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Question 1 We have a digital marketing strategy that has been written down and endorsed by senior executives.

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Question 2 We think that our customers are always getting smarter. They spend more time researching products and services. They ask people they know for recommendations. All of this happens before they talk to us about buying.

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Question 3 We carefully track the financial ROI of our digital sales and marketing efforts. Data is everything. We have a deep understanding of our information and we use it to make further decisions about digital marketing investments.

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Question 4 We recognise we’re not for everyone. We openly state on our website who our products and/or services are (and are not) a good fit for.

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Question 5 In terms of digital marketing, our competitors often copy what we do.

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Question 6 Our database is established and growing. We actively encourage new people to sign up. We include prominent sign-up messages on our website and social channels. We consider our database our #1 asset.

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Question 7 We are very fast to pivot to something different if we find our digital marketing efforts are not working effectively for us.

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Question 8 We test paid digital campaigns across all major platforms, so we know exactly what works best for our brand and offers.

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Question 9 As a company, we depend on digital marketing to generate leads and/or make sales for our business.

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Question 10 We build specific landing pages on our website for every digital campaign we run.

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Question 11 We have a website.

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Question 12 Our website is up-to-date, easy to navigate, it has fresh content and showcases our brand, products or services in the best possible way.

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Question 13 Our website includes video, games and interactive devices to help inform, engage and amuse potential customers, while keeping them on our pages for longer. (Interactive devices include calculators, quizzes, self-selection or self-build tools amongst others.)

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Question 14 When it comes to trying new things on our website, our business is open minded and willing to fail forward.

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Question 15 Along with our competitors, we are actively pursuing organic ranking in search engines. We use SEO principles to make sure we rank.

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Question 16 We accept our business is built on trust, so we actively build digital trust and authority because we recognise that it gives customers confidence and sets us apart from all our competitors.

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Question 17 We use a variety of social media platforms to connect with our community. We think outside-the-box and are willing to test emerging social media platforms, rather than only rely on obvious, established platforms.

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Question 18 We have a content marketing person on staff. They do not wear multiple hats and they are not forced to deprioritize creating content due to competing priorities or distractions.

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Question 19 Video is a core content activity across our digital marketing.

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Question 20 We employ dedicated community management resources.

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