Overview
A Kite Online digital audit report will break down your website, analytics, pay per click, social media and email marketing, and tell you what you’re doing wrong and how to do it right so that you can focus on creating great content.
Digital marketing is time consuming and can get expensive, so return on investment is crucial. All audits are written with ROI in mind. An audit will help to streamline the way you work and we’ll identify any areas where you might be wasting time and money.
And reports are written in concise, accessible language and are easy to navigate, whether you are using your secure online report, or the tagged PDF version.
The audit includes detailed instructions and relevant online resources so you can implement measures yourself or give the report to your internal or external digital team to work through. Kite Online can do the implementation for you but the audit reports are written as self-contained documents.
Every organisation has different resources at their disposal so a Kite Online digital audit will take into account your situation to ensure the implementation plan is doable.
Website
Website analysis will look at SEO (search engine optimisation) as it relates to content, site architecture, user experience and accessibility, the CMS (content management system) you are using (e.g. whether the code is clean and semantic, uses schema.org etc.), server set-up, speed of hosting, SSL certification, social media integration, conversion optimisation and a raft of other components that affect how the site will perform in search engine rankings and for users.
The Google Search algorithm that determines Google Search rankings, PageRank, rewards sites that have the user as their focus and that is the starting point for all Kite Online digital audits; know the user and give them what they want. For a website that means useful, easy to read content.
It also means understanding users as they interact with the site, so correctly tracking Adwords clicks and setting up goals within Google Analytics to see what content generates conversions, or implementing Google Tag Manager, for example.
A website also needs to integrate properly with your other digital marketing channels. An audit will look at whether you’re collecting sign-ups for your Mailchimp email marketing, for example, and whether you have Twitter Cards set up and are using Facebook Open Graph markup so that when users share your content it displays properly on social media channels. It will also look at how your landing pages are optimised for your Adwords campaigns. And it will show you how to track all of that using analytics so you can optimise over time.
More broadly, we’ll look at content marketing opportunities for your business and how they could be used for promotion across your digital marketing mix.
Analytics
No digital marketing strategy is complete without a solid analytics set-up. Having tracking code on your site is only the first step. A Kite Online digital audit will show you how to set up goals so that you can track user movement throughout your site and find out how people are converting, whether that is through simple lead generation or product conversions with a monetary value and e-commerce tracking.
An audit will help you leverage tools such as the Google Campaign URL Builder to work out what campaigns are sending traffic to your site, and we’ll show you how to set up views in your account so that you can filter out data that might undermine the accuracy of your analytics data e.g. users from your place of work.
We’ll also suggest ways the website can be better set up to collect reliable data e.g. if you have the know-how, implementing Google Tag Manager could be the way to go.
And the audit report will analyse your existing data to see where opportunities exist e.g. if your Twitter posts are resulting in high B2B (business to business) product conversions, maybe it’s time to shift resources to Tweeting rather than focusing on LinkedIn posts that can take more time. Or maybe a landing page tucked away on the website with an in-built sign-up form is a high converter and needs to be promoted better on the site or even become the homepage.
Pay per click
A Kite Online digital audit will analyse your pay per click account to ensure you are using your budget for maximum reward, whether your priority is monetary conversions or brand exposure. That involves understanding the platform, be it Google Adwords or Facebook Ads etc., and it how it can work for you within your budget, whether that’s $30/day or $10,000/month.
We’ll ensure the basics are in place such as conversion tracking, website landing pages that correspond to ad content and keywords, geo targeting, optimised ads, split testing of ads, analytics integration, and we’ll do some keyword research to see whether you are targeting the right ones and how you are placed within your sector. For more advanced accounts we’ll analyse your set-up and look for opportunities that you might have missed such as high performing keywords that could become their own campaigns.
Adwords accounts can become tired very quickly and a fresh pair of eyes can help to rejuvenate things and see improved conversions and ROI.
Social media
Our social media analysis will look at all of your social media channels, how you are using them, how they are performing and whether you are focusing on the right ones for your business.
We’ll look at ways to best engage with your customers and potential customers through those accounts and how to monitor conversations involving your services or products so that you can join in.
Simple things such as using relevant hashtags across platforms, understanding when to post content on which platform and how to better utilise your content can make a huge difference on social media. All social media channels are different with different content requirements. A tweet is not going to translate well to a LinkedIn user and if you don’t naturally produce interesting imagery maybe having an Instagram will be too much work to justify the time and effort involved. Or maybe you’re spending a lot of time uploading video content to YouTube when you could be getting as much benefit from sharing those videos on Facebook and Instagram. No two organisations are the same so we’ll look at what is likely to work best for you.
We’ll look at ways to streamline the way you produce social content so that you don’t waste time. Social scheduling apps like Hootsuite and Buffer can do some of the work for you.
And we’ll ensure that your website is social-ready through Facebook Open Graph code and Twitter Cards, for example.
Email marketing
Email marketing is a very successful channel for lead generation and re-marketing and is a great B2B tool, but it can be underestimated and often neglected.
We’ll take a look to see whether you email templates are user and mobile friendly, that you are tracking clicks, sending emails out at the right time on the right day, and that your Mailchimp account is integrated with your Google Analytics account, for example, so you can properly monitor how effective your emails are.
And we’ll look at whether your website is set up to prompt users to sign-up to your email marketing.
If you’ve moved beyond the free account level, we’ll look at whether you’re paying the right price for the service you are getting.