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Do you need a digital strategy for 2018?

18 December 2017 Greg McCutcheon

Have you thought about your digital strategy for 2018? This process helps you identify weak points in your digital marketing and develop specific goals to improve your agency’s digital presence.

This means you can be more confident about where your marketing budget is spent by removing the guesswork.

A digital strategy involves analysing how your digital assets are performing. This includes looking at your website, social media accounts, email marketing and SEO. From there, you create and implement a strategy to improve how these digital assets perform and generate revenue.



As each year passes, digital marketing techniques develop thanks to new technology and innovative thinkers.

By “auditing” your digital assets, your agency can access new insights each year about which marketing practices are effective and what works best for your specific audiences.


A digital audit will analyse and take a deep dive into every digital channel and asset your agency utilises, ranging from detailed website analysis, your database and email marketing review to social media analysis and marketing budget ROI.

It also involves examining your competitors and analyses where you sit in comparison.

You can then identify any weaknesses or gaps in your agency’s digital activity. You can see what competitors might be doing better or worse than you and find ways to gain a competitive advantage.


Software and online tools can help measure how well your agency ranks on branded and industry keywords and phrases in search engines.

Meanwhile, built-in tools on social media can measure reach and engagement.

If your agency has run pay-per-click or social media advertising campaigns in the past, it’s important to analyse their results to understand which content performed well with your audience and which didn’t.


Assessing website usability is another essential part of the digital audit. This involves looking at how information is presented, how graphic elements are used and the overall function, design and structure of your website.

Mobile responsiveness, load times, navigation and link integrity are also important to look at. We also recommend considering how effective your website is in lead generation.


Do you have a content strategy in place? Your digital strategy should have content creation workflows in place with a mechanism to measure what’s working and what isn’t.

The goal is to have a diverse range of content assets (e.g., blogs, videos, photos) promoted on a range of digital channels.

Design your content strategy with a conversion funnel in mind. Look at other important features that create higher converting websites such as clear call to actions on your web pages like social media pages and blogs.

Do you need a digital strategy for 2018?
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Greg McCutcheon

Greg McCutcheon

Greg is a director at Plezzel.

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