Cavello Group

GoodFolks Digital Audit

3.4 Digital Channel Health Check

Table Of Contents

Current Status

Pentagon SP currently has a minimal and inconsistent presence across digital channels. Social accounts are either inactive or underused, and there is no evidence of paid media or CRM/email systems in place. This leaves the website as the sole digital touchpoint, limiting brand reach and follow-up opportunities with contractors.

Key Findings

Social Media

  • Profiles exist on LinkedIn and Facebook, but activity is sporadic and lacks a structured posting plan.
  • No consistent use of Instagram, Twitter, or YouTube; some accounts appear dormant.
  • Content that is posted is product-focused but lacks variety (e.g. contractor case studies, project spotlights, behind-the-scenes).

Paid Media & Tracking

  • No evidence of Google Ads, Meta Ads, or active retargeting campaigns.
  • No Google Tag Manager, Meta Pixel, or Google Ads tags were detected on the site.
  • This prevents campaign measurement, audience tracking, and retargeting.

CRM & Email

  • No CRM integrations or mailing systems were found.
  • Enquiry form submissions appear to go to email only, with no structured lead database or automation.
  • No visible sign-up option for newsletters or product updates.

Recommendations

GoodFolks recommends the following quick-win improvements:

High Impact, Low Effort

  • Audit all social media accounts. Deactivate or archive dormant channels and align branding across those retained.
  • Define ownership of social accounts to ensure consistent activity and responses to contractor enquiries.

High Impact, Medium Effort

  • Install Google Tag Manager and GA4, with conversion tracking for forms.
  • Deploy Meta Pixel to allow future retargeting campaigns.
  • Establish a basic social content plan, focusing on product features, contractor success stories, and new product launches.

Medium Impact, Medium Effort

  • Introduce a simple CRM (e.g. HubSpot Starter, Zoho) to capture and segment contractor enquiries.
  • Add a mailing list sign-up to the site (e.g. “Get Product Updates”) to begin building an owned audience.

Outlook

At present, Pentagon SP relies almost entirely on its website for digital presence. By consolidating social channels, installing tracking, and beginning to capture and nurture leads through email/CRM, the business can build a stronger base for future campaigns and contractor engagement.