A digital marketing audit is a comprehensive and categorical process of extensively reviewing the various platforms, strategies, and performance of a digital marketing campaign on a recurrent basis. The analysis of the data obtained from the audit is useful in determining the grey areas, insufficiencies, and other gaps in the strategies and can subsequently be addressed for refinement, keeping your business goals in mind. These audits help to ensure that your strategies and campaigns are tailored to boost conversions and establish your brand image.
Why conduct a digital marketing audit?
While digital marketing strategies are immensely advantageous when applied intelligently, they need to be amended regularly to adapt to the evolving algorithm updates and trends. A drop in the web traffic directed to your website, your target audience being disengaged and a decline in sales growth are just some of the examples that indicate the need for a digital marketing strategy audit. The digital marketing audit report expounds on the operational insights, giving you the ability to design and implement the changes required to bridge the gaps in order to achieve the desired results.
How to conduct a digital marketing audit?
Conducting a full digital marketing audit is a lengthy and detailed process and the availability of free digital marketing audit templates has made this process easier. Nevertheless, for the audit to be successful and insightful, it is imperative to be thorough and precise. Listed below are a few of the most important segments of a digital marketing campaign, what to look for when conducting an audit of each of those segments and how to go about it –
Search Engine Optimization (SEO) Audit
Search Engine Optimization (SEO) is the practice of enhancing the quality and quantity of traffic directed to your website through organic search engine results and is one of the core components of any digital marketing framework.
An effective SEO strategy is dependent on the success of various factors like on-page and off-page optimization, keyword optimization, user-experience, overall responsiveness, page speed, security, etc along with prompt adaptation to the latest search engine algorithm updates. Implemented wisely, it can be the key to building your brand image, boosting business growth and fostering a strong online reputation. That being said, SEO is more than a few simple tasks and commands. It is an intricate, detailed process that can make running an SEO audit for your website not only time-consuming but also cumbersome.
To simplify this process, a number of digital marketing audit tools like Ahrefs, Woorank, Moz Pro Solutions, Semrush, Google’s Webmaster’s Tools and Hubspot’s Website Grader offer detailed reports with actionable insights. Making use of these tools allows you to analyze your website performance, review your SEO strategy and adjust your marketing plans efficiently.
Content Marketing Audit
Another important component of any digital marketing framework is undoubtedly content creation and content marketing. A strategic approach towards creating and distributing high-value content relevant to your target group on a consistent basis can be instrumental in driving profitable consumer action towards your business.
An essential part of creating a successful content strategy, conducting a content audit will help you gain detailed insights regarding the overall performance of your content whether it is website content, blog posts or even simple product descriptions. Upon analyzing this data, you obtain a comprehensive record of various aspects like page visits, page value, bounce rate and average time on page! These statistics make it possible to evaluate the actual quality of your content, identify the gaps in your content strategy, understand what needs to be optimized for the search engines and updated to enhance your user experience. Moreover, these analytics can also help you generate new, refined content ideas for your customer base and assist in planning your future campaigns.
Some of the well-known tools that can help you measure and quantify your content marketing efforts are Screaming Frog, Buzzsumo and Google Analytics.
Social Media Marketing Audit
Next, conducting an audit of your social media marketing efforts is an absolute must. With over 3.8 billion active users across various social media platforms all over the world, social media has transformed how customers perceive, connect and interact with a brand or business online.
Conducting a social media audit will help you understand your audience better, review the outcome of your current efforts and assist you in making informed decisions for the success of your future campaigns across all social media channels. A brief overview of what you must include as a part of your audit checklist would be your presence on the right platforms, profile optimization, engagement metrics, follower growth, hashtag marketing insights and individual campaign performance. This data contributes significantly to interpreting the nuances of a social media marketing strategy and what makes it tick! You can perform an audit on a weekly, monthly or quarterly basis, although a regular review can prove to be tremendously beneficial in keeping up with the latest trends and viral propaganda.
As such, every social media platform will provide you with statistics and insights to track your performance. Additionally, some of the other tools you can use to monitor your performance as well as manage your social media profiles smoothly are Buffer, Sprout Social and Oktopost.
Email Marketing Audit
Email marketing is a highly effective digital marketing strategy and plays a key role in boosting brand awareness, building customer relationships and maximizing conversions. Successful email marketing campaigns are a result of various factors like personalized subject lines, relevant mail copies coupled with appealing visuals, strong Call-To-Actions (CTAs) and optimal sending times.
Analyzing the performance of your email marketing campaigns through metrics like open rate, click-through rate, unsubscribes and conversions will help you understand what works best for your business. Industry-leading tools like Hubspot Email Marketing, MailChimp and Drip will help you grow your business by augmenting your email marketing efforts.
Paid Advertising Audit
Lastly, measuring your paid advertising efforts is of paramount importance. Paid advertising, executed strategically, can help you create awareness, broadcast your message, generate leads and drive conversions almost instantaneously. On the other hand, if not done right, it can lead to a substantial loss of resources, monetary and otherwise.
To yield the desired results from your paid advertising campaigns, apart from having a strong ad copy and design, it is important to have the following factors in check – targeted keywords and demographics, relevant time slots, clear CTAs and optimized landing pages. Some of the tools that can help you audit and enhance the performance of your PPC campaigns are Google Ads Performance Grader by Wordstream, Adespresso by Hootsuite, Adalysis and Optmyzr.
To conclude, digital marketing audits are an absolute necessity to ensure that you get the most out of your digital marketing endeavors. They keep you informed about the progress, usefulness and effectiveness of each strategy, giving you the acuity required to craft superior, well-curated and tempered marketing strategies.
For further support to grow your business, our team at Parkyd Digital is available and happy to help you. With a deep understanding of the digital marketing landscape and over a decade of industry experience, we offer holistic marketing solutions that are customized according to your requirements to effectively boost your ROI and achieve your business goals. You can get in touch with us here.