So, 2015 is under-way and you are looking at your plan for the year and working out where to start. I think that regardless of what your 2015 plan looks like, one of the first tasks of the New Year is to conduct a digital marketing audit.
The reason I think an audit is important is because it is very difficult to find time to devote to reviewing what you already have in place – in digital marketing, there are new tools and techniques available all the time and the focus is often on what will be happening next.
But by spending some time looking at what you have done, you will learn more about how to maximise the opportunities of tomorrow. So, what should be included in your audit, and what questions should you be asking?
Why? This is the channel where you can interact with your customer base, and offer a persona for your business – it’s often seen as a customer service line too!
- Is my profile optimised – i.e. including my URL, keywords, etc.
- Are editor permissions correct – has anyone left the company who should be removed?
- What were the best performing posts of the year – what made these posts unique: timing, content, format, etc.
Why? This is what is persuading your potential customers to become customers
- Typos and mistakes – with most CMSs not having a decent spell-check, there is not a quick way of doing this!
- Changes in policy / promotion – while these are often time-sensitive, they are not always removed from view, so check for these
- Correct images – as a picture paints a thousand words, make sure that the images that you are displaying are up-to-date
Why? It is still one of the easiest and most effective communication tools around
- How has your database performed – is your delivery rate still at an acceptable level?
- New features from your email provider – most email providers offer new services all the time, so make sure you are exploiting these
- Are your delivered / open / click rates improving – if not, address this
Pay Per Click:
Why? When used effectively, PPC is a great way to get onto a search engine’s front page – if not used well, you can spend a lot of money in a short amount of time with very little return.
- Are you using all of the enhanced features which Google offers – including PPC on mobile
- Is the way that people are searching your product changing – do you need to review your current keywords?
- Are there any new affiliate or display opportunities that you should be testing?
Search Engine Optimisation:
Why? Search engines account for hundreds of millions of searches per day – it differs by industry but it’s likely that SEO will play an important role in your digital plan
- Are you aware of the latest algorithm updates, and what is your plan for keeping up to date with them throughout the year?
- Have you written your content plan for the year, with a balance of informative, entertaining and promotional content?
- Consider new ways of displaying your content, e.g. podcasts?
Why? The vast majority of companies operate in a competitive environment, so why wouldn’t you take a look to see what your competition are up to for some ideas.
- Across all digital channels, which tools are they using and how are they using them?
- Take a look through your competitor’s website and see how they are using conversion rate optimisation techniques to drive their effectiveness – are any of these relevant to your website?
- What are they doing differently to you – be honest, is it better than your current offering?
Good luck in 2015, and I hope that you find this check-list useful!