Health Check

Digital Marketing Evaluation

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About the Digital Marketing Evaluation

The Websalad Digital Marketing Evaluation provides businesses with an accurate assessment of the maturity and effectiveness of their digital marketing strategy and implementation.

Our evaluation tool will run through a series of questions about your business and current online activities, providing you with an overall score on the effectiveness of your current marketing, along with some general areas for improvement.

The strengths and weaknesses identified in the digital marketing evaluation can be used to develop a new, comprehensive online marketing strategy.

How does it work?

The digital marketing evaluation contains 7 general business questions, and 23 questions about your marketing activities grouped within our Websalad framework (Create, Grow, Protect).

You can respond to each question using a slider to mark where your organisation is on the scope defined by the question. Behind the scenes, the digital marketing evaluation calculates a weighting based on your business objectives for each of these aspects of online marketing.

The score and recommendations provided take into consideration the importance of these elements to your business, resulting in a score that reflects how well aligned your online marketing is with business goals.

Before We Start

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Part 1 - Overview

This section gauges how effectively your existing digital marketing strategy aligns with your overall business objectives.
We will also investigate your approach to digital marketing and the maturity of your current digital marketing strategy. The responses to these questions will help us calculate the weighting of each component below.

  • Q1: What sort of business are you? This provides us with insight into your overall business approach. A B2B business naturally will have different priorities than B2C or B2B2C.
    B2B B2B2C B2C
  • Q2: How much do you rely on your online marketing efforts to attract business?
    No reliance Complete reliance
  • Q3: What extent of growth in your online presence is derived from paid advertising (such as Pay Per Click advertising, sponsorships and premium lists)?
    All organic All paid
  • Q4: Both offline and online, how much does your business rely on repeat customers?
    Very low reliance Very high reliance
  • Q5: Thinking about your competitors, how active are they with their online marketing compared to your organisation?
    Very low activity Very high activity
  • Q6: How important are your online marketing initiatives within your entire sales process?
    Not important Very important
  • Q7: Overall, how crucial do you see online marketing becoming within your overall business strategy?
    Hardly used Highly crucial

Part 2 - Strategy

This section is about how your organisation uses online marketing to reach out and attract new customers. It looks at the techniques you use to gain visibility, and the ways you attempt to spread your message across different online channels.

  • Q8: How well does your online marketing respond to focus areas identified in a competitor analysis?
    Not aligned Very well aligned
  • Q9: How much of the content published through online channels is part of your business's broader content strategy?
    No content All content
  • Q10: When promoting products or services online, do you use planned, consistent messaging across all online platforms?
    Not at all All the time
  • Q11: Are your organisation's online marketing goals connected to user insights and research?
    Not connected Very closely connected
  • Q12: How finely have you targeted your online marketing toward specific market groups?
    No targeting Highly targeted

Part 3 - Create

This section is about how your organisation uses online marketing to reach out and attract new customers. It looks at the techniques you use to gain visibility, and the ways you attempt to spread your message across different online channels.

  • Q1: How visible are you on search engines (such as Google) for keywords related to your organisation and its location?
    Not visible Highly visible
  • Q2: To what extend do you use Pay Per Click (PPC) advertising to drive targeted visitors to your website?
    No PPC campaigns Very effective PPC
  • Q3: How actively is social media used and optimised to reach new potential customers?
    No activity Very actively
  • Q4: Are different online channels (such as social media, email and your website) used and optimised to reach specific groups of visitors?
    No channel targeting Highly optimised targeting
  • Q5: Is your online marketing always active and accessible to users so they can connect with your brand 24/7 at any location?
    Very low visibility Always visible

Part 4 - Grow (Connect)

This section is about how your organisation continues to engage your online audience through various online platforms and techniques to encourage repeat business or customer advocacy.

  • Q1: Does your website (and other platforms) encourage new leads through clear call-to-actions (CTAs) or incentives?
    No clear CTAs Prominent & effective CTAs
  • Q2: Does your organisation have clear value propositions and differentiations for your products and/or services?
    No value propositions Strong value propositions
  • Q3: What is the quality of the content you distribute across all your online platforms?
    Very low quality Very high quality
  • Q4: Are analytics and measuring tools used to monitor and improve your online marketing?
    Not at all Always used

Part 5 - Grow (Digital)

This section is about how your organisation measures the results of your online efforts and evaluates your online marketing performance.

  • Q5: Are landing pages used and optimised to drive conversions for specific campaigns or products/services?
    Never Always, highly optimised
  • Q6: How easy is it for a visitor to move through a conversion pathway within your website?
    Impossible Effortless transition
  • Q7: Is the user experience (UX) of all your online platforms attractive, easy to use and intuitive for the user?
    Very poor UX Very good UX
  • Q8: How actively are leads generated by online marketing initiatives followed up?
    Not followed up Always actively pursued

Part 6 - Protect

This section is about how your organisation continues to engage your online audience through various online platforms and techniques to encourage repeat business or customer advocacy.

  • Q1: What levels of engagement do you see across your social media platforms? Look at how active your organisation is on social media, and how much of a response you receive from people connected to the organisation (i.e. retweets, comments or likes).
    No engagement Very high engagement
  • Q2: Do you use mobile platforms, websites or optimisation to engage users depending on their location or activity? Mobile can be a powerful way to connect to users, particularly because of its ubiquitous nature. How easy is it for people to engage with your organisation from smartphones or tablets?
    Not at all Always
  • Q3: Do you use optimised email campaigns and newsletters to keep customers engaged and connected to your brand? Email campaigns are a great way to remind people about your organisation. Think about the response you get to current campaigns, and how engaging they are for readers.
    Rarely Often
  • Q4: Does your online marketing offer an ongoing value for users who remain engaged with your organisation and content? Think about what highly engaged users can get out of your online marketing, products, or services. Are there many incentives for people to stay engaged (member exclusives, specials etc.)?
    No ongoing value Good ongoing value
  • Q5: Does your online marketing encourage customers to become advocates for your brand, and offer tools for doing so? Think about whether or not your current customers help promote your organisation, and if you are streamlining the process.
    Not at all Absolutely

Your Internet Marketing Report

Created: 30 Sep 2016

About the Report

The Websalad Internet Marketing Digital marketing evaluation is a complete assessment of how effectively your current internet marketing strategy aligns with your business objectives. Using insights garnered from your responses to the previous questions, the evaluation identifies the strengths and weaknesses of your current online marketing strategy. Additionally, the evaluation provides suggestions on how your marketing resources could be adjusted to better meet your business needs.

The score you see below is your overall online marketing score. It combines all aspects of your internet marketing activities, moderates them by importance and then compares them against possible outcomes. You can use the online marketing evaluation as a benchmarking tool by repeating the digital marketing evaluation every few months going forward to see how this score grows with your internet marketing activities.

Your Overall Score

What's Behind the Score

The Digital marketing evaluation score reflects the effectiveness of your current online marketing efforts when connected with information about your business objectives. The radar graph on the left visualises how your score was broken down within the Websalad framework.

NOTE: These diagrams use moderated scores and don't necessarily reflect what resources you dedicate to each area, that's broken down in a later section.

About the Websalad Framework
Grow

Strategy is the initial stage of your organisation's online marketing where goals and the delivery of those goals are established. It should include planning your content, a channel strategy, team responsibilities and evaluation procedures

Build refers to the online marketing techniques that increase the visibility of your organisation. Building a strong online presence that reaches a significant number of new clients is a key component of lead generation and online growth outside of an existing client base

Grow refers to the wide range of online activities that target both new and existing customers such as conversion optimisation, content marketing or any other online marketing activity that can increase these conversions, or increase the value of conversions.

To protect your business's client base and brand visibility it is paramount that you engage with your audience via a range of online platforms. Engagement activities evolve both prospective clients and past clients, aiming to drive repeat business or customer advocacy. By engaging with prospective and existing clients you reinforce your active ongoing relationship with them and minimise loss of conversions.

To identify successful marketing activities, it is imperative that results are measured and a benchmark established to provide meaningful analytics and feedback.

Breakdown: Current Online Marketing Activities

When completing the Digital marketing evaluation you answered a series of questions regarding specific activities included in 's online marketing strategy. These activities can be grouped into 8 key areas to help establish where your current internet marketing resources are directed. In the bar graph below, the raw data on each activity is compared against the effort that activity would ideally require within your business requirements.

Current vs. Ideal Activity Distribution

Actions: Strengths & Weaknesses

From these results we can determine that the following are 's top strengths and weaknesses.

On track with:
Need to work on:

Actions: Capability Development

Creating growth in the areas identified by the Digital marketing evaluation will mean extending current capabilities. The graph below visualises which areas require development based on 's business profile and current online marketing.

Recommended Capability Development

Section Breakdown: Strategy

A clear understanding your business objectives is required to ensure that your online marketing strategy is successful. Effective planning and strategy is vital to the success of any online marketing strategy which is why the evaluation included questions regarding the different types of strategy development you may have utilised for your current internet marketing efforts. Your responses are graphed below.

Current Strategy Initiatives

Section Breakdown: Build

Based on the information you have provided us, it has been noted that building an audience of new prospective clients online is moderately important for . During the Digital marketing evaluation you answered questions about you are currently building your online presence - your responses are graphed below.

Current Create Initiatives

Section Breakdown: Grow

To grow your business, conversions are essential. Improving your online conversions is moderately important for . Your responses to the digital marketing evaluation conversion questions are graphed below.

Current Grow - Connect Initiatives

Section Breakdown: Protect

Once you have built an audience and grown your business it is vitally important to then focus on protecting your market share. The main way to protect your assets is through engagement with potential and existing clients. Engagement is about retaining clients and increasing brand awareness through engaging, user-aligned content. Fostering this engagement and protecting your audience is moderately important for . The digital marketing evaluation addressed primary conversion tactics used in online marketing - your responses to each are graphed below.

Current Grow - Digital Initiatives

Section Breakdown: Measure

A comprehensive method of accurately measuring and tracking your online content marketing efforts is required to maximize your marketing results. It is for this reason that typically each online marketing effort should begin and end with marketing analytics. Meaningful insights and improved performance through effective measurement is important for . Your responses to current measurement practices are graphed below.

Current Measure Initiatives

Report Conclusion

The Websalad Online Marketing Digital marketing evaluation provides a snapshot of the potency of your existing online marketing strategy and implementation. The examination of your activities and objectives through the Websalad framework provides an ideal foundation for a new or improved online marketing strategy to bridge any capability gaps. By addressing areas requiring improvement identified in the report will improve the effectiveness of 's online marketing, and thus your overall internet marketing score.

A holistic approach with planned, consistent messaging across all online platforms is required for online marketing efforts to be successful in this digital age. There also has been a significant shift from one-dimensional broadcasting of sales pitches to potential clients to a more conversational method of engagement. The challenge for online marketing today is to adopt to this new paradigm, and reach the thousands of potential clients available with effective, engaging content, usable delivery and strategic messaging. By analysing 's current situation, the Websalad Digital marketing evaluation is the first step of this process. Constructing, implementing and analysing a fresh online marketing strategy based on the evaluation's insights is the next step to your online marketing success.