Putting together a robust digital marketing strategy isn’t a walk in the park, even for large companies. There are so many variables and constantly moving targets that it might seem impossible to turn your marketing strategy into real life profit. Here at Responsival, we know that enterprise companies sometimes still need help to optimize their digital marketing. That’s why we’re focusing on marketing assessments for larger brands. Just because a company is nationwide or even global, doesn’t mean that they are using all the tools at their disposal to  grow the brand and make conversions. Using our industry knowledge, Responsival puts together comprehensive marketing audits for companies of all sizes. Today, let's focus on how we put together a marketing assessment for our enterprise clients.

What is a Marketing Assessment?

Find out why enterprise clients need a marketing assessment update their digital marketing strategy

Marketing assessments, otherwise known as a marketing audit, are reports that gather in depth information about a company’s current marketing activities. After gathering information about your marketing, a digital marketing agency like Responsival will audit for your campaign’s effectiveness. For our enterprise clients, we report on 9 different facets of your strategy and suggest ways to improve and surpass your competitors. 

Depending on the client, some clients will place more value on certain sections of the marketing audit over others. For example, a company may only need help launching or refining their Facebook ads strategy, which is just one of the aspects we analyze. When performing marketing audits for our clients, we then work with them to develop a new plan taking into account our findings.

      1. Digital Marketing Overview and Discovery

The digital marketing basics and discovery section provides a brief and holistic audit of the client’s existing digital presence

The first step of a digital marketing assessment is for your company to get on a discovery call with our team. After the initial call, we ask our clients to fill out a questionnaire about their current marketing presence. From the questionnaire, our agency can discover specifics about your industry as well as your company goals. Once we receive the questionnaire, we get to work on doing a preliminary assessment of your website and other marketing assets. When we review your site, we typically pay close attention to:

• Overall design
• CTAs
• Navigation
• Mobility
• Homepage Design
• Social media profiles
• Social media engagement
• Follower count
• Online Reviews

After we’ve analyzed these different facets of your marketing portfolio, it's time for us to begin a technical SEO audit of your website.

      2. Technical SEO Audit

A technical site audit will determine any weak spots in your current SEO strategy 

After completing an initial marketing overview for an enterprise client, we then move on to a technical SEO audit. To start the audit, we take all text from a client site including title tags and meta tags and perform an analysis. Then, we use our SEO tools that allow us to identify target keywords for your industry and provide suggestions that will optimize your site. Once we have determined some ways to improve your SEO, our team put s together a comprehensive plan to move forward optimizing your website.

      3. Keyword Strategy Audit

Enterprise companies could be missing out on valuable keyword placement and title tag optimization

When we begin a keyword strategy audit, there are two types of keywords we analyze for our clients. First we take a look at technical keyword placement in title tags and meta descriptions. Next, if the client is interested, we propose potential backlinking keywords that can be used in future marketing campaigns. 

We start by analyzing your site’s current rankings to see if there are any easily replaced keywords. However, if the site has generally low SEO, then our team needs to take some additional steps like analyzing competitor keywords. Once we have determined some of the top competitor’s keywords, we can narrow down which keywords fit best with your company mission. Keyword research determines organically relevant keywords, meaning that the keywords are phrases that people are searching for. If your brand represents a niche market that not many search for, our keyword research pivots to identifying consumer needs and what your company provides to satisfy those needs. Building keywords out from consumer needs helps consumers find your company when they are trying to solve a problem, rather than a set of exact search terms.

       4. Link Building

By participating in a a link building campaign, enterprise level clients can get a leg up on their direct competitors

If a client is interested in a link building campaign, our team will identify the best strategy for link building by doing extensive keyword research for your industry. We consider search metrics and competitors to determine the best keywords to target. Our team then chooses the best landing page, helps optimize an existing landing page, or creates a new one that will include optimized UX for highest conversion rates. We also will factor AOV, search volume, competition, and projected ROI to choose the best keywords for your campaign.

       5. Title Tag Optimization

If you have too long or too vague title tags, your target audience will have trouble finding your site via search terms

Visual example of title tags. Image courtesy of Unamo.

Title tags are important assets to your site when it comes to SEO optimization. Title tags are the short descriptions on your site page that appear in the tab at the top of a web browser. As a general rule, title tags should be approximately 60 characters to work well with search engines. Each title tag should also be unique, meaning that no title tags should repeat on your site. 

The most important aspects of title tags are readability and clarity. Before optimizing a title tag for the algorithm, it must first be optimized for the consumer. That means that title tags can’t just be the most pertinent keywords, they also need to accurately convey exactly what information is on a given web page. The key to title tags is: don’t overthink it! 

With a top digital marketing agency like Responsival, we fully audit your title tags and provide suggestions to improve your SEO.

6. Meta Description Optimization

Much like meta tags, meta descriptions help consumers more easily locate your website as a top result

Meta tags further describe the web page and help  draw in consumers.

Meta descriptions are a lot like title tags, but they are longer and show up in search results underneath the title. These meta tags provide more information about what a consumer will find on your website. Meta tag descriptions need to be kept to about 155 characters and should, in plain terms, describe the content of your site. 

A meta description tag works in a similar way to advertising copy. It should lead readers to a website from the SERP, and thus is a very visible and important part of search marketing. Just like with title tags, the meta tag should be a readable, compelling description using important keywords for an improved click-through rate. 

When we work with our enterprise clients, we provide a list of suggested meta tags that will boost your site’s SEO.

7. UX and Usability Audit

No matter how large a client, there is almost always always UX/UI elements to be streamlined or improved

High bounce rates can be remedied through a UX audit.

A UX and usability audit consists of analyzing the site’s current UX layout and noting areas for improvements for user journey. When Responsival performs an analysis for an enterprise client, we pay special attention to the following aspects of your site.

• Navigation structure and organization
• Home page structure and organization
• General landing page structure and organization
• Proper use of CTAs
• For Ecommerce websites, PDP structure and organization

After we’ve gone over some of the general navigability and structural concerns, we then analyze competitors' sites to find other ways we can make your site stand out. Depending on the client, there are several things we may propose to improve UX. These include CTA suggestions, photos, videos, FAQs, company reviews and many other site aspects that can help streamline your consumer’s experience.

8. Competitive Analysis

We’ll investigate your competitors and make sure your digital marketing presence stands out from the crowd

Earn your company a gold medal for digital marketing.

When it comes to digital marketing, most nationwide companies face fierce competition from their competitors. After all, digital marketing isn’t about being the first to market — it’s about being the BEST in your market. At Responsival, we take the time to review the digital presence of our client’s competitors to establish areas for growth. A competitive analysis includes number of backlinks, keywords, traffic, content, social media and many other factors that influence your competition. Once we've identified your company’s strengths and weaknesses in terms of your competitors, we develop a strategy to give you the upper hand. 

9. ADA Compliance Audit

Business sites need to be completely ADA compliant in 2021

Easy fixes make your site accessible to everyone. Image courtesy of Convince & Convert.

ADA (Americans with Disabilities Act) Compliance on the internet is essential for all of our wide reaching enterprise clients. If your site isn’t ADA accessible, your company could be at risk for litigation. It's also important to bring up that ADA compliance is good for business as well, since no one is excluded from the valuable information on your site. When we perform the ADA compliance section of the audit, we run a scan of your website and define areas that are not compliant or at risk for non-compliance. We also provide clients with a program that can ensure continued site compliance as updates are introduced.

10. Facebook Ad Account Audit

Ensure your company is getting the best results out of your Facebook ads

Facebook and Instagram might seem simple, but require strategy to translate ideas into profit.

While popular and generally cost-effective, Facebook ads can be extremely difficult. In an effort to ensure our clients are making the most out of the Facebook/Instagram advertising strategy, we offer a Facebook ad account audit for our enterprise clients. The audit walks our clients through all strategic and creative levels of your campaign setup. Then, we determine what’s working for your company so far and pinpoint opportunities for growth. 

As a top digital marketing firm, Responsival can help take the hassle out of growing your online presence. No matter how big or small your business, Responsival has the tools you need to run a successful digital marketing campaign. Beyond comprehensive marketing assessment, Responsival provides ecommerce marketing services and development for our diverse set of clients. Let’s work together, schedule a discovery call with our sales team today!