Digital Marketing Cheatsheet

The PM Playbook
5 min readSep 30, 2023

Imagine you and your team have a potential client. He needs help optimizing his platform. He does noy know much about how it’s done, he really need your help in increasing his traffic and revenue also.

Step 1

  • Google Search Console: Link your website to Google Search Console to monitor its visibility in Google search results. You can identify and resolve issues that might hinder your website’s search engine rankings.
  • Make sure that the client's business is listed in Google.
  • Google Analytics: Set up Google Analytics to gain valuable insights into website performance, user behaviour, and traffic sources. This powerful tool allows you to track the impact of your marketing efforts and make data-driven decisions. (This feature is helpful after you have posted an ad on Google Ads)

If you want to know how to post an ad on Google ads, Click on this link and read this article, https://medium.com/p/bc700057e1c6

Step 2: Technical Audit

  • Loading Speed: Aim for lightning-fast loading times. Research indicates that the average user expects a website to load in just 0.5 seconds. Slow-loading websites can result in high bounce rates and lost opportunities.
  • UX/UI (User Experience/User Interface): Evaluate the user experience and user interface of the website. Ensure that it’s intuitive, easy to navigate, and visually appealing. A seamless user experience can keep visitors engaged and lead to conversions

Step 3: Check the landing page of the client.

  • Convey Relevance: The content on your landing pages should directly align with the marketing campaign that brought visitors there. Clearly communicate what the business is about and what you’re offering.
  • Minimum 600 Words: Each page on your website, unless it’s part of a creative space, should have a minimum of 600 words. This helps provide depth and context to your message.
  • Keyword Optimization: Incorporate primary keywords strategically. Ensure that your content includes a well-crafted title, heading 1, meta description, and subheadings. Maintain a keyword density of 1.5–2%, but avoid keyword stuffing.
  • No Duplicate Content: Avoid the temptation to repeat content across multiple pages. Unique, valuable content is more likely to perform well in search engine rankings.

Step 4: Make sure to post about every new campaign on the website and app. Make sure to also post some blogs related to it.

Step 5: Identify the competitors your client has and how the product/service of your client is different from its competitors. Understanding the product/service in and out will help you to design campaigns, defined the target audience in an efficient manner. In short, it will smoothen the process of posting ads in Google ads.

Google insights:

Google Insights is a powerful tool that can help you understand your audience, track your performance, and identify new opportunities. It provides a wealth of data on everything from mobile penetration to the days and times when your target audience is most active. But how can you use this information to take the next step in your business?

Some ideas about the information you can get:

  • Use Insights to understand your audience better. What are their demographics? What are their interests? What devices are they using? Once you understand your audience better, you can tailor your marketing and messaging accordingly.
  • Use Insights to track your performance over time. How are your website visitors and social media followers engaging with your content? What are your most popular products and services? Insights can help you track your progress and identify areas where you can improve.
  • Use insights to identify new opportunities. What are the latest trends in your industry? What are your competitors doing well? Insights can help you identify new markets, products, and services that you can offer.

I’ll now give you an example of the project that I did for a company called Azorte:

Competitive analysis:

After defining the user personas and doing the competitive analysis, We have to also inform the client about the platforms we will be choosing for their business or company.
Please note: The platforms may differ from stage to stage according to the business of your clients. I’ll give you an example, imagine if you have a product which is useful for older people within the range of 45–70+ Then you should more on Facebook and Youtube, the two best platforms for the older people that they regularly use. You might want to skip Instagram in this if you have a low budget. If you have enough money to spend on ads, then, run ds on Instagram as well in the form of reels, and posts. In short, you have to strategize everything you post or spend your money on.

Now imagine after proposing all this information to your client, he/she agrees to work with you. What will be the next steps you have to take?

  1. Find gaps in the content they are posting on social media
  2. Suggest some trending topics for their business. For example, if it is a tech firm, insist they write some content pieces on AI and leveraging AI.
  3. They will ask you to make a calendar of the kind of posts you will be doing on their social media channels. Even if, they do not ask you, please make a calendar of the activities you will be doing for that business on the month on month basis. This will showcase your professionalism and structure.
  4. Do not forget to track the progress in the Google ads

Please note: There will no or very slow progress for a month or two. Hence, you have to tell your client that find I’m doing off-page SEO. This will take time. But you do both Google ads and off-page SEO for them. They will eventually be able to see the progress.

Thank you for reading this article. I have also written a part 5 series on full Digital marketing basics.

Creating Google ads

On and off-page SEO

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The PM Playbook

Open to Freelancing: Graphic design, content writing, Off-page SEO, Product manager, UX/UI designer. Actively looking for product opportunities.