Mediarise Digital Marketing Audit
Online marketing is open to everyone. It has the ability to reach vast audiences for a fraction of the cost of traditional marketing channels - TV, radio, magazines, etc. But, this also means that you have to compete against many other businesses. Achieving that number one position in Google search results, or attracting new followers on Facebook and Instagram is not as easy as it seems.
Getting to number one requires an investment of your time and effort. And once you have that number one listing, your work is not done. To stay at the top of search results and to keep your social media audience takes as much effort. The strategies to employ, rules to follow and skills required are constantly evolving and you will need to stay on top of these changes.
The first step to implementing an effective online marketing strategy is to audit your current efforts. In fact, this should be repeated regularly. It will help you to determine where and how your efforts can be improved and optimised.
Why do you need a digital audit?
There are many reasons to conduct an analysis of your online marketing strategy. Some possible reasons are listed below.
- Your website traffic is not growing, or even decreasing
- You are not converting visitors into sales
- You want to grow your social followers
- You are spending more on online advertising than the sales they generate
- You want to improve the click through rate on your email marketing
If you want to improve or correct any of these issues, then a digital audit will help to determine the steps and fixes that you can implement. Even if you don't feel there are any problems with your Internet marketing, an audit of your current strategy can help you to determine if you could achieve more, with less time and effort.
Digital Audit Steps
Our comprehensive digital audit will analyse and focus on each of the following areas.
Search Engine Optimisation and Ranking (SEO)
SEO is the first thing most people will think of when considering their digital marketing. It helps to improve your website's ranking in search engines and drive visitors to it.
61% of consumers use search engines to research a product or service before making a purchase.
If you want to be part of that purchase decision, your customers need to be able to find you when searching. To find you, your website needs to rank well for the most relevant search terms or keywords.
Optimising for search engines takes a lot of time. Following are some of the main areas included in our audit to help focus your efforts.
Keyword analysis is an important part of optimisation. What keywords are searchers using and are you targeting those on your website?
On-page optimisation involves crawling every page on your website to identify and fix issues that can negatively impact your search engine rankings. Common issues will include missing or duplicated page titles and headings, duplicate content, a lack of content, slow loading pages and broken links.
Off-page optimisation means checking your incoming links. How many other websites have links to yours? Are they from authoritative or spam websites?
User Experience is the term used to describe how satisfied a visitor to your website will be when they leave. Were they able to find the information they wanted, quickly and easily? Are all the buttons and forms functional and do they work logically? A frustrated visitor is unlikely to become your customer.
The two biggest obstacles to your website reaching and maintaining a high ranking in search engines are search engine updates and your competitors. In order to provide the most relevant content to searchers, search engines update their algorithms frequently. And you are unlikely to be the only one aiming for that number one listing for your chosen keywords. The only way to stay ahead of these is to perform regular ongoing SEO audits.
Social Media Marketing
Recommendations and reviews for a large part of consumers research and decision making. 75% of people read reviews from social sites before purchasing. This is why social media forms a large part of our digital marketing audit.
Identify relevant networks. The most prominent social media sites are Facebook, Instagram, Twitter, Pinterest, Google+ and LinkedIn. Each of these attracts different audiences and age groups. As it takes a lot of time and effort to build and maintain an active presence on every one of these, it is important to identify which ones are used by your target audience and focus your efforts on the most relevant.
Maintain social profiles. Create an attractive profile on each of your chosen platforms that match your brand. Include all the relevant information like address, phone numbers, website address, etc.
Be active. A company page that has no recent posts is possibly worse than not having a profile at all. Customers may assume that you are no longer in business. Share informative content frequently to keep existing followers engaged and help increase that number.
Best times to post. It is important to analyse when your followers are online and time your posts accordingly. This will help your posts be seen by more people.
Use the right hashtags. Identify the tags that are relevant to your brand and that will reach the right audience.
You will likely have heard it said that content is king. Content marketing refers to generating quality content and making sure that content reaches to people it was written for. It is an important part of SEO and social media marketing.
Research your audience. You need to know who your target audience is. You need to understand what interests and appeals to them. And then you need to learn how best to reach this audience; what social platforms do they use?
Develop a content strategy. Research and create content that will capture the attention of your chosen target audience. And decide how best to publish your content so it reaches the intended readers.
Optimise your content. Your content should be optimised for both the readers as well as search engines. This means making it easy to read while getting your point across and researching & including relevant keywords.
Where search engine optimisation is the 'organic', long-term and free method for driving traffic, paid advertising can be a quick short-term solution. An optimum online advertising strategy ideally combines both methods for maximum effect.
Take care, however, as the cost of paid for advertising can escalate very quickly without a careful strategy. You have to be smart when it comes to choice of keywords and avoid costly bidding wars with competitors.
Keyword analysis: Target the most effective keywords for your advertising campaigns. Look for related and long-tail terms that may have lower competition and lower cost.
Targeting analysis: Check which times of day, regions and devices bring the best conversion rates, then target these to give you the best return on investment.
Quality score: Google calculates and advert's quality score based on it's click through rate, the copy of the ad and the quality of the landing page. This score directly affects the cost and rank of an advert on Google.
Landing page: This is the page that you send visitors to once they have clicked your advert. If it is poorly designed, or does not provide visitors with the information they need they will leave. The number of visitors that leave without taking further action directly affects the quality score of your advert and therefore it's rank on search result pages.
The Digital Audit Report
At the end of our in-depth analysis of your digital marketing strategy, Mediarise will present you with a detailed report. Included will be a summary of all of the above areas that apply to your business. Additionally, we will provide you with clear and detailed suggestions on how to improve, or recommend avenues that you may not be using and should. This report will provide your business with an ideal stepping stone to refine and implement your digital marketing strategy.
Our digital marketing audits start from €299
Let's Work Together
Get in touch using the form below, we are looking forward to hearing from & working with you.
Our Contact Information
Telephone: 076 602 6765
Address: Quarry Cross, Gneeveguilla, Rathmore, Killarney, Co. Kerry, Ireland