How to Properly Conduct a Digital Marketing Audit?

Digital Marketing Audit

As a business, you need to strategize and plan to take your business to the next level. However, if you wish to get consistent results, you need to make audits. These audits are essential to review all the methods you have implemented for your company and the positive outcomes they have yielded. These audits help you review your marketing practices and see areas of improvement and where you lost resources. Here’s how you conduct an audit:

1. Have Clear Goals:

Unless you know why you brought innovation to your company, you will never know its effectiveness. Think about what upgrades you have made in your company. These could include a new operating system and understand your primary targets. More productivity or more profit? Your audit should tell you the specific role of every advancement and if you can measure their effectiveness. It would help if you also gauged how proper your marketing strategies are and how relevant they are to changing consumer trends.

2. Have a Consistent Message:

Many companies publish content frequently. This content represents your brand on various platforms and informs your consumers about your brand profile. If you cannot keep track of your brand, you may lose your motto. Unless you have a rigid structure for your company’s profile, you may lose customers. To audit your company’s message, you should cross-check your image across different social channels, websites, and emails. It would help you understand your client’s perspective and how productive your message has been.

3. Work on Your Content:

When you make content, it is best to revisit what you wrote and see if the content is exciting and relevant. You can use a site audit to help you with this task. However, here are some basic rules you should follow. Please make sure you have catchy headlines that would entice readers and give them an incentive to read your content. Have a good collection of visuals that breaks down large chunks of texts. Finally, make sure you’re not clumping information together and instead go for brief details.

4. Audit for SEO:

When you are working on your SEO, keep in mind this extends beyond SERPs. Your audit should include all the various inbound and outbound links as well as indexing your pages. When you search for your domain, the search results should correlate with the number of pages on your site. Make sure you use an SEO crawler so that the search engine can easily crawl over your webpage. Finally, make sure you have page speed insight to know how efficient your loading is—having older websites results in a flawed audit. It may discourage you from performing any future audits and push you to keep things the way they are, which may disrupt your flow.

5. Assess Your Conversions:

While building your website, it is easy to see gaps in your sales, leading to a loss in conversions. Therefore you should check if each of your lead magnets gets converted into leads. It would help if you did as much beta testing as possible to see what is favorable to your consumers. Make sure you check for any back-end funnels.

6. Revisit Your Digital Marketing Plan:

Part of your auditing ensures you have a good marketing plan in place. It would also inform you where you lack as a company and where you’re incurring losses. It will entail looking at your target customers and searching if your pricing and positioning of products yield maximum attention and purchases. It would help if you also looked over your marketing materials, including reviewing all your promotion strategies and which ones perform better.

7. Assess Your Workflow:

You need to check up on your workers and ensure they’re contributing to your company’s success. You should check if they’re using any tools that are expensive but essentially useless. Are they collaborating and working on projects enough with effective communication. When you outsource, are you getting your money’s worth, or is it adding additional costs to your budget plan? Finally, are any of your team meetings useful, or are you all simply wasting time and should get rid of meetings altogether.

8. Establish Team Guidelines:

After the assessment, you need to replace older guidelines with newer ones. It would mean setting a benchmark for your workers and achieving your marketing objectives which would enhance workflows. Therefore you must learn how to assign responsibilities based on your employee’s strengths. It also requires establishing a communication network such as an email system or a mobile app with all employees. Ensure there’s no need to micromanage, and the team can adjust to their new roles right away. If the need arises, train them on the essentials of digital marketing techniques. You can also identify potential employees who can work better with various elements of digital marketing. For instance, some might have good SEO skills, while some can be good at social media marketing.

9. Measure the Outcomes:

Finally, the last stage of your audit will require some metrics. You need to know if you are influencing and engaging with your consumers enough. Suppose you’re not, then draft plans to meet these objectives. You must calculate the return on investments you’ve made and quantify them into a measurable metric. What is the protocol for reporting your findings? Are you interested in annual reports or quarterly reports? The frequency of these reports will inform you how well your digital marketing strategy is and how to take your employee’s feedback into account. It would help conduct a competitor analysis, identify rival’s gray areas, and discover market opportunities. Unless you start working on these, you may find yourself lagging as a business.

Wrap Up

An audit is essential in knowing where your company stands. Unless you conduct an audit, chances are you may not be aware of your digital marketing strategy’s effectiveness. Start by setting clear goals and make sure your operations align with them. Ensure your company has a consistent brand and keep working on your content, making it suitable for SEO. Assess your workflow and observe all forms of disruptions. Finally, make team assessments and adjustments accordingly. Ensure every outcome gets a fair comparison with your competitors to ensure you’re on the right track.