5 ways a Digital Marketing Audit will help your business in 2021
Discover how a Digital Marketing Growth Audit can help
Covid-19 has dramatically changed the way that we communicate with each other in both our personal life and professional; although we may not have seen each other physically we have certainly found many other ways to stay connected. With more people broadening their online horizons and with the acceleration of new online services, it is vital that we re-evaluate our marketing strategies to ensure that we continue to engage with our audiences and meet their fundamental needs which remain predominantly unchanged. So, how can a digital marketing agency audit help you to achieve this?
Getting on page one of Google and engaging customers online can be complicated, but by using industry leading marketing tools, research and analysis techniques and the latest industry tools, you can identify simple steps to increase your marketing ROI in 2021.
The audit will focus on 5 digital marketing strategic insights:
1. How well is your website ranking on search engines? Increasing your websites credibility and accessibility
The first page on Google captures 71% of all search traffic compared to only 0.78% of searchers clicking onto the next page, highlighting that click through rates are very low on page 2 and beyond which is a huge jump, therefore it is vital to maintain a secure ranking in order to stay visible. This can be achieved through utilising technical and content SEO techniques to ensure that your site is reliable, has a strong reputation, and is known to be valuable and relevant to searchers’ queries. For example, we would test site speed and mobile-friendliness, after all we often use our phones for a quick Google search and there’s nothing worse than a website that takes a long time to load.
The audit identifies gaps in your website’s SEO and provides clear recommendations on how to address these.
2. Are you nurturing prospects online? Generating a higher volume of sale leads
It’s great to be present on as many relevant platforms as you can in order to be seen, but if you do not have a clear pathway on how to convert these website pageviews into leads then something needs to change. We can help to push your prospects down the Marketing Funnel breaking down the customer journey with a detailed plan of communications for each stage. To adapt to these new times, we can look into holding online events or webinars, posting blogs and more to kickstart lead generation. As we move further down the funnel, the use of personified automated emails, which typically grab the attention of around 72% of consumers, and video tutorials, create the perfect opportunity for relationship building and encourage customers to the final stage of transaction.
The audit provides ways to enhance the user experience and increase conversions.
3. Does your target audience relate to you? Developing strong brand trust and communication
Now more than ever people are looking towards brands that they can trust and support. Therefore, business transparency and customer focused content marketing is highly valued. Consumers want to see the faces behind the business and their story, as well as brand values and what they are doing to achieve safe, ethically-sound and environmentally-friendly conditions. Keeping open the lines of communication with your audience through a variety of digital platforms, and encouraging feedback allows for the voice of the customer to be heard. Promoting this level of communication establishes a strong bond between business and customer, creating a positive experience which not only promotes loyalty, but encourages 86% more sales.
The audit shares ways to increase brand differentiation and engagement.
4. Are you using the right channels to reach the right target audiences?
With so many different ways of reaching your audience it is essential to review what platforms you are utilising and adopt any new social networks or features where your target audience may be. During the pandemic TikTok became the new craze, and it’s now the third most downloaded non-gaming app of the year, with users spending an average of 52 minutes per day on the app. To ensure that you are not wasting your time on the wrong platforms, it is a good idea to review your customer persona, monitor your social media insights and really understand what each platform offers and whether it attracts your target audience. It’s important to understand the benefits of each channel to your brand and dedicate resource accordingly.
The audit provides data on which marketing channels are performing best for you and how to increase quality traffic.
5. Improving conversion rates through new methods of digital marketing
There is a wide variety of different types of marketing and it can be challenging to find the method that is most suitable and effective for your business. Video marketing can be a great way to increase conversion rates and is significantly underused. Just by having a video on your landing page, conversion rates could be increased by 80%. This figure is incredibly high, and the statistics don’t stop there. Just from adding a lead capture form within the first 10-20% of your video, the rates of conversion could be as high as 43%. This one small tip has the potential of making a huge difference… are there any other tips that you may be missing?
The audit provides insights into the most effective deliverables for your business.
With the vaccinations in full swing we can see a rise in optimism in society, now is the best time to begin to communicate and engage with both new and existing customers. Have you adapted your Marketing Plan for this new changing world?