Digital marketing audit

Great stuff! You obviously know your marketing onions and it sounds like you've adopted a progressive, best practice approach to your digital campaigns. Your focus should be on the small tweaks that will deliver incremental improvements. For instance, are you achieving above the fold, top 5 organic rankings for more than 20 keywords? Consider researching and expanding your target keyword list. If you're in a highly competitive sector, there are legitimate ways of improving your rankings. Can you hand on heart say you're on top of the latest changes to the Google algorithm?

If you're using PPC or online display as part of your marketing strategy, are you confident that you're using the latest techniques to improve response? This could include remarketing, more landing page testing, using online display networks or video advertising such as pre-rolls.

To take your social media presence to the next level, make sure you have clear objectives and measurements in place for each channel. Would Twitter lend itself to becoming a customer service channel whilst your corporate reputation could be built on LinkedIn? Software such as Radian 6 or Andiamo will help you measure brand engagement and sentiment across all social media platforms.

Your website sounds like its in good shape and you're doing the right things by frequently uploading new content in a variety of formats. The more video you can create, the better Google will like you. How much attention are you paying to the various ways prospects and customers interact with your website? You may already have addressed big hiccups in your online checkout or registration forms but have you refined your data capture forms to generate maximum response eg phone call analysis? Is your site optimised for viewing on tablets and smartphones? If you're too close to your website, why not sit in on some focus groups to understand afresh what your user experience is like for people new to your brand?

If there's an area of your digital marketing strategy that you feel could do with an independent, expert review, get in touch for a coffee and a chat with Jungle on 0333 300 1299 or email enquiries@jungle.marketing.

Well done, you've got many of the digital marketing basics in place. However, you may be finding that lack of resource in your team, lack of budget or lack of trustworthy KPIs is holding you back. Many busy marketing teams are pulled from pillar to post so maybe now is the time to assess your priorities, review the ROI from each of your channels and work out if you can implement any quick wins.

You should probably start with your existing KPIs and examine whether you are measuring the right things, if at all. Are you gleaning maximum insight from Google Analytics or Adwords? Do you know where customers are falling out of your online conversion process eg shopping basket and how you could win them back? Do you understand the value of a web visitor generated organically or through paid-for media and does this help you allocate your budget differently? Many free tools are available to help you gather meaningful SEO results. When it comes to social media, you might want to start reporting on engagement metrics such as Likes or Shares as well as absolute numbers of Friends or Followers.

Speaking of social media, you've no doubt discovered that maintaining your Facebook, Twitter, LinkedIn, YouTube etc account takes time and the head space to create good quality content. Could you outsource this more cheaply or achieve better results using different formats such as video or audio? Are you confident that the activity is delivering against your business objectives, whether that's lead generation, brand awareness or reputation management? If not, could you be testing a different channel such as mobile advertising or online display? Don't forget that Jungle can help you make sense of all these disciplines.

If your business is struggling to deliver immediate sales targets, could you make an immediate impact by starting or reinvigorating a PPC campaign? Have you identified all the keywords that people might search for your business on; does your account need building up? Have you tested Bing and Yahoo alongside Google? Are you using broad and exact match keywords as well as negative keywords to filter out visitors with no commercial intent? Have you tested text ads on Facebook? The possibilities for delighting the Sales Director here are endless.

Finally, take a good long look at your website and consider objectively if you have the right level of navigation and content for your audience. Do your brand values come across and engage your prospects? Do you have strong Call To Actions in place so visitors understand what to do next? Do you need someone in IT to fix those irritating bugs that you've never got round to? Do you need to improve the frequency or quality of your content updates? These changes may deliver results more slowly, but you can be sure that a well designed, built and optimised site will be viewed favourably by the search engines and deliver higher volumes of quality traffic over time.

If there's an area of your digital marketing strategy that you feel could do with an independent, expert review, get in touch for a coffee and a chat with Jungle on 0333 300 1299 or email enquiries@jungle.marketing.

It sounds like you are struggling with your marketing strategy and this could be down to any number of factors. Does your company have a dedicated marketing team or is someone trying to ‘do the marketing' on top of their day job? Maybe you've suffered some harsh budget cuts or feel that the senior management team don't believe investment in marketing makes a difference? Perhaps you've been burnt by expensive tests that didn't live up to expectations and are now left wondering which way to turn? Are you selling a product or service that is perceived as a commodity with little differentiation in the market and lots of competition?

Whatever the answer, do not fear. Digital marketing can help. It doesn't have to break the bank. It is absolutely measurable and accountable. You probably do need a little expert help though!

Start with your website and set some simple objectives for improving its performance. Make sure you are updating it at least once a week – start a blog or newsfeed if you haven't got one already, add new products or services, create a section for case studies or customer testimonials, add a Twitter feed etc. Video content eg product demos, interviews with the MD etc can help your search engine rankings hugely; it doesn't have to be a Spielberg production.

If your website hasn't been optimised for organic search, consider employing an SEO specialist to review your meta data and define the best keywords for your business. It will probably be worth your while investing in a link building campaign too. Familiarise yourself with your Google Analytics account and understand how your web visitors are behaving. Does an important page have a high bounce rate? Do you notice that a particular type of visitor is more likely to buy from you or enquire about your services? Use these insights to inform your plan of action, whether that's redesigning a form or increasing your investment in advertising. Don't forget that these are all areas where Jungle could help.

Many companies forget that before a person will buy something from you, they need to have heard of you and started to trust you. If you've overlooked this part of the customer journey, consider some online or mobile advertising or a PPC campaign. If your audience are social media users, you can build your awareness and reputation very cheaply by giving them interesting, entertaining or helpful content. How does your brand command trust? Do you have any awards or industry accreditations that you can shout about? Remember that even silly things like typos or poor grammar can put people off.

Above all, focus single-mindedly on your overall business objectives and how marketing can help achieve those objectives. Define your critical KPIs and don't get distracted by anything that doesn't help towards delivering those KPIs.

If there's an area of your digital marketing strategy that you feel could do with an independent, expert review, get in touch for a coffee and a chat with Jungle on 0333 300 1299 or email enquiries@jungle.marketing.