop-up mode or at the end of your posts. You can use Magic Action Box, Optinskin, Optinmonster, Thrive Leads or others.
35 — Add an RSS icon to get subscribers using an RSS reader. You can also link directly to Feedly or Flipboard which are most used by readers currently.
36 — Make sure to use the Read More tag in all your posts so that your blog’s homepage is scannable and the reader can easily view various content and then decide which ones they are interested in reading.
37 — Study what content on your blog has worked best to guide you in the next ones. Which have got more comments, more likes, more shared on social networks, more visits, more conversions. You can use Likeexplorer.com to find out the ones that have been most shared on social networks.
38 — Use a content index at the beginning of your posts. It will guide users on the content included in the post and the content will be better structured.
39 — Before starting to write, make a good study of keywords. It will serve as a guide when structuring the different sections that you can include in your content and as a guide for your content index. A free tool that can help you in this task is Ubersuggest.
40 — Remember to structure the content of your post so that it is scannable and that users find it easier to read it. For this it is important that you make a correct distribution of titles (H2, H3, H4) and make proper use of the bold and italic.
41 — Choose a simple font with the appropriate size to make the content easier to read. However, if you want to emphasize something, you can use a somewhat more complex typeface since this will draw the attention of your users.
42 — Include different types of content in your post to facilitate reading. In addition to structuring them correctly, you can include infographics or videos that add value and are related to the content you are presenting.
43 — Use different marketing strategies to improve your content and get users to increase their time on your website. For example, you can place the most important content at the beginning and end of the posts to activate the primacy and recency effects.
44 — If you have different categories on your blog, you can include a menu at the top that makes it easier for users to navigate through them. In this way, it will be easier for them to access the information that most interests them, improving the usability of your website.
45 — Take care of the responsive design of your blog. Currently, the browsing methods of users have changed and many more mobile devices are used so it is important that the content is viewed correctly in any devices.
ACTIONS TO IMPROVE YOUR WEBSITE
46 — Find a good hosting provider that ensures the best speed and security features, while facilitating the migration from your current accommodation.
47 — Activate a CDN (Content Delivery Network) such as CloudFlare or Amazon S3, it will run your static content at ultra speed from different servers spread around the world, improving the loading times of your website.
48 — Optimize the images of your cover to ensure that it is loaded in the shortest possible time. Save your images for the web before uploading and upload them to the maximum size that your design is capable of displaying.
49 — Create a Vimeo account to host your high-quality videos and display them on your website using the embed codes. In this way you will not consume web space and offer HD videos at the highest speed and with a custom player.
50 — Analyze your website errors with tools like GTMetrix or Pingdom Tools which will show you the errors and the actions you must take to solve them.
51 — Check if your website is optimized for mobile devices at https://www.google.com/webmasters/tools/mobile-friendly/, applying the changes suggested by the tool.
52 — Update your web code to HTML5 and CSS3, the new standards, to obtain better features, speed and compatibility.
53 — Substitute menu images and listings for free vector icons such as those from Dashicons or Font awesome libraries. You ‘ll get a professional look while reducing web loading times.
54 — Replace Flash objects on your website with animations created using CSS which are loaded using clean, small code and compatible with search engine optimization.
55 — Make your contact page clearly visible. And if you do not have it yet, create it, so that your potential customers quickly find a way to communicate with you.
56 — Put the links to your profiles on social networks in a very visible place so that your visitors can find out about your news and services in real time, while enhancing your brand image.
57 — Change the color scheme of your website, avoiding the use of strong and bright colors, giving priority to pastel colors and ranges of soft and minimalist tones.
58 — Make sure that on every page of your website there is a call to action, whether it is contacting you, sharing something on social networks, buying a product or viewing a book, so that your website is perceived as dynamic and not static.
59 — Add a subscription form that collects the emails of your visitors in services such as MailChimp to offer them services and offers through email marketing campaigns.
60 — Apply card design , also called card layout on your website to improve the user experience and responsiveness of your website. This type of design has become quite popular in user interface design for both web and apps, especially thanks to the trend set by Google with its implementation of Material Design in many of its web applications.
61 — Check if the fonts you use on your website meet these 3 requirements: readability, sizes and contrast. Typography not only influences the aesthetics of your page, so make sure not to use unreadable fonts, very small sizes for paragraphs (always above 16px) or backgrounds with colors similar to texts that make it difficult to read.
62 — Make your page spacious enough. Check that among all the elements there is enough space so that the contents do not come together so much that it is difficult to differentiate and read them. Condensed content is more difficult to read and can make the user’s experience not good.
63 — Do you have an SSL certificate installed? If your website still doesn’t load under HTTPS protocol, it’s time to switch to a secure environment. The advantages are clear: you increase the confidence of the users who visit your website, improve SEO positioning and drastically reduce possible thefts of private information.
64 — Remember that it is important that you comply with the RGPD regulations in force on your website. For this, it is important that you request the express consent of your users both in the subscription forms and in the comments or anywhere you request personal data.
65 — Do not forget to include the Cookies Law to inform your users about their use and thus avoid possible penalties.
ACTIONS FOR FACEBOOK
66 — Study with Facebook Insights which content has had the most participation to date. Try to come up with a common pattern that tells you what types of posts you should repeat and which ones to stop doing.
67 — See what kind of publications you can do to encourage the participation of your customers. Questions in your posts? Do you propose any challenge to your fans? Without participation in Facebook, it will be difficult to grow by organic means without advertising.
68 — Study what are your best publication hours. Your fans will be much more participatory in a certain time than others, so schedules are essential. In each sector they are different. You can get help with Facebook page statistics.
69 — Do you have fans in different languages? If so, segment your publications in languages. There are many types of segmentations, but the language segmentation works best since everyone has their Facebook in a certain language.
70 — Being at the foot of the canyon on Facebook every day is complicated. I suggest that you dedicate one day of the week or month to scheduling all your publications, so you don’t need to create contents every day.
71 — Create a private Facebook group in which you offer something very special to your most important clients. This way you will be able to build loyalty and have direct contact with them. It is an important opportunity to convert your customers into brand ambassadors.
72 — Register in private groups related to your business in which you can participate as a person. There you can dialogue and comment on news and content in your sector and from time to time share your own content.
73 — Make a list of community Facebook pages or without commercial interests in which you can participate with your company profile. Facebook is the largest forum in the world, and not everyone is on your wall. Get out there and think about content that will penetrate those communities.
74 — Collect photos of your clients and make them stars of your page. If you can even tag them to take the conversation with them to Facebook and thus be visible to everyone and to future customers.
75 — Make a collage with photos of your employees. Humanize your brand and also make them protagonists of your company page. Facebook is made for people and putting them in value is always positive.
76 — Make a compilation of important dates or milestones of your brand and publish it. Tag or mention people to encourage participation.
77 — Ask your most loyal customers to give you a score and a recommendation on your page. The stars are highly visible and the recommendations may influence future clients.
78 — Define a system to monitor the private messages that arrive on your page. Now Facebook says the average response time for each page, so you want to reply fast. You can use Hootsuite, Zendesk or other systems to find out right away.
79 — Reactivate conversations from time to time. You can mention all the people who have commented on a publication and thus continue a dialogue that gives more visibility to old publications.
80 — Edit your old posts to include emoticons. You can use Emoji Input if you use Google Chrome, or copy and paste them from Getemoji. From now on, always use them.
81 — Redesign the cover image of your page to make it more striking and more creative.
82 — If you have a page and a personal profile, merge them to avoid duplication. You must first put the same name to both and make a copy of the personal profile data.
83 — Publish a photo album with the best photos of the month, the year, an event or an important day in your company. You can also tag people using your personal profile and emails so they have more participation.
84 — Take advantage of the memes of the moment to create some funny contents in which people can see themselves reflected and want to share it. A meme is a very versioned publication, like Julio Iglesias.
85 — Research the applications for Facebook pages and register one for yours. You can make your accounts from other networks visible on your page, inform them about your products, set up a store, get subscribers by mail, etc.,
86 — Personalize the tabs and applications on your page by uploading an image for each one of them. With this, you improve the branding and image of your Fanpage.
87 — Use Facebook’s own tool, Creator Studio, to make your publications and programming online. Facebook empowers it and you can also create the basic publications that you would make from your wall, along with other options for editing images (presentations, experiences, sequence of photos or albums) and videos (upload several videos for editing or launch the same video of a main page to other different that you are managing).
88 — Observe what your competition is doing from the statistics of your Facebook page. You can get a comparison of your weekly actions, interaction and followers with respect to other companies like yours.
89 — Personalize your messages automatically. Customer service hours and times you are not online. In addition, you can manage at the same time those you receive through Instagram.
90 — Give visibility to your WhatsApp account through Facebook. Insert the button on your page so they can contact you directly.