PESTEL strategies for your customers

When managing websites for your clients, it is crucial to understand the environment in which their business operates. One effective way to do this is through PESTEL analysis. This tool allows you to identify and evaluate the external factors – political, economic, social, technological, ecological and legal – that can influence both the success of your client’s business and the way you optimize their digital presence.

What is PESTEL analysis?

PESTEL analysis is a framework used to study how external factors can influence a company or project. These factors are divided into six categories: political, economic, social, technological, ecological and legal. By understanding each of these aspects, you can better adjust digital marketing strategies to align with the context in which your customers operate.

What is the purpose of PESTEL analysis?

This analysis is essential for anticipating changes in the environment and adjusting marketing strategies accordingly. For agencies managing WordPress websites, understanding these factors can be the difference between a strategy that works and one that doesn’t. With a good PESTEL analysis, you can identify market opportunities, adapt advertising campaigns and improve SEO optimization, all aligned with the external conditions affecting your client.

How to do a PESTEL analysis?

PESTEL analysis would be an essential tool to help my clients understand the environment in which they operate and, therefore, to develop more effective strategies aligned with the market reality. Here’s how I would do it:

1. Research and data collection:
   I would start with extensive research to gather data on each of the PESTEL factors: political, economic, social, technological, ecological and legal. This would include reviewing market reports, industry studies, relevant news, and any other reliable sources of information that may affect my clients’ businesses.
2. Impact assessment:.
   Once the information is gathered, I would assess how each of these factors may affect the client’s business. For example, I would analyze how new political regulations could influence their operations, or how changes in social trends could affect the demand for their products or services.
3. Prioritizing key factors:.
   Not all PESTEL factors will have the same impact on every customer. Therefore, it is crucial to prioritize those that are most relevant to your particular industry or situation. This allows you to focus your efforts on the areas that can really make a difference to your strategy.
4. Develop strategies based on analytics:.
   With the assessment and prioritization in hand, I would develop digital marketing strategies that are aligned with the findings of the PESTEL analysis. This could include adjusting communication to align with societal changes, optimizing online presence in the face of technological advances, or preparing campaigns that take into account potential economic fluctuations.

Why don’t we usually do PESTEL analysis?

Despite its relevance, many marketing agencies do not perform a PESTEL analysis on a regular basis because not all the services they offer require it. For example, if a client only requests web maintenance or site development, PESTEL analysis may not be relevant. These services are more technical and operational, focused on ensuring that the site works well and meets the client’s basic needs.

Similarly, in specific services such as SEO or ADS campaigns, PESTEL analysis may seem less crucial. While understanding the external environment can help in adjusting long-term strategies, many times these tasks are focused on ongoing optimization or campaign execution that seek more immediate results.

PESTEL analysis is especially useful when it comes to a 360 marketing strategy. In these cases, where the agency is in charge of all the company’s marketing planning and execution, understanding the external factors that could affect the business becomes critical. This is where PESTEL comes into its own, as it allows the design of a global strategy that is aligned with the political, economic, social, technological, ecological and legal realities in which the company operates.

Therefore, the decision of whether or not to perform a PESTEL analysis depends on the scope of the service being offered. For one-off services, it may be unnecessary, but in a comprehensive marketing strategy, it is a valuable tool to ensure the long-term success of the client.

Example of a PESTEL analysis of a company

Mercadona’s PESTEL analysis

1. Political: Mercadona faces local and European retail regulations, which affect its expansion and pricing strategy.
2. Economic: Fluctuations in the Spanish economy influence consumers’ purchasing power, which Mercadona must consider when adjusting its product offerings.
3. Social: Increased demand for healthy products has led Mercadona to expand its range of organic and sustainable products.
4. Technological: The integration of technologies in the supply chain has allowed Mercadona to improve efficiency and reduce costs.

PESTEL analysis of Coca-Cola

1. Political: Coca-Cola must navigate government regulations in different markets, especially in relation to sugar-sweetened beverages.
2. Economic: Variations in exchange rates and local economies impact production costs and selling prices.
3. Social: Growing concern for health and wellness has prompted Coca-Cola to diversify its portfolio with healthier beverage options.
4. Technological: Coca-Cola invests in automation and digital marketing technologies to maintain its market leadership.

PESTEL analysis allows you to better understand the environment in which your customers operate, helping you to adjust and optimize their digital strategies. By identifying the political, economic, social, technological, ecological and legal factors that can influence their business, you can anticipate changes and adapt your actions to ensure long-term success.

Frequently Asked Questions (FAQs)

1. Why is PESTEL analysis important for marketing agencies?
PESTEL analysis allows agencies to identify external factors that can affect their clients, helping to develop more effective strategies aligned with the real environment.

2. How can PESTEL analysis improve the management of a WordPress website?
By understanding the external factors that influence your client’s business, you can adjust SEO optimization, content creation and advertising campaigns to improve their online performance.

3. How often should I perform a PESTEL analysis?
It is advisable to do a PESTEL analysis at least once a year or whenever there are significant changes in the external environment that may impact your client.

4. What resources do I need to do a PESTEL analysis?
You need access to up-to-date information on the political, economic, social, technological, ecological and legal environment of the market in which your client operates. This may include market reports, relevant news and sector studies.

5. Can I apply PESTEL analysis to any type of business?
Yes, PESTEL analysis is flexible and can be adapted to any type of business, regardless of its size or sector.