Content auditing, campaign audits and the Digital Marketing Funnel are great models to follow when trying to attract and retain customers via the web.

The Digital Marketing Funnel is a great model to follow when trying to attract and retain customers via the web:

  1. Exposure (through inbound marketing)
  • Organic search
  • Social media
  • Content
  • Community
  • Press
  • Blogging
  • Forums
  • Referring links
  • Email
  • Direct marketing
  • Word of mouth
  1. Discovery
  • The customer’s first few visits to the website is to understand what the company is offering (products, services, and company values and ethics) and reading through the content to familiarise themselves with the brand.
  1. Consideration
  • This is when the customer becomes a potential lead (they are considering the company’s offering).
  1. Conversion
  • The action that converts a visitor to a customer.
  1. Customer relationship
  • The customer will now score the company on their customer service and communication, whilst considering if they are happy with the company offering.
  1. Retention
  • If the previous step has been carried out well, the customer will come back to the company.

To apply the above model, a business needs to know how prospects and customers engage with the brand and what it means for each stage of the funnel. In order to establish this, review and audit what you are already doing. Start by carrying out a content audit by comprehensively analysing your digital content and see how you are driving reach, engagement and interest;

  • Evaluate content quality and effectiveness
  • Identify content gaps
  • Improve user experience
  • Enhance search engine optimisation
  • Enhance content efficiency

This will be a timely activity, however, incredibly beneficiary. To make it easier, categorise the sections you are auditing:

  • Reach: organic and paid
  • User experience: design, structure and functionality
  • Content
  • KPIs

Once you are happy with how your content is processed, move onto your campaign audit and assess how they are performing. 

Campaign audit

While a content audit looks at how content is being used across different channels, a campaign audit looks more holistically at how campaigns have performed and what insights can be used to inform our inbound marketing strategy:

  • Which elements of the campaign performed well?
  • Which elements of the campaign flopped?
  • How did the campaign perform in comparison to its objectives?
  • How did the audience respond to the campaign?
  • What lessons were learnt and can be implemented / avoided in your next campaigns?
  • Did you receive any (external) feedback?

Finally, measure your findings. A great way to measure activity, report on performance and gather insight, is by using the RACE tool:

  • Reach
  • Unique bistros
  • Bounce rate
  • Revenue per visit
  • Number of brand searches (convert to %)
  • Act
  • Number of leads
  • Conversion to lead (convert to %)
  • Goal value per visit
  • Page views / visit
  • Convert
  • Number of sales
  • Conversion to sale (convert to %)
  • Sales value
  • Average order value
  • Engage
  • % active customers
  • % customer conversion
  • % existing sales value
  • Number of brand mentions (convert to %)

Many of the above can be carried out by Google Analytics and social media analytic tools. Alternatively, get in touch with WMIW to implement the above.