I'd like to set this post up by making what I think to be a very plain and obvious statement:
In 2018, when anyone considers, speaks about, or plans a "marketing strategy," they by default should be drafting a plan that encompasses everything: TV, OOH, Radio, Online, PR, Direct, et al.
If they aren't willing to do that, they're leaving opportunities--and money--on the table.
This isn't to say that every business has the marketing budgets to employ all of these tactics, but without at least looking at what a fully realized marketing plan can be, it's impossible to make decisions about your strategy and--most importantly--structure a plan to measure your success.
Which brings me to the point of this post: Just because you have a website, a Facebook page, an Instagram account, and reviews on Yelp does not translate into more customers.
Honing the power of your marketing channels--particularly the ones that overlap into the digital realm--lies in the messy but ultimately pragmatic and proven world of analytics, CRM, SEO, and paid search.
And yes, slogging through spreadsheets and log files and reports and trying to tie them all together can be as dull as elevator muzak
Auditing your digital channels and re-shaping your measurement plans as you find out more about your customers will improve your ROI and bring in more customers. And that's what we all want.
I will be getting into the finer details about how that works in future posts, but if you're interested talking more about how a website or analytics audit can specifically help your business, I'm happy to talk more.