Digital Marketing Roadmap

Digital Marketing

Roadmap
Table of Content
1. Introduction to Digital Marketing Roadmap……………………....................1

2. The Approach…………………………………………………….........................................2

3. The Customer Lifecycle…………………………………………................................6
4. The Channels…………………………………………………….........................................8
5. Website……………………………………………………………......................................9
6. Social Media………………………………………………………........................................14
a. Facebook………………………………………………….....................................14
b. Twitter…………………………………………………........................................…….19
c. LinkedIn………………………………………………..................................……..24
7. Email Marketing & Drip Campaigns…………..........................…………………...28
a. Checklist for Running Email Campaigns…........................……..….28
8. The Anatomy of Email Marketing Automation………………...................…...29
9. Google Adwords…………………………………………………...............................33
a. Your Google Adwords checklist………………….......................…………...33
b. Setting up the Adwords Campaign……………........................…..…34
10. Content Platforms……………………………………..................................…………..37
a. Website Blog…………………………………………...............................…....37
b. Blogging Platform………………………………................................……………39
c. Guest Blogging………………………………..................................………...40
11. The Digital Marketing Strategy Process..................................................41
12. Helpful Tools to Simplify Digital Marketing……................………….....43
13. Conclusion…………………………………………………......................................…….44
Introduction to
Digital Marketing Roadmap
Most businesses face a common challenge of not getting enough leads from
their digital marketing efforts. There are a variety of channels you can use for
your digital marketing efforts, but with a limited budget, each business has to
prioritise the marketing activities to get the best of the results from them.
A smarter approach to digital marketing helps you reach out to your target
audience, engage with them, capture their details and convert them into loyal
customers. The approach helps you to build a roadmap for successfully
marketing your business online. The roadmap would cover the process and the
steps that you need for promoting your business with the help of the respective
channels.
How to use this book?
This book helps you with all the basic aspects of smarter
digital marketing. It explains how the process benefits
your business and what are some of the key strategies
that you can adopt.
The book also highlights some real life examples of

smarter digital marketing so you can understand how they
apply to your business. Besides that, it also lists down
some important tools that can be used for the process.
Digital Marketing Roadmap 1

The Approach
The presence of a business, its products and services are not enough for it
to start getting business. This is where smarter digital marketing becomes
important. Smarter digital marketing follows the following approach to
market your business:
While you market your business through each of the digital channels, you
need to first define your target audience and then develop a strategy to
reach out to them effectively. Here are the steps to the approach you need
to follow:
a. Defining The User Persona
A user persona tries to capture the age, demographics and behaviour of your
target audience. While developing digital marketing campaigns for your
business, you need to understand your target audience effectively to develop
campaigns that deliver the desired results. A user persona represents your
target audience. Once you know who your target audience is you can find out
the right channels and messaging to reach out to them and engage with
them.
Here is a user persona checklist you can follow:
Gender, age and family background
Define professional and personal roles
The key skills and the industry of the target
The key tools used by the target
Key responsibilities and challenges
The publications or blogs the user reads

Here is a sample user persona study that you can undertake:
Source: Referral SaaQuatch
b. Reach and Attract
One of the initial task for your digital marketing process is to reach out to the
right set of people. Once you know who these people are, after you have
developed a user persona, you need to find ways to reach out to them.
The more awareness you spread about your business, the higher will be its
reach.
If you are not able to reach your target audience effectively, your efforts at
promoting your business will go waste. An effective reach strategy is, therefore,
important for the success of your business.
The more attractive is the digital presence of your business, the higher will be
the chances your target group to be interested in your products and services. A
strategy to attract your target audience is thus helpful to get you more of your
target customers to become potential customers.

c. Engage
Once you are able to reach out to your target group and attract them to your
website or social media channels, you need to engage with them so that their
interest level about your products and services goes up. The process involves
interacting with them through the various digital channels and getting them
to interact as well. The process helps in building an initial connect with them
and getting them to inquire about the products and services.
If your target customers visit you on your digital channels and do not find
enough information to engage with, they will choose to look for alternatives.
An effective engagement strategy helps you prevent that and gets you more
of your users to interact and engage with your business.
d. Capture
The next step to build a stronger relationship with your potential customers is
to get them to share their details with you for future engagement. This may be
a result of inquiring about your products and services or showing interest in
them.
At this stage, you need to provide your customers with an opportunity or an
incentive to share their contact details with your business.
Suppose you give a free trial on your services and request your users to share
their basic details such, as their name, contact email and business name, you
can store these details and use them to further engage with such customers
and convert them into paid ones.
e. Nurture
Each relationship you build with your customers needs constant nurturing.
Once you have a database of potential customers, you can use customised
marketing campaigns to further engage with these people.
You can tell them about some of your latest products and services or provide
them with useful information that they would find interesting. The process is
helpful in nurturing the relationship you have built, so you get the maximum
conversions.

f. Convert
The next step in the digital marketing process is to get conversions for your
business. This process involves providing your prospects with enough
reasons and opportunities to convert and buy your products and services.
At this stage, it is important to understand what triggers a consumer buying

decision and then creating customised campaigns to provide those triggers.
g. Keep
Retaining the existing customers is one of the priorities of every business. Your
existing customers not only provide you with a constant source of revenue but
also additional revenue. If you have a bunch of happy customers, they will stay
with you for longer and recommend your products and services to others as
well.
You need to build a relationship with your existing customers by creating

customised campaigns and loyalty programs for them. Customer retention is
an essential part of your digital marketing roadmap.
h. Grow
Like every strategy, the digital marketing strategy also needs to be analysed
on a periodic basis, to ensure further business growth. At this stage, you need
to measure and analyse the results of your campaigns and ensure they are on
the right track.
You need to figure out which of your activities and channels are doing the
best for you and which ones are not up to the mark. In this step, you can
revise your targets and ensure that you are getting better results in the
forthcoming period. The process helps you to streamline your activities and
focus on the ones which are performing the best.

The Customer Lifecycle
Each person from your target audiences is at a different stage in the sales
and marketing cycle. We cannot treat a stranger and a customer equally
while developing campaigns and approaching our audience.
An understanding of the stages would help you focus your efforts on
creating the right messaging for the particular stage. The ultimate goal is
to help our audience move to the next stage in the cycle and add to our
revenue generation efforts.
Here is how we can treat each stage differently and get the best of the results:
a. Strangers
Anybody who visits you for the first time while comparing products and
services is a stranger, to begin with. From here on, we need to get them to
take action with the help of messages that showcase the benefits of our
products and services.
Website popups and web forms along with relevant call-to-action buttons are
used to attract visitors to fill in their details and move to the next stage.
b. Leads
A visitor came on to your website, was impressed with the messaging and
requested to be contacted or subscribed to your blog. We need to now figure
out how to take his level of interest to the next level.
At this stage, the customer needs to be nurtured with interesting messages -
could be related to the product features or some interesting content from
the blog that’s useful for the customer.

The sales rep at this stage also tries to understand whether the lead can
qualify to become a prospect or not. This can be done with the help of an
initial conversation with the customer to understand his requirements and
see if we fit in as the best service provider in the situation.
c. Prospects
In this stage, we know that the lead has a very high chance of a conversion. To
prospects, we need to send out messaging related to product trials, offers,
presentations, proposals and follow-up messages that can help them decide
on becoming our customer.
At this stage, the sales rep requests the prospect for a meeting and prepares
for it to ensure she is able to convert the prospect into a customer.
d. Customers
Many of your target audiences are already your customers because they have
passed the above stages. We all know that retaining customers is as
important as getting them.
With existing customers, we need to ensure that they are not facing any issue
with the products or services. Messaging to assure them of support helps in
this stage. You need to remind your customers of the services, features and
offers they can avail.
New features and updates must be communicated to the existing customers
to build trust and confidence. You can solicit feedback and rectify issues
whenever required.
e. Return Customers
You need to build loyalty for your products and services to achieve an
incremental revenue stream from them, over time.
You need to make your customers feel special for them to reach this stage.
Some of the ways include sending out birthday wishes and offers, create
loyalty and reward programs that provide benefits on repeat purchases and
send out messages to upsell and cross-sell products and services.
f. Brand Ambassadors
A loyal customer becomes a brand ambassador when she is delighted to be
your customer and talk about it with peers and on social channels.
Once you are able to engage with your target audiences successfully in the
stages mentioned above, you see that some of your customers are actually
your brand ambassadors, helping you to grow your business.

The Channels
There are a variety of channels that you can use for marketing your business
and getting qualified leads for it.
Depending on your business vertical and the budgets, you can choose the
best of the channels to optimise your digital marketing efforts.
There is a strategy that you need to follow for each of the channels to get
the best of the results.

Website
A smarter website forms the foundation of effective Digital Marketing. Your
company website is not just an online brochure that provides information about
your company and contact details. Most small-to-medium enterprises rely on
traditional marketing methodologies and referrals to drive new business, and
their websites to serve as an online brochure where they display their products
or services.
A website is how people learn you exist and decide whether you are the one who
can solve their problems. A smarter website bridges that gap between you and
your potential customers by solving the problem of communication. It
consolidates the goals of your organisation and communicates how you
communicate with your audiences. Your website should focus on the value
proposition of your business.
You need to reach and attract your target audience with your website, engage
with them, get them to capture their details and convert them into long-term
customers. Here are the steps that you need to take follow this process and
grow your business with a smarter website:
a. Reach
You can reach out to the relevant set of people by adding the requisite features
and functionalities to your website. You must ensure that your website is
optimised for search engines to reach out to the right set of people. An
optimised website with relevant keywords and content will help online
searchers to find your site easily.
A mobile friendly website is also critical for reaching out to a growing user-base
on the mobile devices. Make sure the URL structure of your website is SEO
friendly and keyword optimised to improve its chances of ranking higher up in
the search engines. Make sure the domain of your website is user-friendly and
easy to remember.
A domain plays an important role in showcasing the relevance of your business

to your users as well as to the search engines.

Here is a checklist for improving the reach of your website:
Optimise For Local Searches

Make Your Website Mobile Friendly
SEO Friendly Website URL Structure
Targeting Search Keywords
Resolve Technical Issues
Choosing A Domain Name
b. Attract
It takes 0.5 seconds for your website visitors to form an opinion about it
which determines whether they like your site or not. 55% of the visitors leave
a website within 15 seconds.
You need to ensure that your website has got the requisite features for the
users to stay on it for longer and buy products and services. Make your
website more attractive to your potential customers by optimising its meta
tags for the relevant keywords and making them more attractive to your
users.
Use of structured data or schema on your website makes the search engine
results more presentable to the user. Improving the quality of search engine
results is essential for making your website more attractive to your potential
buyers.
Some of the other features that make your website more attractive include a
distinct ‘About Us Page’ a ‘Newsroom Section’ and consistency of design on
your website pages.
Here is your checklist for making your website more attractive:
Meta Tags Optimisation

Use of Schema
About Us Page
Newsroom Section
Consistent Design
Key Messaging in the First Fold

c. Engage
If the user experience of your website is pleasing to the visitors, they will surely
stay on it for longer. You need to simplify the usability of your site and make it
more interactive. All of this will add to your chances of getting more of your site
visitors to convert into leads.
One of the basic features that your website needs to have, to improve the level
of engagement on it is a faster loading speed. A load speed of less than 2
seconds is considered appropriate for any website.
Another interesting feature that your website must have, to get more features
to interact with your site is a Live Chat integration.
The feature helps you to provide prompt support to your users and gives you a
chance to convert them while they are on your site. Some of the features that
help you to build a connect with your users is an introductory video and social
media integration.
You must also integrate your site with a CRM tool to organise your user details
and engage with them. The other important features of a website that help you
build engagement on it include a section each for FAQs, Events and Updates
and customer feedbacks.
Here is a checklist that will help you to make your site more engaging:
Website Speed
Live Chat Integration
Introductory Video
Social Media Integration
CRM Integration
Testimonials

Call-to-Action Buttons
FAQs
Feedback Section
Section For Events and Updates
Privacy Policy
d. Capture
Suppose there are a lot of customers visiting and engaging with your website,
but none of them know what to do next. If they just visit your website and
leave without buying from it or sharing their details, then all of your efforts get
wasted.
The next step for a website to become smarter and more interactive one is its
ability to capture the details of the users.
Once the website visitors share their details, you can use these to engage with
them further and get them to become your loyal customers. Having a contact
form on the key pages of your website will help your users to fill it up quickly
and share their details. Add a newsletter subscription functionality on your
website.
This way your users will permit you to share news, updates and interesting
content with them.
Running contests and offer related promotions on the website is also an
interesting way to get your site visitors to share their details for further
engagement.
Here is your checklist to get more of your website visitors to fill in their
contact details.
Contact Form
Newsletter Subscription
Premium Content - eBooks, Whitepapers and Infographics
Offers

e. Measure and Analyse
Ever wondered who is visiting your website and what is the purpose of their
visit? To get the maximum results from your business website, you need to
know what your visitors are doing on your site and what their real preferences
are.
By integrating the right set of tools with your website you can find the
questions to all these answers. Besides that, you can analyse the results your
website is getting for you and improve it over time. This way you can grow the
number of leads you are getting from your website and get a regular stream
of business from it. For a statistical analysis of your website, Google offers its
free tool - Google Analytics. It is an essential tool for website analytics and
must be integrated into your site. A Google Search Console integration is also
a must to understand the optimisation level of the site and the traffic it is
generating from the respective keywords.
Source: Vertical Response

You can measure the level of user-engagement on each of the sections of your
website and improve upon it over time. All of these features help you to
analyse the results you are getting from your site and work on it further.
Google Analytics Integration

Google Search Console Integration
Heatmap Integration

Social Media
Every business must have a social media presence to reach out to the right
set of users, engage with them and convert them into loyal customers. You
can focus to market your business on one or more channels to connect with
the relevant audience. Social Media channels like Facebook, LinkedIn,
Twitter, Instagram and YouTube are some of the most important channels
to market your business effectively. Let’s look at these channels individually
and find out how these can be utilised for smarter digital marketing of our
business:
a. Facebook
A user persona tries to capture the age, demographics and behaviour of your
target audience. While developing digital marketing campaigns for your
business, you need to understand your target audience effectively to develop
campaigns that deliver the desired results. A user persona represents your
target audience. Once you know who your target audience is you can find out
the right channels and messaging to reach out to them and engage with
them.
Setting up a Facebook Page
Facebook allows users to create a free business page for the promotion of their
business. As a business owner, the first step you need to take is to create a
business page. The prerequisite for creating a business page is to have a
personal profile. You can simply register on Facebook and create your personal
profile.
In your profile, you can go to the create page option and select a suitable
category to say local business. The name of the business page can be the same
as your business name. You can then fill in all the necessary details such as the
‘About’ section. Add a profile picture to your page. A profile picture could be
your business logo or anything that represents your business. You then need
to add a cover picture to your page.

This picture can also include pointers related to your products and services
along with a relevant background. You can also choose the audience that you
wish to target for your page.
Add the contact details of your business along with a contact number.
You also need to add a call-to-action-button on your page and link it to a
landing page on your website. You can select the targeted audience of your
page, once you are prompted to do so.
In the settings section of your page, you can ensure that your page
is 'published' and you are accepting reviews from the page visitors.
Once it is ready, you can invite your friends on your personal profile to like it.
Source: Social Media Examiner
Here is the process of setting up a Facebook business page:
STEP 1 Create a personal profile
STEP 2 Choose a category and create your business page
STEP 3 Add a short and a long description of your business

STEP 4 Add your contact details and a link to your business website
STEP 5 Add a header and a profile picture on your page
STEP 6 Start accepting reviews
STEP 7 Make sure the status of your page is published
STEP 8 Start adding posts
Engaging With Your Audience
After setting up your business page, you need to engage with your Facebook
page visitors. Adding relevant and engaging posts on your Facebook page can
be quite helpful.
You need to use attractive images in your posts to grab the user’s attention.
Adding 2-3 posts on a daily basis can help you get the desired level of
engagement on them.
You can share your company news, blog posts, announcements and product
related posts to get your audiences to like them, comment on them and share
them on their timeline.
You must ensure that you are replying to user comments on your posts.
Here are some interesting types of posts that can help you to get more
engagement:
Informative
Humorous
Videos/Gifs
Quotes/Facts
Motivational Posts

Here is an example of an informative Facebook post from Enterprise Monkey:
Capturing the User Details

You can use the posts on your Facebook page to get the users to share their details
with your business. Running contests and promotional offers on Facebook is an
interesting technique that helps you to get your users interested.
You can add links to your landing pages to your Facebook page and get users to visit
the landing page and share their details. Running paid campaigns is another way to
reach out to your target audiences with your business page and getting them to
share their details.
Participating in relevant groups and communities on Facebook is another

interesting way to reach out to prospects and showcase your expertise. You can sign
off with your name, designation and website URL for users to contact you with ease.
Here are some of the ways to capture prospect details from your Facebook page:
Promoted links of your landing pages

Run paid campaigns
Participate in Facebook groups

Measure and Analyse
The key metrics that you need to analyse with your Facebook business page is page
likes and post engagement (likes, comments and shares). Besides these, you need
to track the website visitors you are getting from your Facebook business page.
And finally, the most important metric that you need to track from your page is the
number of leads your business is getting from it.
With the Facebook Insights tool, you can analyse the reach and engagement of your
posts over a period of time, say a week or a month. You can get detailed
information about your fans including their location, age group and gender.
Source: Yoast
You can analyse the website traffic from your Facebook page with the help of the
Google Analytics account. If you get direct inquiries from your Facebook page, then
these can be recorded as leads and tracked over time. You can also set up goals on
your campaign landing pages shared on Facebook, to analyse the leads you are
getting from the platform.
Here are some of the important metrics that you need to track from you Facebook
page:
Reach
Organic Reach
Rate of Post Engagement
Link Clicks
Negative Feedback

b. Twitter
Another important social media channel that helps you to spread a quick word
about your business is Twitter. The channel is equally useful for both B2B as
well as B2C businesses. Twitter is a channel that helps you reach out to
strangers and engage with them. The tool is helpful in improving the reach of
your business and in getting you qualified leads. Here are the steps in building
an impressive presence for your business on Twitter, to get more business
from the platform.
Setting Up a Twitter Account
Setting up a Twitter account is simple - you just need to add your business
name and email to create the account. Next, you can add a short bio that talks
about your business and its services. You need to then add a profile picture
and a header image to your profile. Once your profile is set up, you can start
with the daily activity so that you can reach out to your target audiences
effectively.
Here is your Twitter account setup process:

Create an account for your business
Add a short bio of your business along with the website link
Add a header image and a profile picture

Reach and Attract
You need to add regular and informative tweets on your Twitter account to be
able to reach out to more and more people. A tweet is only 140 characters
and you need to make sure that your messaging is accurate, in order to get
the best results.
Here is an example:
Besides that, you can use popular hashtags to improve the reach of your
tweets. Research for the suitable hashtags using tools like Hashtagify.me to
find the relevant hashtags for your tweets. Adding 3-4 tweets on a daily basis is
helpful in reaching out to the relevant audiences and getting them to follow
your account.
Here is the process to reach and attract users on Twitter:
Tweet 3-4 times everyday

Add relevant hashtags to your posts
Run paid campaigns

Engage
The more interesting your tweets are, the higher will be the level of
engagement, you get on your Twitter account. Adding quotes, video URLs and
images to your tweets will help you get more likes and retweets. Another way
to build engagement on Twitter is to look for influencers in your niche and
follow their accounts.
You can engage with them by liking some of their tweets and replying to them.
If they too replicate by doing the same, then your business would be able to
reach its followers. You can follow your target audiences, and this may help you
to get more and more relevant followers for your business. You can use tools
like Followerwonk to find niche influencers to engage with.
You can even ask your followers to retweet your tweets, and this is an
interesting way to get engagement. @Mentions are also popular and used for
connecting with influencers directly, to initiate a conversation with them. You
need not be spammy while having a conversation on Twitter. You can start by
appreciating a piece of content or a tip shared by someone and build on to it
from there.
Here is your checklist:
Add URLs, images and videos to your tweets

Follow and engage with influencers
Follow and engage with prospects
Use call-to-actions
Ask for Retweets

Capture
While you are adding relevant and informative tweets on your Twitter profile
you also need to add tweets that specifically get users to share their details
with you.
Add tweets related to a promotion or a discount offer you are running, along
with a link to take action on the same.
You can also use Twitter lead cards to make it a one-step process for your
users to share their details. Run promoted campaigns and add your landing
page URL to generate leads from your campaigns.
Automated DMs are an interesting way to send out a quick message to all your
new followers. You can send them a piece of useful content asking them to
share their details. This is useful in building an initial connect with your
followers and getting them to share their details as well.
Use the following checklist to get more leads from your Twitter profile:
Use Twitter lead cards

Promote URLs of your landing pages and your web pages
Use automated direct messages
Run paid campaigns
Measure and Analyse
There are quite a few metrics you can track and analyse using Twitter, and
there are a variety of tools you can use for the same.
Twitter’s analytics tool - ‘Twitter Analytics’ is quite useful in tracking some of

the key metrics for your Twitter profile.
You can track your followers, mentions and impressions in the last one week
or month using this easy to use tool.

Source: Convince and Convert
This helps you measure the results of the activities that have been done in the
period.
You can track the leads from campaigns on Twitter, by setting up goals related
to the specified landing pages in your Google Analytics account.
There are quite a few other free tools that can help you analyse the results
from the activities you are doing on your Twitter account:
Twitonomy
Twtrland
Topsy
Followerwonk
Tweriod
Tweetlevel
You can analyse your Twitter activity periodically and measure the results you
are getting from each of your tweets and campaigns.

c. LinkedIn
If yours is a B2B business, then LinkedIn is one of the most important
platforms to market your business. A network of professional individuals and
businesses, LinkedIn provides you with tremendous opportunities to
generate qualified leads for your B2B business. Here are some important
steps to create an impressive LinkedIn presence for your business.
Setting Up a LinkedIn Company Page
You can easily set up a LinkedIn company page if you have a professional
profile on LinkedIn. Like in other social channels, you need to add a brief
summary of your business on the LinkedIn page.
You must ensure that this summary is relevant and showcases the expertise of
your business.
You can also showcase your products and services from the LinkedIn business
page with the help of the products and services tab. Add a professional looking
cover image to your LinkedIn profile. Also, add a logo of your company as the
profile picture of the page.
Here is your checklist for developing an impressive LinkedIn page:
Create a professional profile on LinkedIn

Add a business summary
Showcase your products and services
Add a profile image and a header image
Reach and Attract
Adding regular updates on your LinkedIn page is critical to get more followers.
Share URLs of useful blog posts, whitepapers and eBooks on the page. These
types of content pieces help in showcasing your business domain expertise
while attracting more and relevant audiences to follow your page and its
updates.

Add at least one post on a daily basis for improving your reputation over time.
You can also use the LinkedIn Pulse section to add expert blog posts related to
your business.
You can share the article as an update on your page as well. When you publish
a LinkedIn Pulse article, a notification is sent out to all of your LinkedIn
connections.
Here are some key ways to reach out to prospects on LinkedIn:
Post updates on your page

Share blog posts, ebooks and whitepapers
Post articles on LinkedIn Pulse
Run paid campaigns and featured stories
Connect with prospects
Engage
LinkedIn provides B2B business owners with a variety of means to engage

with their target audiences and showcase their expertise. As a business owner
or a marketer, you can engage with your prospects by commenting on their
posts and sharing them on your profile.
Endorsing your connections and congratulating them on their new

assignments can also be effective in engaging with them.
You can appreciate the content they have shared and add your views on it.

Similarly, you can request to join niche groups in your industry and participate
in discussions there. Add comments on posts added by other professionals or
share blog posts and other useful content from your website on these groups.
You can also initiate a conversation in these groups and build your reputation
as an expert.
Use the following methods to engage with prospects on LinkedIn:
Engage with posts of your connections

Endorse and congratulate your prospects
Participate in niche groups
Capture
You can generate qualified leads on LinkedIn by leveraging the engagement

level on your page and your profile.
Always share a useful information like an eBook or a white paper with a URL
that includes a contact form, that the users can fill in while they are
downloading the content resource.
You can run paid campaigns and featured stories to promote such useful
content and gather the database of relevant customers.
Sending out connection requests to your prospects is also an interesting way to

capture their details. You can export their contact details in an excel sheet, and
you can use this data to reach out to them.
You can also use InMail messages to send out useful content to your
connections. This technique has the potential to get you quite a few qualified
leads for your business.
Here is your checklist:
Share informative lead magnets

Build connections and export their details
Send InMail Messages
Run paid campaigns

Measure and Analyse
One of the key metrics that you need to analyse for your LinkedIn page is the
engagement on your posts. You can view the impressions and clicks on your
posts and track them over time.
In the LinkedIn Analytics module, you can also find out the overall reach and
engagement of your posts over a period of seven days or a month.
The tool also helps you to track the follower demographics telling you about
their seniority, industry and function, etc. You can even check how you are
doing as compared to similar pages.
Source: Circle Studio

To analyse the leads, you are getting from LinkedIn; you can track your campaign
URLs shared on LinkedIn and find out the conversions you are getting specifically
from LinkedIn.
You can even measure the traffic you are getting from your LinkedIn page in your
Google Analytics account.
The following checklist can help you measure and analyse the results you are
getting from your LinkedIn activities:
Track Reach and Engagement of Your Posts

Analyse Follower Demographics
Track Goals in Google Analytics

Email Marketing and Drip Campaigns
Email marketing tools help in automating customised campaigns to each
of the customer segments in the relevant sales stage. The automation tool
is integrated with the website or the CRM tool to capture the details of the
users and send campaigns based on the relevant triggers. With a feature
for A/B testing, multiple e-mailers are tested to bring out the best results
from the campaign.
The tools generate automated reports to track and analyse the campaigns
effectively. Some of the tools you can use to manage your email
campaigns and automate them include:
Zoho Campaigns
MailChimp
Zoho CRM
a. Checklist For Running Email Campaigns

The first and foremost condition, you need to fulfil before doing email marketing
campaigns is to have a database to send out the emails to.
You can build an email list by having opt-in contact forms on the important pages
of your website.
Next, you need to have a CRM tool integrated to your website so that the details
of all of your prospects can be collected and stored in the tool.
Another important factor in making your email campaigns more effective is to
segment your email lists. You can do your segmentation according to the
location, industry, product/service preference and campaign source, etc. to
ensure that the messaging that is being sent out to them is precise and result
driven.
Once you have all of these with you, you need to have a campaign plan in place
along with the objectives, target audience and deliverables.
After that, you can set up, schedule and automate your email campaigns to
generate leads from them.
Build an email database

CRM and website integration
E-mail list segmentation
Develop - Objectives, Target Audience and Deliverables

The Anatomy of Email Marketing Automation
When we automate a process, we need to understand how the process
works. While we automate email marketing, we define a set of triggers and
actions that would be a part of the process. Each trigger would lead to a
certain action and so on. Strategically speaking, the most appropriate
action has to be defined for each trigger to achieve the best of the results.
Also, the time for each trigger and action is predefined to complete the
criteria.
An automation consists of two main elements:

A trigger
An action
Trigger Action
When When
What What
Here are some examples of customised email campaigns that you can run to
engage and convert your audiences:
a. Engage
Activating Inactive Users

The historical activity of the users can be used to send customised campaigns to
them. Here is an example:
Condition
Suppose the customer
has visited the page of
a particular product
Action
Trigger or service
The email tool
A website visitor in the
would automatically
or a customer has past.
sent out a customised
not engaged with the
e-mailer to win this
website since a month.
customer back.

Product Video Series
This is an interesting way to engage with your leads and make them aware about
your products. You can send these at regular intervals. Here is the workflow:
Condition
The visitor wishes to
receive email
Trigger messages
Action
A website visitor including
Schedule an email
or a customer has videos.
campaign showcasing
signed up for your the product feature
mailing list video series.
Webinar Promotion Campaign

Regular webinars are a useful way to showcase business expertise and engage
with your prospects. An automated series of e-mailers helps get more of the
prospects to register for the webinar. Here is an example of the workflow.
Condition
Each e-mailer is
customised according Action
A webinar
Trigger to the user segment
e-mailer series
There is a set & stage of the is created & auto-
of prospects who campaign. mated. The dates of
the e-mailers are pre-
have shown interest
defined. The initial e-mailers
in understanding the introduce the webinar and the
product/service in detail. later ones are reminders.
Subscriber Welcome
You can automate a welcome email message to all the new subscribers. This
message helps you introduce your business while also build a relationship with
the subscribers.
Condition
The welcome message Action
Trigger is sent out to new An automated
The website blog subscribers welcome e-mail is

sent out with an
visitor subscribes only.
introduction to the
to the blog. business. The e-mailer also
mentions about how the
company blog would be a source of
useful information and updates.

b. Keep and Grow
Reminder Campaigns
If you are running an offer or promoting an event then, you need to remind your
users to make the purchase or participate in the event. You can automate
reminder communication to those of your contacts who have not made the
purchase or engaged in the relevant activity.
Condition
The prospect has shown
some interest pre-
Trigger viously in receiving Action
updates or An automated
A prospect has
participating e-mailer is sent
not chosen to
in events out to all those who
click on your e-mail
have not taken any
action yet
Reminder Campaigns For Subscription Renewal
Many times customers forget to renew their subscription to the service. A series of
automated e-mail messages to remind them of the renewal helps in improving
the rate of retention.
Condition
There is one week left
Action
Trigger for the customer to
An automated
The subscription renew his email message can
payment of a subscription be sent out for

reminding the customer
customer will be due of the due date. A series
soon of such e-mailers can be sent
until the due date of the payment

c. Measure and Analyse
Some of the key metrics that you need to track the results you are getting from
your email marketing campaigns include, the open rate of your emails, the click-
through rate and the conversion rate.
The open rate tells you about the number of people who opened your e-mailer out
of all those who were sent the email.
Similarly, the click through rate tells you about the number of people who clicked
on the link given in your e-mailer.
The conversion rate calculates the number of email recipients who took the desired
action like filling up the contact form on the landing page or buying the product or
subscribing to the services, whatever be the case.
You can use your web analytics service such as Google Analytics to find out the
number of conversions you have received from the campaign.
Open Rate
Click Through Rate
Conversion Rate
Unsubscribes
Bounces

Google Adwords
Most of your prospects would be using Google to search for products and services.
Running paid campaigns on Google helps your site to be listed on top of the search
results.
This helps you to get guaranteed visibility among your target audience. Adwords
gives you an opportunity to compete on the same level with larger businesses.
The tool also helps to simplify location-based targeting for your business and reach
out to your local prospects more effectively. The ads you run on Google Adwords
help you to add your contact details and the relevant call to actions to help get
more visitors to your paid search results on Google.
The features certainly help you to build more credibility for your business and get
more queries.
Besides that, you can promote your business on the most popular search engine
with a limited budget. You can run, pause and optimise your AdWords campaigns to
get the best of the results for your business.
Get visibility on the search engine results

Add your contact details and get more leads
Target specific location
Compete with larger businesses
Have complete control over your budget
a. Your Google Adwords Checklist
Some of the key requirements of running a campaign on Google Adwords include

having one or more landing pages for the services that you wish to promote. The
landing pages could be specific to a discount offer or a promotion as well.
You need to have a Google Adwords account for sure, and you need to have a
predefined budget for your campaign.
Before you decide on running an AdWords campaign, you must ensure that there
are enough online searcher queries for your type of products and services.

b. Setting Up The Adwords Campaign
While you are setting up your Google Adwords account, you will come across a
variety of options that you have to choose from. You must select the correct
options, in order to optimise your campaign for the best of the results.
Choosing the type of campaign

Search Network Only: the ads, in this case, are displayed in the search results
only
Display Network Only: With this option you can show banner ads on targeted
websites
Search Network and Display Select: In this case, you can target both - search
engine results as well as well as targeted websites
Campaign Subtype
In this option, it is recommended that you choose the ‘All Features’ option so that
you can schedule your ad and use features like advanced location settings as well
as your ad delivery method.
Location Targeting
This option lets you choose the city and the country; you are targeting with your
campaign.
c. Advanced Location Settings
This helps you to do more with your location targeting helping you to make it more
focused. The options you get in this step include:
People residing in the targeted location
People searching for and showing interest in the specified location
Those who are residing in and showing interest in the location
Tracking Conversions
You can get the conversion tracking code for your landing page by going to the
Tools>Conversions section of your Google Adwords account. You can place the
conversion tracking code on your website or the specified event you are tracking, to
know the number of conversions you are getting.

Remarketing
This option lets you target the visitors on your website. You can generate a
remarketing code for adding the same to your website. You can go to the
‘Audiences’ section in your Adwords account to set up the remarketing list for
your campaign.
Bidding
While setting up the PPC campaign, you can choose the ‘Automatic Bidding’
option. Once you run the campaign for a while and know the exact bid you
want to put for each of the keywords, you can choose the manual bidding
option.
Ad Delivery
There are two options you have while choosing your ad delivery method. You
can either choose the ‘Standard’ delivery method to ensure that your ad is
shown throughout the day. On the other hand, you can choose the
accelerated delivery option to show the ad to the target audience as quickly
as possible.
Ad Rotation
You can rotate the ads you are running, to maximise the results from your
campaign. You can rotate the ads on the basis of clicks, conversions or
evenly.
Daily budget
You need to then add a daily budget for your campaign.
Auto-tagging
In the “Preferences” section of your Adwords account, you can ensure that
auto-tagging is turned on. The feature helps you to track the keywords which
are giving you the best results.
Negative keywords
You can add the negative keywords that you wish to target in the “Campaign
keywords” section.

Capitalization
In the description of your ad copy, you must ensure the first letter of each
word is in uppercase. Doing this helps you to improve the overall quality of
your ad, adding to the number of clicks it gets.
Keywords, Landing Pages and Extensions

You should optimise your ad copy by adding keywords to your ad title and
description. Add the URL of your landing page as the destination URL of the
ad. There are a variety of ad extensions to your ad, and these are quite
helpful in improving its click through rate. Some of these include links to your
website, callouts, location, structured snippets and app extensions.
Measure and Analyse

One of the key metrics that you need, to analyse your AdWords campaign is
its quality score. The more relevant are your keywords and your ads to your
target audience, the higher will be its quality. Google measures quality score
to improve upon the overall experience of online searchers.
Some of the key factors that impact the quality of your ad includes:
The quality of the landing page
Keyword relevance
Click through rate of the URL
You must track the quality score of your ads and try to improve upon it, to get
better results from your campaigns.
One of the most important metrics that you need to track with your AdWords
account is the click-through rate of your ads. The CTR determines whether the
searchers are clicking on your ad or not. You can work on improving the CTR of
your ads by altering its copy and extensions, for better results over time.
You need to also find out the conversion rate of your campaign and work on
improving the same. You can set up goals in your analytics account with respect to
the relevant events such as ‘contact form fill up’ on the landing page to get the
number of conversions you are getting. You can then analyse the cost per
conversions to understand the overall performance of your campaign.

Content Platforms
One of the popular ways to spread awareness about your business and to
engage with prospects is to create useful and informative content. This content
is optimised for search engines as well as user consumability. Some of the
platforms used for content marketing include:
Website Blog
Blogging Platforms
Guest Blogging
Let’s look at how you can use all three as a part of your Digital Marketing
efforts:
a. Website Blog
A business blog is an essential marketing channel that helps you to build a
reputation as well as to get conversions. You must preferably host your business
blog on your website, to begin with. You need to add regular and engaging blog
posts on your business blog. Choose your blog topic wisely.
Before finalising on your blog topics you need to research on the keywords that
are relevant to your industry and try to optimise the topics for these keywords.
Do a research on blogs of competing businesses as well as the topics that are
trending in your industry. The research you do will help you develop a content
calendar that you can use for your business blog.

Add interesting visual elements such as - graphs, images, infographics and
videos to your blog posts to make them more engaging.
Make sure you have an SEO plugin such as Yoast installed in the publishing
module of your blog. This will help you optimise it for search engines in a precise
manner.
Promote your published blog posts on social media channels to improve their
reach and engagement.
Do a thorough keyword research

Analyse competing blog posts
Create a content calendar
Add visual elements to your posts
Install an SEO plugin and optimise for search engines
Getting Leads From Your Blog

Your business blog can help you get qualified leads for your business by providing
your potential customers with an opportunity to engage and share their details
with it.
You can add a link to your service page in your blog post with an interesting
call-to-action, to get more visits on your service page along with more inquiries.
Add a pop-up or a banner or a sliding scroll of a promotion on some of your posts

which are getting a high level of traffic, to get your users to participate and share
their details.
You can also do a story around a new promotion that you are running and add
the landing page URL from there to get relevant queries from it.
An option to subscribe to the blog is another interesting way to build a database

of interested users. You can further engage with these users by sending your
latest blog posts and other informative content. Here is your checklist to generate
qualified leads from your blog:
Internal linking of relevant services pages

Call to action buttons
Add a popup or a banner
Publish stories around promotions

Measure and Analyse the Results From Your Blog
One of the key metrics that you need to track for your business blog is the
monthly visitors you are getting on it. The more readers of your blog you have, the
better it is.
The second important metric that you need to track with your blog is its bounce
rate. A high level of bounce rate on your blog indicates that the readers of your
blog may not be completely relevant to your business.
The number of blog subscribers you have is another crucial metric that you must
track and grow over time.
You must also analyse the average time, the readers are spending on your blog
along with the post shares and comments you are getting on each of your blog
posts. You can use the following metrics to measure and analyse the results you
are getting from your business blog:
Keep a track of your monthly visitors

Make sure the bounce rate is low
Number of blog subscribers
Average time spent on the blog
b. Blogging Platforms
There is a host of free blogging platforms that you can use for adding interesting
and engaging articles for your blog. You can select these on basis of their Domain
Authority. The higher is the Domain Authority of the site, the better will be the
quality of backlinks you get from them. In the content of your post, you can add a
link back to the services pages or the home page of your website. A list of high DA
sites where you can add your blog posts include:
Medium
Kinja
Storify
Tumblr
Quora
LinkedIn Pulse
Facebook Notes
You need to create a profile on these channels and add engaging and informative
posts on them, regularly. After adding the posts you can promote these on your
social channels as well.

b. Guest Blogging
Another essential channel to promote your business is to publish engaging
stories on blogs and business websites that accept guest posts. You can make a
list of such sites in your domain, giving more importance to the sites that have a
higher domain authority.
Suppose you have a productivity app and you wish to find sites in this domain
that accept guest posts, you can simply try the following search terms in Google
and create your list:
“Productivity”- “Write For Us”

“Productivity” - “Submit Guest Post”
Once you have your list ready with you, you need to go through the posts on
each of these sites to understand the kind of stories they publish.
Also, read through the guidelines they have provided for guest posts. Craft a
pitch that includes 3-4 story ideas and send it individually to these sites
according to their respective requirements.
Don’t send story ideas which have already been covered by the site. You can
send the completed story to a particular site that approves your request and
work on it if the publisher provides you with a feedback to make changes.
Guest blogging is a continuous process and you must acquire such posts
consistently to improve your website traffic and leads.
The promotional technique helps in showcasing your business expertise and
building your reputation in the industry, also helping you to get quality leads for
your business.
You can get a link back in the content of the post or you can get one in the
author bio, depending on the guidelines of the site.
Create a list of high DA niche sites

Understand the story requirements of each website
Create a personalized pitch
Draft the story and send it for review

The Digital Marketing Strategy Process
To start developing an effective digital marketing strategy for your business, you
need to first have the objectives of you digital marketing strategy.
You need to align your digital marketing strategy road-map based on your strategic
objectives. Before going to the next step, you need to have a definite budget for
your marketing activities.
The next step is to define the channels and the metrics that you need to track.
You need to put all of these in a goal sheet so that you can define the goals related
to each of the channels.
You can then define the monthly, daily and weekly activities that you need to
undertake, to achieve the predefined goals.
Besides that, you also need to figure out and align the resources who would be
executing these activities.

On the basis of the goal sheet, you need to define and create an activity sheet
that defines the activities that need to be done on a daily and a monthly basis.
Here is how a basic activity sheet looks like:

Helpful Tools to Simplify Digital Marketing
You can use a host of tools to simplify your digital marketing efforts and
automate quite a few of these activities. Here is a list of tools along with their
usage and pricing:

Conclusion
The primary motive of every business is to get more leads and more revenue. As a
business owner, you would always have a limited budget and a few resources for
your digital marketing efforts. Creating a well-defined strategy and a roadmap for
your digital marketing efforts will help you to market your business effectively.
Hope this book was helpful for you to get an understanding for developing the
precise strategic roadmap for your business.
If you are looking for further help pertaining to your digital marketing strategy or
its execution, you can surely get in touch with our experts.

Contact Us
Runway, 3 Mackey Street,

North Geelong, VIC 3215
140 William Street,

Melbourne, VIC 3000
[email protected]
13 000 MONKEY

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Digital Marketing

3. The Customer Lifecycle…………………………………………................................6

7. Email Marketing & Drip Campaigns…………..........................…………………...28

a. Checklist for Running Email Campaigns…........................……..….28

8. The Anatomy of Email Marketing Automation………………...................…...29

a. Your Google Adwords checklist………………….......................…………...33

b. Setting up the Adwords Campaign……………........................…..…34

10. Content Platforms……………………………………..................................…………..37

a. Website Blog…………………………………………...............................…....37

b. Blogging Platform………………………………................................……………39

c. Guest Blogging………………………………..................................………...40

11. The Digital Marketing Strategy Process..................................................41

12. Helpful Tools to Simplify Digital Marketing……................………….....43

How to use this book?

The book also highlights some real life examples of

Digital Marketing Roadmap 1

a. Defining The User Persona

Digital Marketing Roadmap 2

Source: Referral SaaQuatch

b. Reach and Attract

Digital Marketing Roadmap 3

Digital Marketing Roadmap 4

At this stage, it is important to understand what triggers a consumer buying

You need to build a relationship with your existing customers by creating

Digital Marketing Roadmap 5

Digital Marketing Roadmap 6

Digital Marketing Roadmap 7

Digital Marketing Roadmap 8

A domain plays an important role in showcasing the relevance of your business

Digital Marketing Roadmap 9

Optimise For Local Searches

Here is your checklist for making your website more attractive:

Meta Tags Optimisation

Digital Marketing Roadmap 10

Digital Marketing Roadmap 11

Digital Marketing Roadmap 12

Source: Vertical Response

Google Analytics Integration

Digital Marketing Roadmap 13

Setting up a Facebook Page

Digital Marketing Roadmap 14

Source: Social Media Examiner

Here is the process of setting up a Facebook business page:

STEP 1 Create a personal profile

STEP 2 Choose a category and create your business page

STEP 3 Add a short and a long description of your business

Digital Marketing Roadmap 15

STEP 5 Add a header and a profile picture on your page

STEP 6 Start accepting reviews

STEP 7 Make sure the status of your page is published

STEP 8 Start adding posts

Engaging With Your Audience

Digital Marketing Roadmap 16

Capturing the User Details

Participating in relevant groups and communities on Facebook is another

Promoted links of your landing pages

Digital Marketing Roadmap 17

Digital Marketing Roadmap 18

Setting Up a Twitter Account