A marketing opportunity analysis (MOA) is a bespoke projects used to assess your current digital performance and identify how you can best meet your digital marketing goals. They provide a data-led view of your current marketing performance and identify growth improvements.
A typical marketing opportunity analysis may include (but is not limited to) a review of the following:
Current Digital Status
A review of how your website performs overall, including technical issues, website health and the quality of visiting traffic. We also look at which channels are contributing to this traffic and what this means for your business.
SEO and Visibility
A deep dive into just how visible your website is to search engines such as Google, as well as how visitors find the site and which pages they land on first. This will give you great insights into where the opportunities lie and where you should be focusing your efforts to improve search engine visibility.
Using Google Analytics, we review exactly who is using your website and how they are using it. This will allow us to make informed recommendations that will help improve your website’s user experience and conversions.
Using various analytical tools, our marketing engineers get to work on understanding who your real competitors are and how they use their online presence to win market share and steal your sales opportunities.
Market Size and Opportunity
Looking at the market size is particularly important to understand just how much of the market you own and where the opportunities lie for future growth. This is also crucial to understanding which external factors may affect your marketing and buying cycle.
We review your online advertising to understand what kind of return on investment you are getting from the likes of Google Ads and LinkedIn advertising and how to make your budget stretch that little bit further.
Your business is different to every other, which is why we believe your MOA should be too. Each marketing opportunity analysis is tailored to your needs, goals and objectives to ensure you get the information you need. We get under the hood of your business to understand which parts need to be audited, serviced or replaced.
While what we already know is valuable, it's the things we don’t yet know that provide us with the insight to create a better plan.
Revealing the unknowns is what an MOA does. It'll answer questions such as:
The MOA provides insight and information – often more than 90 pages – followed by a set of recommendations that are focused on the things you need to to do achieve your business objectives.
The MOA enabled Kerridge Commercial Systems to gain a clearer focus. This helped us to enhance our marketing strategy through benchmarking our performance whilst providing insight into competitors' tactics. Intergage Marketing Engineers provided clear direction in the form of recommendations to implement across our digital channels.
Intergage Marketing Engineers provided us with completely unbiased visibility on how we were performing online and what we need to do to improve our marketing results. They revealed the ‘unknown unknowns’ which could have cost us a lot in time and money had they not been identified. They have become a trusted partner and we look forward to developing our working relationship with them to enhance our online reach.
Starter For 10
If you can't stretch to a full MOA, or if you need to focus on specific parts of your marketing, the Starter For 10 package is perfect for you. You can choose from a selection of MOA mini-packages to build a smaller analysis to fit your budget and objectives. Each package costs £997 and range from SEO, online advertising, website UX and more!
The full marketing opportunity analysis will give you all the information you need to spot ripe opportunities to boost your marketing. You'll get more than 90 pages of research and a full list of recommendations and fixes to implement. This is by far our most popular package and to date, every single business has found value!
MOA + Strategy
If you want to take things once step further, you can have a senior marketing engineer create a marketing strategy document from the findings in the MOA. Your strategy document will include: SMART objectives; the hurdles you need to overcome; a roadmap to overcome those hurdles; and assignment of the tactics needed to meet your objectives to your/our team. This means you can be safe in the knowledge that you and your team are all working towards one common goal.
Driving traffic to your website used to be easy. You just needed great content optimised for high-volume keywords and to promote that content across social and paid platforms.
Unfortunately, it's a little more difficult now.
The Google search landscape has changed dramatically, seeing average clickthrough rates plummet by 46% between 2016 and 2019. Zero click searches dominate results pages – meaning users are less likely to click through. And that means less traffic for your site.
Paid search has become more expensive due to increased competition and reduced control over bids. The increase in ad types has opened doors for a wider variety of businesses, which in turn has driven up costs. That means you won't be getting the same bang for your buck as you once were.
Social channels don't refer anywhere near as much traffic to business accounts as they once did in a bid to become more family and friends focused. Yet another platform that pushes marketers to spend money on driving traffic to their site.
So it's a difficult time for marketers but it isn't all doom and gloom. This blog outlines three reasons why your website's traffic is shrinking and what you can do about it.
There are many reasons your website may not convert and many different things that you could count as a conversion (depending on your business goals). Over the last 20 years of auditing websites we have come to know the common stumbling blocks faced when looking to improve website conversion.
The quality of traffic and data is something we see all too often. If you’re driving the wrong traffic to your site then your conversion rate will suffer. Equally, if your data is skewed by poor tracking, bad advertising or an unsegmented audience then your conversion rate could look worse than it is – or even worse, be inflated!
Poor navigation, user experience and inward-facing content can all squeeze your conversion rate. It can often be difficult to spot these yourself as you become blind to the issues on your own site. We always advise you to:
We discuss the top nine reasons why your site may not convert here. Take a look – there may be some quick wins to help improve your site!
The information found in a marketing opportunity analysis can help you to make significant improvements to your website. It digs deep into why users make the decisions they do and how you can provide a better experience (while also making your website more visible).
We focus on ways to make your website:
Google Analytics is an incredibly helpful (free) tool that can give you a huge amount of information to help improve your website.
It provides an insight into your audience, which can be great for understanding who is looking at your content and how they are receiving it. You can also review how users move through your website to find your content. This can be useful when looking to simplify user journeys and reviewing where there might be stumbling blocks – something we discuss more here.
You can also understand how your audience is behaving on your website and if users are taking the actions you want them to take. This might include form fills, online purchases, event bookings or even just a high level of engagement.
Understanding your website’s conversion rate is key to improving how your website contributes to your business in terms of leads and revenue. Keeping track of this will tell you if the changes you make to your website have made a positive or negative impact – so you can grow and maintain your site’s conversion rate.
Google Search Console is one of the many tools we use when carrying out a Marketing Opportunity Analysis (providing it is set up of course). It helps to monitor your website’s performance so you can understand how to improve it.
The free tool allows you to:
Essentially, it gives you an insight into how search engines see your website and what users do to find it. Understanding the above points allows you to adjust the website and its content accordingly so it:
It will also allow you to understand which pages rank well and which don't – so you can focus your efforts on optimising content and clickthrough rates.
Take a look at this blog post if you want to know more about Search Console and how it can help to improve your site!
Facing the task of analysing your website and knowing exactly what to look for can be a mammoth challenge. It requires a lot of tools, knowledge and expertise to do it properly.
There also many different ways to analyse your website. You might want to look at conversion rates, user journeys, site content or even website speed. All of which require very different tools and different kinds of analysis.
There are a number of brilliant free (or 'freemium') tools that can help you though.
Of course, Google's suite of tools (including Analytics, Search Console and Page Speed Insights) is brilliant and a stable toolkit for any digital marketer. However, there are also tools such as Grammarly (which helps to improve content) and Hotjar (which helps you to understand user journeys).
We've assembled some of our favourite free tools here to help you on your way!
Keeping your website healthy is an ongoing job and is quite often one that’s forgotten about.
We’ve put together a simple five-point checklist to get you started: