7 steps to supercharging your ONLINE MARKETING in the next 30 minutes
Chapter 4 of the digital marketing strategy guide
The previous chapters of our digital marketing strategy guide have targeted the analysis of both your competitors and target audience - both external factors. Although this is incredibly useful, the truth is that both are influenced by factors we have little control over or understanding about, such as their business history or their post-sales performance. Therefore, it is essential that you do an internal analysis of your digital marketing activities, because a lot of your findings will make much more sense and will lead you to intuitive but informed decisions that will make your growth a guarantee. We will be using the 80:20 rule.
The moment I learned about this rule, also known as the Pareto rule, my life changed. If there was anything that should be taught at school by any means, that would be the idea that most of your results come from a minority of your activities, and that if you optimise those few activities that bring most of your results, you can grow exponentially in anything you do.
You can use this approach to look at your internal data and discover massive growth opportunities within 30 minutes. This data will help you take the right decision and probably find shortcuts to your business growth. But do not go too fast, for if you fall into the rabbit hole of data you might be cursed by its charms, and you may start obsessing about the wrong metrics.
7 questions to conduct your internal marketing audit
My life mission is to save you time so that you can enjoy yourself, so make sure you ask the right questions and simplify the process. As Tim Allen suggests in his post, checklist are key for any website audit. But when working with data, especially with Google Analytics, you want to make sure your data is free of robots and is accurate.
Most of the articles you will find on website audits are very much focussed on the technical side of it. This piece combines technical and more human aspects, such as the first question:
1. How is the user experience on the website?
Take a deep breath, detach yourself from your ego and go through your website. Do not get distracted until you have finished answering this question.
Imagine you are your ideal client. Would you want to work with ‘these people’? Do they look legit? Do you find all the information you need to make a purchase or get in touch with them and comfortably ask them any questions?
If the answer is no, what is missing?
Now that you have studied your competitors’ work you will have a better understanding of whether you are on the right track.
2. What are the most popular pages?
Go to Google Analytics>behaviour>site content>all pages report. Choose the whole of the past year’s data. Apart from your homepage, which webpages have the largest amount of views?
Now, why do you think this happens? Do you see people going straight into the About Us page? This means they are concerned about who you are, which could be satisfied through some videos showing the personality of your team.
Identify patterns and think about future content ideas.
3. What are the bounce rate problems?
On the same ‘all pages’ report, look at all the pages and find high bounce rates. This is the proportion of visitors who arrive at your website and then leave without visiting other pages. Depending on your industry, about half of the visitors should move onto more pages (50% bounce rate). If bounce rate is high for some pages, you probably need better calls to action, or messages that target a more specific audience.
4. What are the most popular traffic sources and why?
Go to Google Analytics acquisition report>all traffic>source/medium.
Check out which are the most important sources of traffic for the past year. At the early stages, most traffic might come from direct traffic (people typing your URL straight away), or from social media.
If most traffic comes from Google organic search and you have not done much work on SEO, this means Google is already finding your website useful for the people who search. You should focus on a long-term content strategy to rank for long-tail keywords and topics.
Remember the 80:20 rule. Every channel can be optimised further and this is what the digital marketing strategy is going to help you do.
For example, if you have managed to bring Facebook traffic through somewhat uninteresting posts, imagine what you can do with valuable content with great call to actions!
5. What are the most popular cities?
Go to Google Analytics audience>location> select cities.
You might find out that you get lots of traffic from a specific city. You could create content for that specific city or work on claiming your Google MyBusiness listing for that city or even do events in the city in question. Find more on Local SEO here.
6. What devices are people using for browsing the website?
Go to the audience>mobile report and click on ‘overview’. This gives you the breakdown of visits from desktop, mobile and tablet. You want to see how the bounce rates and average page on site figures here. You might find indications that your website is not truly optimised for mobile, so you can add this to your priorities, because mobile is 61% of global digital minutes in the UK and 71% in the US in 2017.
7. Does your brand interact with people on social media on a daily basis?
If not, the promotion of your content will help you be more frequent with your social media presence and thus you will have more opportunities to engage with you audience. Remember, social media is for conversations and sharing value, not just for promotion.
Go on and do your own internal marketing audit. It will take 30 minutes of your time. Then write to me or leave comments - what have you discovered from your internal analysis?
If you want a roadmap for your online marketing for free, apply for our 2-hour complimentary session today.