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A digital marketing audit is an important way to take stock of what your company is doing well, and where it can improve its online presence. By conducting a digital marketing audit, you can get an accurate picture of your company’s strengths and weaknesses in its online presence, and make necessary changes to improve your performance.
Why conduct a digital marketing audit?
An internal digital marketing audit is an assessment of all active digital media channels in order to determine how effective they are in the current marketing program. Audits can help you build infrastructure to analyze historical performance and establish the basic channels to include in your business plan. Digital marketing audit will reveal exactly what websites, web pages, profiles, and accounts exist, along with who most commonly operates them.
A digital marketing audit can also help you identify your content quality and consistency. A content quality checklist is an effective way to ensure consistency in your brand’s messaging across all platforms. A brand’s message should be consistent across all its touchpoints, including website pages, social media taglines, and paid advertising messages. This method of continuous improvement has been proven to work effectively in the past.
How to conduct a digital marketing audit
The following items are not an exhaustive list but an example of how you might structure your audit. You can evaluate the effectiveness of digital marketing activities by using the following factors.
1. Internal and External Factors – During a digital marketing audit, it is important to evaluate the impact both external and internal factors are having on your success with your plan. The external factors to consider include your audience, your competition, and the platforms and techniques you use to reach them, while the internal factors include the talents, expertise, and motivation of your team.
2. Existing Resources – Who’s currently undertaking the management of your owned channels and how many hours are being spent on specific daily operations. You should take note of who’s handling the running of your owned channels, and how many hours it is being spent on operator functions.
3. Website Audit – Addressing your existing website or current performance. This requires an analysis of your site’s analytics at a basic level. You’ll have your site audited or its current performance addressed, and this entails assessing your current analytics data. You can measure success using GA4 and compare your goals against your business goals. You can also use this tool to see how your campaign is performing over time.
4. Social and Channel Audit – Identifying social media and other channels being used, their performance, and function. Identification of all the existing social media and other channels is being done, their function and performance are being evaluated.
5. Social Listening – Social listening or audience research includes developing information about your target audience which helps you to plan the way that you will conduct your operations. Amassing relevant information about your target audience is essential for you, as it assists you in focusing your activities on your highest priorities.
6. Content Marketing – Evaluate your content marketing strategy. Are you producing quality content that resonates with your target audience? Is it being distributed effectively? Are you happy with your content marketing strategy? If you’re not sure, it might be time for a content audit. Finally, think about how well your content is promoting your business or website. Are you including calls to action or links back to your site? A content audit will help you take a close look at your existing content and evaluate whether it’s meeting your goals.
7. Lead generation efforts and conversion rates – When it comes to generating leads, quantity is not the only thing that matters – quality is important too. To ensure that your lead generation efforts are effective, you need to generate high-quality leads that are likely to convert into customers. Are you generating enough leads? Are they high-quality leads that are likely to convert into customers?
Useful Digital Marketing Audit Tools.
Below list are list of free useful digital marketing audit tools:
- Google Page Speed: https://developers.google.com/speed/pagespeed/insights/
- GTmetrix: https://gtmetrix.com
- Google Lighthouse: https://developers.google.com/web/tools/lighthouse#devtools
- Mobile Friendliness: https://search.google.com/test/mobile-friendly
- Broken link: https://www.deadlinkchecker.com
- Backlink checker: https://ahrefs.com/backlink-checker
- Website Usability Checklist: https://teamsuccess.io/UX
- SEO Score: https://www.seoptimer.com
- Social Intelligence Tools: https://www.spyfu.com
- Facebook PPC ads competitor: https://www.facebook.com/ads/library/
Conclusion
In conclusion, a digital marketing audit is a beneficial way to understand your company’s strengths and weaknesses online. By taking stock of your current situation, you can make more informed decisions about where to allocate your resources for the greatest impact. Act now to improve your company’s digital marketing presence and reach your target audience more effectively.