Digital Impact Appraisal

Find out exactly what you could be doing better.

We have investigated the digital marketing leaders in more than 30 industries. We were excited to see that there are best practices in common, followed by those leaders, in all those industries.

We also saw that their websites were all over the map; the websites themselves didn’t matter as much as what they did in six other focus areas: Customers, Search, Paid Search, Conversion, Competition, and Technology.

 

 

Digital Impact Appraisal – How it works.

Analysis: We use about 30 cloud-based tools (and decades of executive management and digital marketing/commerce experience) to conduct the appraisal. We look at your website, customers, search, paid search, conversion, and technology . . . your entire digital presence as it relates to your income.

What we uncover: Where customers come from, what they’re looking for, where else they go. Where you stand compared to best practices. What your competition is spending, what they are saying, and how it’s working for them. What Google cares about in your market and how they rank others in your market. How technically solid your site is. Why your website isn’t working as well as it should. What you should be doing better.

Results: In a 2.5-hour meeting, we present a detailed report filled with facts and graphs, our interpretations, and recommendations. Clear-cut, factual evidence of your positions, power, strengths, vulnerabilities, and opportunities. Best next steps.

What we need to get started: 5+ competitors and an initial conversation.

The questions we will answer for you:

OVERALL STRATEGY

  • What are you doing right.
  • What you could be doing better.
  • How all this can be monitored, measured, and optimized. And managed! By the numbers!
  • What you should be focusing on next.
  • How you can make marketing predictable and manageable.

CUSTOMERS

  • Who are they – demographics, functions, preferences
  • What they search for and how they search for it; what matters to them
  • What they expect from companies like yours
  • Where they are located
  • Where else they go
  • Where they come from when they come to you, and where they go after
  • What pages they come in to, and which pages they tend to exit from
  • What they look at most on your site
  • What kinds of content do they find most relevant
  • How long they stay
  • The devices they are using
  • How your market is doing overall – interest and trends over time
  • Where they gather and how you can participate

SEARCH

  • What they search for
  • How they search for it
  • What else they search for that is related
  • How you rank now
  • What Google needs from you, to rank you highly
  • Top keyword trends in your market
  • Rising/falling keywords, trends
  • Top organic competitors
  • Which keywords do you share with the competition, and to what extent
  • Directories and search engines – your foundational presence
  • Your domain authority

PAID SEARCH

  • What keywords are being used to find your type of product
  • What ads are being run by competitors
  • How much are competitors spending
  • Which ads are working, what has their strategy been

CONVERSION 

  • What are the micro decisions involved in the buying process
  • Which website features and content contribute positively to conversion – or send users away
  • What kind of content will help you convert
  • How you’re showing up in search results – where conversion “starts” – e.g., how well your meta descriptions are working for you
  • Click-through rate, bounce rate

COMPETITION

  • Who are your known/unknown/new competitors
  • Who Google considers your key competitors
  • How much traffic have they been getting, over time and compared to you
  • PPC – see Paid Search section
  • The landing pages they are using
  • Where are they strong/weak in their digital footprint
  • How you compare to them, in terms of search
  • How mobile-friendly they are
  • What are the best practices in your industry
  • What is “distracting” your customers – which is another form of competition
  • Who is gaining/losing traffic share
  • Top competing performers in search
  • The customer discussions they are involved in
  • The types of sites that bring them traffic
  • Their sources of traffic (e.g., search, social, links, direct)
  • Best sources of traffic – for you and competitors

TECHNOLOGY

  • How mobile-friendly you are – and what needs fixing
  • How fast/advanced you are technically (measured mostly in terms of search-engine favorability, customer friendliness, and content display)
  • What tools should you be using to create, monitor, and optimize your digital marketing and revenue

THE TRUTH ABOUT DIGITAL MARKETING

You can’t afford to continue throwing spaghetti on the wall to see what sticks. It’s a waste of money, resources, energy, and time. And worse, it doesn’t work. It’s an insult to solid management practices.

Digital marketing done right is a competitive battle for Google algorithms (because Google is the gateway), then the hearts and minds of customers.

Digital marketing is fueled by very specific customer needs, expressed in searches and socializing. That’s why generic advice (do this because so-and-so did it) is useless. You need to know what your customers want, what your competitors are doing, and what best practices are working in your market.

You need to know exactly what you need to do. A Digital Impact Appraisal is the perfect first step.

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