Any company’s success depends heavily on its internet presence. Businesses who don’t have a purposeful and deliberate online presence may find it harder to stand out in an increasingly digital environment. Getting to the main question, how optimized is your marketing? If you are certain that your marketing approach is producing excellent results across the board, it signifies you have been successful in influencing people’s perceptions of your brand. But if you’re not sure, what do you need to do? Well, the answer is that you should take advantage of an internet marketing audit.
Whether a company is B2B or B2C, the thought of unrestrained scrutiny of its brand’s marketing activities is unsettling. At that point, an internet marketing audit enters the scene.
Overview of Digital Marketing Audit
A careful analysis of the procedures and results of your company’s digital marketing initiatives is known as a “digital marketing audit.” This may include things like your website, your social networking pages, your pay-per-click advertisements, and more. Briefly, it is a business document that lists all the marketing initiatives and activities that a company engages in through digital marketing platforms.
This raises one crucial question: How can you tell which of your internet marketing initiatives are succeeding and which are falling short?
This is where you need a good audit. A good audit examines the configuration of your campaigns and the outcomes they are presently producing. In any case, the ultimate objective is to identify any weak points and figure out how to strengthen them.
What Are The Characteristics Of A Strong Marketing Audit?
A thorough marketing audit that produces results has several facets.
What Benefits Do You Draw by Doing a Digital Marketing Audit?
Why is a marketing assessment necessary? Is it worth the time and money spent on it?
In other words, if you don’t undertake a digital marketing audit, you’re establishing a high bar for yourself to meet a realistic KPI without having a solid understanding of your performance indicators across all your digital channels. You will be able to make data-driven decisions about what to do next if you are aware of the performance measures that are most effective for you.
Well, below are six major advantages that digital marketing audit brings to inspire you to do your audit:
1. Identify weak points and constraints
All your systems’ bottlenecks and flaws that prevent expansion are exposed by an audit. Once all the obstacles are removed, growth begins.
2. Find undiscovered growth prospects
If your eyes are opened by a competent audit, you can look at new ready-to-buy marketplaces. You can close a profit-generating gap left by your rivals’ products or services, or you may package them.
3. Follow the objectives of the firm
You are constantly reminded of your company’s star metric via audits, which keeps you on track.
4. Boost your team’s morale
An audit is the best way to be reminded of how wonderful your goods are. You rediscover your love for your business and its goods.
5. Boost your investment’s return (ROI)
You are compelled by an audit to get rid of ineffective strategies. This not only enhances productivity, but it also raises your ROI over time.
What Is The Purpose Behind Digital Marketing Audit?
A thorough marketing audit shows suggestions to increase the effectiveness and success of your company’s marketing activity and serves as a standard for evaluating future marketing activity.
An organization revising its business strategy frequently uses a marketing audit. A marketing audit may provide management with crucial consumer and market data that is essential for assisting them in setting practical company goals.
The “SMART” Goals
Any company utilizing Digital Marketing Audit follows the “SMART” goal. The SMART objectives are:
You cannot accurately assess the success or failure of your digital marketing audit without first recognizing these characteristics.
Why Do You Need a Digital Marketing Audit?
Generally, a digital manufacturing audit would be beneficial for any company of any size in any sector. There are several obvious signs that your present marketing strategy is not serving you well, and you may need to adjust your strategy.
Here are four scenarios in which you might need to run a marketing audit:
1. You want to start a new company
A marketing audit can help you assess your strengths and weaknesses when starting a new firm.
2. You want to release a brand-new product
To improve your chances of success while introducing a new product, you will choose the appropriate channels and messaging.
3. You’ve acquired an established company
Build on the brand’s prior triumphs and fill in the gaps for improved performance using the audit results.
4. You’re having trouble, or something isn’t functioning
You’ll find strategies to cut the knot and set your business free to succeed when your marketing wheels are turning.
How To Carry Out a Digital Marketing Audit?
All facets of digital marketing, including content marketing, SEO, social media marketing, and on-site optimization, must be examined for a digital marketing audit.
1. Auditing Content and Content Marketing
You put in a lot of work to make content that people want to share, but where is it leading you?
A content audit is an assessment of the information on your website in relation to how it connects to your marketing objectives. Your website’s blogs, page text, eBooks, and other written content are all included in this.
Before investing so much time and energy into a time-consuming process, you need to ensure that every component of your content marketing strategy is going to be effective, including planning out each quarter, creating a content calendar, and composing the material itself. A content audit might assist you identify the root cause of low conversion rates and low engagement with your content.
Which of your content has performed the best, and which has been entirely ignored? Which articles have garnered the most social media engagement?
2. Auditing social media performance
Clear goals regarding where the social media strategy will take a company many months from now are essential, but with time, these goals can become hazy, if not outright unrealistic.
In general, firms must confirm:
- Has the volume of visitors to your social media pages and website increased? Your social efforts are obviously failing if the answer is no.
- Which type of traffic are you producing more of: new or returning customers?
- How long are visitors to the website remaining there?
- Are you engaging people on social media?
- Has your brand recognition grown?
- How many leads have you generated through social media?
Thus, a social media audit, in short, allows you to assess how your social media initiatives are aligned with your company objectives.
3. Auditing SEO
A good SEO plan should result in a significant increase in the website’s search ranks, not a decrease. Don’t just assume that if you keep doing SEO as normal, you’ll keep climbing the Google ladder.
Google releases frequent adjustments to its search algorithm, which might result in a drop in results for unprepared firms. The audit identifies those flaws that are keeping you from ranking better and attracting the traffic you seek and deserve to your website. When you have a huge site but no visitors, an audit might assist you figure out why.
4. Auditing the website
For technology to continue operating as planned, we must maintain ongoing vigilance.
Rankings might also decline due to a website that hasn’t been thoroughly examined for errors.
Few questions that can be answered by a website audit are:
- Are all the connections, both internal and external, active?
- Do all the photos load correctly, and does the text appropriately wrap around each one?
- Are there any spam comments that require your attention can be seen on the blog?
- Is the metadata clear and accurate or does it need to be rewritten?
- Is every piece of information current?
Your site will keep growing in terms of traffic and page rankings as a result of a thorough website audit, which will increase your return on investment. Website auditing services makes you understand all that you need to know about monitoring and managing your website.
A pay-per-click advertising audit, like most audits, is used to determine how current campaigns are performing and to identify ways to improve their performance.
PPC audits are essential because they help marketers address PPC system inefficiencies, including problems that they might not be aware of that are wasting ad spending
Here are a few examples of how a PPC audit might help:
- Your PPC campaign was doing admirably, but you’re no longer seeing the same results. What has changed? What should you do differently?
- Your PPC program produces excellent results, but you wonder whether you might do better. What possibilities do you pass up?
- You’re new to PPC and are having difficulty achieving decent results. What are you doing incorrectly?
- You’re still getting traffic, but your expenses are out of control. How should you manage that?
What Are The Main Channels of a Digital Marketing Audit?
The chart below shows the basic channels of a digital marketing audit that you will need to evaluate.
Wrapping It Up
A thorough digital marketing audit is a time-consuming and challenging task. Of all, doing a surface-level audit of your digital marketing is like trying to put a puzzle together with missing pieces. You won’t be able to see the finer elements of the overall picture, however, you may be able to discern what you are searching for.
While a thorough audit might take three to six months to complete and offer recommendations, a basic audit shouldn’t take more than 30 to 45 days (about 1 and a half months) to complete. The better the outcomes, the more time an Auditor invests in gathering data, analyzing it, and developing recommendations.
At Valasys Media, we integrate top-tier data-intelligent services to deliver outstanding client experiences, combine those with an ideal culture of respect and support those with an empathic approach. Our services support the management of the sales funnels in ways that increase our customers’ bottom-line conversions.
Please contact us if you have any questions about our services.