Successfully reported this slideshow.
Your SlideShare is downloading. ×

The Digital Marketing Audit - 8 Steps to Defining Growth and Improvement Priorities For Small Businesses

The Digital Marketing Audit - 8 Steps to Defining Growth and Improvement Priorities For Small Businesses

Download to read offline

In order for small business to define their organizational growth and improvement priorities, it’s necessary to have a crystal clear picture of what you’re trying to accomplish. There are many potential objectives that you could have for your digital marketing, so it’s essential to decide what’s most important and what comes first. That's where a digital marketing audit comes in, it provides the steps to define growth and improvement priorities that are necessary to find explosive small business success online.

In order for small business to define their organizational growth and improvement priorities, it’s necessary to have a crystal clear picture of what you’re trying to accomplish. There are many potential objectives that you could have for your digital marketing, so it’s essential to decide what’s most important and what comes first. That's where a digital marketing audit comes in, it provides the steps to define growth and improvement priorities that are necessary to find explosive small business success online.

Advertisement
Advertisement

More Related Content

Advertisement

The Digital Marketing Audit - 8 Steps to Defining Growth and Improvement Priorities For Small Businesses

  1. 1. The Digital Marketing Audit 8 Steps to Defining Growth and Improvement Priorities For Small Businesses Excerpted from The Small Business Digital Marketing Playbook: How to Attract and Retain The Next Generation Customer By Walter Lis
  2. 2. The Digital Marketing Audit 1. Set Goals and Objectives www.walterlis.com • Awareness • Acquisition • Activation • Retention • Referral • Revenue • Community
  3. 3. The Digital Marketing Audit 2. Define Your Ideal Customers • Job titles or functions • Industry or SIC codes • Geographic location • Company size • Other demographic, ethnic or behavioral descriptions www.walterlis.com
  4. 4. The Digital Marketing Audit 3. Define Your Product or Service • Benefits, pricing and distribution methods • Competitive strengths or weaknesses • Economic, legal, social, technical, seasonal or governmental factors • Current product and industry awareness • Sales or market share history www.walterlis.com
  5. 5. The Digital Marketing Audit 4. Review Your Marketing Efforts • Exactly what tactics have you tried? • What’s worked and what hasn’t? • What advertising, promotional or PR tactics have you tried? • Do you attend or exhibit at particular trade shows, special events, seminars? • Have you used market databases or tracking systems to target customers? • What have you not tried but have considered? www.walterlis.com
  6. 6. The Digital Marketing Audit 5. Identify Competitors • Describe their products/services • Who ranks at the top for certain keywords? • What kind of social media presence? • How much authority do they have? • What does their backlink profile look like? • Do they have any link magnets that are attracting an audience? www.walterlis.com
  7. 7. The Digital Marketing Audit 6. Review Your Digital Campaigns • Your organic footprint for branded and category/industry keywords • Your email marketing program performance – lead nurturing • Your social media presence - effective reach per channel, potential audience size • Paid advertising campaigns performance www.walterlis.com
  8. 8. The Digital Marketing Audit 7. Analyze Your Digital Architecture • Website usability, accessibility • Social media management • Organization content development • Link and lead magnet development • Optimization strategy and process • Online/off-line marketing integration www.walterlis.com
  9. 9. The Digital Marketing Audit 8. Measure Success • Define objectives and metrics • Organizational data collection/dashboard • Goal tracking • Reporting protocols • Organizational engagement program www.walterlis.com
  10. 10. The Small Business Digital Marketing Playbook How to Attract and Retain The Next Generation Customer or visit walterlis.com

×