Digital Marketing Audit For 2022 - Everything You Need To Know

A digital marketing audit is a complete survey of your online advertising methodologies. It assists you with a thorough analysis of whether or not your advertising channels are doing their job well, how your site is performing, where there is space for enhancement and improvement, and where it's a good idea to invest your marketing budget.

Genuine digital marketing audits are more than just the auto-generated email you receive after signing up for a free website check online. They are elaborate and incredibly customized to your business's industry, history, and objectives. They incorporate a careful assessment of your online portfolio, with more profound insights that determine your best- and worst-performing marketing resources

Reasons For Conducting A Digital Marketing Audit

You're not getting good quality leads
You didn't hit your quarterly or yearly business objectives
You need another website
You need to dispatch new campaigns but are not sure where to begin
You need more information about the target audience
You're falling behind your business rivals

Now let’s have a deep look into the different aspects of a digital marketing audit:

Quantitative Examination of Your Online Portfolio

This is the traditional focal point of a typical marketing audit. Your digital strategy is holistically reviewed through the perspective of metrics to understand what’s been working so far and what hasn’t. It would include most or all of these things -

Data from Google Analytics
PPC campaign reports
Social media analytics
Data of SEO rankings
CRM reports and information
Funnel data of eCommerce purchase

Subjective Assessment of Your Online Portfolio

This aspect of the audit includes a critical insight into your virtual landscape. These are the most important elements of a subjective assessment:

Web UX and design
CTAs on your site
Brand compatibility across channels
Brand awareness across channels
Social media content
Effectiveness of email messaging and design
Usability and accessibility of lead generation form
eCommerce experience and information

Website Crawl

There are plenty of services available online capable of crawling your website and offering feedback related to technical issues. This data is important; you should know when your site has low site performance, duplicate content, broken links, and missing metadata. However, explanation and reporting are pointless unless there is context.

Make sure that your marketing audit also includes the prioritization of issues identified in a crawl report, in addition to setting a short timeline for rectifying them.

Competitive Assessment

It's quite common for a marketing agency to contrast your marketing endeavors with those of your competitors. There are numerous observations that a competitive assessment uncovers, including elements that can provide you with competitive advantages in the long run.

Channel-by-Channel Breakdown

A digital marketing audit usually performs a complete breakdown of marketing efforts for every channel. This provides a deeper insight into your overall marketing efforts. These are typically the channels included in a digital marketing audit:

PR/media coverage
Paid social ad campaigns
Organic search
Social media organic traffic
Conventional digital ads
Email marketing
Reputation management
Content marketing
Website

Channel-Specific Strategies

Your digital strategy ought to be upheld by these particular strategic proposals for your essential digital marketing platforms. These might incorporate suggestions like -

Searcher intents or keywords for targeting using an organic search plan
Content medium suggestions
Suggestions for types of content
Targeting suggestions for paid promotions
A detailed plan for website improvement
Addition of suitable call-to-actions
A solid plan for email correspondence
Channels that require more or less attention
Suggestions for brand messaging
Extra software require for achieving your proposed digital plan

Strategy & Recommendations

Your audit should provide suggestions according to the discoveries made. This is a major one, and any organization paid to conduct a digital marketing audit ought to incorporate it, however, it is not always guaranteed.

To put it plainly, your auditing agency should provide you with some idea of the subsequent steps that you can take to expand on the positive components of your digital portfolio, and work to further develop what isn't serving your business. The best kind of marketing audit will give you an actual framework for utilizing the digital avenue to develop your business.

Key Performance Indicators (KPIs)

In addition to a strategy for improvement, your audit can also incorporate multiple key performance indicators that you ought to track closely for understanding how effective your digital strategy is. It may even incorporate realistic target objectives for the KPIs mentioned, in light of the loopholes and rooms for improvement recognized by the digital marketing audit. KPIs will differ from one business to another, since a digital metric that is important to one company may be of little value to another.

Digital Accessibility

A digital marketing audit should ideally cover the resolution of challenges faced by disabled people while visiting and navigating through your website. This is particularly significant for organizations in numerous industries where it is required by law to be digitally accessible.

Web accessibility can likewise work on your SEO by increasing organic web traffic to your web pages. This happens on the grounds that composing your code for digital accessibility increases the search visibility of your website and also makes it voice-search friendly, thereby ramping up your search engine rankings for your targeted keywords.

Bonus Info: Best Free Site Audit Tools to Look Out For In 2022

Need a digital marketing audit for your business? Get a complete review of your existing online presence with the help of our competent digital audit experts in Toronto.