The 12 Month Digital Marketing Roadmap provides guidance on key digital marketing tasks to complete each month. These include social media activities like posting content and responding to questions; search engine optimization tasks like keyword research and website optimization; email marketing activities like template development and list growth; and public relations tasks like following industry news and building media relationships. The goal is to establish an ongoing marketing foundation and cycle of search, discovery, loyalty and influence through continuous optimization and engagement across these channels over the course of a year.

1. 12 Month Digital Marketing Roadmap
In the ever-changing world of digital marketing, professionals want to know what it takes to keep up with the competition.
Remember, it’s not just about pushing your message through a few communication channels; it’s a fluid, evolving cycle of search,
discovery, loyalty and influence. This roadmap provides a general sense of the basics that need to be done along the way to make
sure your business is a main player in each part of that cycle.
Month
Digital Marketing Foundation
(what needs to be done)
SOCIAL
1
 Claim Your Social Pages
 Create Content Calendar
 Define your voice/core
messaging
 Begin reading Vocus
Marketing Inbox daily
SOCIAL
2
 Get 25 FB fans to create
vanity URL
 Read/”Listen” in on social
conversations
 Set up Social Accounts
(Reddit, Google, Slideshare)
 Add social buttons to email,
website/blog
 Get happy customers/clients
to write reviews on Google+
SEARCH




Complete Marketing Plan
Conduct Website Analysis
Complete Keyword Analysis
Create Ads Linking to
Website
 Verify Website is mobile
ready
SEARCH
E-MAIL
 Add custom segmentation
fields to Vocus Marketing
 Import exiting email contacts
 Start collecting good
examples of email templates
 Sign-up for competitor
newsletters
E-MAIL
 Set up/Review Google
 Install Email Sign Up Forms
Analytics
(Website, Facebook)
 Set Up
Measurements/Metrics
 Get listed on directory sites
make sure business address is
listed with Google, Yelp, etc.
PR
 Read local and industry blogs
daily
 Set up Google News Alerts
(brand, news)
 Identify Target Personas
 Read this Roadmap
PR
 Read industry news
 Take note of reporters
covering your industry & sign
up to receive their blogs and
articles

2. SOCIAL
3
SEARCH
 Blog and/or Video Channel
created
 Read/”Listen” in on social
conversations
 Create Social Media
Campaign/Offering
*
Month
E-MAIL
PR
 Establish Long Tail Keywords  Email Template
 Read industry news
Created/Perfected
 Solicit user or
 Publish to Social sites, blog,
professional/outside
PRWeb, etc.
feedback about your Website
 Review Short Term Goals
(front end, navigation, layout,
etc.)
This is when results from PPC campaigns, etc. might start to come in
Digital Marketing Foundation
(what needs to be done)
SOCIAL
4
SEARCH
 Read/”Listen” in on social
conversations
 Respond to Social Questions
on Quora, etc.
 Launch Social Media
Campaign/Offer
SOCIAL
5
SEARCH
 Read/”Listen” in on social
conversations
 Publish to social sites, blog,
Youtube, email, etc.
SOCIAL
6
*
 Review Google Analytics
 Review Measurements/
Metrics (these might be
inside Google Analytics)
 Begin writing ebook
 Review Google Analytics,
Custom Reports
 Review
Measurements/Metrics
SEARCH
 Host TweetChat or Google+
Hangout
 Offer to Blog for other sites
 Read/”Listen” in on social
conversations
 Publish to social sites, blog,
YouTube, PRWeb, email, etc.
 Review Google Analytics
 Review
Measurements/Metrics
 Set up Webmaster Tools
E-MAIL
 Ask for Emails in Exchange
for….
 Read competitor emails
PR
 Publish to social sites, blog,
Youtube, PRWeb, email, etc.
 Read industry news
E-MAIL
 Work on adding new
subscribers
 Read competitor emails
PR
 Read industry news
 Start a short list of reporters
who might be interested in
your business
E-MAIL
 Review open rates
 Note successful campaigns
PR
 Complete Competitor Analysis
 Read industry news
 Build media & social
relationships
This is the first month social media fans start engaging with your regular posts

3. SOCIAL
7
 Read/”Listen” in on social
conversations
 Review Facebook (Social)
Insights
 Answer Social Questions
 Publish to social sites, blog,
YouTube, PRWeb, email, etc.
 Ask for brand feedback
 Launch Social Media
Campaign/Offer
SOCIAL
8
 Answer Social Questions
 Read/”Listen” in on social
conversations
 Publish to social sites, blog,
YouTube, PRWeb, email, etc.
Month
SEARCH
E-MAIL
 Review Google Analytics
 Review Measurements /
Metrics
 Give Away eBook / Hold
Contest
 Review open rates
 Read competitor email
SEARCH
PR
 Read industry news
 Ask for brand feedback
 Develop customer
appreciation plan
E-MAIL
 Review Google Analytics
 Find underperforming
Website pages
 Send email newsletter – Ask
for feedback about it
 Create Emails for Existing
Customers
 Solicit user reviews
PR
 Read industry news
 Reach out to media contacts
Digital Marketing Foundation
(what needs to be done)
SOCIAL
9
*
 Review Facebook Insights
 Read/”Listen” in on social
conversations
 Track any social campaign
results
 Publish to social sites, blog,
YouTube, PRWeb, email, etc.
SEARCH
 Review Google Analytics
 Review
Measurements/Metrics
E-MAIL
PR
 Review Email Analytics
 Read industry news
 Do an A/B Split Test on Emails  Expand media relations list
This is the first month blogs begin to show a return on investment.

4. SOCIAL
10
SEARCH
 Review Facebook Insights
 Launch Social Media
Campaign/Offer
 Read/”Listen” in on social
conversations
 Answer Social Questions
 Publish to social sites, blog,
YouTube, PRWeb, email, etc.
SOCIAL
11
 Review Measurements/
Metrics
 Read industry news
 Review Google Analytics
 Find inbound links & optimize
them
*
 Review open rates
 Read competitor email
SEARCH
 Review Google Analytics
 Review Facebook Insights
 Read/”Listen” in on social
conversations
 Answer Social Questions
 Review Measurements/
Metrics
 Review Google Analytics
 Publish to social sites, blog,
YouTube, PRWeb, email, etc.
SOCIAL
12
E-MAIL
 Review Google Analytics
 Track inbound links
 Publish to social sites, blog,
YouTube, PRWeb, email, etc.
 Find sensible partnerships &
launch an event/customer
offering
 Review PRWeb Analytics
E-MAIL
 Review open rates
 Read competitor email
SEARCH
 Review Facebook Insights
 Read/”Listen” in on social
conversations
 Answer Social Questions
PR
PR
 Read industry news
 Offer help to journalists
 Make comment on story
E-MAIL

PR
Conduct Customer Survey
 Read industry news
 Review Marketing Plan
 Review Short Term and Long
Term Goals
This is the first month that quality organic SEO content begins to show a return on investment.