Why Does my Website Need a Digital Marketing Audit?

Digital marketing has proliferated, with marketers adding new tools, platforms, and tactics every day to keep up with the digital transformations. It can be pretty overwhelming to keep track of records and programs, especially when the responsibilities are divided amongst internal marketing, sales teams, and public relations. At this stage, digital marketing audits help you understand what is being done and where. 

Now the first question you should be asking yourself is when was the last time you performed a digital marketing audit? Or even worse, have you ever conducted a digital marketing audit? 

What Are Digital Marketing Audits and Why You Need to Perform One?

A digital marketing audit is a detailed checkup or investigation of your digital marketing efforts. It helps you evaluate the performance of all your strategies, practices, and posts, helping you comprehend any gaps or loopholes. In simpler words, the process of collecting the website’s data to identify the weak points in its performance is called a digital marketing audit. 

Conducting regular digital marketing audits will help you revise your campaigns and distinguish between the initiatives that work in your favor from the ones that don’t. Without the aid of digital marketing audits, it would be impossible to identify where your efforts could use a tune-up or a complete redirection to ramp up your ROI. 

Regular reviews are great for creating positive changes. You can see what is working and what is not, and strengthen the weaker areas in your digital marketing strategy. Digital marketing audits, if done correctly, can help you in the following four ways:

Improving Efficiency

Digital marketing audits help improve efficiency, not only for the business owners but also for customers and agents. Through digital auditing, you can eliminate almost all the reasons which make the operations costly and time-consuming. Digital marketing audits have a high ability to give you a better understanding of the customer experience. 

Accomplishing Business Goals

With the help of digital marketing audits, you can document all the key points you can excel in. It is a strategic path to analyze the website as well as other digital platforms for your business. You will gain more insights into your competitors’ websites and identify a way to generate more leads. With all the elements of digital marketing audits, you can ensure that all your digital assets perform such that they bring you closer to your overall business goals.

Strengthening Advertising Campaigns

Setting up campaigns is just one part of a marketer’s job and an easy one, but managing those campaigns to gain a higher ROI is crucial and challenging. With the help of digital marketing audits, running paid campaigns becomes an easy task. After a digital marketing audit, you can unravel numerous factors and set a track of your budget necessities. It will also give you insights on where to save and where to spend.

Attaining Competitive Benefits

A digital marketing audit is an ongoing process. Therefore, it must be done in a particular interval of time to beat your competition. Regular auditing will help you recognize the critical factors on which the success of your organization is dependent. Spending a budget on your digital marketing efforts is simple but managing it with less CPC is difficult.

Apart from these, your digital marketing audits reports will help you determine the health of your website, therefore bringing you additional benefits such as:

• Transparency with clients
• Enhanced customer relationship
• Co-browsing with customers

4 Key Areas to Heed While Performing Digital Marketing Audits

Here are the four key areas which require utmost consideration while performing a digital marketing audit to improve the overall growth of your website. 

1. Reporting

Before anything else, you should ask yourself the following questions:

• Do I have ongoing reporting in place? Do I know what KPIs to measure?
• Do I use online tracking and reporting tools?
• Am I tracking the overall average KPIs per marketing investment?

Suppose you are not doing these things or doing them without proper knowledge or are confused about the data you have been collecting. In that case, it is time you revisited your digital marketing strategies. If you have no clue where you have been, you would not know where you are going. This is the prime reason we track and measure data. 

2. Social Media

In this digital day and age, social media is precious to your business audience. Your social media pages are another opportunity to represent your brand and set the right tone for building customer relationships. If you are posting the wrong brand message, posting too little, or not posting enough, it can turn the client to another company. Test the content that you share and only share what your customers have proven they like to see. 

3. Search Engine Optimisation (SEO)

SEO should be the core consideration for your digital marketing strategy. Your SEO efforts should be monitored regularly as a part of active digital marketing audits. SEO enhances the ranking of your website on a search engine and directs high-quality traffic to your website. This is one way you can find potential customers. See that your SEO efforts are directed towards the following metrics of your website:

• Page speed
• Number of indexed pages
• Mobile-friendliness
• Broken links
• Backlinks
• Internal links
• Image alt text
• Meta descriptions

Additionally, you can analyze how well you rank organically for your targeted keywords. 

4. Content

Content is proven to be one of the most efficient ways to capture audience attention. To provide value to your potential and recurring customers, it is essential to align your content with their interests. A digital marketing audit will help you identify those interests, which you couldn’t with different buyer personas’ research. Buyer personas are still valuable, but they may change and you may need to revise your result with time.

In addition to these critical areas, you need to consider some other factors while performing digital marketing audits, which include:

• PPC
• Brand consistency
• Marketing technology
• Brand objectives
• Existing digital marketing strategy

To Sum Up

By auditing the individual aspects of your digital marketing strategies, you will be able to see the bigger picture. Data does not lie. When digital marketing audits become a regular practice, they become less time-consuming and give you quick insights into what is performing well and where you are lagging behind. 

Performing a digital marketing audit identifies areas of improvement and helps you deliver the right experiences your customers deserve. If you are looking to reassess your marketing strategies, get in touch with us today.