Find out what you should ask to understand how the Digital Marketing panorama is in your company and prepare a good plan based on it!
The beginning of the year is usually the most appropriate time for companies to make an annual plan and define what are the goals and desired achievements for the coming months. If your company works in any way with Digital Marketing, know that the area must also be included in this process. A clear and well-crafted action plan is essential for achieving your results.
Before starting the planning, it is necessary to carry out an analysis of the current panorama of Digital Marketing in your company. In this post, Blue World City will show you 21 questions you can ask to better understand your company’s situation in Digital Marketing. Along with the questions, we’ll show you some complementary materials produced by us that can solve your doubts.
First of all, you need to find a starting point. Our suggestion is that the analysis work starts with the macro and then moves to the micro.
The most important metrics for your business are sales funnel rates. So start with them. You can find current rates using the Marketing Funnel tool. With this, you can calculate these rates and compare them with market rates.
Analyze the performance between each stage (Visitors >Leads >Opportunities >Customers) and see which steps are not performing well. These are the phases that will most deserve your attention.
In addition to looking at the fees, another item that you should look closely is also the volume of each step. Pay attention to this, as this volume must correspond to the company’s goals. It sometimes happens that the conversion rates are going very well, but without a considerable amount of steps to reach the sales goal.
After all this macro analysis is done, the micro begins. This is where you’re going to invest all the data in a much deeper way. The aim is to find the points that are not ok and that need to be improved.
1 – Does my company have a blog?
A blog is a strong communication channel between your company and your audience. Many businesses use blogging as a starting point, even before developing a product or service.
Digital Results started like that. Before the release of RD Station, we already fed this blog. In fact, even before the launch of the site, the blog was already alive, with thousands of monthly visits.
2 – How often are we posting new content?
A blog needs fuel. Without an update, it gradually loses strength.
This doesn’t mean you should churn out content just to fill space. There is a lot of quantity on the internet and what will set you apart from your competitors are quality posts.
The important thing is to update the blog at a defined frequency. It can be daily, weekly or even monthly.
3 – What is the number of monthly visitors?
Knowing the number of monthly visitors is not the most important metric for everyone, but it is a fundamental metric for a broad view of the business.
You must be aware of the amount of access your site has in order to make growth projections, and also to analyze, in the Marketing Funnel, whether the conversion of visitors to Leads is above or below the market rate (20%).
4 – What sources do they come from (how much traffic is coming from organic search, paid search, other sites and campaigns)?
Each traffic source has different characteristics. Some are better for attraction, some are better for relationships, some are better for sale. And so on.
Find out what the main sources are for understanding some of your users’ behavior. Also, see which sources are with low traffic and devise strategies to increase these rates.
5 – Are we receiving links from other sites?
One of the most important strategies in SEO is link building. When another site references yours via a hyperlink, it means that, for some reason, your site is relevant. It’s like an indication.
Keep in mind that it is essential that your website receive visits from other websites. Quite possibly this volume of visits will not be as high as other sources (such as organic traffic, for example). However, it generates quite considerable authority, which may indirectly reflect an increase in traffic coming from other sources.
6 – What is the position of the company’s website on Google for relevant terms in our market?
Has your company defined relevant keywords to be used? These terms will be responsible for much of the organic traffic to your website.
It’s important to make a list of keywords that are important to your business and compare them to your competition.
7 – How many followers do we have on social media and how much traffic comes from there?
Your company already has an account on social media, right? Analyze, separately, traffic coming from networks like Facebook, Twitter, LinkedIn, Google+.
Other networks such as Instagram, Youtube and Periscope are also important, but the trend is that these networks generate less traffic to your website. Anyway, depending on your business there are networks that can be interesting for a social media strategy.
8 – Do we use Landing Pages to provide offers?
One of the most efficient and easiest ways to generate Leads is the development of Landing Pages. It is these pages that will convert your visitors into Leads, as well as pass on important information to you about those Leads.
If your company does not yet provide offers through Landing Pages, make this task a priority.
9 – If yes, how are the conversion rates in them?
If your company already has Landing Pages and offers defined, make an analysis of how much the conversion rate is on them.
It is useless to create countless Landing Pages if there are no visitors being converted into Leads. To optimize this conversion, there are several techniques that can be implemented that can give incredible results.
But it is important to emphasize that, in addition to the page itself, there are other factors that directly influence it, such as the source of visitor traffic, the place where the offer was published, and the quality of the offer, among others.
10 – Are banner promotions (calls-to-action) on the site and paid media (Google Adwords, Facebook Ads) directing to these pages bringing results?
Find where all the call-to-actions are located on your website and especially on your Landing Pages. Are they well-positioned? Have an interesting call? Are they generating visitor attention, and consequently, the click?
Also do an analysis of your paid media campaigns, if any that lead to these Landing Pages? What result did you bring? Is it possible to reduce this cost or bring more qualified users to the pages?
11 – How much is the Cost per Lead?
Cost per Lead (CPL) is a metric that lets you know how much each Lead generated is actually costing.
The calculation is based on dividing the amount invested in Digital Marketing by the number of Leads generated from different traffic sources (social, paid, organic, email, etc).
12 – Are we using email marketing to relate to the Leads base?
Email marketing is one of the most efficient ways to maintain a healthy relationship with your entire lead base. Even though it’s one of the oldest channels, email is more alive than ever, with much better technology compared to the past.
One of the characteristics that make email marketing such a popular and used channel is its reach: email is the simplest and most fundamental thing anyone can have on the Internet, and people already have the tool fully incorporated into their lives.
It is, therefore, a fundamental channel to strengthen customer relationships and generate excellent business results.
13 – How is the relationship with followers on social media?
Do you respond to private messages and public comments from your Facebook fans? Follow fans back on Twitter and respond when it’s mentioned?
In any social network, remember that interaction is the main fuel. So connect with your followers. Don’t give the impression that your social media accounts are “robots” or “ghosts”. Humanize your relationship with the audience!
14 – Do we have a Marketing Automation flow?
Unlike a common email marketing campaign, flows have the characteristic of acting in a personalized way.
While a targeted email campaign delivers “the right message to the right person”, automation delivers “the right message to the right person at the right time”
This action is one of the most important and scalable for any company since once the flow is planned and the emails created, every Lead that has a predetermined segmentation profile will receive the emails from that specific flow.
In short, it is the Lead who defines which email he will receive according to the information he provides and the actions he performs.
15 – How is the alignment between the marketing and sales teams?
When marketing and sales teams work together, they end up focusing on and achieving the same goals: revenue growth and customer base growth.
The two teams need to create agreements so that they don’t end up working on projects with totally different goals.
16 – Are we using Lead Scoring well?
Lead Scoring is a tactic to automatically qualify and prioritize Leads, identifying those who are most ready to purchase.
If your company already uses the tactic, how were the criteria for qualifying Leads defined and how were their weight-adjusted? Is this adjustment generating concrete results?
17 – Are there feedback conversations for process improvements?
Is your company working to always improve the sales process? Identifying mistakes and successes to improve results?
From the very beginning, it is important that not only the sales team but every employee in the company is evaluated and given feedback, whether positive or for improvement. Having this feedback culture in your company is a form of continuous development.
18 – Are the Leads worked by marketing becoming clients?
Is the marketing team facilitating the work of the sales team, delivering qualified leads? Have you already defined what an MQL (Marketing Qualified Leads) is an SQL (Sales Qualified Leads)?
Once again use the Marketing Funnel tool to find out how the lead conversion rate is compared to the market average. If it’s too low, try to identify which bottlenecks are preventing this stage transition.
19 – Is the sales process well defined?
Does your business sell in an orderly fashion? Following well-defined steps and methods? Or “every sale is a sale”?
The sales process defines, step by step, all the phases that a Lead must go through, from when it is delivered by marketing until becoming a customer. This structuring of the sales process can entirely change the way your salespeople view the market and customers.
20 – How is the CAC (Customer Acquisition Cost) going? Below or above the market?
Customer Acquisition Cost is a vitally important metric, as it indicates whether the business is financially healthy. The CAC value means the average investment required to acquire a customer.
Knowing the CAC and comparing it to the market, you will be much more capable of making strategic decisions and optimizing your investments in marketing and sales.
21 – Are the sales targets being achieved?
Achieving sales goals is a fundamental task for a company. However, it is common that this does not always happen.
If goals are always being achieved, identify reasons for knowing what aspects your company is doing right. Otherwise, do the same exercise, this time to identify where the problems are.
Performing – and trying to answer – the above questions is the first step for you to understand how your company is working with Digital Marketing. It’s a way of knowing what gaps need to be filled and bottlenecks to be released.