Digital Marketing Audit and Strategic Revamp for Small Business

Key highlights

Key highlights

  • Identified critical issues such as branding disconnect, content relevance, SEO misalignment, UX issues, and ineffective ad strategies
  • Developed targeted strategies for improvement, including rebranding recommendations and revised ad strategies for better alignment with the company’s services and values
  • Set the stage for a structured approach to revitalizing the company’s web presence and online marketing strategy
Team involved

Team involved

  • 1 part-time marketing consultant
Duration

Duration

  • 10 working days for complete digital marketing audit and recommendations report

About

The client is a forward-thinking small software development firm from Poland, specializing in cutting-edge technologies. While the company excels at creating innovative solutions for its customers, it was struggling to communicate this effectively through its online presence and social media channels.

1

Challenge

Despite the valuable services the IT Company offers, it was experiencing low engagement on its website.

The average session duration was only 3 seconds, and users were leaving the site immediately upon arrival, regardless of the device they were using. The company's branding, including the logo and title, was not resonating with English-speaking audiences, and the website’s organization and design were outdated and confusing.

Moreover, their Facebook ads were not yielding the desired results, indicating potential issues with their targeting and messaging.

The marketing department consisted of the marketing manager, a part-time SEO specialist, and a freelance PPC specialist who were working as a team for about 1 year, delivering no measurable results.

Client’s Google Analytics demonstrating lack of target US traffic

* Source: Client’s Google Analytics demonstrating lack of target US traffic

2

Solution

​​It was suggested to conduct a comprehensive digital marketing audit to address these issues. This audit included a detailed review of the IT Company's online presence, from the structure and content of its website to the branding and user experience (UX) design. An in-depth analysis of their Facebook ads campaign was also conducted, examining ad creatives, targeting strategies, and overall ROI.

3

Result

Example of audit structure

Example of Audit Structure

As a result of the digital marketing audit, including the SEO analysis, website analysis and Facebook ads analysis, the IT Company gained several vital insights:

  • Branding Disconnect: The audit revealed that the company's branding was confusing for its English-speaking audience.
  • Content Relevance: The audit identified that the content on the website was not engaging to users, contributing to the extremely short average session duration.
  • UX Issues: User journey maps showed immediate exit trends on both mobile and desktop versions of the site, highlighting significant UX issues.
  • SEO Misalignment: The audit noted that key search terms were missing from crucial service pages while they were included in less relevant vacancy pages.
  • Ineffective CTA Placement: The audit found confusing CTA strategies on the website, affecting user navigation and conversion.
  • Web Page Structure : The audit exposed issues in the layout of service pages, which looked more like blog posts rather than professional service descriptions.
  • Legal Compliance Gaps : The absence of 'Cookies' and 'Privacy Policy' sections were flagged in the audit, indicating potential legal compliance risks.
  • Facebook Ads Performance : The audit of their Facebook ads revealed that the ad creatives were not aligning with the company’s services and values. The targeting was broad, resulting in low engagement and high costs.

Post-Review

Armed with these insights from the digital marketing audit, the client company now has a clear and actionable roadmap for improving its online presence and Facebook ad campaigns. This includes aligning its branding with its target English-speaking market, restructuring its website’s content and layout to be more engaging and user-friendly, and enhancing its SEO strategy to effectively target desired key terms.

Moreover, the review offered strategic recommendations for the company’s advertising efforts:

  • LinkedIn and Google Ads for Lead Generation: The audit recommended that IT Company invest in LinkedIn and Google Ads to effectively target professionals and businesses that are actively looking for software development services. These platforms provide powerful targeting options and are known to be highly effective for B2B lead generation.
  • Facebook for Brand Awareness Campaigns: Instead of focusing on lead generation through Facebook, the audit suggested using this platform to build brand awareness. With its vast and diverse user base, Facebook is an ideal platform for sharing the company’s story, highlighting its culture, and engaging with a broader audience.
  • Special Recommendation for Paid Facebook Advertisements: The overall recommendation for paid advertisements on Facebook is to launch campaigns that complement the primary content promotion efforts (SEO, content marketing). Subsequently, the focus should be shifted to retargeting on Facebook for users who have already visited the company’s website. For IT outsourcing companies, Facebook retargeting tends to perform better in terms of lead generation and is conducted in conjunction with other marketing activities, such as content promotion and contextual advertising in Google Ads.

Furthermore, the IT Company is positioned to address potential legal compliance issues, a crucial step in establishing trust with global clients.