Checklist for digital marketing:

1. Market and Competitor Analysis

• Analyze the target audience (CA):
  • Age, gender, interests, behavior, needs.
  • Main segments of CA.
• Explore competitors:
  • Evaluate their presence on the Internet.
  • Analyze the channels of promotion they use.
  • Identify the strengths and weaknesses of competitors.
• Analysis of industry trends:
  • What technologies and tools are popular today?
  • How do user preferences change?

2. Developing a strategy

• Definition of marketing objectives:
  • Increased sales.
  • Increased brand awareness.
  • Improving the customer experience.
• Development of a unique trading offer (USP).
• Selection of communication channels:
  • Social media.
  • Contextual advertising.
  • SEO.
  • Email marketing.
  • Video content.
  • Mobile apps.
• Budget planning:
  • Distribution of funds between channels.
  • Projected Return on Investment (ROI).

3. Creating content

• Development of a content plan:
  • Content types (texts, videos, infographics, podcasts).
  • Subject of publications.
  • Frequency of release.
• Optimizing content for SEO:
  • Keyword selection.
  • Making meta tags.
  • Internal linking.
• Creation of visual elements:
  • Design banners, covers, posters.
  • Infographics.
  • Photos of the product/service.

4. SEO

• Site audit:
  • Check the speed of loading pages.
  • Code optimization.
  • Analysis of technical errors.
• Working on internal optimization:
  • Description of headings and meta tags.
  • Formation of URLs.
  • Adding alt tags to images.
• External promotion:
  • Getting backlinks.
  • Collaboration with bloggers and media.
• Monitoring positions in search engines.

5. Contextual advertising

• Setting up advertising campaigns:
  • Google Ads.
  • Yandex. Direct.
  • Social media advertising.
• Keyword selection.
• Creating advertisements.
• Testing different versions of texts and images.
• Conversion tracking and CTR (Click-through rate)

6. Social media

• Selection of platforms:
  • Facebook.
  • Instagram.
  • VKontakte.
  • TikTok.
  • LinkedIn.
• Account registration.
• Profile design.
• Publish content according to the content plan.
• Interaction with subscribers:
  • Responses to comments.
  • Participation in discussions.
• Launching targeted advertising.
• Analysis of the effectiveness of work in social networks.

7. Email marketing

• Gathering a subscriber base:
  • Subscription forms on the site.
  • Landing pages.
• Database segmentation.
• Letter writing:
  • Welcome letters.
  • Newsletters.
  • Promotions and special offers.
• Automation of mailings.
• A/B email testing.
• Tracking of opening rates and clicks.

8. Video marketing

• Development of video scripts.
• Production of video content:
  • Product review.
  • Interviews with experts.
  • Educational materials.
• Upload the video to the platforms:
  • YouTube.
  • Vimeo.
  • RuTube.
• Promotion of videos through social networks and contextual advertising.
• Analysis of viewers’ views and engagement.

9. Mobile applications

• Development of a mobile application:
  • Definition of function.
  • Interface design.
  • Testing on different devices.
• Optimization of the application for app stores:
  • Description and screenshots.
  • Ratings and reviews.
• Promotion of the annex:
  • ASO (App Store Optimization).
  • Promotional campaigns on mobile networks.

10. Analytics and reporting

• Installation of analytics systems:
  • Google Analytics.
  • Yandex.Metrica.
• Monitoring the main KPIs:
  • Conversions.
  • Cost of customer acquisition (CAC).
  • Time of stay on the site.
  • Failure rate.
• Periodic reporting:
  • Weekly reports.
  • Monthly reports.
  • Annual review.

11. Optimization and improvement

• Constant monitoring of results.
• Testing new hypotheses and approaches.
• Making changes to the strategy based on the data obtained.
• Teaching the team new tools and methods.