This is a guest post by Daniel Reed, the Digital Marketing Manager for Sinch. He is responsible for growing traffic, converting signups and hustling for Sinch online. He is in Stockholm, Sweden if anyone wants to Fika. Say hi @kwaimind.
All startups have too much to do and not enough time to do it. However, when you really think about it, you likely have a few daily or weekly tasks that take precedence over most others.
As the Digital Marketing Manager at Sinch, I am lucky enough to be able to spend my days continually working with our site to grow traffic and increase conversions. If I was to try and boil down an average day into 30 minutes (which would be very difficult), here is my quick start guide to the best way to spend 30 minutes on your digital marketing strategy.
First 10 minutes: Analyzing website traffic
I suggest using the first 10 minutes to check your website traffic and get a quick overview of how much traffic you are getting, where it is coming from, and how it is converting. Understanding how your website is performing in the wild is key to understanding how your digital marketing has been working and where there is room for improvement.
Google Analytics has made it very easy to create custom dashboards with all of the data about your website. With Google Analytics, you can easily build a dashboard that gives you traffic, content, and conversion stats in one quick-to-read screen.
Set up a custom screen with all of your key metrics and KPIs, bookmark it, and set it as a home screen or check it regularly. I check for traffic, conversions, and conversion rate as well as load times, top performing content, and other reading metrics.
Google has a solutions gallery with community-made dashboards if you want to pick a pre-made dashboard for your website.
Second 10 minutes: Social media monitoring & management
Use a management tool like Sprout Social or Mention to manage your different social accounts and social presence from one place. These tools will also give you data on your social audience and alert you if there are any notifications or messages that you need to respond to.
Social is all about real-time, so it’s always best if you can add a management tool or the different social apps on your smartphone and get these notifications on the move.
Mention will help you find mentions about your site or brand across the web in real-time. This will help you respond to comments and threads that you may have missed, but without the headache of crawling the web manually.
Final 10 minutes: Search engine optimization
Set up and frequently check Google Webmaster Tools to keep an eye on your website for search. This will let you know how Google is crawling and indexing your site, and will warn you if there are any issues such as a large number of 404s or any hacks that you need to be aware of.
Don’t take the traffic, keyword, or keyword data at face value. There are many in the SEO community that have found that this data is often rounded and not 100% accurate, but it does give insights into Google’s perception of your site.
Make sure you check the HTML Improvements, Crawl Stats, and Search Queries for a basic overview of how your site is performing for search engines. Fixing the HTML improvements should not be too difficult and most of it should be fixable in your WordPress or website CMS. Otherwise, you can download the data and email this to your web developer.
And that’s it. Try completing these tasks once a week for 30 minutes and you should have a good, basic understanding of how your digital marketing is performing.
Do you have any good tricks I have missed? Let me know in the comments!
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