AirTank’s Digital Marketing Analysis: The fuel to propel your sales
Wouldn’t it be great to take a magnifying glass to your entire digital marketing strategy, and suddenly understand what is not working and how to improve your results? AirTank’s Digital Marketing Analysis Report does exactly that. We dig deep into what you have implemented and where the snags or missing links may be. What is holding you back from achieving your goals? Where do you line up against industry benchmarks? There are multiple layers to a robust digital marketing strategy. It is not as simple as setting up a Facebook account and popping up a few GoogleAds campaigns.
During our analysis we answer questions like:
- Is your website using the same keywords that your target audience is using to find you on Google?
- Is your website utilizing structured data so that Google fully understands the context of your content?
- Does your conversion rate align with your industry’s standard?
Let’s take a step back and examine each layer as we might in a digital marketing audit.
Is your website optimized for search engines?
Ahhh, the search engines. The magical place where a user enters a search and the most relevant sites are returned. Except it is not that easy. Relevance does play a factor, but there are so many more elements taken into account by Google when determining which order to display search results. These are some of the elements we review when checking the effectiveness of your SEO strategy.
Internal Links not only provide a user the ability to navigate from one page to another on your website, but they also allow Google to understand the structure of your site and the relationship between your content. The better Google understands the content and structure of your site, the easier it is for Google to index your site and rank your site for the most appropriate search terms. If your site is lacking an internal linking strategy, we will let you know.
Meta descriptions are the snippets you see underneath the headline in a search result. This does not directly influence your ranking but it can provide useful information to the user and improve your click through and bounce rate. We’ll let you know if any meta descriptions are missing, duplicated or otherwise not optimized and make recommendations for how you can improve them.
Schema creates an enhanced description of your data. It is a language that tells Google how to display your data in your snippet. Think of a search result page for restaurants. The appearance of a starred rating for a search result is the result of schema markup. We’ll analyze your site and let you know if schema is properly implemented on your site.
Beyond the aesthetic value images add to a site, images can influence your load speed depending on their size, quality, and formatting. A user can get frustrated if your image takes a long time to load and/or is not high quality. Additionally, adding alt-tags to your images allows Google to understand what your picture is and can improve your ranking. We’ll take note of any image optimizations you could implement on your site to improve user experience.
Headers and Titles
These descriptive items are not just important attention grabbers. There are certain parameters: format, size, optimal title length and tags, that help Google better understand your website. We take a look at every page’s header and title and recommend any necessary adjustments to improve your search ranking.
Keywords are the tokens search engines use to match your site with the relevancy of a user’s search. Performing keyword research and selecting the right keywords to use is a critical step in optimizing your site. Keywords should be used in your page titles, subheadings, meta description, content, images, url, and link text. It is important to make sure that you include enough keywords but avoid keyword stuffing. We’ll analyze the keywords you are currently using and identify any gaps in your strategy.
How effective is your search engine marketing?
Structuring your SEM and your budget to provide maximum visibility to the correct users is imperative for a successful campaign. Choosing the correct keyword match type will aide in your visibility efforts. Ensuring you have well structured ad groups, well thought out content and are utilizing the correct channels (Google Display/Shopping/Facebook etc) can improve your conversions. Care should also be taken in choosing what audiences to target, placement, and timing. For example, if you are targeting parents of young children, running your ads during the 5-7pm dinner/bedtime slot may not be the best use of your ad spend. Our SEM analysis will provide you with insight as to how you can improve your CTR, decrease your CPC and ultimately increase your ROI.
During our digital marketing audit of your SEM accounts, we’ll answer questions like:
- Are you maxing out your budget before the day is not even halfway over?
- Do you have a campaign that is not returning the results you would like to see?
- Is your ACoS very high?
If you’re selling online, is your eCommerce strategy optimized?
A successful eCommerce campaign is multi-faceted.Today’s shopper tends to use Amazon as a search platform and then cross reference your website to vet your company. In fact, a study done in 2018 showed almost half of internet users (47%) begin their buying journey on Amazon, compared to only 35% who begin on Google. If your website beautifully portrays your brand but you have no Amazon presence, you probably aren’t reaching a large majority of users who would be interested in your product. And vice versa, if you have a robust Amazon presence but your website appears unprofessional, customers may shy away from following through with their sale. During our Digital Marketing Analysis we review your website and marketplace accounts to identify any improvements that could be made that would have an immediate impact on your sales.
An eCommerce website designed with user experience and buyer journey in mind results in a higher conversion rate. There are key elements to consider when creating an eCommerce website specifically that may be overlooked by a general website designer. We review these elements and outline any opportunities to improve the user experience and increase your conversion rate.
Product Page: Your product pages are the most important pages of your website. While your homepage is a close second, the majority of your advertising campaigns will land the user on a product page, so it is imperative that it provides the ultimate user experience. During our analysis we review your imagery, product description, CTA placement, and page formatting. We’ll let you know of any items that could be adjusted to provide a better user experience, keep the user engaged longer, and ultimately increase your conversion rate.
Messaging: Have you chosen a tone of voice that will engage users and urge them to continue reading? Are you accurately describing your product or service without embellishing? The customer should know exactly what they will be getting; you do not want a disappointed customer that thought they would be receiving something different due to misleading descriptions. If we see an opportunity to improve your messaging, we will provide you will examples of revised sections of your website’s copy.
Imagery: Consumers respond best to websites that incorporate high quality images that use bold colors and portray shocking events or people having strong emotional responses. We’ll take note of your website’s best images and the images that could use some improvement. We’ll also analyze your use of infographics throughout the site and make suggestions for design and placement optimization.
CTAs: CTA’s encourage the user to do something - think “Subscribe” “Learn More” “Buy” buttons. Color, font, and location all impact the performance. Implementing A/B testing, for your CTAs and other elements, is a great way to determine what is and is not working well. If you find your conversions jump with one version of your CTA yet stay stagnant with the other version, and all else remains equal, it is a good indicator that version one converts better. We’ll review your CTA’s performance and identify any elements that might be worthy of an A/B test.
Path to Purchase: Do you truly understand the specifics of your target audiences? Do you know how long it takes them to decide to purchase your products? Do you know the considerations they take into account before purchasing? Knowing the answers to these questions will help you create content on your website catered specifically towards your buyer to meet them precisely where they are at in their path to purchase. For example, if you send out an email that is targeting buyers in the very early stages of the buyer’s journey, you will want your linked landing page to include content relevant to a buyer who knows very little about your product. We’ll use the tracking tools you have implemented to analyze the success of your landing pages and take note of any adjustments you could make to decrease bounce rate and increase conversion rate.
Amazon is more complex than most compaines realize. It’s not enough to simply list your products and expect them to jump off the shelves. According to a 2018 report by ScrapeHero, there are more than 500 million products being sold on Amazon in the U.S. alone. That’s a lot of competition! As part of AirTank’s Digital Marketing Analysis, we provide a brief overview of items you could quickly implement to help increase your Amazon sales. If you are looking for a more detailed review of your Amazon account, you can read more about our comprehensive Amazon Account Analysis here.
During AirTank's Digital Marketing Analysis we take a look at a variety of elements within your Amazon account and answer questions like:
- Are there keywords that could increase traffic to your listings?
- Are you utilizing Registered Brand Tools to their full extent?
- Why aren't you winning the Buy Box 100% of the time?
- Are there opportunities to improve your product and seller rating?
Is your content engaging your audience?
The last big section we analyze is your content strategy. Content is essential especially when implementing an inbound marketing strategy. Having helpful and useful content will help you organically build your reputation, reach engaged users who have opted in to receive your content, and ultimately acquire more customers and sales. The three main areas of content marketing that we analyze during our Digital Marketing Analysis is email, blogs, and social channels.
In your report, we will outline for you:
- The quality of your email lists and strategies to improve quality and increase quantity of contacts
- Opportunities to increase open and click through rates of your email campaigns
- Blog topic opportunities to increase relevant traffic to your website
- Social content best practices and hashtag strategy recommendations
- Competitor social strategies worth adopting
The Digital Marketing Report
After taking a fine toothed comb through each of these elements, we summarize our key findings and recommendations and package them in a detailed digital marketing report. Upon receiving the analysis you will be well informed as to where you line up and key takeaways on how to improve your digital marketing strategy. You will be holding the reigns; if you choose to take action and wish to accelerate your sales, we at AirTank will be more than happy to help!
We aim to provide you with insights to your big questions such as:
- why am I not meeting my conversion goals?
- What is my digital marketing strategy lacking?
- Am I doing anything that is hindering my online presence?
- Is there room to decrease my advertising spend yet yield better results?
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