Getting a digital audit is one of the most important things you can do for your business. One of the reasons to get one is that e-commerce and digital marketing have reinvented the wheel. Everything you could ever want to buy is on the internet these days. From cars to houses, making a purchase is now a mere keystroke away. Still, powerful digital tools are being overlooked and forgotten about. It’s not that companies don’t want to use them, but rather they don’t know what tools are best to use and how to use them.
Getting a website audit to better understand where your business is positioned in the current digital landscape will be essential as you strive to bring in new clients. Not only that, but your website will become the hub where your existing clients will also gather to make purchases. For these reasons, optimizing your site is not a luxury that you can put off for another day but a necessity if you want your business to thrive.
At B2BToolbox, we believe in making a positive difference in our clients’ online presence. We do this by evaluating and improving on existing business websites.
See. Click. Buy. It should be as simple as that for your customers!
So how exactly does a digital audit set you up for success? Here are three ways that audits can improve your business and your ROI.
1: Uncovering How Your Brand is Stacking Up Against Competition
The odds of you knowing how well a competitor is performing based on a quick visit to their site alone are low. There’s tons of factors that would need to be looked at for you to really discover this. Everything from your competitors’ websites, social media posts, emails, organic searches, paid searches, digital and traditional ads, and content marketing would need to be examined.
These numbers are not likely going to be available to you. Digital experts, however, work with businesses just like yours every day. They know exactly what to look for and how to determine if a business is truly succeeding or not. From your website traffic to your email open rates, everything will be reviewed in your digital audit.
Knowing how your brand is positioned in the current digital landscape will help you create stronger content and reinvigorate your branding. Instead of being a business that’s worried about how they’re faring, you’ll become the benchmark that other businesses are striving to match.
2: Reviewing Where Your Site is Ranking in Search Engines
Building a website is essential for any business, including for those in the B2B market. Showing customers of any kind that you are well-researched, putting their concerns first, and that you’re knowledgeable in your field will help bring in more clients and encourage brand loyalty. Reaching new audiences, however, is a matter of positioning your site for success based on search intent.
Where you rank in Google and other search engines is the key to driving more traffic to your site. Did you know that Google is visited 89.3 billion times every month (Oberlo, 2023)? That’s an incredible number of opportunities just waiting to be seized. In fact, nearly 84% of respondents to a survey said that they use Google three times a day or more (Moz, 2019). Your chances of bringing people to your site are thus even greater, as the same user could be querying relevant things to your business multiple times a day.
Unfortunately for many, getting people to their site can be tricky. Unless you’re showing on the first page of the search results, the odds of people stumbling across your site are fairly low. An analysis of 4 million Google search results discovered that merely 0.63% of people actually click to the second page (Backlinko, 2023). This means that if your site isn’t optimized properly for SEO (search engine optimization), you’re missing opportunities for sales.
Digital audits can help you improve on this, as they will provide you with powerful information and tips for increasing your site’s traffic. Through a digital audit, you will get an exact breakdown on what’s working and what’s not when it comes to your site’s content.
3: Building Stronger Campaigns that Get You Quality Leads
Another area that digital audits can help you improve on site traffic and sales is by reviewing your current email marketing campaigns. Don’t have an email marketing strategy? That’s a huge missed opportunity to connect with your clients, both existing and future ones. Emails are another powerful tool that shouldn’t be overlooked.
If you haven’t started email marketing yet, a digital audit will call attention to this and explain in better detail how email marketing will benefit your specific business. Digital experts will know more about what your customers are looking for in emails, what a high-performing email looks like, and how to put your best foot forward when you start.
On the other hand, maybe your team has just started email marketing, or maybe you’ve been doing it for a long time. In this instance a digital audit will review how well your campaigns are performing, whether or not your email templates could use a refresher, and offer you strategies for future campaigns. It’s not enough to just send one email about a product you want customers to buy. You have to think about the bigger picture. Each email that you send should build on your overall strategy. Looking to market one particular brand of products? Run several campaigns where you offer promotions for that brand, write blogs that detail why that brand is best, and showcase featured products.
With the right content in your sends, you can improve the number of quality leads you get from each email. Digital audits will break this down for you and promote a more cohesive email marketing strategy.
Want to see how your business is performing in the digital world? Reach out to get your digital audit today with the B2BToolbox!
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