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HOW DIGITAL ARE YOU? A 5 STEP DIGITAL MARKETING SELF-AUDIT. Going digital means different things to different people. Regardless of a company’s size and breadth of resources, many companies are not as digitally savvy as they should – or could be. As an essential partner of CPGs and retailers, the private label industry is no different. Your digital capability and presence are table stakes and can be a differentiator as you compete for business. It can and should also be a primary means to create and maintain a healthy pipeline of prospects. The question of “how digital are you” frames audits I’ve conducted for years and helps companies assess their digital capabilities. In the version below, I chose five of the most critical areas of digital marketing you can use to evaluate your capabilities.
1. WEBSITE
2. SOCIAL MEDIA
A website is one of the most visible representations of your brand, a “public face,” and a direct prospecting means.
Your social media presence is a visible representation of your brand and a means to establish deeper relationships with prospects and customers.
A. H ow clear is your brand story and differentiation? B. How easy is it for prospects to find the information THEY need to determine if they want to do business with your firm? C. When a prospect comes to your site, is it well equipped with a means to submit contact information you can follow up on? This is not simply contact us form but lead-generating content such as blogs, whitepapers, etc.
A. Your brand story and differentiation are not as static as your website on social media. So the question here is, how often are you supporting your story and differentiation with engaging content? B. One of the most important yet least understood aspects of social networking is the level of engagement of your customers and prospects. Check your stats – how many views, likes, shares, and comments do you receive? C. I f you’re like me, you follow numerous people and companies on social networks. So do your prospects and customers. The question here is, are you posting often enough to be noticed in their feeds?
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GLOBAL RETAIL BRANDS / MAY 2022
