360º Internet Marketing Self-Analysis

Performing an Internet marketing self-analysis is a quick and easy way to analyze the effectiveness of your internet marketing efforts. Here are 16 questions to ask when determining whether or not your internet marketing is on the right track.

WEBSITE CONTENT/SEO

1. Does your website traffic increase in most months?

A steady increase in website traffic month-over-month is a good indication that people are finding you online and are interested in learning more about your brand.

2.  How many visitors come to your site each month?

Develop an online growth plan that sets clear benchmarks for monthly visitor traffic.

3. Is your company using social media to build brand awareness, engagement and traffic?

a)  Do you have a company Twitter account?

b)  Do you have a company Facebook page?

c)  Do you have a company LinkedIn page?

d)  Do you monitor social media for mentions of your brand name, important keywords        and competitors?

Social media is online promotion. You need to have a robust presence on the social media platforms most used by your target audience.

4. Do you have a blog? 

a)  How often do you post blog articles?

b)  What percentage of your employees post blog articles to your blog?

Today’s Internet is customer-focused and content-driven. Your website needs to be providing fresh and original content that prospects find relevant and useful. Blogging allows you to create new content as often as possible. Make sure to share your blog throughout social media for extra reach.

5. Do you have an SEO Strategy?

a)  How often do you perform keyword research?

b   How often do you analyze your websites pages to identify whether they’re optimized        effectively?

c)  Do you track your inbound links?

d)  Do you put effort into improving your current inbound links?

e)  Do you actively build inbound links to specific pages with specific keywords as anchor      text?

SEO allows you to efficiently connect with your target audience by optimizing your website content for search engines. Make sure to follow the latest SEO best practices when creating new website content.

LEAD GENERATION

6. Do you generate a larger number of leads via your website in most months?

a)  What percentage of your website visitors convert into a lead? (Typically: 0 – 7%)

As more people adopt the Internet as their main source for information and purchase decision, your site structure and content needs to generate leads online and increase website conversion.

7. How many offers (ebooks, whitepapers, webinars) do you have available on your website?

Quality content attracts relevant prospects, establishes you as a trusted resource, and gives you a chance to shape your message.

8. How many active landing pages do you have on your website?

Landing pages differentiate a brochure website from a lead-generating one. They give interested prospects a clear path to deeper brand engagement.

9. How often do you build and launch new calls-to-action to drive traffic to your landing pages?

a)  Do you generate inbound sales leads directly from organic search engine traffic?

b)  Do you generate inbound sales leads directly from social media traffic?

c)  Do you generate inbound sales leads directly from your blog traffic/readers?

d   Do you generate inbound sales leads directly from pay per click traffic?

e)  Do you convert a larger number of customers from your website leads in most              months?

CTAs are the honey that attracts prospects to your landing page offers. CTAs and landing pages are indispensable for companies that want to generate online leads and sales.

10. What percentage of your website leads convert into customers? (Typically: 0 – 25%)

a)  How often do you send email marketing messages?

b)  Do you segment your email marketing lists and send different messages to different        segments?

c)  Do you use automated lead nurturing?

d)  How many different lead nurturing campaigns do you have setup?

Today’s consumers will act on their own timeline. You need to nurture leads through the sales cycle by constantly “touching” them until they are ready to act.

WEBSITE ANALYTICS

11. Do your web analytics notify you/your sales team when a lead is visiting the website?

Collect as much data about your leads as possible to help close the sale.Lead intelligence is critical to increasing sales conversion rates.

12. Do your website analytics track which pages your individual leads view?

The more you know about what your leads are looking for, the easier it will be to cater to their wants and needs.

13. Do your website analytics track the traffic source/marketing activity/campaign for each lead?

a)  Have you defined the profile/demographics/characteristics of an ideal lead?

Make sure to develop your unique buyer personas and tailor your online content and marketing campaigns around them. Web analytics provide insight into how to best tweak your landing pages, CTAs and content for higher lead conversion.

14. Does your sales team connect with your leads via their social media profiles on Twitter, LinkedIn & Facebook?

Social media is a great platform for your sales team to engage with consumers and personalize your brand. Teach them how to interact with each platform properly, or else they may do more harm than good.

15. Do you analyze your data each month so you can continuously improve results?

Analyze, tweak, and then analyze some more. Figure out what content your prospects liked and didn’t like. Your data is chalk full of information that will help you realign your website content to better serve your prospects’ needs.

An Internet marketing self-analysis will help you assess the effectiveness of your online marketing, and expose areas that need improvement.

Whatever you find, it is critical to understand that a) the world is going online, and b) your online presence is gaining in importance with each passing day.

How many of these practices are you currently using? How would you rate your Internet marketing efforts?