When you are looking to either enhance your brand or are at the initial stages of brand development, you will be looking to create and implement a strategy to take it to market. But before you try to get people’s attention, you need to make sure you have your own house in order.
Having more people on your website is all well and good, but what if when they get there they are greeted by an unworkable and difficult to navigate website? What if they come onto your website having already been made aware of a particular service offering via a PPC advert, yet the copy on your website is insufficient in enticing them to contact you? Digital marketing platforms such as social media, PPC, SEO and email marketing can only achieve so much if there is insufficient content to support the online advertising and engagement channels.
Before you even register a Google AdWords account, open a Twitter account or compile an email database be sure that you conduct a full collateral and website audit. Look for the weaknesses that will prevent your users form completing your site goals and highlight deficiencies that prohibit them from recognising your brands potential. It may be something vast like design faults on the website or may be something as easily rectified as a lack of online testimonials. Whatever the discoveries of the internal audit, be sure to act upon its results before going out to market your brand.