For clients that are already utilizing some digital marketing tactics and want an assessment we offer a digital marketing audit. Often times this is the first step in the assessment of your current agency partners or need a more robust strategy.
Components of a Digital Marketing Audit
While not all audits will be the same, we have developed a 4 step process that we go through for each client in varying degrees of detail. The level of detailed is determined by the amount of existing data already in place, timing, and budget.
Step 1: The Big Picture
Prior to the creation of a strategy it is important to take a snapshot of the current state of your business and marketing efforts. Many of our clients have not answered the basic questions and most haven’t established a good measurement framework. It is important to know where your company is right now in order to choose the right path for the future.
Setting Goals – You need to define your goals in order to achieve them. You also need to be able to effectively measure campaigns against your established goals.
Benchmarking – Do you have a properly implemented analytics framework to measure these goals? If not we will establish this along with attribution models and compare these to your competition.
Identify Target Markets & Personas – We gain an understanding of your demographics and audience needs then determine whether different segments that require a different approach or messaging?
Resources – Do you work with an agency? Does your company have internal resources?
Step 2: SWOT Analysis
Opportunities & Threats – We start with Competitive Analysis to gain an understanding of the tactics your competitors using and doing well and determine how can you outmaneuver them. Are there any first mover advantage opportunities that you can use to get an advantage over your competitors?
Step 3: Channel Analysis
- Search Engine Optimization
- SEM or Paid Search (including PLA’s – product listing ads)
- Social Media
- Email & Newsletters
- Content Marketing (blogging, video, webinars, ebooks, whitepapers, etc.)
- Digital Display Advertising (including retargeting and social advertising)
Most companies are using one or two of these tactics which often means that there are opportunities to leverage. We also find that many times companies are not emphasizing the right channels.