How to Prepare for a Digital Marketing SWOT Analysis

“Would you tell me, please, which way I ought to go from here?” asked Alice. “That depends a good deal on where you want to get to,” said the Cat. “I don’t much care where–” said Alice. “Then it doesn’t matter which way you go,” said the Cat. “–so long as I get SOMEWHERE,” Alice added as an explanation. “Oh, you’re sure to do that,” said the Cat, “if you only walk long enough.” (Alice’s Adventures in Wonderland, Chapter 6)

Marketing without direction is a lot like wandering around wonderland. Heck, sometimes marketing with direction feels like a wonderland, a world filled with things that may not always make sense, under constant change and assault. However, with a little planning and thought, direction can add a lot of clarity and you’ll know which way you’re going.

Seizing opportunity with a digital marketing SWOT analysis

Whether you’re in planning mode for a new campaign or about to embark on a new project, a good rule of thumb is to perform a digital marketing SWOT analysis on your online marketing program from time to time.

This analysis provides an opportunity to gather insights from all areas of your organization providing a clear understanding of your current market landscape so you can overcome obstacles and seize opportunities in marketing planning.

When we work with new clients at Lake One, one of the exercises we do is to perform a digital marketing SWOT analysis together so we can set expectations and align solutions to overcome those obstacles and seize those opportunities together. If you’re curious about how to do a digital marketing SWOT analysis with your team, download our free ebook. It includes a template to get you started, explanation of the benefits and instructions to get you going.

In conducting a SWOT analysis, there are three stages: Planning, Analyzing, Reviewing.

Planning for your SWOT
During the planning phase, you’ll prepare your competitors list used in conducting your SWOT. You can also use a PEST (Political, Economic, Social and Technical) analysis to gather this information. Make a list of individual factors in those categories that will be reviewed during your SWOT analysis in the Opportunities and Threats section.

Analyzing with your SWOT
When you get ready to conduct your SWOT, you’ll want to document the questions your team will be comparing.  Give people guidance of what topics or themes you’re looking to measure and prepare to document those. For example: are you measuring your company’s ability to be found online,  the ability for your company to stay present in a visitors mind, etc.

Reviewing your SWOT
Once you’ve completed your digital marketing SWOT analysis you can either tally them up or list out your top Strengths, Weaknesses, Opportunities, and Threats in a matrix so you can see if there are any overlaps. The information gained from this exercise will inform your marketing planning and project work going forward. For example a lot of strengths in your company’s ability to drive traffic to your website will inform your team to defend that, while threats to your traffic will inform your team to be offensive and increase resources in planning.


3 Tools to Help Your Credit Union Clear Content Marketing Hurdles

Happy New Year, here’s to a stand out 2014.

One of my resolutions for the new year is to not get hung up on the same hurdles in 2014 that slowed me down in 2013. I hate hurdles. The only thing I like about them is that after I’ve cleared them, I learned something. It’s great to learn . . . ‘cuz Knowledge is power!

I’m still feeling a lot of the holiday spirit so I’m going to share with you some of the things I’ve learned over the past few years. 2014, in many ways could be called the year of content marketing, so these tips and tools will hopefully help you overcome some hurdles when it comes to content marketing.


Seriously though, repeating the same thing over and over again expecting different results, as Einstein says, is just insane.

Three of the biggest challenges for content marketing come from planning/coordinating, monitoring/curating and ideation. For the first two, I’ll share two of my favorite tools I use and for the last one I’ll share a resource or two that I’ve found helpful. Consider this a late stocking stuffer from me to you!

Plan and coordinate with style and flair, and a little help from co-schedule.

I found co-schedule late in 2013 and fell in love instantly. I used them on my personal blog and we also use them here on the corporate, result150 blog. CoSchedule provides an easy to use, drag and drop calendar system for WordPress that lets you schedule content, and social messages that link and post based on the content you’re publishing. You can work cross-functionally across multiple locations easily which makes collaboration on multiple pieces of content  a breeze.

Monitor trends and stock pile ideas for later with Instapaper.

Okay, so some time in 2013 a search party had to come find me, they found me lost in a mound of Google Alerts. I found that using them to monitor topics I wanted to read wasn’t working. Enter Instapaper. What does work however during the day, is to peruse a lot of headlines and make quick assessments  on whether something fits my interest areas or an area for content. If it does, I use Instapaper to snag the article for reading later so that I can digest it and possibly expand on it, curate it or build off it and cite it in a future piece of content. Works great on all of my devices too. I’ll usually have a few articles to read every night before bed.

When your stuck stuck and need a prompt to get over a blank page.

I remember my first time experiencing the symptoms of blank-page-itis. The cold sweat. The trembling of the fingers. It’s scary. Overcoming writers block should be an Olympic event. Just like content marketing hurdle jumping.

Heidi Cohen has a great list of ways to generate ideas for your content marketing needs. I’ve also found that some of the generators can be just enough of a push to get the juices flowing. Some of the generators I’ve found have been through here and here (you have to have an open mind with that one).

Ready? Set? Run!

I hope these tools help you and I’d love to hear of any tools you use, I’m always looking to add to my toolbelt.

Look at you, you hurdle jumper you! Happy New Year!

What about you? What tools have you found that help make content marketing flow a little smoother?

bank and credit union marketing swot analysis