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title: The Side Project Marketing Checklist

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layout: checklist_page
title: The Side Project Marketing Checklist
permalink: /marketing-checklist/
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The [Side Project Marketing Checklist](https://www.sideprojectchecklist.com/marketing-checklist) is a comprehensive, chronologically ordered list of marketing tactics and ideas that you can try with your next side project. The list is free and open source so feel free to [suggest your own additions anytime](https://github.com/portable-cto/side-project-marketing/issues).

## Pre-Launch

This section pairs nicely with the [Pre-Launch section of the Sales Checklist](https://www.sideprojectchecklist.com/sales-checklist), so be sure to check that out too.

### Competitor Research

> _I have been up against tough competition all my life. I wouldn't know how to get along without it._ - Walt Disney

- [ ] Make a list of competitors (see [this list of tools to research competitors](https://www.sideprojectchecklist.com/2017/competition-tools/)).
  
  ##### Competitor data to collect
  - [ ] Link to their website.
  - [ ] "One-liners" and taglines competitors use.
  - [ ] Pricing and business model.
  - [ ] Blog/RSS link.
  - [ ] Social media links.
  - [ ] Key employees on social media.

- [ ] Subscribe to RSS feeds of your competitors' blogs.
- [ ] Follow your competitors and their key employees on social media.
- [ ] Monitor competitors' websites for changes.
  
  ##### Site monitoring tools
  - [ ] [Deep Dive Duck](https://deepdiveduck.com/)
  - [ ] [Site Alerts](http://sitealerts.com/)
  - [ ] [Versionista](https://versionista.com/)
  - [ ] [Page Delta](https://pagedelta.com/)

- [ ] Subscribe to industry newsletters, magazines, trade journals etc.
- [ ] Use [Google Trends](https://www.sideprojectchecklist.com/2018/google-trends-research/) to do initial demand and search volume research.

#### Customer Research

> _If we knew what we were doing it wouldn’t be called research._ - Albert Einstein

- [ ] Find people in your contact list who might be future customers. Get their feedback on your idea.
- [ ] Attend meetups or conferences for your target market.
- [ ] Meet another entrepreneur who has a similar or competitive product.
- [ ] Make a list of your competitors' customers:

  ##### Finding competitors' customers
  - [ ] Check their Twitter followers, mentions.
  - [ ] Look through their Facebook fans.
  - [ ] Find people who follow them on Linkedin.
  - [ ] Check their website. Some companies list customer stories on their websites.

- [ ] Reach out to your competitors' customers, find out what they like/don't like.
- [ ] Create an "early access" list for potential future customers.

### Public Relations Preparations

- [ ] Create list of tech, startup, and industry blogs.
- [ ] Create list of local small business journals (eg: [Crain's Chicago](http://www.chicagobusiness.com/section/Contact-Us&template=mobile)).
- [ ] Create list of local bloggers and journalists in your industry.
- [ ] Create a "Media Kit" page ([check out this example](https://www.kickresume.com/mediakit/)).

### Website Setup

- [ ] Come up with a name and domain name.
- [ ] Write a site tagline and elevator pitch.
- [ ] Create a logo (see [this list of logo creation tools](https://www.sideprojectchecklist.com/2017/logos/)).
- [ ] Set up a landing page (see [this list of landing page tools](https://www.sideprojectchecklist.com/2017/landing-page-tools/)).
- [ ] Create "About" and "Contact" pages.
- [ ] Create Pricing page (see [this list of pricing models](https://taprun.com/methods/)):

  ##### Pricing ideas
  - [ ] Create a free or trial tier for your paid product.
  - [ ] Offer a 100% satisfaction/money-back guarantee.
  - [ ] Make product invite-only to start.
  - [ ] Offer free/discounted access for early adopters/beta testers.

- [ ] Add social media follow links to landing page.
- [ ] Set up analytics to learn about who signs up, bounces, etc.

  ##### Analytics platforms
  - [ ] [Google Analytics](https://analytics.google.com)
  - [ ] [Mixpanel](https://mixpanel.com/)
  - [ ] [Kiss Metrics](https://www.kissmetrics.com/)
  - [ ] [Webmaster Tools](https://www.google.com/webmasters/tools)
  
- [ ] Set up error logging, monitoring, capturing, etc.

  ##### Error monitoring platforms
  - [ ] [Bugsnag](https://www.bugsnag.com/)
  - [ ] [Rollbar](https://rollbar.com/)
  - [ ] [Sentry](https://sentry.io/welcome/)

- [ ] Set up on-site messaging to capture leads and engage customers as they land on your site (see our [list of live customer chat tools](https://www.sideprojectchecklist.com/2017/customer-chat-tools)).

- [ ] Test your website for common SEO, speed and security problems like broken links, missing page titles and insecure pages (see [Checkbot](https://www.checkbot.io)).

### Email Setup

*[See this list of email marketing tools](https://www.sideprojectchecklist.com/2017/email-marketing-tools/) for services that make managing email easier.*

> _Email is the Jason Bourne of online: somebody’s always trying to kill it. It can’t be done._ - Unknown

- [ ] Set up email address to send and receive emails.
- [ ] Set up email list and signup form.
- [ ] Create a standard email template for your brand.
- [ ] Create transactional emails for when users sign up/purchase.

### Blog Setup

> _Content Marketing is all the marketing that’s left._ - Seth Godin

- [ ] Choose a blogging platform (see this list of [blogging platforms for your side project](https://www.sideprojectchecklist.com/2017/blogging-platforms)).
- [ ] Research keywords that you'd like your site/blog to rank for.

  ##### Keyword research tools
  - [Ahrefs](https://ahrefs.com/)
  - [SpyFu](https://www.spyfu.com/)
  - [SEMrush](https://www.semrush.com/)
  - [KeywordTool.io](http://keywordtool.io/)
  - [Moz Keyword Explorer](https://moz.com/explorer)
  - [KWFinder](https://kwfinder.com/)
  - [Google Keyword Research](https://adwords.google.com/home/tools/keyword-planner/)
  - [Ubersuggest](https://neilpatel.com/ubersuggest/)

- [ ] Create anchor posts or pages for keywords you'd like to rank for.
- [ ] Have a blog post brainstorming session (see this [big list of blog post ideas](https://www.sideprojectchecklist.com/2017/blog-post-ideas)).
- [ ] Add email signup form or link to all blog posts.
- [ ] Add social media follow links to all blog posts.

### Social Media Setup

> _Social media is the ultimate equalizer. It gives a voice and a platform to anyone willing to engage._ - Amy Jo Martin, CEO of Digital Royalty

- [ ] Search for availability of names on social networks using [KnowEm](http://shareasale.com/r.cfm?b=170332&u=1653894&m=21886&urllink=&afftrack=).
- [ ] Choose the social media accounts you'll use.

  ##### Major social media platforms:
  - [ ] Facebook
  - [ ] Twitter
  - [ ] Linkedin
  - [ ] Pinterest
  - [ ] Instagram
  - [ ] Snapchat
  - [ ] YouTube

- [ ] Standardize profile image, background photo, links and call to action across social channels.
- [ ] Put premium content behind "[pay with a tweet](https://www.paywithatweet.com/)".


## Post-Launch

This section pairs nicely with the [Post-Launch section of the Sales Checklist](https://www.sideprojectchecklist.com/sales-checklist). Sales and marketing are really two sides of the same coin, so you'll probably need a little of both.

### Free Promotional Channels

> _I don't care how much money you have, free stuff is always a good thing._ - Queen Latifah

- [ ] Post your product on directories and review sites (Matt McCaffrey has compiled [a great list on Github](https://github.com/mmccaff/PlacesToPostYourStartup) or you can use a service like [Instaaa](https://www.instaaa.com/)).
- [ ] Write and distribute a Press Release (here's a [comprehensive guide from Wajeez](http://www.wajeez.com/writing-quick-press-releases/), or you can [use one of these distribution tools](https://www.sideprojectchecklist.com/2017/press-release-tools/)).
- [ ] Write and distribute an eBook, exchange it for email signup.
- [ ] Write and distribute a white paper, exchange it for email signup.
- [ ] Give free access to influential bloggers in the industry.
- [ ] Build a "best of" page with your best blog posts that you wrote or contributed to other sites (ProBlogger calls this a "[Sneeze Page](/2018/sneeze-page)").
- [ ] Make sure all blog posts have high quality images (see [this list of free stock image sites](https://www.sideprojectchecklist.com/2017/free-stock-images/)).
- [ ] Create an online course or guide around your product/industry (be sure to [check out this list of course management tools](https://www.sideprojectchecklist.com/2017/course-creation-tools)).
- [ ] Run an [influencer marketing campaign](https://www.reddit.com/r/startups/comments/7aap5u/influencer_marketing_summary_of_12_articles/).
- [ ] Run a link-building campaign.

  ##### Link building strategies
  - [ ] [Skyscraper campaign](http://backlinko.com/skyscraper-technique)
  - [ ] [Ego baiting](http://pointblankseo.com/egobait-guide)
  - [ ] Interview/expert Q&A post
  - [ ] Guest posting
  - [ ] Broken link building
  - [ ] Get interviewed on podcasts
  - [ ] Become a source on [Help a Reporter Out](https://www.helpareporter.com/)
  - [ ] [More strategies on Backlinko.com](http://backlinko.com/link-building)
  
  ##### Link building tools
  - [ ] [Ahrefs](https://ahrefs.com/) - Two-week free trial
  - [ ] [Majestic](https://majestic.com/)
  - [ ] [Rank Signals](https://www.ranksignals.com/) - Free
  - [ ] [SEMrush](https://www.semrush.com/)
  - [ ] [Serpstat](https://serpstat.com/) - Free limited account
  
  
### Paid Promotional Channels

> _You must spend money to make money._ - Plautus, Ancient Roman playwright

- [ ] Try a few social, search, and commission-based advertising platforms (see [this big list of advertising platforms if you aren't sure where to start](https://www.sideprojectchecklist.com/2017/online-advertising/)).
- [ ] Sponsor a local meetup or conference for your target customers.
- [ ] Sponsor podcasts your customers might be listening to.
- [ ] Sponsor/advertise an industry newsletter (check out [Newsletter.city](https://newsletter.city/)).
- [ ] Set up a user referral marketing system.

  ##### Referral marketing platforms
  - [Harry's Prelaunchr (free, open source)](https://github.com/harrystech/prelaunchr)
  - [CleverTap (offers a free tier)](https://clevertap.com/)
  - [Expect Referrals](http://expectreferrals.com/pricing/)
  - [Frederick](https://www.hirefrederick.com/)
  - [Genius Referrals](http://www.geniusreferrals.com/)
  - [InviteBox](https://invitebox.com/)
  - [InviteReferrals](http://www.invitereferrals.com/)
  - [Referral Candy](https://www.referralcandy.com/)
  - [Viral Loops](https://viral-loops.com/)
  - [Girafi](https://girafi.co/)
  - [Campaigned](https://campaignedapp.com/)

- [ ] Run an engagement contest with prizes or free products for winners.
- [ ] Run [retargeting ads](https://retargeter.com/what-is-retargeting-and-how-does-it-work) to target users who have been to your site before.


## Recurring

### Blogging

> _Blogging is like work, but without coworkers thwarting you at every turn._ - Scott Adams, Creator of Dilbert

- [ ] Build/update publishing calendar for your blog.
- [ ] Regularly post blog posts on your blog(s).
- [ ] Solicit guest posts from early customers and fans of your product.
- [ ] Repurpose existing blog posts:

  ##### Repurposing blog posts
  - [ ] Record/post video of you reading the post on YouTube.
  - [ ] Turn posts into a podcast.
  - [ ] Create an infographic based on the post.
  - [ ] Create a presentation of your post (see the [list of presentation software below](#presentation-software)).

- [ ] Promote your blog content:
  
  ##### Blog promotion techniques
  - [ ] Send post to your email list.
  - [ ] Promote on your social media.
  - [ ] Email friends and relatives, ask them to share if relevant.
  - [ ] Send to other bloggers for feedback, ask to share if they like it.
  - [ ] Add your latest blog post or landing page to your email signature.

### Email

> _Any email that contains the words 'important' or 'urgent' never are, and annoy me to the point of not replying out of principle._ - Markus Persson, aka "Notch", creator of Minecraft 

- [ ] Send a regular email newsletter with blog posts, use cases, customer stories, etc.
- [ ] Promote email list on social media.
- [ ] Send 20 cold emails per week to connect with early customers and get direct feedback.
- [ ] Send new users a personal email introducing yourself.

### Social Media

> _We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people._ – Pierre Omidyar, Founder of eBay

- [ ] Schedule regular social media content (try these [social media tools to help automate the social media process](https://www.sideprojectchecklist.com/2017/social-media-tools)).

  ##### Content ideas
  - [ ] Show what happening "behind the scenes" (eg: pictures of your workspace, in-development features, etc.).
  - [ ] Blog posts from your blog (or partners' blogs).
  - [ ] Special offers or discounts.
  - [ ] Relevant news, advice, or blogs.
  - [ ] Funny or inspiring quotes.
  - [ ] Polls or questions for your followers.
  - [ ] Suggested books.
  - [ ] Useful tools or websites.

- [ ] Join Facebook and Linkedin groups where your product might be beneficial.
- [ ] Send exclusive offers to LinkedIn/Facebook Group owners.
- [ ] Join Twitter chats related to your industry/product.
- [ ] Give early users discounts for taking pics with your product.

### Public Relations

> _The art of publicity is a black art; but it has come to stay, and every year adds to its potency._ – Thomas Paine

- [ ] Ask bloggers with list articles to add your site to their content.
- [ ] Reach out to small business journals, reporters, bloggers. Inform and ask for coverage.
- [ ] Reach out to podcasters, try to get featured on their show.
- [ ] Find professors and students with `.edu` sites to link to your content (good for SEO).
- [ ] Find reviews or lists of similar products. Ask to be added or leave a comment about your product.
- [ ] Guest post on other blogs.

  ##### Guest posting
  - [ ] Build a list of blogs that are a good fit for your product and accept guest posts. Save their contact form/information.
  - [ ] Write a few posts on your own blog first (to use as a demonstration).
  - [ ] Create a list of "pitches," blog post ideas with a title and one paragraph summary that might grab bloggers.
  - [ ] Pitch the blogs one idea each. See what they respond to.
  - [ ] Help promote your posts via social media, email lists, etc.
  - [ ] Reach back out in a month and try another pitch. Try to become a "regular"

- [ ] Leave non-spammy comments on blog posts related to your industry or product.
- [ ] Join and participate in forums related to your product or industry.

### External Sites

- [ ] Answer relevant questions on Q&A community sites (check back regularly)
  
  ##### Q&A Communities
  - [ ] [Stack Overflow](https://stackoverflow.com/)
  - [ ] [Quora](https://www.quora.com/)
  - [ ] Industry or geographically specific forums
  - [ ] [Product Hunt](https://www.producthunt.com/) For more information on how to launch here, [read this](https://blog.producthunt.com/how-to-launch-on-product-hunt-7c1843e06399).

- [ ] Leave comments on Slideshare presentations.
- [ ] Review industry-related books on Amazon, Goodreads.
- [ ] Register to be [notified of topics on Reddit and Hacker News with F5Bot](/2018/f5bot-tracking).
- [ ] Create/publish presentations relevant to your industry.

  ##### Presentation Software
  - [ ] [Google Slides](https://docs.google.com/presentation/)
  - [ ] [Prezi](https://prezi.com/)
  - [ ] [Slides.com](https://slides.com/)
  - [ ] [Slideshare](https://www.slideshare.net/)

## Optimizations

- [ ] Run a customer poll (can also generate content for your blog or social media channels).
- [ ] Create another side project to promote your product ([read more](https://medium.com/swlh/side-product-marketing-is-the-new-king-a75c4ed0c0c5)).
- [ ] A/B test your landing/payment pages (check out this [introduction to A/B testing](https://www.sideprojectchecklist.com/2017/what-is-ab-testing/)).
- [ ] A/B test email newsletters and promotions.
- [ ] Implement [Twitter cards](https://dev.twitter.com/cards/overview) on your blog posts.
- [ ] Implement [rich snippets in Google search results](https://developers.google.com/search/docs/guides/mark-up-content).
- [ ] Analyze user signup flow ([check out the teardowns here](http://www.useronboard.com/)).
- [ ] Test your website on multiple platforms, make sure speed is good.
- [ ] Use [Website Grader](https://website.grader.com/) to pinpoint website improvements.
- [ ] Create and track weekly traffic and growth goals.
- [ ] Time social media posts and email newsletters to when your audience is most likely to respond.
- [ ] Make sure each page on your site has a clear call-to-action.
- [ ] Audit and improve your conversion rate (see [this checklist for detailed steps you can take](http://www.conversionchecklist.org/))
- [ ] Set up automatic analytics reports to be emailed to you each week.
- [ ] Experiment with various signup form locations, colors, and sizes.
- [ ] Add "Exit Intent" popup to your blog/site.
- [ ] Create an FAQs page.
- [ ] Verify your website's tags are correct with [Google Tag Assistant](https://get.google.com/tagassistant/).
- [ ] Watch a first time user use your product.
- [ ] Collect and display testimonials from happy users.
- [ ] Survey or poll your users for feedback (see our [list of survey tools for lots of great options at any budget](https://www.sideprojectchecklist.com/2017/survey-tools)).
- [ ] Use [Monkey Test It](https://monkeytest.it/) to find bugs and broken links of your site. Set up an alert to notify you on breakage.
- [ ] Use [Checkbot](https://www.checkbot.io) on your website to test for and fix SEO, speed and security problems. 

