Our e-book “Grow Your Leads Like A Garden” shows the 3 steps for growing a marketing platform inside your website, as you would grow plants in a garden. In this blog series, we will go over each step in greater detail. (View step 1 and step 2)
Step 3: Plant Your Marketing Garden
You have your goals, buyer personas, website, and content strategy for copy and distribution prepped and ready to go.
Now it’s time to work.
Time is your biggest commodity in web marketing. You have to work consistently, yet be patient for the crop to yield.
Before executing your strategy, plan out the project with a project management software.
Before you begin creating tasks in the software, first review the strategy, goals, and timeline. Then break it down into daily actions, with due dates for each task.
We typically don't include multiple consecutive tasks for one person when we develop the timeline for a new project. We only assign a new task when its ready to be passed on to another team member. This enables us to streamline our tasks, and makes recording time for the overall task much easier.
Web Marketing Tasks
The main things you’ll need to consider when organizing the management for your web marketing are:
Content calendar development
Typically, blogs are developed on a recurring monthly cycle, between 1 and 3 blogs per week depending on how aggressive you are in trying to attract new visitors.
The key to successful traffic with your blog is being consistent. It should be a priority to you and your team to complete the blogs when they are due.
Offers (like e-books, buyer guides, webinars, consultations, free trials etc.) are designed to transform the visitors that are viewing your information into actual leads. It’s critical to create offers if you want to see any kind of ROI for your web marketing.
Offers are designed to bring new leads into the top of a “sales funnel”, and progressively move them down until they are ready to buy at the bottom of the sales funnel.
Most offers have four components: a call-to-action, a landing page, a form, and offer delivery (such as a thank you landing page and/or automated email). An automated marketing program, or “nurturing sequence”, is an optional fifth component that will send your leads down the sales funnel faster.
Content Calendar Development
A content calendar can include your blog calendar, social media posts, buyer persona mapping, content inventory and mapping, and more. We at Mojo Media Labs prefer to keep it all together in one spreadsheet for each client, with a new tab for each monthly build out of the content calendar. This creates easier reference, review and approval for us and for our clients.
As stated in our previous blog “Gather Your Marketing Garden Materials”, email is a highly versatile tool you can use for your digital marketing platform, if you use it correctly. Some of the ways we use it are for:
Automated nurturing sequences
If you want your SEO to work for you, keyword research has to be included. Make sure you are including it into your tasks for each marketing piece you create. Also, set up a monthly website SEO reporting task, to consistently check for ways to improve the health and search engine ranking of your website.
In digital marketing, it didn’t happen if there are no numbers to prove it.
Everything you do for digital marketing should have the ability to be tracked, including all your web pages (blogs, landing pages, offers), social media activity, emails, and optimization.
Reviewing these statistics monthly should tell you concretely what is working, and what you need to improve on.
You can generate all the leads in the world, but if you are not following up with them when they are ready, willing, and able to buy, all of your work has been lost. Closing deals is just as much a priority in the digital world, as it is in the real world.
Reap What You Sow
Just like a garden, if you stop tending to your digital marketing, it will fail. If you aren’t seeing results for a couple months, don’t stop. Keep working at it, and when it’s time to harvest, you’ll have a healthy crop of leads.
If you’re having trouble tending to your garden, you may need to look for help. If so, we are here to talk!