Digital marketing isn’t something that you can set up once and then reap the benefits for a lifetime. Not only is the landscape always changing, but the platforms you use with change too. What was considered to be SEO best practice just 5 years ago is now a complete waste of time, or even spammy.
The best marketing campaigns are always evolving and responding to new information. This is why daily, weekly and monthly routines are essential. This is how you drive your campaigns forward. If you want to create the perfect digital marketing schedule, consider these tasks.
- Check your social media accounts for mentions and messages. Leaving messages unread is a really poor look for your company. All it takes is 10 minutes in the morning to check in with the platforms you use.
- Check for brand mentions using a platform like Hootsuite. People might not mention you by your social media handles. But if they are talking about your company online you need to know about it. This could be positive or negative mentions, but if you catch it in time, you have a chance to turn a negative sentiment around.
- Check ad spend on PPC channels. If you are over or under spending, you need to know about this immediately. Don’t leave it until the end of the month before you realise that you’ve set up your bids wrong and have been overspending.
- Create content. Content creation for your brand should be a core part of your marketing strategy. Whether you are creating blogs, videos, tutorials, enhancing your knowledge base or adding to your frequently asked questions. Take the time to enhance your content offering every single week.
- Post on social media. You don’t have to be constantly tweeting about your business, industry and trends, but you do need to be present. Social media marketing doesn’t have to be a core part of your digital marketing campaigns for this to be part of your weekly schedule.
- Look at your website traffic. Does everything look as you might expect it to? Check things like traffic sources, the number of enquiries/sales your website is converting. If anything looks out of the ordinary, you have a chance to fix it before it becomes an issue. This is a great way to catch broken pages or links.
- Check for trends. Digital marketing platforms can change in an instant, and you need to be ready to make the most of every single update. Keep an eye on core Google algorithm updates, social media platform changes, and adjustments to things like Adwords or Adroll.
- Check your stats. Look for traffic growth not only from a month-on-month perspective, but also from a year-on-year perspective. Can you explain an increase or decrease in traffic outside of the usual growth? You should also look at your paid advertising channels to check that everything is functioning as it should.
- Check your negative keywords on PPC. Are you wasting money on keywords which aren’t relevant to your business?
- Look at last month’s goals. Did you achieve everything you set out to achieve? Most of marketing is just one big experiment, so the end of the month is a great time to review what is working. If you are publishing content every month, think about what content has performed the best. Check your social media channels to see what posts are generating the most traction.
- Set goals for the month ahead. Now that you understand where you are and where you’ve been, you can now set about creating goals for the month ahead. Try new marketing experiments, explore new avenues for content or try increasing your advertising spend to see if this drastically increases the number of conversions. Just make sure that your goals for the month ahead are SMART (specific, measurable, achievable, realistic and timely.)