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The Digital Marketing Audit - 8 Steps to Defining Growth and Improvement Priorities For Small Businesses
The document outlines an 8-step process for conducting a digital marketing audit to define growth and improvement priorities for small businesses. The steps include setting goals and objectives, defining ideal customers and products/services, reviewing past marketing efforts, identifying competitors, reviewing digital campaigns, analyzing digital infrastructure, and measuring success metrics. The audit is intended to help small businesses attract and retain next generation customers through an effective digital marketing strategy.
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The Digital Marketing Audit - 8 Steps to Defining Growth and Improvement Priorities For Small Businesses
- 1. The Digital MarketingAudit 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. The Digital MarketingAudit 1. Set Goals and Objectives www.walterlis.com • Awareness • Acquisition • Activation • Retention • Referral • Revenue • Community
- 3. The Digital MarketingAudit 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. The Digital MarketingAudit 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. The Digital MarketingAudit 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. The Digital MarketingAudit 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. The Digital MarketingAudit 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. The Digital MarketingAudit 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. The Digital MarketingAudit 8. Measure Success • Define objectives and metrics • Organizational data collection/dashboard • Goal tracking • Reporting protocols • Organizational engagement program www.walterlis.com
- 10. The Small BusinessDigital Marketing Playbook How to Attract and Retain The Next Generation Customer or visit walterlis.com