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Established web marketing agencies know the value of optimized processes. Saving time and being efficient are benefits to every business.  Web marketing agencies and freelancers alike make use of  the same procedures with every new project or client, but how many of them have actually defined these processes? Not many! The advantage of having  written and approved processes lies in the time they save. Not only are these processes consistent across all projects, but delegation is also made easier. Now you can separate the tasks of R&D and working on your accounts, thus avoiding the common mistake made by many web marketers of trying to learn about their market while they are working on their projects — a huge time waster! The two tasks must be separated in order to maximize your efficiency.

After working in this industry for over a decade, I can attest to the fact that there is no one way to do things. This is coupled with the fact that web marketing in general is very dynamic. What was true yesterday could be irrelevant tomorrow. Therefore, not only should you have written processes in place, but you should also ensure that these processes are up to date.

My top 10 processes are listed below. Some are available within Ignitur, and some are not. In Ignitur, you can also find the description for each task, along with approved resources and recommendations. Ignitur is used not only by marketing agencies and freelancers, but also by in-house marketing teams in just about every branch of business.



1. Prospect Outreach

“Prospect Outreach” is the pre-sales activity. There are only a few ways to do this without crossing the line between normal and acceptable operation, and spam. Mastering this process involves being familiar with CAN-SPAM Act, using the right tools, and carefully managing a database of prospects.  I highly recommend using  a CRM regardless of  your company size.

Process summary:

  • Define the persona(s) of your best prospects
  • Assemble a list of company names (this is for B2B and doesn’t apply to B2C)
  • Retrieve contact information and social profiles
  • Write a sequence of 3 to 4 outreach emails
  • Create outreach segments
  • Send one segment and double touch via social media
  • Engage and reply


2. New Client Intake

You have finally won the project and now need to initiate the on-boarding process. Although there are many ways to go about this, only one process works for me because it covers everything I need to receive from the client during the first few days and weeks.

Process summary:

  • Complete all legal and administrative tasks (contract, adjusted terms, payment, NDA, etc.)
  • Request the client to fill out an on-boarding questionnaire
  • Request access (FTP, social profiles, CMS, Google Analytics and Search Console, etc.)
  • Set dedicated cloud space for file sharing
  • Execute high-level assessment and write recommendation
  • Initiate kickoff call and set expectations


3. Search Engine Optimization

The details of a perfect SEO plan differ from one project to another. This is due to the many variables and different objectives involved. My process is straightforward. I am cautious in using the term “link building” and capitalize on quality content creation and distribution.

Process summary:

  • Backup the web files and the database
  • Authorize Google Search Console and Google Analytics
  • Perform full keyword research
  • Perform on-page analysis, including technical site audit
  • Perform link competitive analysis
  • Generate a list of all relevant and established Web 2.0 websites
  • Generate a list of industry influencers
  • Perform on-page optimization
  • Improve internal link structure
  • Set up segments and/or conversion goals
  • Finalize organic marketing plan, including brainstorming and approval
  • Generate or order high-quality content
  • Publish content on the website
  • Publish content on well-known and established Web 2.0 properties
  • Publish content on well-known and established web properties
  • Review competitive link analysis and find new link opportunities
  • Review link profile


4. Pay Per Click Management

Managing someone’s budget involves great responsibility. I mastered the process that I use for this through research and years of experience. For every client,  I generate a list of “To Do’s” which is separate from the process described below. I generate this list by running an account analysis using a reporting engine I designed specifically for this purpose.  You can check it out here: ppc.me. Note: the written process and my analysis engine are designed specifically for the Adwords Search network.

Process summary:

  • Perform keyword research
  • Authorize Google Analytics account and connect it to AdWords
  • Perform landing page analysis
  • Setup a re-marketing campaign
  • Set conversion goals
  • Perform a seven-day negative keyword discovery
  • Adjust your keyword bidding
  • Optimize CTR
  • Optimize Quality Score (QS)
  • Review and consider removing costly keywords
  • Review and improve impression shares


5. Social Media Management

This process can also vary, depending on the objective of your social media activity. My main goal for running any organic campaign is to increase awareness and interest. The process below reflects this. You may modify it however you wish according to your preferred goals.

Process summary:

  • Gain access/admin rights to available social profiles
  • Gain blog admin/author rights
  • Connect social profiles to a social media management system
  • Improve visual design elements of social profiles
  • Set up cross-invite connections between networks
  • Invite email contacts to join social media profiles
  • Set up an account with a web mentions monitoring tool
  • Generate or order high-quality content
  • Schedule weekly social media posts
  • Check social media engagement activity
  • Run social media paid campaigns


The What & How


6. Link Detox Removal

Link removal due to organic penalty or devaluation was in the spotlight during the years 2013 and 2014. SEO has been reshaped and new standards have been established. The importance of backlink profile analysis is now known to professionals and is part of almost every SEO project. No one wants to run a marathon with an extra 50 lb. weight for no reason. Don’t start SEO before ensuring that your backlink profile is not carrying the extra and unnecessary weight of bad links.

Process summary:

  • Authorize Google Search Console and Google Analytics
  • Find all links to your website
  • Analyze all backlinks and categorize them
  • Find webmaster’s contact information
  • Contact webmasters to request link removals
  • Disavow all bad links
  • Build a case and submit a reconsideration request


7. Conversion Rate Optimization

Increasing conversions for the same amount of traffic is my favorite part of web marketing. This requires creativity, an understanding of user psychology, and a lot of split A/B testing.

Process summary:

  • Authorize Google Analytics
  • Register with a HeatMap service and set up the account
  • Research strategies of competitors
  • Register with an online survey service
  • Carry out abandonment / bounce rate analysis
  • Review Google Analytics data
  • Review HeatMap data
  • Survey results
  • Perform A/B testing


8. Reputation Management Monitoring

Reputation management differs from one business type to another. The answers to the following three questions will determine the direction of  your efforts in this area: (1)  Is the business local or does it target a larger geographic area? (2) Is the entity being monitored a business, a person, or some other entity? (3) Is the extent of network buzz proportional to the size of the business?

Process summary:

  • Define your most important objectives
  • Set up an account with a web mentions monitoring tool
  • Generate a list of the most influential web properties for your niche
  • Generate a list of all relevant authoritative Web 2.0 websites
  • Generate a list of industry influencers
  • Generate or order high-quality content
  • Generate a list of the top negative mentions to be removed
  • Run an influencer outreach campaign
  • Publish content on well-known and established Web 2.0 properties
  • Publish content on well-known and established web properties
  • Converse on influential web properties


9. Email Marketing Management

I spend about 80% of my initial email marketing work on automation. My ongoing communication with potential prospects is set up in advance and is basically on autopilot. Don’t use email marketing merely for announcements and occasional content sharing. Take it to the next level and make your email marketing campaign an integral part of your sales funnel.

Process summary:

  • Obtain access to an existing email marketing platform, or create a new account
  • Clean up your existing list and create segments
  • Create or update your email template
  • Either develop and finalize, or approve an email marketing plan with specific CTA’s
  • Set up auto-responders
  • Design, approve, and schedule an email campaign


10. Local Web Marketing

The three main factors that successfully move the needle in local business marketing are reviews, web mentions, and a consistent NAP signature (name, address, phone) across the web.

Process summary:

  • Backup the web files and the database
  • Authorize Google Search Console and Google Analytics
  • Set up a shared cloud space for content files
  • Perform full keyword research
  • Perform on-page analysis
  • Generate a list of the top paid web properties
  • Register with these top web properties
  • Perform on-page optimization
  • Improve internal link structure
  • Set up segments and/or conversion goals
  • List your website in the top 50 directories
  • Optimize Google My Business profile(s)
  • Optimize and enhance local listings
  • Request reviews
  • Generate or order high-quality content
  • Publish content on the website



I strive for maximum efficiency in web marketing. Defined work processes help me make the best use of my time and remove the guesswork for my team. The lists given above comprise the “What.” If you want to learn about the “How,” sign up with Ignitur and start working like a real pro.




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Asher Elran
Co-founder at Ignitur