SWOT Analysis

This is the fourth article in our series Parts of a Digital Marketing Strategy. Continue to follow along in the coming weeks as we release the remaining pieces to forming a successful strategy.

Parts of a Digital Marketing Strategy:

  1. Creating Client Personas ✓ 
  2. Market Research ✓ 
  3. Competitive Analysis ✓ 
  4. SWOT Analysis
  5. Keyword Research
  6. Content Research
  7. Determining Social Platforms
  8. Determining Your KPIs
  9. Pulling It All Together

Parts of a SWOT Analysis

A SWOT analysis takes a more in-depth look at your business’s Strengths, Weaknesses, Opportunities and Threats. This part of the Digital Marketing Strategy may oftentimes be the easiest to do of all the pieces, but don’t let that lead you to believe that it is not as important as the other parts! One really unique feature of a SWOT Analysis is that you can use it to evaluate your entire business, or come back and use it at a later date when you are considering a new growth strategy for your business.

The Strengths and Weaknesses portions look at internal qualities/items; whereas Opportunities and Threats look at outside forces. Your Strengths and Opportunities are positive items, and your Weaknesses and Threats are negative items. We have created a worksheet that you can download and use to create your own SWOT Analysis. Simply fill in your name and email at the top of the page to download your worksheet instantly today! After you get your SWOT Analysis Worksheet, you will want to fill in each section in bullet format. No need for lengthy, detailed full sentences in this phase.


When you are evaluating your strengths, you want to look at the internal components of your business. These items are parts that you have control over. What are the things your business does really well? This could be something like, your timely responses to clients’ needs. Or maybe you have a specially patented product that no one else has. It could be that your R&D department is constantly developing cutting edge products in your industry. Your business might be the top performer in your industry (if you have received many awards within your industry, this could be a good indicator of this). A strength could also come in the form of having sufficient finances to support your venture. Unfortunately, many start-ups do not have this and are constantly scrambling to find investors. Any strengths you have you want to list here; there are no wrong answers.


Now you want to look at your internal weaknesses that make your business vulnerable. These are internal forces that you ultimately do have control over. These items could be isolated down to you (the owner) not having enough time for business development. Maybe it is the quality of the help you are finding (whether that is employees or contract workers). Is your customer service not where you want it to be? Do you have limited resources that cause you not to stay current on the latest trends in your industry? List anything you feel you are struggling with in your business.


Now you get to pivot to external forces that affect your business. With Opportunities, you want to look at those external forces that attribute to the possibility of success for your business. These opportunities could come from the weaknesses of your competition! You may want to look back at the Competitive Analysis you did earlier and list any weaknesses of your top 3 competitors that you identified as opportunities for your business. For example, maybe you found client reviews on your competitor that stated they were slow to respond to inquiries of help. This could be an opportunity for your business to create/incorporate a response time policy that is strictly adhered to. Maybe there is a segment of the market that is not being served due to location parameters. You may see that a mobile service could be an area of opportunity to get to those clients. Has there been any market growth or development that can create an opportunity for your business?


Threats are those external forces that you really have no control over. However, you may be able to look at some threats as ways to create strengths for your business. An area of “threats” you want to continually keep on your radar is your competition. Have new competitors entered the marketplace, or have existing ones changed their business strategy and pivoted to work in your niche that you had created for your business? Have government regulations created new burdens on your processes? Are you able to react quickly to them? Are there any advancements in your industry that may make your products/services seem obsolete? Even though Threats fall under the “negative” category, by taking the time to look at them during this process, you are really seeing if there are any opportunities hidden within them!


Some Examples

When doing something for the first time, it can be helpful to see a few examples. Bplans.com has written an article that gives you some real life SWOT analysis examples of actual businesses. These examples can help you see how these businesses took their analysis and came up with some “next steps”. These “next steps” are what will then be ultimately pulled into your complete Digital Marketing Strategy at the end of our series.

Here’s the link for more examples like that below: articles.bplans.com/swot-analysis-examples/.


And here’s a really cool infographic we found that we hope will help all you visual learners out there get a better understanding of what a SWOT Analysis is looking for and what it can accomplish for your business.

Creating a Summary

Now that you have done the analysis and looked at a few examples, it’s time to create some strategies from your analysis! You will want to write this out in paragraph form and include information from each of the 4 sections of SWOT. One way to summarize this is to look at your strengths to see how you can best utilize those in addressing any opportunities you see. Which weaknesses should you improve upon, so external threats are minimized? Conversely, what strengths do you need to maintain to keep new threats from surfacing? You also want to write this summary in a way that speaks to your Digital Marketing Strategy. An example would be to make sure you are highlighting your strengths in any ads you run. So come up with a few sentences that are highlighted in this section and label as “To Use in Ads”.


If you have any questions or get stuck on any part, please reach out to us in the comments below.

Stay tuned for the next segment in our “Parts of a Digital Marketing Strategy” series!

Up Next: Keyword Research.

  1. Creating Client Personas ✓ 
  2. Market Research ✓ 
  3. Competitive Analysis ✓ 
  4. SWOT Analysis ✓ 
  5. Keyword Research
  6. Content Research
  7. Determining Social Platforms
  8. Determining Your KPIs
  9. Pulling It All Together

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Until next time…
Chill Digital Marketing


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