Our office spring clean has got us in the mood to carry out the digital equivalent; a digital audit. After a very busy first quarter of the year, and before exhibition season begins, it feels like a good time to take stock and ensure that our own digital marketing activity is supported as well as it can be. We thought we would share a brief round up of our methods incase it inspires you to do the same.
Think, do and measure equally
We start with reviewing the balance between how we think, what we do and the things we measure. Many organisations that we speak to are great at the doing, but struggle to find time to focus on the thinking or the measurement. It is only by looking at analytics and key metrics that you can judge if the activity is achieving its goals and objectives.
Depending on what content or channels have been performing well and alongside any changes in the wider business objectives, we will decide if the digital strategy needs adapting.
How effective is your website?
Next in our sights will be the website. Is it providing the right platform for attracting and engaging the range of audiences that we are reaching? We'll look at the design, navigation, calls-to-action and content. A review of Google Analytics metrics such as average pages per visit, time of site and bounce rate give a clear overview of how effective the site is. It's also important to look at the devices and browsers being used by your audience and checking that the site offers a positive user experience for all.
Create, deliver and distribute
One of the key areas that we will focus on will be content. More and more B2B brands are recognising the importance of content marketing. For us it is one of the fastest growing areas of our business. Providing quality, relevant, engaging content allows you to build relationships as you interact, inform and influence your customers and prospects.
From the long form content that you are, or at least should be, publishing on your website, to the individual social media posts, it is important to establish if the content is on the mark. Does it provide a balanced view of your organisation? Is it written with your audiences in mind? Are they engaging with it and are they being directed to do something from it? If the answer is no to any of these then your content strategy needs to be focused on.
We have already identified this as an area we want to prioritise ourselves so watch this space!
Need a bigger tool box?
The digital marketers tool kit is constantly expanding. From enterprise level social media platforms, monitoring and analytics, employee advocacy to content research and beyond, you could trial something new everyday of the year. Ultimately though it is important to assess if the tools you are using are adding value. There may also be new tools that will offer cost savings and efficiencies. Evaluation is only possible though if you have a clear strategy in place so you can judge if the tools help you achieve your digital objectives.
Learn and improve
We are all too aware that this level of evaluation often gets pushed to the bottom of the to-do list. However it is essential for the improvement and growth of your digital marketing efforts so we urge you, that even if all you can spare is a couple of hours, then just follow this simple approach. If you would prefer that we did this for you then all you have to do is ask.
Craig Freeman, Director of Digital Services