Many B2B companies have yet to embrace digital with quite the same zealous that the B2B industry has. But this seems like a waste. Since there are many opportunities for B2B brands that do harness the digital space, to grow and to drive demand. However, those who do put the power of digital to use are often unable, or unsure how, to quantify the success or the value of the investment.
Digital audit
Digital marketing is vast and ever changing, so, for companies without a mass of resources, keeping up with its evolution can be difficult. It can be a challenge to simply identify the right channels in which you should be involved.
The digital audit is there to assess the health of the business’ current online strategy. It provides you with a quick overview of what you are doing currently, and what the next steps might be to improve your digital presence.
Benchmarking your activity against that of your competitors, using enterprise level analytics tools and against our experience of your market as a whole.
From this initial ‘health check’, recommendations are drawn out to create a short, medium and long-term strategy to move your business forward, and ensure that you make the most out of any digital investment. Crucially, this online plan of action is always aligned with your wider business goals in order to maximise success.
Website
- Website performance
- SEO – Search Engine Optimisation
- PPC – Pay Per Click
- Design and content
- Engagement
Social media
- Optimisation
- Engagement
- Content
Email marketing
- Design
- Content
- Data
- Engagement
Data to drive digital strategy
Reviewing the data that emerges from these main areas will highlight any glaring omissions, and point to any success stories from your current digital strategy.
Employing SWOT analysis to this information will give you a clear set of actions for both short and long term success.
Organic
Assessing the health of your SEO is an important aspect of this process. It is important to ensure that nothing is stopping you from performing well in organic search. You want your website to be optimised for keywords to drive organic traffic.
PPC
Likewise, if you are running PPC campaigns, you need to ensure that they are optimised and delivering the best results for the cost of clicks. If you aren’t running PPC campaigns – should you be?
Responsive Design
Considering the recent changes that have been made to Google Ranking, website responsiveness is now an essential consideration. Google will soon be negatively scoring any sites that are viewed as unresponsive, or not user friendly across devices.
Why is it important?
The digital audit or health check is a short-term engagement that will give you an overview of your online performance and provide you with actionable insights for both a long and short term marketing strategy.
Directing resources towards these activities will offer you an outline of where your business is today, and provide a strong platform from which to drive your business forward in the digital age.
Still not convinced that you could benefit from a digital audit? Have a think about these…
How did Penguin affect your website?
What about Panda?
What’s your industry average bounce rate?
If you want answers to the above, or just to find out more, get in touch.