Online Presence

What to do: Set up profiles on social media platforms. How to do it: Select the platforms that align with your customer profile. When to do it: At the start of your marketing efforts. Best practice example: Nike – active across multiple platforms and highly engaging its community.

Post Schedule

What to do: Develop a publishing schedule. How to do it: Define your content themes, posting frequency, and post formats. When to do it: Before launching your social media activities. Best practice example: National Geographic – consistent, varied, and highly engaging posts.

Interact with Customers

What to do: Build relationships with your followers.
How to do it: Respond to comments, like posts, and share user-generated content.
When to do it: Continuously—throughout your entire online presence.
Best practice example: Wendy’s – known for its witty and prompt replies on Twitter.

SEO – No, It’s Not a New Car Model!

Keywords

What to do: Identify and implement keywords.
How to do it: Conduct SEO research using tools like Google Keyword Planner.
When to do it: During content creation and website optimization.
Best practice example: Backlinko – optimizing for specific keyword phrases.

Website Optimization

What to do: Improve your site’s speed, structure, and content.
How to do it: Use website analysis tools and enhance your code, content, and graphics.
When to do it: Regularly, with particular emphasis during the initial launch phase.
Best practice example: Shopify – continuous site optimization and updates.

Link Building

What to do: Build valuable links to and from your website.
How to do it: Publish guest-post links, partner with clients and brands to exchange links, share high-value content, and collaborate with related websites.
When to do it: Ongoing, throughout your site’s growth.
Best practice example: Moz – establishing domain authority through strategic link building.

Content Is King—Long Live the King of Content!

Create a Content Plan

What to do: Develop a content marketing strategy.
How to do it: Define your objectives, target audience, content types, and distribution channels.
When to do it: Before you start producing content.
Best practice example: Red Bull – delivers diverse content tailored to its target demographic.

Quality Over Quantity

What to do: Produce valuable and unique content.

How to do it: Conduct thorough research, harness creativity, avoid content duplication, and leverage AI assistance where appropriate.
When to do it: Always, whenever you create new content.
Best practice example: Buffer – publishes high-quality articles and in-depth research on their blog.

SEO in Content

What to do: Optimize your content for SEO.
How to do it: Use targeted keywords, proper header tags, and descriptive alt attributes for images.
When to do it: With every new piece of content you create.
Best practice example: Yoast – produces content that is both SEO-friendly and genuinely helpful to readers.

Email Marketing, or How Not to Be Spam in Your Subscribers’ Inboxes

Building Your Subscriber List

What to do: Grow a list of people genuinely interested in your offering.
How to do it: Use sign-up forms, run contests, host webinars.
When to do it: From the very start of your online activities.
Best practice example: HubSpot – provides extensive subscription forms and valuable, engaging content for subscribers.

Segmentation and Personalization

What to do: Tailor the content of your messages to each recipient.
How to do it: Segment your subscriber database and personalize the message content.
When to do it: For every email campaign you run.
Best practice example: Sephora – delivers personalized offers and product recommendations.

Analyze Results

What to do: Evaluate the effectiveness of your campaign.
How to do it: Track key KPIs and analyze the data.
When to do it: After each campaign.
Best practice example: Mailchimp – offers advanced analytics and reporting.