marketing management – Veronica Stenberg

How to evaluate your marketing investments

Veronica — Mon, 16 Nov 2020 07:00:49 +0000

When working with digital marketing during these precarious times it’s useful to ask a few key questions to ensure the right investments are made. Every penny counts and with the right set-up and questions you can ask your team or agency to help you identify the following:

Are you investing in the right audience?

What does the visitor do on the website after click-through – compare to cost of audience, conversion rate against purpose.

What investment in what channel is generating which result?

Look at the quality of the target audience – what they do on the website after the initial click? And against conversion, exit/bounce rate.
If you are able, measure against generated revenue from the visitors of the channel to determine the quality of the new customers from that channel.

What campaigns/ad groups cost the most?

Compare against purpose and evaluate if the investment is worth it, based on the campaign purpose. (Eg reach campaigns should be evaluated against reach of desired target audience and interaction on your website – conversion driven campaigns against conversions generated)

What are your most successful ads – and why?

What ads cost the most against the purpose of performance?
Look at the quality of the audience through website interactions or conversions, match against targeting.

What customers cost the most to attract versus their lifetime value?

Compare CLV against CPA on target audience and compare on channel level. This enables you to determine if you are investing in marketing towards the right customers.

Are your creative assets (such as ads) relevant to each target group?

By evaluating the CTR from who you target versus who clicks, and then converts. (Depends on purpose of ad or course)

Take it a step further

You can also ask your agency or team, to dive deeper depending on channel and help you identify on a more nitty gritty level such as keywords for search ads, time a day, devices, geography and so forth.

Should you need help with analysis, you can contact med through Nimble & co.

Photo by Erik Mclean on Unsplash

An action list to build the foundation for modern marketing for your business

Veronica — Mon, 14 Sep 2020 06:44:27 +0000

During April I put down some of my thoughts on what I would have done if I was a CMO or CEO for a small business during Covid-19, in regards to marketing and communication. (It’s available over here, no email etc required to download it).

To make it easier the PDF also included a summary of actions that if you haven’t implemented them already, you should do so now. As some of them contribute towards creating a competitive advantage for any business that incorporates these. As well as some Covid-19 specific action points.

DOWNLOAD ADVICE PDF

Each action item is associated with the specific section from the PDF in question and is explained in more detail. So if you want to access all the full picture and explanations just download the marketing PDF.

Even though some action items are specific to communicating during a more sensitive time or scenario, many of the action items in the PDF are hygiene factors that should be part of your foundation when working with modern marketing. As they allow you to save time, work more effectively and focused as well as provide you with valuable insights for your business.

Therefore I decided to include the entire list in text and as a separate PDF to download in the end of this document.

Data

Utilize UTM-tags
Identify a few KPIs you should follow up on for your business

Paid marketing

Identify low hanging fruits
Target basket abandoners
Build audience lists based on behaviour
Twins/look-alikes

Automate

Use software plugins & functionality
Identify autoresponders
Use HubSpot’s list building functionality
Test responsive display ads

Follow-up

Ask the right questions from your data
Build automatic reports and dashboards
A/B Test

Marketing & communication

Be mindful and stay current
Be mindful of choice of images
Focus on giving
Double down on communication with your online community

Work with purpose

Know your priority
Have a strategy
Act with purpose – don’t react

DOWNLOAD LIST PDF

Photo by Jo Szczepanska on Unsplash

Marketing advice during COVID-19

Veronica — Mon, 11 May 2020 06:43:39 +0000

We are all navigating strange times at the moment at the best of our abilities.

During these times I’ve noticed signs of a stronger sense of community, the rise of altruism, creativity and the sense of contribution or the want to contribute towards something bigger outside oneself. That we are all in this together and with that many want to help out and do their part.

I hope these values and initiatives will continue to thrive and develop further once the world is on the other side of Corona.

I pondered what I could contribute with and with strong coffee and a couple of early mornings and late evenings I came to the conclusion that I can help to answer two questions for CMO’s and/or CEO’s.

One:

How do you even market to a new audience and serve your existing customers during such a challenging situation? And should you?

My answer is yes to that. With tact, etiquette and the right approach, you can actually find new possibilities during this time.

Two:

And the second question that I asked myself was if I had limited budgets available. What would I do? And what is crucial right now? So I could market my business and follow-up on each penny spent?

With that in mind, I identified a few relevant focus areas with actions I would take right now if I was a CMO or CEO to:

Get in control of marketing investments
Find new possibilities for audience expansion
Save time and ensure time is spent on only doing high impact activities and less administration
Ensure effective impact of the performed marketing activities
Ensure relevant, engaging and tactful communication
Serve existing customers and community with value during these times
Step up and act upon core brand values

This I compiled into a PDF and you can just follow this link to download my advice and conclusions with concrete actions for each focus area. (no email required)

Free Business and Marketing Resources

Veronica — Mon, 04 May 2020 06:05:38 +0000

The purpose of this website is to share my experience and knowledge. To teach and to help. It’s my way to giving back to the magical world of the internet that has thought me so much. This rich, creative space is where I have learned so much and is a foundation to where I am today. As I operate in a space where no education is on par with the developments I’ve relied on other people to create and share things.

I’ve always followed the trail of my curiosity and with that discovered books to read, podcasts to listen to, frameworks, ideas, perspectives that have nurtured me.

To both give back and contribute I’ve made some of my templates and publications available for download on this website.

My hope is that you download anything that may inspire you, help you or interest you. That you find it valuable, adapt it, develop it further, share it.

The internet is magic and this is my small part in offering what I know to this community for free to create, learn and be able to progress from.

This is what is available right now:

A guide to creating a marketing strategy

The customer experience playbook

Templates for roadmaps, planning, and other project management goodies:

Meeting minutes template (word)

Project proposal template (word)

Project evaluation questions (word)

Account Director Sales Target Template (excel)

Strategic worksheets

Manuscript with key questions to optimise your business online presence (word)

Customer Journey to online purchase (power point)

KPI framework – version 0.5 (excel)

Checklists

Simple SEO task and checklist – lists tasks you can do yourself & what to ask a developer to help you with (pdf)

SEO Content Checklist – a checklist to have in handy when you create and work with optimizing content on your website for search (pdf)

Brief templates

Programmatic display brief template (word)

A framework for conducting content creation workshops based on data

My framework and power point for conducting content workshops, based on the customer journey and insights from search data (ppt)

And much more are available for download on my templates and documents page. Feel free to use, adapt and share.

Business and marketing tools, software and sources for insight

If you want to know what marketing tools, insight sources and social media tools I recommend here are my list of business and marketing related resources that I update continually.

Do you have any requests for templates?

Feel free send me a line through the contact form. I’d be delighted to hear from you.

Photo by Scott Webb on Unsplash

The Foundations of Digital Marketing

Veronica — Mon, 15 May 2017 04:30:09 +0000

Either it be a new job or a new client. This is the fool-proof process I put in place to get the initial understanding to build a foundation for digital marketing and communication.

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Look at existing data and set-up

Identify what works
Identify what need to be improved or can actually be removed completely
Find hurdles in the customer journey – and take appropriate measures to adjust these. If you want a head start on what questions to ask the website data – you can get some inspiration over here.

Ensure you have the tracking in place to measure both goals and events

If you don’t have the proper tracking in place, you will never be able to evaluate performance nor highlight the results your work have generated. Always ensure that there is tracking in place and most importantly that it actually works. If there is – great – then there is the next challenge and that is event tracking beyond the last KPI which is often conversion or lead. Identify key pages in the customer journey and make your KPI framework reflect this.

Get insight about the target groups

If you don’t know who your customers are, their interest, driving forces, pain points and so forth. Then is hard to craft compelling and useful content, find the right marketing messages and start building that customer relationship that sets your company apart from all other companies offering the same product. Investing in getting the customer insight you need will pay off.

Ensure you have a campaign landing page for bought media

It doesn’t matter how much money you invest – or throw away – on bought media if you don’t invest in a landing page that is streamlined, to the point, de-cluttered and easy to convert on.

Make an “open” customer journey

Identify key pages in the customer journey and ensure you have the right content, messaging and also event tracking and KPI’s to follow the customers and work actively and regularly with improving the customer journey and experience in all your digital touchpoints.

These are however just the mechanics and the foundation – on top of this you need to ensure that you have something to say and that your company is using content, the right social media platforms where the target groups are. But once you’ve done this – you have the right foundation for starting the work with the really fun stuff as the creative and marketing

A roadmap for agile marketing

Veronica — Mon, 10 Apr 2017 04:43:11 +0000

This is a brief outline, in terms of an always on presence, and how you can work with your marketing in an agile, data driven way. For the customer journey you can use the see – think. do care template I’ve made, or any customer journey template that suits you.

See this as a roadmap for ongoing work that you can add and subtract to. The purpose of this is to give you an idea of how to get started and what can be included in the scope of agile marketing activities.

The timeframe between the different evaluation points can be 2-4 weeks, depending on the scope of what you are doing and the amount of data and traffic you need to evaluate.

Step 1

Define what you want to achieve
Ensure tracking is implemented on your website – so that when the visitors land on your website – you can measure what they do there
Create a KPI framework that is designed around your customers journey – not how you want the customer to interact with you (see think do care)
Identify KPI’s within the journey to measure performance from a holistic perspective and for each channel you start with and your own website, newsletters and so forth – and how you are going to evaluate them in each stage (first click conversions – versus last click/attribution) and messages
In the think and do phase – narrow it down to micro moments

Step 2

Ensure you got the content and creative to support the marketing set-up
Start with a selection of your bought media channels (always on)- distribute the budget for each channel along the customer journey
Launch and gather test data for an amount of time which is specific to what you are doing – can be 2-6 weeks – depending on purpose, volumes etc.
Evaluate you content – to identify content gaps.

Step 3

Evaluate and take action on findings
Re-distribute budgets for increased ROI and balance within the customer journey channel map
Start A/B testing and add this to the process
Adjust andy landing pages, messages/creative (based on CTR, what converts and so forth), call to actions, banners etc
Distribute findings within the organization
Start with re-targeting from identified key pages on your website with reflecting marketing messages for each

Step 4

Evaluate and take action on findings – adjust messaging & creative, content, redistribute budgets, add or remove marketing channels along the customer journey
Adjust the re-targeting to take it to the next level
Start CRO initiatives on conversion flow

Step 5

Evaluate – refine and optimize the entire marketing set-up

How to calculate potential ROI for a media investment

Veronica — Mon, 13 Feb 2017 05:00:52 +0000

This is my calculation which I use when I want to see if there is a business case behind a media investment for my clients or my own marketing initiatives.

There are so much information available today, and from that you can manually calculate predictions and potentials before you choose to invest in a specific media, channel or campaign. Armed with the right specific, relevant numbers for your business and some industry averages you can create a hypothesis for the potential for an investment if you are unsure, or just want to make a calculation in terms how you should re-distribute your media budgets and what the potential could be.

Marketing today, merges business savviness and analytical skills. There is just a question of time (I guess there already is someone out there who has turned this into a formula, if not, that someone could make some nice bit of cash on a software for this, collecting data from advertisers, merged with some kind of ad score to calculate predictions based on data available).

You need the following numbers:

Average order value for your website
Average conversion rate for your website
Average CTR of ads for the specific media
CPM or CPC price per media
Budget per media
Calculated impressions per media and budget
Estimated clicks per media
Estimated conversions from each media

= estimated revenue per media

NOTE:

This is just a calculation of potential and you use averages and generic numbers for the CTR for example, it’s just to get a clue about the potential and what specific budget can generate.
Your ads and landing pages, entire website and check-out process has a huge impact on if your campaign and marketing activities that your business do, are successful or not.
If applicable, you may want to deduct the VAT from the final calculation.
If applicable, you may want to do a second calculation on this, deducting a percentage, if you have that number, for any return rate you may have on your goods.
If you are doing a campaign for various geographical locations you need the conversion rate and average order value for each country and website store.
Each media needs to be evaluated and calculated separately. Since CTR and similar may vary from both media and country.

A beginners guide to Google AdWords

Veronica — Mon, 30 Jan 2017 07:18:45 +0000

This article will give you an insight into what AdWords is and give you the basic
understanding of how it works. This article is written for a beginner, and only covers the basics with the purpose to explain the fundamentals

AdWords is an clever always-on tool in every successful online marketing strategy to push sales, leads and targeted traffic to your website, offering full transparency in terms of the budget you invest. On top of that it will give you some really valuable insights for your SEO and content work.

What is Google AdWords?

Google AdWords is a text based advertising system visible on the top of and to the right of the organic listings in the Google search engine. Utilising a pay per click payment model – meaning you only pay for a click and not a view of your ad and not views.

How does it work?

You create text ads in relation to a set of keywords. These ads are then showed/served in the Google search engine when users search on the keywords which you are bidding for. You can also add these to be distributed within Googles Network which includes Google Display Network and Youtube.

You can see the process as an auction. There are two locations in the Google search engine layout page where your ads can be visible – at the moment this is in the top of the page and the bottom of the organic listings.

The better you manage to combine your keywords, with your ads and a relevant landing page, and the better the click through rate on them – the better quality score you will get. And thus pay less for the keywords you are bidding on and get a better ranking in the big “competitor que” of ads for the top positions.

So even though you may have a lower bid on a keyword then your competition, you may have a better position then them, on the basis of your quality score in the way you combine your keywords, ads, landing pages and your generated click through rate.

So it’s not all about the money – its about quality and relevance too.

Easy targeting

Your budget is well invested since you can tag specific geographical areas, down to postcodes to make sure you only target people in your business region, as well as setting rules for times and days of the week your campaigns are supposed to be visible.

Be in control of your ad spend

You can easily manage and stay in control of your budget by setting a daily spend cap or budget. The same cap can be applied to any automatic bidding process, for example, you only want to pay a maximum of £1/per click on your keywords, then this is easily set-up and managed within your account. The daily budget you set can be changed whenever and the software also saves your budget to allocate it better.

By using Google AdWords you get full control and insight in your budget and you only pay for clicks – not views (impressions) of your ad. Tying this together with Google Analytics and conversion tracking will enable you to get insight on the ROI of each keyword you choose to invest in.

Why Google AdWords?

There are plenty of reasons to use Google AdWords and your business is never too small or too big to benefit from pay per click ads in Google. The main reasons are obvious: you are visible in the perfect context! Someone searches for your type of service or product in a search engine and you want to be visible when they do so because you are placing yourself in the environment where people are looking for something they want to know more about and where to find it.

You may want to use this as a traffic booster to your website, but at the end of the day you want more sales or leads, then Google AdWords is the perfect tool to capture that and give you the insight you need to refine your activities across your entire digital marketing mix.

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10 reasons to use Google AdWords:

The ads are visible in a customers buying cycle, which is the search context, you can easily customize your ad based on your customer path to purchase.
To attract new customers, leads or increase sales
Your ads reach as broad or specific audience as you desire, from local
to national placements
You do not need a high initial investment to start off with AdWords
It’s easy to change – instant in fact – if something does not work – pause
or delete
You get full control of your budget spend – you set your own limit on
daily spend for the campaigns
You get full insight on which keywords generate sales or leads.
You can test new services, products or marketing messages before investing in them – – you get valuable insights on what your customer is looking for in Google and how you can adjust your messaging to target their desire.
You can easy do split testing on ads or perform experiments for a low
cost and there are plenty of tools to automate the work.
It can be a cost effective way of marketing your company on a small
budget, utilising the right targeting, time of day and high performing key-
words. Comparing to other digital marketing options.

SEO – how to spread content and get backlinks to your website

Veronica — Mon, 23 Jan 2017 06:00:12 +0000

This article is the next step once you have got your most basic SEO groundwork done and focuses on how you can spread the useful content you have now produced and started to publish to get links to your website on specific topics and start to own them.

SEO and content marketing go hand in hand. Some of these channels requires modification of the content, in terms of image cards or similar, its a small adjustment that will have big impact.

But before you head into this remind yourself of your own company purpose and target audience in these channels, so that you don’t just push content, do it in a thoughtful way that aligns with your overarching strategy and of course is both useful and relevant for your target audience and on brand.

Note that this article is written in the beginning of 2017 and from what is relevant now, how these platforms are used now. This is definitely subject to change

So here is 16 ideas on how you can spread the word about the useful content you have now created, on topics you want to own that can help your customers.

Create boards that reflect the customer journey and keyword analysis. Lets say you have a interior design company. Then create boards such as; Bathroom inspiration for small spaces, Design ideas for monochrome kitchen and so forth.

Twitter

Do a search on twitter to find questions relating to the content you have. See if you can find questions that relate to the content you have, that answer their questions. Then respond to the people you find that have the questions with links to your content.

Tweet useful tweets with links to your content in popular hashtags. Do not try and invent your own, use existing ones.

See what is trending and use those hashtags if its relevant to what you have to say. Be creative here, by jumping on a trending topic.

Facebook

Groups – identify a few large groups where you can respond to questions in a useful way and with your response add links to your content to help someone further.

Your company facebook page – how can you post relevant updates with links to your content that is useful for your followers?

Sponsor posts – if you have something that you know is particularly useful and on brand for your business, add a boost on your post. (Don’t forget to add the facebook tracking pixel to evaluate)

Slideshare

This may be mostly applicable to B2B and consultants, however, before it was bought by LinkedIn, this can also be a useful tool to create presentation for yourself, your service, how something works (relating to your business) and add this to your profile and embed on your website.

Tag appropriately.

If you run a business, you should have a LinkedIn company page. Mix in updates with links back to your content, if useful for your followers and inline with your brand.

Google Image Search

Ensure that your images are appropriately named as per your selected keywords to increase visibility in Google.

Instagram

Can you use the photos from your content in a useful way, that also reflects your brand and business on instagram in an engaging way? or perhaps use quotes from content? use popular and relevant hashtags when posting.
Here a list on the 1500 most popular hashtags right now.

Youtube

Videos should be added to a Youtube channel for your company. This is the second largest search engine in the world where “how to” searches rule. Therefore your videos should be named accordingly as well as your playlists. The selected keywords from your keyword analysis should be used here to.

Google +

Groups – identify groups that you can join and again, answer questions.

Create a business page and profile – post content and tag it appropriately.

Issuu

If you have publications of some sort, you can either upload these here directly on to issuu or you can upload previews with links to your website.

Gawker sites

These sites are only if you have really professional photos. There is suite of sites to submit to:
craftgawker
dwellinggawker
foodgawker
stylegawker
weddinggawker

However, there are a multitude of these sites to submit photos and links to, the best way is to google to find these and set up profiles and start to submit your photos and links.

Specific forums

If there are any specific and large forums for your specific niche, identify them and become active in answering questions with links to any relevant and useful content in each answer.

Once you have enough content on your website. You can start to incorporate this to any newsletter you may have. Make it useful and relevant. Perhaps you own a travel business. Why not include a summer holiday checklist for someone who has booked a holiday trip with you during summer. Or you are a food blogger – why not start the new year to collect your most healthy recipes and email out a selection with tantalizing images and links to your website?

Collaborations

Is there any complimentary brands you can team up with. Can you swap content for newsletters? or write guest post or articles for each others websites? how can you team up and work togeheter?

Online PR

To ge featured on websites for magazines or life style magazines use prnewswire.com or similar to your country or if there are any industry specific PR distribution platforms and sites relevant for your business.

Niche social platforms

If you google your topic you may find even more social media platforms to join that are not known to everyone but still have a huge amount of activity and users passionate about a specific topic or lifestyle choice. Find one of these and you have plenty of opportunities to find your niche target audience and be both relevant and helpful to them.

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To structure your work – you can add (or make) a distribution plan to your content calendar (or plan).

Insights – if you need additional insights (and relevant traffic to convert of course) run an AdWords campaign. It will give you an insight on your quality score for specific keywords (i.e find more things to fix on your website), new keywords ideas etc.

Don’t have time?
Invest 6 months in spreading across all platforms, then evaluate the top performing platforms and collaborations, then focus on them and cut out the other ones from your plan. You can also automate some of the posting using tools such as Hootsuite and similar. However you can never automate a authentic response, dialoge or connection.

A Beginner’s Guide to Search Engine Optimization

Veronica — Mon, 16 Jan 2017 05:05:45 +0000

“Google now processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.”

– Source = Google (!)

Who this article is written for:

This article covers the very basics of search engine optimization and is written for beginners, who already have a website that they need to optimize for their visitors and in doing so search.

This article will focus on anything you can do with your own website, or ask a website administrator and/or developer to help you out with on a very basic level.

What is search engine optimization?

Search engine optimization is a way to improve your website so that you will rank higher in the organic listings for Google, Yahoo or whatever search engine is important to you and your target audience, market and/or business.

The improvements you do, are all centered around a set or a specific keywords and/or phrases. The better you optimize your website for the chosen keywords and phrases, the higher up in the organic results listings for searches relevant to that, your website will appear. Thus you will gain more visitors to convert to customers or leads.

So how does it work?

There are five main parts of improving your website for search engines, they are as follows:

Technical – how the code is structured, how your URL’s are generated, server load and response time, along with meta descriptions and CSS and so forth

Mobile – that you have an adaptive/responsive design or a mobile version of your website, load time and user friendliness

Structure of your website – how you have create your pages and organize them, categories tags etc

Content – such as where you place keywords in your copy, alt tags on images, how you name images, downloads, inbound links on text etc

Amplification of content – link building, many times referred to as off page “optimization”. Which means what sites link to yours, what keywords they use in the link text and what page they link to. As well as social media counts. To simplify – see it as online PR.

This article will focus on anything you can do with your own website, or ask a website administrator and/or developer to help you out with on a very basic level.

The basic principles for improving your website for search engines is actually quite simple, see your website pages as a newspaper page, you have an appropriate titles with keywords and follow up with an intro text, usually slightly bolder to entice the reader and then your body text contains your keywords, strategically placed where this makes sense.

Your basic, beginners SEO strategy overview;

Selected keywords (from a keyword analysis with user intent and volume)

Content

Page optimization

Link building

Social media and other relevant external websites

Press releases and external link building activities

Time and patience

Can I do this by myself?

Yes you can perform some of the work yourself, based on what is important to rank high on for your business and the competition of course. There are plenty of basic improvements you can do yourself when it comes to search engine optimization and your website. A lot of the work (or should be if not!) is simple “best practice” when it comes to website management.

To establish what keywords that you want to rank high on – do a keyword analysis – I would recommend that you let an SEO agency do this, or freelance consultant, since this is tedious work and a experienced person does this much quicker.

From the keyword analysis you select keywords to rank high on, based on the search volume (in most cases, there is a waste of time to target to rank high for keywords that have low search volume).

When selecting keywords to work with, you should also take in consideration your customer journey to purchase and select a few keywords from each phase. (intent)

I use see, think, do and care since this is an easy model to apply and work with.

In this model I’ve used high waisted jeans as an example for on how the potential customer can use a search engine to find those perfect black, high waisted pair of jeans. And thus illustrate how you should think in terms of picking your keywords, optimizing and creating content for your website.

How to do a keyword analysis and evaluation yourself:

If you rather do a keyword analysis and evaluation yourself, these are the tools to use to perform one.

Google Keyword Planner – evaluate the search volume and competition, amount of searches on a local and global scale

Google Analytics – review existing keywords generating traffic

Google Search Console – submit a sitemap and gain insight on when your website is crawled etc (as well an enabler for you to be able to view some keywords and phrases that generate traffic to your website today)

Google Insight for Search – review trends and search volume in your country

Use your keywords

Create a document of your keywords/phrases mapped against your customer search journey/path to purchase, and make sure this is included in your marketing strategy.

Geographical location – if your company only supplies a service within a specific geographical region, make sure you consider including geographical location/s

The SEO checklist

Once you have your keywords, follow this checklist of simple changes you can perform yourself to use as a guide to your SEO empowerment and improvements. To search engine optimize your website pages add your keywords where appropriate:

(download the SEO checklist here)

Page Code

Meta description
Meta keyword

Structure

Navigation structure
URL to page
Page title and name

Page copy

Headings and titles (H1, H2 etc)
Intro text
Body text
Body text with highlighted words
Or in bullets

Page content

Link within your website on keywords (vote on your own website)
Copy, videos, images – alt text, file names and descriptions
Links
Links to key pages on your website

Social media

Pinterest – how your boards, images and content are named
Youtube – how you playlist are named, videos, description etc
Google+ – business profile, place and communities, if relevant
Twitter – use to spread the word about your content, in a useful way of course
Other relevant platforms and forums (yelp, tripadvisor etc )

Your pages

For each page make sure vital keywords are present in:

Page titles, name etc
Meta description
Meta keywords
URLs generated – should reflect your keywords in them (where relevant and logical)
Content (copy, images, videos, alt text, descriptions etc)
New content

Code

CSS files should be placed externally and linked in
JavaScript files should be placed externally and linked in
Image mapping code, should preferably be placed in the bottom of the HTML code structure if possible
Cookies – try to use an alternative solution or don’t use cookies on content pages (depending on your requirements that is)
Get Google Tag Manager

Url’s

Dynamic URL’s with parameters in them, use a URL re-write tool for this make sure the URL’s that are generated follow a neat structure like for example: domain.com/category/product_name.htm

Various

Have you created a sitemap?
Have you submitted your website to Google through Google Search Console?
Get a developer to help you out with any errors and warnings found by Search Console upon indexing your site
Load time and other server side tasks

Links

Do you have a link building strategy for external websites?
Make sure your keywords are included in the link text
Make sure you are using the right pages of your website to build links to (that you link to a specific or specific pages (with the keywords in them))
Internal links, within your website, linking to other pages, the same rules for keywords in the link text apply for these

This is a lot of information in one article – so you can download a search engine optimization checklist over here

Tools:

Google Keyword Planner – you need an AdWords account for this (free anyways)
Website Grader – for a quick assessment of your website SEO friendliness
Majestic SEO – a quick and free backlink assessment
Google Analytics – review existing keywords generating traffic
Google Search Console – submit a sitemap and gain insight on when your website is crawled etc (as well an enabler for you to be able to view some keywords and phrases that generate traffic to your website today)
Google Trends – review trends and search volume in your country
A Thesaurus – thesaurus.com
Your competitions source code if you are curious to see what words they are using
traffictravis.com – PC only software which you can download and install, in the free version you can get a list of page errors to fix after initial set-up and you can see your current ranking for your particular keywords

A quick way to find out if and what from your website is indexed

Go to Google.com (or whatever suffix is relevant for you)

Type in site:yourdomainname.com

In my case:

site:veronicastenberg.com

gave me on the 7/01/2017 – 132 page results

or use your Google Search Console, if you have this for your domain – to find out if and what is indexed in more detail (listed)

For further reading

Twitter & Google: http://searchengineland.com/signals-twitter-google-care-219202

marketing management – Veronica Stenberg

How to evaluate your marketing investments

An action list to build the foundation for modern marketing for your business

Data

Paid marketing

Automate

Follow-up

Marketing & communication

Work with purpose

Marketing advice during COVID-19

Free Business and Marketing Resources

This is what is available right now:

Business and marketing tools, software and sources for insight

Do you have any requests for templates?

The Foundations of Digital Marketing

Look at existing data and set-up

Ensure you have the tracking in place to measure both goals and events

Get insight about the target groups

Ensure you have a campaign landing page for bought media

Make an “open” customer journey

A roadmap for agile marketing

Step 1

Step 2

Step 3

Step 4

Step 5

How to calculate potential ROI for a media investment

NOTE:

A beginners guide to Google AdWords

What is Google AdWords?

How does it work?

Easy targeting

Be in control of your ad spend

Why Google AdWords?

10 reasons to use Google AdWords:

SEO – how to spread content and get backlinks to your website

Pinterest

Twitter

Facebook

Slideshare

LinkedIn

Google Image Search

Instagram

Youtube

Google +

Issuu

Gawker sites

Specific forums

Newsletter

Collaborations

Online PR

Niche social platforms

A Beginner’s Guide to Search Engine Optimization

Who this article is written for:

What is search engine optimization?

So how does it work?

Your basic, beginners SEO strategy overview;

Can I do this by myself?

How to do a keyword analysis and evaluation yourself:

Use your keywords

The SEO checklist

Tools:

A quick way to find out if and what from your website is indexed

For further reading