Online Presence Health Check

written by Tamara Mon Louis
7 · 04 · 21

As a digital marketer with over 20 years of experience in Corporate America, one of the questions I get from businesses across the board  is “How do I quantify the impact of my digital marketing efforts?”  Because the Digital Landscape is so vast, there are many things you need to consider which can leave you feeling overwhelmed. There is a constant balancing act we have to maintain in running the day-to-day operations of the business and planning strategically to grow it. I always say that digital marketing can feel like a full-time job, but it doesn’t have to be. This is why my team and I at Monivan Digital Marketing Solutions, developed a simple digital tool to help you find yourself in this big virtual world. It almost serves as a compass, helping you chart your way forward in the direction that suits your business.  

Now let me be crystal clear, digital marketing is not magic, before you can get to achieving your business goals you must first understand the state of your business online, where are your areas of strength or weakness. Fortunately, my  Online Presence Health Check and Scorecard helps us paint this picture together.  We’ve seen great success with our clients.  Let’s go through it together below. I’m sure it will give you a new perspective of your online presence and how you can quickly become more effective as well as grow your business.

Before we jump into the scorecard I want to take a moment to mindset shift you into digital thinking, read this next line out loud 3 times before you move on 

Every marketing action must be intentional, trackable and drive the customer to the next step in the purchase funnel 

 Before you get started 
  1. Define your goals –  you must be clear on your business goals, and how much of your goal you plan to achieve through your digital marketing efforts 

Your goals should be SMART (Specific, Measurable, Attainable, Realistic Timely) 

Goal Examples 

  • Increase revenue by 10% to $10,000 within the next 12 months 
  • Increase email database by 15% or by 100 emails within the next 6 months 
  • Increase visibility and engagement by growing Social Media audience by 15% in the next 12 months  

 

 2. Identify the channels and platforms that make up your online presence – Your online presences is made up of channels and       platforms

  • A Channel is any tool that gets your product or service in front of your ideal customer online.
  • A Platform is an application used to get your product or service in front of your ideal customer online.

Example Below 

Channels  Platforms 
Search Engine  Google, Bing, Youtube 
Websites  Wix, WordPress, Shopify, Squarespace 
Social Media  Facebook, Instagram, Pinterest, Linkedin
Paid Ads  Google Ads, Facebook Ads, Pinterest 

 

ONLINE PRESENCE HEALTH CHECK SCORECARD 

For every YES, 1 point, for every NO, 0 points  

  1. Do you know your top-performing channel and platforms? 
    1. What channels and platforms are currently driving you the most, revenue, relevant traffic, and or email addresses.
  2. Do you know why it is the top-performing? – 
    1. Is it the content, the engagement, the call actions maximum channel utilization
  3. Are you reaching your ideal target audience? 
    1.  Are you connecting with the right customer?
    2. Are you visible in the places your audience is?
  4. Do you have a defined customer journey?
    1. How are you nurturing your audience?
    2. Are you nurturing your audience?
  5. Does your content support your business goals?- 
    1. Are you creating content that will impact your goal, i.e sales-specific posts, results, educational content?
  6. Do you know your benchmark and baseline numbers? – 
    1.  Monthly website traffic, monthly revenue, bookings, # of emails collected monthly 
  7. Are you using KPIs (Key Performance Indicators) to track towards your goals?
    1.   Conversions, Conversion Rates, Site Visits, Etc
  8. Do you have an optimization/pivot plan – 
    1. If you are not meeting your goals, what steps will you take to course-correct?
  9. Do you analyze the overall performance of your marketing activities?
    1. Have you identified what works and what does not work
  10.  Do you use all your data to make strategic decisions for your business?
    1. Are you using this data to determine if you should scale, or hire a new team member? 


SCORECARD
ANALYSIS

0 – 3 – Weak Online Foundation – 

Your online presence is not helping you to achieve your business goals. 

You got a lot of work to do, but at least you took the first step 


4 – 7 Medium Online Foundation 

Your online presence is somewhat helping you to achieve your business goals but you are not maximizing the full use of your online presence. 


8 – 10 Strong Online Foundation 

Your online presence is strong and helps you to achieve your business goals. You are fully leveraging your online presence.  Now you can look at leveling up.

 

Don’t sweat it if you answered NO to many of the questions. The goal here is to get you thinking in digital, now you have a clear idea of what you should expect from your digital marketing efforts as well as your channels and platforms.  WAIT a minute there is a BONUS you just did what we call in the industry a gap analysis, basically, you identified all your areas for “Quick Wins” that could impact your revenue and the health of your online presence, now you have a roadmap work to turn every  NO into a YES and eventually, you will PASS the health check, but don’t get comfortable having is a strong online presence that works to achieve your business goals is an ongoing effort, the digital landscape is in constant transformation you should do an online health check every 1-3 months. 

Don’t get hung up on your score. Instead, let’s focus on how you should effectively articulate your online marketing performance once you get to YES.   I’ve outlined some key statements we hear from our clients after they’ve been working with us for a while 

Examples of How to articulate your online presence performance

  1. The top-performing channel is Facebook it drives 50% of my online revenue 
  2. The content that drives the most revenue is showcasing client results, how to content drives high engagement from our customers 
  3. We are reaching our ideal target audience and have seen an increase in Moms over 40 
  4. The customer journey begins with a video then an invite for a free downloadable, then we continue to cultivate and nurture the relationship via emails 
  5. The content is highly focused on my business goals the primary call to action is to sign up for emails
  6. Our website receives 600 visits monthly and we collect 3-4 emails addresses per day 
  7. Our main KPI’s # of emails, CTR, Conversions, and time on site

Your goal is to create a strong online presence  and put your brand at the front of your industry, but don’t overwhelm yourself take it step by step if you made it this far down the article, it means that you now have a blueprint to move forward and just remember that:

Every marketing action must be intentional, trackable and drive the customer to the next step in the purchase funnel
Tamara Mon Louis 

Tamara Mon Louis

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