Running a successful restaurant isn’t just about having a brilliant chef—it’s about making sure the waiters, bartenders, and kitchen staff are all working in harmony to give customers a seamless experience. If one team member drops the ball, the entire service can unravel. The same principle applies to your digital marketing strategy. If you only focus on one aspect—like social media—and ignore how it connects with other channels, you’re not seeing the full picture.
Auditing your digital marketing channels is like making sure all your restaurant staff are in sync. It helps you identify where your platforms—social media, website, email campaigns—are working together smoothly, and where improvements can be made.
Why Holistic Metrics Matter
Imagine you’re relying solely on your waiting staff to create a great customer experience, but the kitchen is consistently slow, or the menu isn’t delivering what was promised. Customers will notice, and even the best front-of-house team won’t be able to make up for it. The same goes for your digital marketing: if you’re only measuring success based on Instagram likes or email open rates, you’re missing how well (or poorly) your channels are working together.
A holistic audit helps you understand the bigger picture. Are your social media followers converting into website traffic? Are those website visitors signing up for emails or making purchases? By looking at the full journey, you can identify gaps in your strategy and find ways to better connect your platforms.
Businesses Getting It Right
Some food and beverage brands have nailed the art of connecting their digital platforms, ensuring their marketing strategy is more than the sum of its parts.
Dishoom seamlessly integrates their digital presence, using social media not just to showcase their brand, but to drive meaningful engagement with their website and email newsletters. Their social channels offer behind-the-scenes stories and customer engagement, but everything leads back to their booking system and email campaigns, ensuring every part of their digital strategy plays a role. Read more about Dishoom’s digital strategy here.
Pip & Nut doesn’t just use Instagram to post pretty pictures—they build a community. From user-generated content to recipe ideas, they encourage customers to engage with the brand across platforms. Their website isn’t just a shopfront, it’s filled with stories and recipes that feed into their email campaigns, offering promotions and new product launches to keep customers engaged. Discover more about Pip & Nut’s approach.
Grind’s digital marketing runs like a well-oiled machine. Their social media isn’t just about coffee shots; it’s designed to drive subscriptions and in-store visits. Their website and email marketing reinforce this by keeping customers updated on sustainability efforts and new products. It’s a brand that knows how to make all their platforms work together for maximum impact. Explore Grind’s strategy.
But Where Do I Start?
The idea of auditing your digital marketing channels might sound overwhelming, especially if you’ve been focusing on just one or two platforms. But don’t worry—you don’t need to tackle everything at once. Start by taking a step back and thinking about your customer journey. How do people discover your brand, and where do they go next? Are they moving smoothly from social media to your website or email sign-ups, or is there a bottleneck somewhere along the way?
From there, choose one or two key areas to audit first. For example, if social media is driving traffic but you’re not seeing website conversions, that’s a great place to start. By focusing on small, manageable parts of your strategy, you can gradually refine and expand your audit to include other channels.
Let La La Communications help!
If you’re not sure where to begin, La La Communications is here to help. We specialise in taking a big-picture view of your digital marketing and can conduct a comprehensive audit that looks at how your social media, website, and email marketing work together. Our audits go beyond vanity metrics to find out what’s really driving your business forward—and where improvements can be made.
Whether you’re an established brand or just starting out, we’ll work with you to map the customer journey, identify gaps, and create a strategy that ensures every part of your digital marketing team is pulling its weight.
Contact us today for a full audit and let us help take your digital marketing to the next level.