Strategic Digital Marketing and Technology AuditKey Stakeholder Interviews, Report and Recommendations for Improvements
Review and fine tune your digital strategy to ensure all aspects are working as effectively as they could be throughout your entire business. Working with key teams throughout your business to understand how things are currently done and how things could be improved.
Within every organisation improvements can be made. Often when staff are working away in their day to day jobs, it can be difficult to identify opportunities that may be staring them in the face or simply be completely unaware of based on lack of experience in this area. Having a fresh pair of eyes look at your digital strategy can identify key opportunities for improvements by utilising the experience of working with many brands and large organisations over the years.
The strategic digital marketing and technology audit is designed to review your whole business, the way it markets itself online and how effectively technology is being used throughout the whole process. Working with key teams within your organisation to understand how activities are completed currently along with looking at what improvements can be made so staff can become more effective within their jobs.
Using a structured approach interviewing key teams within your organisation, we seek to understand how things are working currently which helps us to assess the efficiency of this approach and identify any opportunities for improvements. Throughout the audit, we spend a significant amount of time talking with staff to really understand the currently problems they are facing and capture data and information to be able to provide a full analysis of your organisation. Being able to audit your digital marketing strategy and technologies either gives you the confidence that you are heading in the right direction or gives you a lot of improvements to take away and consider implementing.
The strategic digital marketing and technology audit includes detailed reviews of key aspects or your organisation including; Design, Build, Traffic, Track and Optimise which are outlined in more detail below.
Design is a very opinionated topic, so we aren’t going to be discussing the intricacies of whether this picture should be a few pixels to the left or right or what colour a button should be. Instead, we review the general look and feel of the website which relates to your specific industry and how you are meeting the needs of your potential customers, or not as the case may be. When comparing the website with key competitors there are identifiable design related areas which either allow a competitor to target your customer demographics better than you. Learning from these allows you to improve your website accordingly which can directly improve conversion rates and lead to an increase in revenue.
The design part of the audit looks at how you use photography throughout your website, the quality and quantity of the website content along with how videos are used to engage with customers both pre-sale and post-sale.
The next section of the audit is to review the current technology stack that is in place behind your website. By understanding this, we often find that there are key aspects which are in fact limiting the growth potential of your website due to the use of dated, restrictive or obscure technologies.
The technology stack behind most modern websites is enormous and as a business owner you are at the mercy of the geekiest person within your organisation to advice on technology matters. While this can often be a good place to start, we generally find that the wrong technology decisions are made when the business implications of such technologies are not communicated effectively and not fully understood. This can be a costly and time consuming route to go down if this ultimately means that you are going to have to change course and re-develop key aspects of your business to cope with your growth plans.
The build section of the audit involves key stakeholder interviews with your development teams to understand the current technologies, systems and processes in place which is powering your website. By understanding all of this it helps us to piece together how digitally savvy your team is about key website technologies, development lifecycles and processes, web hosting scalability solutions, web server security issues and policies along with website development methodologies and security awareness.
We often find that business owners drastically over-estimate the level of knowledge and experience their development teams have about specific technologies, processes and methodologies. What this results in is a system that has been cobbled together over a number of years to somehow work as it does today. Using a system such as this is extremely limiting and takes a lot more time to make improvements due to the inherent complexities throughout. When working with the right technologies, processes, systems and methodologies improvements can be made much faster within your organisation allowing you to deliver value to your customers much faster and at a cheaper cost.
Once you are confident that you are working with the right technology in the background, the next step is to build on these solid foundations by driving highly targeted traffic to your website which is ultimately going to convert. We often find that most businesses are lacking a strategic focus on these aspects and instead are often busy working away on these activities without any real insight into tracking performance. You cannot improve on something that you aren’t tracking accurately which is why a significant amount of time during this part of the audit is spent analysing your website analytics platform such as Google Analytics to understand how key traffic generating activities are performing.
Holding key stakeholder interviews for the teams responsible for traffic generating activities including SEO, PPC, Email Marketing and Social Media, we seek to understand how activities are currently working and hence where improvements can be made to optimise these channels further.
We often find that performance in all of these key traffic and revenue generating activities is lacking with a lot of aspects being misunderstood and not being tracked accurately. Being well qualified and holding the Google Analytics qualification, Google AdWords qualification and being a Hootsuite Certified Professional, you can be confident that the review is extremely detailed to allow you to understand how your current activities are performing and most importantly where improvements can be made.
It is fair to say that most businesses are not using data and analytics to the level that they should be doing. Instead, decisions are often made based on the HiPPOs, the Highest Paid Person’s Opinion which are often based on gut feeling and are often wrong. The reason why decisions are made with this method are often due to a lack of accurate tracking to based decisions on which means that gut feeling of the most experienced person is often the best route to take in this situation.
Tracking and analytics should be engrained throughout your entire organisation with data being captured to allow you to make smarter data driven business decisions in the future. Capturing this data is key and capturing the data accurately is even more important.
Throughout this part of the audit, key stakeholder interviews will take place to understand how data is currently used throughout your organisation which will allow us to identify areas for improvement. Tracking can apply to all aspects of digital marketing and website technologies, not just web analytics packages such as Google Analytics, although this will be the primary focus in the majority of organisations. Reviewing the use of Google Analytics, Event Tracking, Goal Tracking, Call Tracking Technologies, Campaign Tracking for TV, Offline and Online and more. For technology based tracking solutions a review of server level monitoring technologies along with recommended improvements as needed.
Once all of the above has been reviewed, the next step is to look at the icing on the cake and understand how your organisation is currently performing when optimising an already efficient process. This includes aspects around customer reviews, live chat and user feedback to understand how these conversations feed into other processes within your organisation such as website content and product improvement.
Going beyond this, looking at ways your business can utilise marketing automation to sell more products to the same customers along with split testing website content to understand what aspects of website design lead to improved website performance and revenue growth. Key stakeholder interviews will take place with teams that are utilising these technologies currently to understand how the current systems work and where improvements can be made.
The Strategic Digital Marketing Strategy & Technology Audit is designed to review your entire business to understand how marketing and technology is current used throughout. Understanding the current setup allows us to provide recommendations in the form of a detailed report which contains key areas for improvements in different aspects. Being on-site for a period of 2-4 weeks allows us to conduct the key stakeholder interviews as part of the data collection section of the audit. Once the data has been collected, the report is produced with key findings and recommendations for improvements throughout your organisation.
Guideline Investment: £12,500 + VAT
We tend to find the return on investment for most organisations is positive within 3-6 months based on the areas for improvement that have been identified and improved. This along with increased efficiencies for staff within your organisation based in implementing the right technologies, processes, systems and methodologies means that you can be confident that your organisation is heading in the right direction for your business growth plans. The guideline investment outlined above is just that, a guideline. Depending on the size, structure and setup of your individual organisation will depend on the level of investment required to conduct a full and detailed audit.