Audit – SMART Goals – Optimized Digital Campaign – Results
Here are the ingredients:
- Current web presence, your site presence online. Your own website, social network profiles, and the site’s search engine ranking, competitive position, traffic, popularity, conversions, and back links. Has your site ever been penalized by Google? It’s impossible to plan your future digital marketing strategy if you don’t know your current situation.[Tweet “SMART Goals; Specific, Measurable, Attainable, Realistic and Timely goals. If you don’t set measurable goals you can’t make needed adjustments and improvements.”]
- Optimized Digital Campaign. Each element of your campaign has to be optimized to bring top results. Campaign needs to be balanced to leverage the different elements and maximize results. Balance short term vs long term goals.
- Results related to your goals, review each element results (Content, Social, SEO, PPC, Social Ads, Email campaign, etc.) and adjust your campaign balance accordingly and continue tweaking each element for better optimization and improved results. Balance short term vs long term goals.
Digital Marketing Audit
What is the current state of our online business?
What is you online presence, SEO rankings, Social signals, traffic, impressions, vs your competition?
The first step to determining the effectiveness of your SEO is to get an idea where your strengths lie. Analyze your content, keywords, and inbound and outbound on your site and see which of these are working for your rankings. Prioritize those that work and pursue building them out further, while abandoning areas that are not returning as well or are detrimental to your sites health.
Analyze your SEO technical issues; determine if there are any weaknesses stemming from flaws in your site’s programming or design.
On-Page Optimization: Once you’ve identified strategies that work and fixed any errors on your website, now it is time to optimize this content. Here is where investigation of best practices will be crucial.
Link building: After fully optimizing your site and deciding on content that works, employ a link-building strategy to help seize any opportunities that may be present for your site. Seek write-ups on other relevant, well-trafficked pages, and/or produce content on-site that you know your audience will share.
Content Marketing Audit
Focus on creating quality content and doing it consistently. Don’t try to game search engines and social networks. Sometimes, the gaming of the systems may work — for a little a while. But eventually the Google’s and Facebook’s of the world figure it out, improve it, and suddenly that same content is buried or penalized.
Once you have decided which audience and channels to target, work closely with your content team to develop a content strategy and schedule to best capture this audience’s attention. Determine not only where your content will live, but also which types of content would be most appropriate for this channel, and what level of frequency your team is capable of producing.
Many organizations either don’t have a clear content strategy, or do not account for the various opportunities for synergy it presents. A content audit will help brands ensure that their current content efforts align with their audience’s expectation and current best practices and that their future efforts take full advantage of content marketing’s potential.
Social Media Marketing audit
First, take stock of your current social media efforts across channels to determine which of your posts report the highest levels of engagement. This data will show which types of posts appeal to your target audience and point to where your current social media strengths lie.
The next step is to determine where your social media presence might be lacking, non-existent, or inconsistent with your core messaging. This will also include taking stock of your current resources and abilities to determine how many channels your team is capable of tackling competently.
Local Search audit
- Google My Business page audit
- Website & landing page audit
- Citation analysis
- Organic link & penalty analysis
- Review analysis
PPC campaign audit lets businesses see how they stack up against other PPC marketers in similar spend brackets. The PPC Audit also shows advertisers:
- What is wrong in their PPC accounts?
- What can be done to improve the account’s performance?
- Does the account have Wasted Spend?
- Can Quality Scores be improved, for higher rankings and lower costs?
- The results that can be expected if recommended changes are made
Pay per click audits are vital for any business wanting to optimize their PPC accounts,
SMART Goals – Specific, Measurable, Attainable, Realistic, Timely
A specific goal has a much greater chance of being accomplished than a general goal. To set a specific goal you must answer the six questions:
- Who is involved?
- What do I want to accomplish?
- Identify a location.
- Establish a time frame.
- Identify requirements and constraints.
- Specific reasons, purpose or benefits of accomplishing the goal.
To determine if your goal is measurable, ask questions such as……
How much? How many?
How will I know when it is accomplished?
Attainable – When you identify goals that are most important to you, you begin to figure out ways you can make them come true. You develop the attitudes, abilities, skills, and financial capacity to reach them. You begin seeing previously overlooked opportunities to bring yourself closer to the achievement of your goals.
Realistic– To be realistic, a goal must represent an objective toward which you are both willing and able to work. A goal can be both high and realistic; you are the only one who can decide just how high your goal should be. But be sure that every goal represents substantial progress.
Timely – A goal should be grounded within a time frame. With no time frame tied to it there’s no sense of urgency. If you want to lose 20 lbs, when do you want to lose it by? “Someday” won’t work. But if you anchor it within a timeframe, “by June 1st”, then you’ve set your unconscious mind into motion to begin working on the goal.
Optimized Digital Campaign
Each element of the campaign needs to be optimized to reach best performance. This requires thorough understanding of each element (see audits)…
what is working well? what can be improved? what is each element (SEO, Content, Social, PPC) contributing to your goals? Which Digital Marketing Options Best Fit Your Business?
Campaign Balance, after reviewing contribution of each element or channel and the synergy between them you can adjust the balance between the channels and media you are using. This will change as campaign matures, for instance you may be able to reduce your paid media budget (PPC & Ads) as your earned media (SEO, Content, Social) gains more traction. You may want to hold off on PPC until you have well optimized conversions.
Results – ROI
Measuring the results of the digital campaign and your return on investment will help you plan resources, time, budget, manpower and adjust your marketing plan.