Over the past 5 weeks on the Salford Uni course we’ve listened to our tutor and 5 industry speakers share more than 300 slides of the latest digital marketing goodness. Question is, how do we use these tools in the real world of limited time, people and budgets? To investigate, I’ve done a digital marketing strategy audit.
My client Trafford Builders is a growing family business. They do home extensions, loft conversions and open plan living. My challenge is to use digital marketing gracefully to help them build their brand and win new customers through enhanced word of mouth.
And here’s the rub – I’ve only got at most an afternoon a week to achieve results. Here comes my digital marketing strategy audit.
Before you implement your digital marketing strategy you need to look at what’s worked and what hasn’t. So I’ve analysed Trafford Builders’ digital presence for strengths, weaknesses and opportunities. I’m not seeing too much in the way of threats at the moment, since competitors are not that digitally savvy.
When the workload calms down in December, we will use this analysis to review marketing progress and plan for 2016. This digital marketing strategy audit is also helping me digest what I’ve learnt from the course, and which parts to revisit.
The company is highly findable if you are searching for the brand name or builders in Trafford. It’s number 1 in the list for “Trafford builder” and number 3 for “builders Trafford”.
I’ve been working with the guys on the web text so it reflects their personality and ethos, and this is starting to pay off. Strong sales leads have been coming in through the website, and would-be apprentices have been beating down the guys’ doors to join the firm – after interacting through Facebook and the website.
In the year they’d been in business before I joined, the two directors had been regularly posting photos and video clips to Facebook. And they’d built up a loyal band of followers. The 20 videos include shots of tidy brickwork and cranes winching big pieces of steel into position – some people clearly love it:
Trafford Builders is on Twitter, LinkedIn, Google Plus and YouTube. The LinkedIn profile is active, receiving invites to connect from useful people in construction.
Trafford Builders’ marketing has been done on the hoof, and mostly this has paid off. But there are some drawbacks:
I ran the Trafford Builders site through Found SEO Tool, which showed up some weaknesses:
Two other SEO points I noticed:
Keyword stuffing remnants – the heading tags and other tags on some pages repeat the company name and its localities a lot, to optimise for Google. This repetition turns people off, and we can find better ways to optimise the site. Google may penalise a site for too much repetition, also known as keyword stuffing.
Meta tag text is not engaging – here is the Google listing people see before they decide whether to click through to the website. The problem is it’s boring with no call to action.
Trafford Builders, working in and around the Trafford area. … areas: Altrincham, Bowdon, Chorlton, Davyhulme, Didsbury, Hale, Sale, Stretford and Urmston.
Preparing customer personas seems the obvious place to start. Personas are mini character sketches of ideal customers – their lives, situation and wants and needs. By empathising with dream customers, we can more effectively draw them to the website, and inspire them to take action, such as joining the newsletter or requesting a quote. Knowing the customer will help us set Google keywords strategy, and map out ideas for content for social media and the website.
Here are some other steps to implementing a strong digital marketing strategy:
There is still a lot to do and perhaps time saving tools could help. Having done the digital marketing strategy audit, the crucial next step has to be creating customer profiles.
What do you think? What else would you do in this audit? I’d love to hear your comments and ideas here…
Kath Burke runs Kath Burke’s Marketing Works, which helps small businesses grow through digital marketing.