The simple idea of going digital with your business is stressful, let alone actually doing it. Without previous knowhow, this can seem like a daunting task, but there’s no reason to lose sleep over it because your friends at Monsoon will take you by the hand and walk you through each step!

Getting Started

No online business is the same, therefore no digital marketing strategy can be the same. However, we all tend to use many of the same platforms, so your initial setups should be as easy as following directions.

But before we can do this, we’ll want to start a fundamentals checklist! We do this because, no matter how creative your marketing is, you need a foundation that keeps you grounded. Without this, your business can be in grave danger. Ensure this checklist is complete without moving on… you’ll thank us later!

  • Ensure your website loading speed is respectable, meaning web pages take no more than 1 second to load. Even the best inbound marketing will fall flat if your website can’t handle the traffic!
  • Make sure your website is optimized for mobile users. Did you know more than 50% of internet users are using mobile devices?
  • Have your website indexed on Google BEFORE investing in Digital Marketing

Not sure if your website is indexed? Don’t worry. There are a few ways to quickly check this. 

First, you can do this by visiting Google.com and typing the command ‘site:{yourdomainname}’. If Google returns pages from your site, congratulations, your site is indexed!

You can also check Google Search Console to see how often your site has been listed in Google and how many clicks it has received. If you don’t see any data here, it could mean that your site is not indexed correctly. 

You can then use GSC to request indexing and speed up the process (assuming there are no technical restrictions on your site that would prevent the page from being indexed, such as a noindex tag). How to do it.

  1. Visit Google Search Console.
  2. Find the URL checker tool in the menu on the left.
  3. Paste your individual website URLs into the search bar (the ones you want indexed).
  4. Have Google check each URL.
  5. Click “Request Indexing” and wait.

Create Your Google My Business Account

Google My Business is like having a storefront on the SERPs (Search Engine Results Pages). It includes things like reviews, store hours, pictures, and much more!

Here’s how to get started.

Simply type in your business’ name into GMB’s search bar, claim the business (you’ll need to confirm this with a Google rep), and start adding in important business information. If you have a brick-and-mortar business, Google will send you a postcard with a code that you’ll have to type in to confirm your location.

Once created, be sure to continually add high-quality images of your business and encourage customers to leave reviews there!

It’s also very important to respond to all reviews. Thank those that leave positive reviews and help those that leave negative reviews. The worst thing you can do is ignore negative reviews because that makes you look guilty and unreliable. Expert tip: if your business DID make a mistake, own it and do what you can to win back the angry customer. Potential customers will see that you’re working with your existing customers, which will make you look reasonable and human — something people can relate to.

Create Your Facebook Business Manager Account

Facebook Business Manager acts as the umbrella for all Facebook-related assets. This includes:

  • Organic posting/content scheduling on pages,
  • Running online advertising campaigns via multiple ad accounts,
  • Checking inbound traffic for your website or app,
  • Creating or updating product catalogs,
  • Installing or editing tracking pixels,
  • Delegating roles to employees and partners,
  • …and much more!

All you have to do is create your account, add your business’ name and input your name and email address. From there, you can connect your Facebook Pages and Ad Accounts for a cohesive experience across your team!

We can’t stress the importance of properly setting this up from the start. Doing so will help you bypass several headaches!

Create Your Google Ads Account

You can’t run a single Google Search, Display, or YouTube ad without creating a Google Ads Account first! 

All you need to do is click “Start Now” and create your new account.

From here you can promote a website, or just import your Google My Business Profile.

Next, fill out your Business name, as well as other important information needed to create your account. You’ll have 2 options to create your account:

  1. Use Google’s recommended feature, which simplifies that process for laymans (this is ideal for those not experienced with Google Ads)
  2. Switch to Expert mode, which will offer a more customizable (and complicated) experience. I’m not a big fan of Auto mode, so I always choose Expert, but it will be more complicated if you haven’t run any campaigns before.

Already created a Google Ads account? Feel free to reference this checklist of important tasks:

  1. Ensure you have Auto-Tagging turned on in your account settings
  2. Connect your Google Ads account with Google Analytics
  3. Upload important conversions to the account

Create (And Verify) Your Google Search Console Account

Creating a Google Search Console Account is pretty straightforward. Start by entering either your domain or URL prefix (specific web page). Now, your URL prefix should be the URL that users see in the browser. Remember to include the correct domain format (‘http://’ vs. ‘https://’ or ‘www’ vs. ‘non-www’) – ask your webmaster if you’re not sure which is correct (remember, using an SSL certificate (https://) is a must these days).

You’ll then have to verify your ownership of said website and can start using the tool. Google Search Console helps website owners monitor and maintain their site’s performance. This includes getting alerts for indexing problems, potential spam, troubleshooting for AMP-related things, and more.

Fun fact: you can preview the phrases your website ranks for and project how many clicks/impressions in Google Search Console! This is a great way to forecast potential outcomes.

If you’re going to be doing your own SEO, Google Search Console will be your best friend.

Important Considerations to Make

When it comes to any form of digital marketing or online advertising, you have to be patient. This is because website traffic takes time — just think about how competitive each space is and what’s entailed to build enough traction for steady traffic.

But how do you go about driving this traffic to your website? Let us break down the basics.

Search Engine Optimization (SEO) is the process of ranking on popular search engines like Google and Bing with the intent on ranking for keywords you think your future customers will be searching for. This is an organic practice (meaning you aren’t buying ad space), so the trick is based on creating relevant, high-quality content that helps those that need what your business provides. 

It’s also worth noting that because people are directly searching for something, it means they need that information now. This should dictate the kind of content you allocate for search engines – blog posts, for instance!

You should know that SEO is a long-term initiative. Working alongside Google’s algorithm and competing with other companies takes time, but because traffic is essentially free, it’s worth the wait for most companies.

Paid Search is the process of bidding on keywords, which appear towards the top of the SERPs. These ads feature a version of the keyword your customers are searching for, which is ideal for high-intent searches. These clicks tend to be more expensive, but at the same time, yield the most conversions.

Online Display Advertising is the practice of creating visual banners or videos for websites through the Google Display Network and social media outlets, such as Facebook, Instagram, TikTok, and Snapchat… This includes paid social media, another form of online advertising

Contrary to search, where there is direct intent, Display Advertising focuses more on low-commitment content. This is ideal for establishing brand awareness and trust – most notably for long-term strategies. Offers that rely on impulse purchases can thrive in this setting, even in front of brand new audiences!

Wrapping Up

Building the right online visibility for your business has never been easy, although now it’s harder than ever! This is mainly because of the immense competition in virtually all industries and the increasing number of privacy restrictions that strongly affect the performance of online marketing campaigns. There are only so many hours in the day, so naturally, people struggle with their digital marketing and online advertising initiatives. If you find yourself struggling, feel free to contact us at Monsoon to start planning an in-depth marketing strategy today!

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