Online Audit & Competitive Benchmarking

STAR (Situation, Task, Actions and Results)

Situation

We work with business owners and or in-house sales and marketing teams to complete an online audit and competitive benchmarking.?

They are trying to answer questions like;?

• How does my website's performance compare to my competitors'? Due diligence
• What are the gaps in my online marketing strategy compared to the industry leaders? Online visibility
• How can I improve my online customer engagement and retention? Engagement rate
• How efficient is my sales and marketing effort at generating qualified marketing / sales leads? Lead generation
• I need market data to inform my digital strategy and go-to-market plan? Actionable insight?
• What changes to the digital estate / business model do we need to make to be Business class? Transformation

Task?

We currently use a suite of 22 premium-subscription digital analytics platforms and tools to complete the task

Online audit

• The task involves the visual mapping and forensic analysis of the complete digital estate.?
• The online audit is completed in a logged-in state as that way it gives more functionality and analytics.?

Competitive benchmarking

• The Competitive Benchmarking can be completed against any number of; competitors or aspirational business class organisations, countries or cities or languages.?
• The competitive benchmarking is conducted in a logged-out state.

Actions?

Phase 1 - Business information?

Business team to share? brand, market and business information?

• Brand guidelines?
• Business plan and financial forecast*
• Sales and marketing plan*
• Product / service portfolio / data sheets?
• Target audience breakdown / analysis?

*Preferably broken down by country and product/service?

Phase 2 - Admin access to digital platforms and tools

Admin access required from Company:

• Website(s) content management system?
• Search engines?
• Social media channels?
• CRM systems?
• Payment gateways
• Content?
• Reporting tools?

Phase 3 - Online audit?

Complete the audit to identify all of the due diligence / sum of the marginal gains

• Website (user experience and micro/conversion rate optimisation)
• Search engine, social media and AI chat result visibility (organic and paid)?
• Social media platforms and tools
• Video, picture and word content - engagement, conversation and traffic with intent?
• Consumer (not bought) and customer (have bought) data
• CRM, email and automated funnel/flywheel communications?
• Ecommerce conversion data
• Advertising platforms; media spend effectiveness?

Phase 4 - Competitive benchmarking?

Replicate the online audit analysis in a logged-out state generating observations and suggested actions;?

• Competitors?
• Country?
• Language

Results?

Phase 5 - Generation of results?

• The results from the online audit and competitor benchmarking are meticulously documented in each section with “Observations” and “Suggested actions.”?
• The “Suggested actions” will be further evaluated and scored from 1 to 5 based on three criteria:Ease and speed of task completionLead generation / sales; e-commerce or e-marketplace generationTransformative business change?
• The results are presented in a SWOT/executive summary, with the key data summarised in a pivot table to allow prioritisation and inform decision-making.

Phase 6 - Presentation of results?

Operational Team - Detail

• Workshop of initial findings with Company stakeholders (for feedback)?
• Presentation of key findings with Company stakeholders?
• Detailed operational action report?

Senior Leadership Team - Executive summary?

• Presentation to Senior Leadership team?
• Executive summary report?

Any other business?

• All work could be carried out virtually but if face to face preferred travel expenses would be charged at cost.?
• If any part of the process takes less than time expected the invoice will be reduced accordingly

Interested??

If you would like a detailed proposal please let me know your website, number of platforms and tools within your digital estate, together with the number of competitors/aspirational businesses, countries and languages you would like to be benchmarked against? Or give me a call on +447970623946 / send a video meeting request to [email protected] and we can work it out :)?