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.
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the logo and title, was not resonating with English-speaking audiences, and the website’s organization and design were outdated and confusing.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.
* Source: Client’s Google Analytics demonstrating lack of target US traffic
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.
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:
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:
Furthermore, the IT Company is positioned to address potential legal compliance issues, a crucial step in establishing trust with global clients.