With the new year around the corner, it’s time to start thinking about how you want to improve your digital marketing strategy for 2019. Whether it’s for social media, paid search or email marketing, platforms are continuously changing. Performing a digital marketing audit on your current platforms is a great way to see what you need to focus on for the next lap around the sun.
Luckily for you, we’ve got the top tips for what you should include in your digital marketing audit for next year.
Google Analytics
For those of you who don’t know, Google Analytics is a free tool that allows you to review the traffic that goes through to your website.
Google Analytics also has a feature where you can set goals that you would like to reach. In your audit, we suggest identifying your highest traffic sources and analysing whether or not these coincide with the goals that you have developed. Check to see if there are any higher quality traffic sources that you should be allocating more of your time to. From here you will be able to create a strategy for the future.
Social Media
Ah yes, social media. Arguably, one of the best platforms to use to reach your audience. Social media outlets such as Facebook, Instagram and LinkedIn are continuously advancing. As the first step, it’s best to review which social media platforms you’re using and what is/isn’t working for you.
Go through and check your engagement rates and decide whether or not it’s best to continue using that platform. With the decreasing reach that is achieved on Facebook organic posts, start putting money behind the posts that you want your audience to see, otherwise…. they won’t.
Email Marketing
There is also a tool on Google Analytics that allows you to set goals for your email marketing and automations. From this, you are able to keep track of what you set out to achieve and whether or not your strategy should be changed.
An audit on your email marketing should review your best performing campaigns for 2018. This includes, click through and open rates. From here, you will be able to create campaigns in 2019 that reflect the well performing strategies used in the year before.
Stay tuned for our email marketing strategy blog coming next week!
Paid Search/ Advertising
In 2018, expanded text ads were released that offered better call to actions for your ads. If you are not using these in your campaigns, start using them now! Additionally, we recommend reviewing results across all paid search and social campaigns to see where you are performing best. Keep in mind questions such as how did they perform? and which placements lead to low cost per conversion?
Check performance by device, time of day, day or week and location and apply bid adjustments to increase your average position.
Also review the types of ads you are running and look at new opportunities across the Google ads network. Not running display? Start with a remarketing campaign. If you have good video content, get it up on YouTube.
Website
In 2018, there was a big shift to mobile. What does that mean for you? Well, it means that more and more people are using their mobile devices to browse the web and therefore, you should be ensuring that your website is mobile friendly. Head to the Google Mobile Friendly Test to see how optimised your website is for mobiles.
As Google’s Search Algorithm is constantly changing, it is important to perform an SEO audit in order to ensure you are implementing Google’s best practices. Contact one of our team members on (07) 3724 0469 and have a free SEO audit performed on your website in the new year.
Identify New Opportunities
Last but not least, it is important when performing an audit of your current digital marketing resources to also identify new opportunities that you could be taking advantage of. New platforms and strategies to advertise online will continue to become available, here are some more recent ones that we recommend.
- Instagram Stories
- Messenger Ads
- Messenger Bots
- LinkedIn Ads
- Email Automations
Take some time to review them and see if they’re a fit with your current marketing mix.
So, are you ready for your digital marketing audit in 2019? Contact one of our industry specialists today on (07) 3724 0469 and get a free digital marketing audit today!
