How to Run a SWOT Analysis For Digital Marketing

I’m sure many of you have heard of a SWOT Analysis (and that’s what brought you to this guide). This is something that’s covered in most entry-level business courses, and it may even be something you’ve learned in the past.

But actually applying a SWOT analysis to your own internet marketing campaigns can be tricky, especially if it’s been a while since you used this technique.

Fortunately, you’ve come to the right place. Read on, and I’ll show you practical ways to use a SWOT analysis for your business.

What is a SWOT Analysis?

SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. It’s usually used to examine the business as a whole for viability as an enterprise, but it can also be used to improve your web marketing. At the very least, writing down a few quick thoughts on each aspect of the SWOT analysis can generate ideas and identify problems to get you on the right track.

• S (Strengths): What do you have online that others don’t?
• W (Weaknesses): What are the weakest points in your online marketing strategy?
• O (Opportunities): What opportunities can you capitalize on that could put your site ahead of competitors?
• T (Threats): What does a competitor’s online marketing strategy have that you don’t?

How to Run a SWOT Analysis For Digital Marketing (Example and Template)

Using SWOT is simple, and it’s something you can do by hand without any fancy software. If you prefer to do it on your computer, you can simply open a blank doc or use a free SWOT analysis template.

The most important part about running a SWOT analysis is being specific. Rather than just saying that you’re good at something or bad at something, go deeper.

I’m going to run a mock SWOT analysis below so you can see how it looks for every letter of the acronym.

Strengths

Strong Brand Presence

• High quality content on all platforms
• Large following and great engagement on social media
• Positive customer reviews online

Technical SEO

• Fast-loading website
• Mobile-friendly site design
• Meta descriptions and tags used throughout

Competitive Pricing

• Rates for different customer types and budgets
• B2C and B2B offerings
• Customization options

Weaknesses

Content Gaps

• Lack of diversity in content types (such as no videos or podcasts)
• Thin content in key categories
• Outdated content

Limited Resources

• Small content marketing budget
• Outdated tools or technology
• Lack of specialized talent

Lack of Conversion Optimization

• Ineffective CTAs
• No personalization
• No testing strategy

Opportunities

Emerging Trends

• New social media channels (like TikTok)
• Optimizing for voice search
• Podcasting

Partnerships and Collaborations

• Influencer marketing
• Cross-promotions with other brands
• Sponsoring an industry event

Content Expansion

• Untapped keywords
• New formats (webinars, white papers, podcasts, etc.)
• Local SEO

Threats

More Competition

• New players in niche
• Top competitor was just acquired by VC with deep pockets
• AI advancements by competitors

Algorithm Changes

• Google updates could hurt your current organic search traffic
• Ad network changes are increasing your budget
• Social reach declining

Data Privacy Concerns

• Hack or breach to your customer data
• Stricter regulations (like GDPR in Europe or CCPA in California)
• Increased consumer awareness over rights to data

Next Steps

Once you’ve completed your SWOT analysis, it’s time to create a list of action steps for areas where you’re most venerable.

Prioritize what must be done first, and be specific about it.

For example, if you want to expand your content as an opportunity, maybe you’ll start by running a full content audit of your entire website. This will help you identify keyword gaps and areas for improvement. But you might decide that beefing up your data security is a higher priority, and get new IT security software first.