Keen to reap the rewards of a thorough digital marketing audit, but not sure where to start? Regardless of whether you want to generate more high-quality leads, uncover more about your target audience, or keep pace with your competitors, conducting a digital marketing audit could be key to your future success!
Discover the best way to conduct a comprehensive digital marketing audit of your own from the marketing experts at Aqueous Digital.
Carry on reading to learn how you can leverage your strengths and reinforce any weak spots in your digital marketing strategy.
What is a digital marketing audit?
A digital marketing audit is a set of reports that gather information regarding how a specific website or business uses its digital resources to help achieve its marketing objectives.
This customised set of reports can include a wide range of digital marketing avenues including social media marketing, email marketing and paid advertising (PPC), for example.
Why should you conduct a digital marketing audit?
The main purpose of a digital marketing audit is to inspect the performance of the business’s various digital marketing channels.
With this information available at your fingertips, you’ll be able to understand how each of your digital marketing channels is performing (both now and historically) which can (and should) inform your marketing decisions moving forward.
By identifying both your strengths and weaknesses using a digital marketing audit, you can ensure that you make the right marketing channel decisions.
As a result, you could increase your ROI (Return on Investment), attract more organic traffic to your website, or even build your brand personality.
Achieving one or several of these strategic objectives can help your business to establish a better online presence.
How to conduct a digital marketing audit
Determine your goals
Before you begin to gather information from the various marketing channels that your business utilises, it’s vital that you determine which metrics are the most important when it comes to achieving your key objectives or marketing strategy goals as this will help you to focus in on the most useful areas.
For example, if you want to focus on driving and retaining organic traffic on your website, you’ll be more interested in bounce rates and engagement metrics (time on site, pages per session, exit rate, etc).
Collecting additional data is always useful, but making a note of these significant figures can help to simply the process further down the line.
Collect data from marketing channels
You should then focus on harvesting data from your various marketing channels, with email, social media and your website being some of the most important (and most common) digital marketing areas.
Start by picking a set timeframe that should be applied to each marketing channel and then use suitable reporting tools across these channels to gather the relevant metrics.
Using tools like Ahrefs, SEMrush, Google Ads, Moz, Mail Chimp, Google Analytics and Funnel.io can all help you to obtain this vital data; Google Analytics alone is especially useful because it can track more than 200 metrics.
Compare data with your marketing strategy
Once you’ve obtained this valuable data, you can use these results to gauge the efficacy of your digital marketing strategy.
For example, if your digital marketing strategy is to focus on social media campaigns and work with influencers to build your brand personality, you’ll need supporting data to confirm that this approach to achieving your marketing goals is having the desired results.
This supporting data might be in the form of the amount of traffic your website is receiving from sites like Twitter, Instagram, Facebook and TikTok.
If this isn’t the case, and your traffic is coming from elsewhere, or the boost in your conversions is totally unrelated to influencer work, your time and money may be better invested elsewhere.
Implementing changes where necessary
Upon determining whether your current digital marketing strategy is working effectively using the data you’ve collected, you can begin to make impactful changes to your marketing approach.
This change in approach might affect which digital marketing channels you use and how you use them, but can also lead to the introduction of much more significant changes, if necessary.
By way of illustration, you may decide that your previous approach to achieving your marketing goals has not delivered the results you were hoping for.
Instead, you may need to explore new digital marketing avenues, increase the amount of PPC investment, or go back to the drawing board and work on building your brand personality.
Perform regular checks
While conducting a thorough digital marketing audit is undeniably a lot of work, it can be more than worth it. By helping your business to realign and stay on track to achieve its strategic goals, you’re not only more likely to reach these objectives, but more likely to achieve them at a faster rate, too.
However, to ensure your business continues to achieve its digital marketing goals, it’s important to carry out these digital marketing audits on a regular basis.
You can also conduct deeper, narrower audits into certain areas that you really want to focus on.
Marketing expertise from Aqueous Digital
If you’d rather reach out to the professionals for a comprehensive digital marketing audit, then please contact the award-winning digital marketing agency, Aqueous Digital.
Our expert team of SEO specialists is experienced at using all the best auditing, SEO and research tools and can tackle a wide range of content and marketing requests.
Specialising in paid and organic search reputation management and content, we have years of invaluable experience supporting businesses with their marketing requirements from all kinds of industries. If your company, business or organisation is located in Liverpool or the surrounding area, why not get in touch with our Liverpool team today?
At Aqueous Digital, you can get in touch via phone, email or online contact form – whichever method works best for you.
To discuss your marketing requirements over the phone, please don’t hesitate to give us a call on 0800 285 1424.
Upon receiving your enquiry, we’ll ensure a knowledgeable and experienced member of our team is in touch soon to find out more about your specific marketing needs.
Plus, before you commit to anything, you can even rest assured that we offer a free website health check and a no-obligation consultation.
With nothing to lose and everything to gain, why not give us a call?