Our guide to creating a SWOT analysis to define digital strategy using the TOWS technique

A SWOT analysis is an essential part of any business or marketing plan. It allows you to create a plan of action based not on what you’re interested in doing or on your gut-feel, but what you need to do given the situation in the marketplace. It considers your capabilities for marketing against competitors plus looks at opportunities created as new technologies are introduced. [si_guide_block id="140701" title="Marketing SWOT analysis and strategy prioritization workbook template" description="The SWOT template formats I discuss here, from my Digital Marketing: Strategy, Implementation and Practice are available in this dedicated download, which is part of the Digital strategy workbook. These templates can be filled in quickly to show you new opportunities for your brand, whatever your industry."]

What is a SWOT?

As you’ll know it’s a 2 X 2 matrix summarising the internal Strengths and Weaknesses against…

We often associate the word “audit” with tax season – it’s not really a subject we enjoy thinking about. But in reality, there are so many audits that marketers can benefit from

This is especially important for your marketing strategy, to ensure you are actually delivering your marketing objectives and allocating budgets wisely.

Unfortunately, the majority of marketing teams are not closely tracking the results of their efforts. A survey from LinkedIn found that just 39% of B2B marketers were confident that their ROI measurements were accurate!

By conducting marketing strategy audits, your team can effectively assess their efforts, find current weak spots, and discover solutions for better results in the upcoming year.

But which types of audits are necessary to properly evaluate your strategy and improve it for the future?

Let’s discuss.

SEO Audit

One major mistake that many marketing teams make is…