First, you’ve got to know where you are.
Digital marketing can feel like a complex maze filled with multiple choices and directions you can go. Whether you’re struggling to figure out how to use generative AI, optimize SEO algorithms, figure out the new Google Analytics 4 (GA4), or just connect with your audience with more effective messaging, finding the right path through the maze to successful digital marketing can feel more daunting than ever before. While making a marketing plan for your path forward is important, even more crucial is to stop and look at where you are now.
Only when you have a clear idea of what’s currently working and what’s not can you make an effective marketing plan that will actually get results. Let’s talk about what you should examine and how to use it to guide your marketing efforts:
Messaging
Before you decide where to release your marketing content or how to implement it on your website or social media channels, you’ve got to take a look at what you’re actually saying. You could have a perfectly optimized website or have an outrageous PPC budget but still not make a single conversion if what you’re saying doesn’t resonate with your audience.
Take a step back and think about your audience.
- Who are they?
- What do they want?
- What problems are they facing?
- How does your product/service solve their problems?
- How will their lives be better/more successful if they work with you?
Using that information, craft messaging that speaks exactly to their problems. The more you agitate their pain points, the more likely they will take note of what you’re saying and listen to what you can offer.
Website Performance
We’ve said it before, but we’ll say it again–your website should be the hardest working member of your team. This is where your audience is introduced to who you are, what you offer, and most importantly—how you can make their life better.
In order to do that, you’ve got to make sure your site offers an optimized experience. We suggest you look at:
- Number of unique visitors
- Visitor engagement
- Top viewed pages
- How users move through the website
- Where users are coming from
- Users by device
- Loading speed
- User experience
Using that data, you can make a plan for improving technical aspects, content & design, and how to add what’s missing.
SEO Review
We all know how important Search Engine Optimization is for your marketing. Showing up at the top of google searches, or even in a local 3-pack, can do wonders for your business. After all, the more eyeballs you can reach, the more likely you are to connect with someone who needs you.
When reviewing your SEO, be sure to address:
- Overall SEO score
- Broken links
- Site bloat
- Alt tags
- Keyword ranking
- Backlinks
- Non indexable pages
Competitors
The more you know about what your competitors are doing, the better. Identify a few of your top competitors in the area and figure out what they’re doing well…and not so well. Take a lesson from their wins and see you can do it just as well (or better!). And be sure to go for the low-hanging fruit. If they’re not doing something well, that is the perfect place for you to edge in and display your strengths.
Pay attention to:
- Google business profile competitors
- Organic search competitors
- Websites
- Ad campaigns
- PPC
Make Your Plan
With this important analysis in hand, you’ll have a much better feel for what you need to change, what you should continue, and other places you can improve your efforts.
Not sure where to start? Moxie Tonic Marketing can help! Our Colorado Springs-based digital marketing agency offers a Marketing Roadmap service that gives you a full audit of your performance now, as well as suggestions for how to move forward.
With options for websites, brand messaging, and comprehensive reviews, we’ll help you cut through the confusion and make a clear plan for taking your digital marketing efforts to the next level.