Pebbles in the Shoe: Scaling Success with a Digital Marketing Audit

"It isn't the mountains ahead to climb that wear you out; it's the pebble in your shoe."

- Muhammad Ali

Just as a climber wouldn't embark on climbing a mountain without proper gear and a plan, your digital journey needs the same preparation to ensure that your marketing strategy is streamlined and your efforts are targeted. Whether you’re a startup entrepreneur taking your first steps or a seasoned business leader scaling to new heights, a digital marketing audit is a crucial step to ensure that you have “no pebbles in your shoe” limiting your progress.

A digital marketing audit is a great tool and really serves as a compass in assessing if you’re still on the right track. An audit should encompass an in-depth evaluation of your website, marketing channels, branding and more to check if the outcomes you’re achieving are driving growth aligned with the objectives you set out in the first place.

What are the benefits of a well-executed audit?

• Surveying the path

  An audit highlights your marketing system’s weak points and also reveals potential growth pathways that haven’t been explored.

• Keeping on course

  It’s important to see if your marketing efforts are aligned with your overall revenue objectives. Are you able to keep visitors on course to becoming customers?

• Boosting Morale

  An encouraging cheer along the way can really uplift your marketing team’s efforts. Like an encouraging cheer from a sherpa, this may just be the boost you need to keep going and later see the Return on Investment!

• Pivotal questions

  An audit can take out all the guesswork when needing to make your next strategic decision. It answers pivotal questions about strengths, weaknesses, successful campaigns, promising channels, growth prospects, and optimal investment routes.

Which areas should you begin with?

• Tech stack

  Using outdated tools is like summiting a mountain using worn-out gear. With all the developments and updates being released, it’s important to assess your tech arsenal - from websites, CRM automation tools and reporting tools. Leave no stone unturned!

• Marketing Channels

  Think of these as base camp in our analogy of the sherpa and climber. At base camp, it’s where you receive shelter and sustenance so it’s important to have a watchful eye on your channels. These include content, email, social media, SEO, website design, and paid ads.

• Content

  I’m sure we’ve heard the saying “Content is king”, a term originally used by Bill Gates in 1996 and has become especially relevant in 2023. We’ll take a deep dive on content on another day but for now, think of it as the provisions in the climber’s journey. Content must be well-planned, informative and distributed wisely. It’s important to assess the blogs, ebooks, landing pages and other resources to optimize for engagement and conversion.

• SEO

  In the digital realm, SEO is the compass that should guide you towards visibility. Use tools like Google Analytics to gauge traffic, optimize your website, and address technical and content-related issues.

Remember, the digital landscape has limitless opportunities but your journey should begin with an audit! Let the data and insights be your guides to craft a comprehensive marketing strategy - your blueprint for success. This ensures that you identify the gaps, align budgets, resources, and timelines and chart the right course correction.

Embarking on a climb solo can be daunting! Book a FREE personalized one-on-one with our consultants.