4 Digital Marketing Audit Aspects You Probably Don’t Know About
Last update: 26 September 2022 at 02:10 pm
In today’s time, maintaining a strong online presence is instrumental to your business’ survival.
Businesses that don’t have a strategic and intentional online footprint may as well not exist at all in today’s increasingly digital world—and there’s a good possibility they won’t for long.
It’s probably time for a digital marketing audit if you’re looking for the best method to get your firm into digital marketing or if you feel like your digital marketing strategy needs a breath of new air.
A digital marketing audit, when done correctly, can give you insight into what you could be doing to better your current strategy.
Let’s delve deeper into the digital marketing audit paradigms to solve the puzzle.
What Is a Digital Marketing Audit?
A digital marketing audit is a business document (typically a PowerPoint presentation) that summarizes all of an organization’s digital marketing operations and initiatives.
Rather than describing strategy or plans, it focuses on the implementation and results.
A digital marketing audit is a collection of data that can be used to design or evaluate a digital marketing strategy. It can reveal information on competitor activity and performance, as well as identify opportunities such as new channels.
A digital marketing audit is a thorough examination of your company’s digital marketing activities and outcomes. This includes your website, social media profiles, and pay-per-click advertisements, among other things.
A digital marketing campaign’s purpose is to figure out which aspects of your marketing strategy are working and which aren’t to improve your procedures. So once you make up your mind about auditing your digital marketing efforts, you must invest in creating a proper strategy to approach every aspect.
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Areas of Your Business That Should Be Audited
While a digital marketing audit can assist every facet of your organization, there are some aspects you should pay special attention to, to truly maximize the impact of your marketing efforts. Here are a few of the major players in your marketing effort that should be scrutinized:
Before large-scale search engine optimization (SEO) or a website redesign, a website audit examines page performance. A website audit can give you a clear understanding of the issues with your website optimization that doesn’t allow you to meet your traffic goals.
They contain your site structure, content, netlinking, hard bounces, and a lot of other factors. It also covers user experience-led aspects such as ease of navigation and the depth of a link in your website.
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Website audits also allow you to re-evaluate your website’s lead generation and conversion efficacy. It will guide you on optimizing CTA buttons, landing pages, and service pages on your website. Thus, you will be able to find improvement opportunities and convert visitors into leads.
An SEO audit determines how search engine-friendly your website is. An SEO audit’s purpose is to assess the flaws in your existing SEO strategy to improve your website’s chances of ranking towards the top of the first page of a google search console.
Your website may not be ranking well for a variety of reasons, including an algorithm update, a shaky marketing approach, or an unknown core problem. A complete good SEO audit will detect these issues and offer you the plan you need to get your SEO efforts back on track.
Search engine optimization (SEO) is continuously changing. Even if you did not know a change in the algorithm had occurred, what was considered optimal practice today could get you penalized by search engines tomorrow.
If you’ve noticed a sudden decline in online traffic, a lower SERP (search engine results page) placement, or a Google penalty, an SEO audit may be exactly what you need.
Content Marketing Audit
A content audit is an assessment of your website content about its intended function within your marketing objectives. This includes your website’s blogs, page copy, ebooks, and other written content.
A content audit’s purpose is to see how effective your current material is in encouraging website users to perform the desired action, such as visiting landing pages, clicking on a call-to-action button, or simply spending more time on your website.
Before devoting that much time to a time-consuming process, be sure every piece of your content marketing strategy is going to be impactful, including planning out each quarter, creating a content calendar, and composing the material itself.
Even professionally written and completely informational material, on the other hand, won’t be effective if it doesn’t resonate with your target audience. If your conversion rates are low and your material isn’t being read, a content audit may be able to help you figure out what’s wrong.
Social Media Audit
A social media audit is a method for determining which aspects of your existing social media strategy are working, which are not, and which may be improved.
The diversity of different types of apps accessible makes a social media audit more complicated than audits for other aspects of your digital marketing plan. As a result, having a well-defined social media marketing strategy in place for each platform is critical.
Each social media site has its own set of regulations, guidelines, unique selling proposition, and best practices. Not only that, but each platform has its algorithm that affects your organic traffic and ranking.
The methods that work on one social media platform can bury your positive impression on another. A social media audit will show you which types of postings have the most impact on each network, as well as which ones are causing your reach to dwindle.
If you feel that your in-house team isn’t able to pull it off, you can always hire a specialized digital marketing agency to perform the digital marketing audit for your website. It can help you identify strategies to optimize your site and even run paid advertising campaigns more efficiently.
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Putting Proposals and Improvements Into Action
Creating a digital marketing strategy based on the facts and insights from the digital marketing audits to plan out and implement the suggestions. It should be divided into phases and modularized so that work can be moved ahead or backward as needed.
Each task on the roadmap must result in an outcome that includes a suggestion based on a key finding from the audit.
This method ensures that each item of work is supported and rationalized by a business rationale. There is a six-step methodology for digital projects. As you can see, everything begins with an audit!
Evaluate: do a digital audit and present the client with options and recommendations.
Define: short, medium, and long-term objectives in your strategy.
Design: work on all aspects of the digital marketing campaign
Develop: implement technical improvements.
Launch: The project goes live, and a preliminary audit is performed to assess its short-term viability.
Measure: keep track of key metrics and performance versus KPIs.
Outsourcing Digital Marketing Audit
For many businesses, outsourcing their digital marketing to a professional team is becoming the preferred alternative.
All of the worries of managing an internal employee disappear when you find the proper provider. You have a highly trained team of professionals at your disposal, who are continually learning from multiple accounts and upskilling themselves.
A good team will grow alongside you. You have control over them as an outsourced partner, and you can terminate the relationship at any time.
Benefits of Outsourcing Digital Marketing Audit
Attempting to execute this in-house has several drawbacks, including price, particularly for smaller businesses. As a result, there are numerous advantages to outsourcing your digital marketing.
Reduce Your Training Costs For Your Employees
To keep on top of industry change and innovation, a genuinely effective digital marketing audit team receives regular training and professional development. This is extremely expensive to achieve in-house, and it is an expense that repeats and grows as the team grows larger.
The Rewards Of Experience
A digital marketing agency will bring together individuals with a diverse set of skills. This decreases the risk of errors and guarantees that your initiatives are informed by the experiences of others who have successfully managed comparable campaigns in the past.
Costs That Are Predictable And Streamlined
If keeping expenditures under control is a priority for your digital marketing plan, an outsourced digital marketing audit agency can help. Buy digital marketing support as and when you need it to avoid the costs of full-time staff.
If you haven’t already guessed, doing a full digital marketing audit is a time-consuming and difficult task. While you might technically do it yourself, you’re unlikely to get the results you want without the tools and the commitment required to undertake a complete examination of your present digital marketing plan.
Also, there are numerous advantages to outsourcing your digital marketing channels to a seasoned firm.
Additional growth, brand consistency, and money will pour into your business as your site becomes more relevant and helpful to your audience. Furthermore, the audits support strategic marketing and assist you in achieving your objectives.