2024 Digital Marketing Checklist For Small Business Owners

When running a small business, there are hundreds of factors that can deter you from prioritizing your marketing strategy. However, this is a mistake that could be costing you an incredible amount of sales, leads, and new customers. After all, a whopping 81% of shoppers research online before making their purchase. Whose brand do you want them to stumble upon; Yours, or your competitors?

Granted, there's a reason so many small businesses neglect their digital marketing strategy: There is a lot to read.

Developing a competent digital marketing strategy doesn't have to be a headache. That's why today, I'll be breaking down an easy-to-use marketing checklist to help you and your business pages attract more potential customers and receive an ROI (return on investment) that is more than worth the hassle.

What are we waiting for? Let's get started.

#1: Understand Your Target Audience

The first unnegotiable step in your marketing strategy should be identifying your target audience. Without a thorough understanding of your customer base, all of your marketing efforts will essentially boil down to throwing things at the wall and hoping they stick. That's a waste of time, energy, and, most importantly, money.

Perhaps the easiest way to narrow down your ideal customer is to examine who already buys your products (or uses your services). What do these existing customers do for a living? What demographics do they fit into? Take these features and use them to craft a persona, a representation of your perfect client.

Then, as you move forward, envision all of your content marketing through the eyes of this fictional customer. Would they bother reading the post you're drafting? Would they click on the link you sent? By building your marketing campaigns through this lens, you can ensure that your target market resonates with the messages you're delivering.

#2: Establish Your Social Media Channels

The next step in your marketing checklist is to create and optimize your social media channels. You might wonder, "Why do I even need social media platforms? Isn't my website enough?" Unfortunately, the answer is no.

90% of consumers follow their favorite brands on social media, and 76% of social media users have admitted to purchasing something because they saw it on social media. As there's no upfront cost and minimal fees for upkeep, maintaining social media accounts is one of the most effective components of digital marketing for a small business owner.

Deciding Which Social Media Platforms Are Best For Your Business

Choosing the right platforms is crucial. Not every social media strategy is suitable for every type of business. Here’s how to make your selection:

• Identify Your Audience: Determine where your target customers are most active. Younger demographics might frequent Instagram and TikTok, while professionals may be more active on LinkedIn.
• Consider Your Content Type: Visual products and services do well on Instagram and Pinterest, whereas B2B services might benefit from the networking capabilities of LinkedIn.
• Evaluate Your Resources: Managing social media can be time-consuming. Consider your ability to create content regularly and engage with your audience without spreading yourself too thin.

Setting Up Your Profiles

Once you've chosen the platforms:

• Profile Details: Make sure your profile information is complete and consistent across platforms. This includes your business name, logo, and contact information.
• Visual Identity: Use high-quality images that reflect your brand. Consistency in visuals and voice helps in building a recognizable brand identity.
• Customer Interaction: Respond to comments, messages, and reviews promptly. This not only engages customers but also builds trust and loyalty.

#3: Develop A Planned Content Calendar

Starting each month with a planned content calendar for your social media platforms is an integral part of any successful social media marketing strategy. A well-organized content calendar helps ensure that your social media activities align with your marketing goals while also maintaining consistency in your posting schedule.

Steps to Create a Content Calendar

1. Identify Key Dates: Start by marking important dates that are relevant to your business and target audience, such as industry events, holidays, and major promotions.
2. Decide on Post Frequency: Based on best practices and your capacity, determine how often you want to post on each platform. For instance, once a day might be ideal for Instagram, while three times a week could suffice for Facebook.
3. Diversify Your Content: Plan different types of content to keep your audience engaged. Mix promotional posts, educational content, user-generated content, and interactive posts like polls or quizzes. (Compared to any other current content marketing trends, short-form video holds the highest ROI).
4. Assign Tasks: If you work with a team, assign responsibilities for content creation, posting, and engagement. This ensures accountability and helps keep your schedule on track.
5. Use Tools for Assistance: Utilize social media management tools like Hootsuite, Buffer, or Asana for scheduling posts and tracking engagement. These tools can save time and provide valuable insights into your social media performance.
6. Review and Adjust Regularly: At the end of each month, review your posts' performance to see what worked and what didn’t. Use these insights to adjust your future content calendars.

#4: Get To Blogging

If your small business doesn't have a blog on its website, it's time to change that. While we'll discuss this in more detail later in our digital marketing checklist, it's worth mentioning that having a blog on your website is one of the best ways for local businesses to rank on search engines. It can help you reach customers who are in every stage of the sales funnel, from those who are just finding out about their issues to those who are in the market for someone or something to solve them.

Do People Actually Read Blogs?

In short? Yes, they do. If you think that blogging has gone out of style, think again! Your blog is one of your strongest digital marketing tools, with 77% of internet users stating that they read blogs daily. (If you aren't convinced, let me remind you that you're reading a blog at this exact moment!)

• Blogs increase the chance of ranking on Google by over 400%
• More than 7 in 10 buyers read content during the buying journey
• Businesses with blogs see 55% more website visitors and earn 67% more leads

Identifying Relevant Content To Include In Your Website's Blog

Now that you know how integral blog posts can be to your marketing efforts, the next question is what those blog posts should actually include. Here are some easy ways to brainstorm a topic:

• Analyze Competitor Content: Look at what your competitors are doing. Which of their posts garner the most engagement in terms of likes, comments, and shares?
• Leverage Industry Trends: Stay updated with the latest industry news and trends. Incorporating current topics not only boosts your credibility but also keeps your audience informed and engaged. As a small business, you can put a personal spin on the information!
• Use Customer Feedback: Customer feedback is a goldmine for content ideas. Review customer queries, comments, and feedback from sales and customer service interactions. These can guide you to address specific issues or questions that your audience might have through your blog posts.

Regardless of the topic, you must make your posts easily skimmable. No one wants to read an essay. Instead, they want information that is divided evenly and neatly into several sections. It's important to include bullet points, subheadings, and images to break up the blocks of text.

Outsourcing To Other People's Platforms

Collaboration is unavoidable in any digital marketing campaign. When it comes to blogging, it can be mutually beneficial. Use your expertise as a small business owner to write guest posts for other successful blogs and websites. Take that platform as an opportunity to plug and advertise your own work, as this helps to create backlinking opportunities and establish yourself as an industry thought leader at the same time! Win-win.

#5: Learn The Basics of Search Engine Optimization

Unless you've been living under a rock (or you've never been on LinkedIn) chances are that you've heard of search engine optimization. This isn't just an important part of digital marketing, it exists in every facet. If you want it boiled down in the simplest of terms, SEO ensures that your business' search engine ranking is above everyone else's.

For the sake of the example, let's say that your business is a hot dog food truck located in Pittsburgh. As a local business, you don't need people from the middle of nowhere finding your website, or even being involved in your content marketing at all. But, you want it to be seen by as many potential customers as possible.

It would be nearly impossible for someone to rank on the first page of Google with a term like "hot dog truck." It's vague, it's common, and the competition is through the roof. Instead, you would target a term like "Good hot dog food truck in Pittsburgh, PA." It's not only better because it's local, it's also just a more realistic phrase for someone to search up.

Don't worry- it gets more complicated. Below, let's briefly look into the two primary types of search engine optimization.

On-Page SEO VS. Off-Page SEO

On-Page SEO refers to the strategies applied directly within a website to improve its position in the search rankings. This includes optimizing elements like high-quality content, meta tags, HTML code, keyword density, and user-friendly navigation. It’s about making your site more accessible and comprehensible for search engines and users.

Off-Page SEO, on the other hand, involves external factors that influence your site’s ranking but aren't controlled directly by your content or code. This primarily includes backlinks from other reputable sites. Techniques for off-page SEO can range from building relationships with bloggers to leveraging social media marketing to enhance brand visibility and create inbound links.

Quality Keyword Research Tools

Keyword research is foundational in both on-page and off-page SEO strategies, guiding how content should be tailored to meet the needs of your target audience and increase search engine traffic. Here are some recommended tools that can help you with your hunt:

• Google Keyword Planner: A part of the Google Ads platform, this tool is essential for finding keywords relevant to your business model that can help you rank higher in search engine results pages.
• SEMrush: Offers a comprehensive suite of marketing tools, including keyword research, SEO audits, and competitor analysis. It’s particularly useful for businesses aiming to integrate different facets of a digital marketing campaign.
• SurferSEO: This tool uses data-driven analysis to help optimize your website’s content for SEO. SurferSEO analyzes your content and compares it to what's currently performing best in search engine results, offering actionable insights and recommendations on how to improve your on-page SEO for higher search engine rankings.

#6: Build An Email Marketing List

So now that you've added a blog to your website, created your social media pages, and figured out how to rank on search engines, you're all set, right? Wrong! Now, it's time to tackle the next fantastic beast: Your email marketing strategy.

Email marketing isn't as complex as some make it seem. It's a way for you to enter the inbox of your target audience directly, and to give them information regarding what your business has been up to. If you've published a new blog, for instance, your email newsletter can promote it. Or, if you're running a deal or special, you can send potential customers discounts that might entice them to finally convert.

But, how is an email marketing list actually built? Here's an easy guide:

• Offer Something Valuable: The fastest way to a potential customer's heart—and inbox—is through free, valuable content. Think downloadable guides, free trials, or exclusive insights that resonate with your target market. This incentive is often referred to as a "lead magnet."
• Utilize Your Website: Add a sign-up form on your website. Make it visible: consider pop-ups, sidebar forms, or a banner at the top of your homepage. Ensure that it's easy to find and simple to use, with fields for just the essentials like name and email address. Highlight the benefits they'll get by signing up, like first access to sales or helpful content that can't be found anywhere else on your site.
• Leverage Social Media Platforms: You’ve got followers, now turn them into subscribers. Promote your sign-up link across your social media accounts. Use engaging posts and even paid advertising to reach a broader audience. Create posts that explain the benefits of receiving your emails, perhaps teasing what kind of exclusive content they can expect.
• Create Engaging Landing Pages: A dedicated landing page for sign-ups can significantly increase your conversion rates. These pages should be focused solely on the benefits of your email list, showcasing testimonials or case studies if available. Make sure these pages are optimized for search engines with targeted keywords, so they also get organic traffic.
• Use Email Marketing Tools: Tools like Mailchimp, Constant Contact, or Campaign Monitor can automate much of the process for you. They offer templates for emails and sign-up forms, automate the distribution of your lead magnets, and provide valuable analytics to tweak your strategy.

#7: Dabble In Paid Advertising

After getting your organic digital marketing strategies up and running, it’s time to consider enhancing your reach with paid advertising. Start by familiarizing yourself with the various types of paid advertising available:

• Pay-Per-Click (PPC) Advertising: Platforms like Google Ads and Bing Ads allow you to display ads in the search engine results pages (SERPs). You pay only when one of your potential customers clicks on your ad, making it a cost-effective method for driving targeted traffic.
• Social Media Ads: Platforms such as Facebook, Instagram, Twitter, and LinkedIn offer robust targeting options that allow you to reach specific demographics and interests. These ads can be tailored to support not just brand awareness but also sales, event promotions, and more.
• Display Ads: These are visual advertisements that appear on websites across the internet. Google Display Network and other similar networks enable you to place your ads on numerous sites targeting audiences interested in your products or services.

Before launching a campaign, define what you want to achieve. Are you looking to increase brand awareness, generate leads, boost sales, or drive traffic to your landing page? Your objectives will determine your ad spend, targeting strategy, and how you craft your ads.

Is Paid Advertising Necessary For High Reach?

Though this might be a controversial opinion, I think that a high-quality content marketing campaign doesn't need to rely on digital advertising to be successful. Using the power of SEO and curating the information to your target customer, there should be very little need for spending extra money to push the content. That being said, there's an element of trial and error to every strategy, especially as a small business. If you think that paid advertising is something that will help your business thrive, don't knock it 'till you try it!

#8: Utilize Analytics Tools

One of the final steps of our digital marketing checklist is to discuss how you're going to track all of the incredible work you've put in so far. Marketing campaigns, much to the dismay of many, are not something you can simply "set and forget." A critical factor to their success, especially in their beginning phases, is intense analysis.

Navigating Analytics Tools

Below are the most common analytics tools for the several marketing elements mentioned throughout this checklist.

• Google Analytics: A must-have tool for any digital marketer. It provides insights into your website’s traffic, user behavior, and conversion metrics. This tool is essential for understanding how visitors interact with your site, where they come from, and which marketing activities are driving the most effective outcomes.
• Social Media Analytics: Platforms like Facebook Insights, Twitter Analytics, and LinkedIn Analytics offer detailed data about the performance of your posts and the demographics of your audience. These tools can help you tailor your content and make informed decisions about the best times to post and the types of content that engage your audience the most.
• Email Marketing Analytics: Tools such as Mailchimp or Campaign Monitor provide metrics on open rates, click rates, and conversions from emails. This data is invaluable for optimizing your email campaigns and understanding how they contribute to your overall marketing goals.
• SEO Tools: Platforms like SEMrush, Ahrefs, and Moz offer insights into your search engine rankings, keyword performance, and backlink profile. These tools are essential for refining your SEO strategy and measuring its impact on your search engine visibility.

Setting Your KPIs

To effectively use analytics, you need to set clear Key Performance Indicators (KPIs) for each campaign. Determine what success looks like for your goals—whether it’s increasing website traffic, enhancing engagement on social media, boosting email open rates, or driving sales. Each KPI should be specific, measurable, achievable, relevant, and time-bound (SMART).

#9: Consider Hiring Someone To Internally Handle Your Content Marketing Strategy

Now that we've made it near the end of your marketing checklist, you might be feeling a bit stressed. It can be a lot of information to take in, let alone actually implement. This is why I recommend assigning someone within your company to handle all of your online marketing strategies. As a small business, though, this might not be possible. Perhaps you're running a one-man band, or your current employees are already at capacity. This means that it might be time to bring in an outsider.

Freelance Workers Vs. In-House Employees

Hiring help for your digital marketing as a small business can be intimidating. If you're used to a tight-knit team, bringing in a new employee to help with online marketing can seem like a risky financial (and emotional) investment. That being said, there are a lot of benefits to bringing in an expert:

1. You don't have to stretch yourself thin by handling your marketing alone.
2. If you're low on ideas, a new voice can introduce other digital marketing strategies you haven't considered before.
3. Introducing someone who's already a pro reduces the time and money you'd otherwise spend on learning the ropes yourself.

But, that being said, a full-time employee is a strong commitment. So, why not consider hiring a freelancer? Freelancers are often especially skilled in their given niche, and they don't have the same level of long-term commitment that a typical employee would.

Not to mention, they almost always work on a per-project basis. If you don't see results, it can be a one-and-done ordeal. Or, you can hire them to show you the ropes, and then you can take it into your own hands! Either way, it's no secret that freelancing is on the rise, so avoiding the option could cost your team a pretty penny.

Download Your Free Complete Digital Marketing Checklist

Marketing resources for small businesses shouldn't be difficult to attain or understand. Having an article to reference is nice and all, but I'm certain that having a physical list can ease your mind a bit more. That's why I've taken the contents of this piece and assembled them into a free checklist template that you can download here!

I hope that this guide was helpful for you in building a marketing strategy for your small business. If you want to discuss your content marketing strategy in depth with me, don't hesitate to contact me for more information regarding my services and skillset. Whether it's building a marketing plan or having a one-on-one strategy discussion, I'm here for you.