6 Key Components to Conducting a Digital Audit of Your Business
You’ve built your website and set up your social media pages, but the numbers just aren’t moving. You’re probably asking yourself, “What’s wrong?”
Here’s how you can tell if you’re doing enough online, in 6 simple steps.
Your reach refers to how many impressions your digital channels are able to bring in, and how targeted they are. You will need to evaluate the following:
- How do you rank on search engines for your relevant keywords?
- How many third-party pages are linking back to you?
- How is your current social media effort?
- Do you have a good EDM strategy?
- Are there any other channels that are bringing your business leads online? (e.g. advertisement features on online publications, display advertising, etc.)
By investing in paid search engine marketing ads, having a strong social media presence and constantly collecting emails and engaging your email subscribers, you will be able to increase your online reach and generate more qualified leads.
This refers to the way that the information on your website or other online assets is structured. You should ask yourself:
- Are your visitors able to easily find what they’re looking for?
- Is all the information related to my business and products centralised, or all over the place?
Problems with information architecture are usually more apparent for larger organisations with multiple sites, social media pages and other assets built and collected over the years.
Having a proper and consistent content strategy is important to keep customers and prospects constantly engaged. The content that you put out can be in the forms of articles and write-ups, images, infographics or videos and infomercials.
- Do you have a content strategy in place?
- Are you able to measure what type of content performs better than others?
Think about the type of content that will be most interesting and valuable to your target audience. If you lack the time and resources to create the necessary content, you could consider hiring designers or content writers on an ad-hoc or retainer basis.
It’s nice to have people hearing about you and your business and consuming content you put out. However, the most important thing you should be thinking of is how many of these prospects convert into customers. Ask yourself:
- Do you have a conversion funnel within your digital channels?
- Do you have clear call-to-actions to get sales or enquiries in?
One way to get more conversions is by offering a benefit or reward for entering your funnel. Such as giving away valuable market research or industry whitepaper, or discounts and trials for your product or service.
Integration refers to how connected your digital assets and channels are to each other and other offline marketing channels.
Your website, social media page, EDMs and other channels shouldn’t be viewed as separate strategies, but rather part of entire holistic marketing strategy. Each should link to and complement the other.
Ensure that all your digital channels are well integrated with each other, allowing your prospects to go through the relevant channels depending on which stage of the sales cycle they’re at. It is important for the messaging to be consistent throughout as well.
For instance, we helped a client market their booth at an IT exhibition via their social media pages and social media ads. This led to a landing page offering a free customised gift if they entered their email address and information and showed up at the event. An EDM was sent to their inbox and they were able to redeem the gift by quoting their email address and showing the email to the booth staff on the event day.
By utilising various digital channels and having a mechanic onsite that related back to their online campaign, they were able to effectively track conversions at each stage of the marketing process, and attribute visits that resulted from their campaign.
Digital marketing affords you the ability to do something traditional marketers have struggled to do in the past – measure your results.
- Do you track and measure the performance of your different channels, from acquisition to conversion?
- Do you have goals and conversion tracking set up in Google Analytics?
- Are you able to track the ROI on your digital media spend?
- Does your website have Google Analytics tracking and Facebook Pixel set up?
- Do you generate UTM (urchin tracking module) parameters for each of your traffic sources?
- Did you set up conversion goals in Google Analytics?
- Does your EDM system provide the right reporting stats?
Once you’re able to measure the success and ROI for each of your digital channels, you would be able to find out what works best and what doesn’t and optimise your digital strategy over time.
We help our clients with end-to-end digital services, including setting up of all the relevant digital channels and execution of their digital marketing plan. Contact us for more information or if you’ve got questions on how you can improve your digital marketing strategy.