When was the last time you conducted a digital marketing audit? Evaluating your digital marketing efforts identifies your strengths, weaknesses, and opportunities for improvement. This data-driven strategy increases your return on investment (ROI).
A digital marketing audit examines every aspect of your brand’s digital footprint. This analysis provides a 360-degree image of your brand.
Understanding each of your digital channels and how your customers prefer to be engaged creates a holistic picture of your brand’s reach. This information provides data-based insights to shape your marketing strategies.
Follow these steps to conduct a digital marketing audit.
Review Your Website
Your website design should attract and engage visitors, tell your brand story, and elevate its credibility. The design should be modern and accessible, have a defined structure and easy navigation, and include clear calls to action (CTAs).
Ensure your website loads as quickly as possible. Consider compressing file sizes, reducing unused JavaScript, and implementing lazy loading to improve the page load speed.
Check that your website is mobile-friendly. Most visitors use mobile devices to access information.
Audit Your Search Engine Optimization
Search engine optimization (SEO) helps your website rank higher in search engine results and drive traffic to your site. Therefore, you should update your on-page, off-page, and technical SEO at least twice a year.
Perform a Content Marketing Audit
Determine which content best attracts and engages users. Use performance metrics such as number of visitors, traffic sources, rate of returning visitors, duration of visit, opt-in rate, and conversion rate.
Uncover trends with your top-performing content to better optimize your content strategy. Also, remove or combine underperforming content to increase SEO.
Map your content to support the stages of the customer journey. Helping users navigate the steps from awareness and consideration to decision and loyalty increases conversions.
Create a content calendar for future content creation. Develop content around the topics to educate and provide value.
Run a Social Media Marketing Audit
Review your business’s social media pages. Focus on profile accuracy, brand consistency, follower and audience growth, and engagement rates. Also, identify your best content types and activity compared to competitors. Use your results to determine your next steps. For instance, you might invest more time in higher-performing platforms.
Evaluate Your Paid Advertising
Review your advertising campaign budget and goals at least quarterly to ensure effective spending. Your goals might include awareness, traffic, engagement, app promotion, leads, and sales. Focus on your conversions to determine whether your goals are being met.
Analyze your advertising campaigns’ performance metrics to identify trends and update accordingly. Your metrics might include reach, impressions, cost, clicks, cost per click (CPC), click-through rate (CTR), actions, conversions, cost per action (CPA), and conversion rate.
Check your ads to evaluate your gain. Include the target audience, headline, message, keywords, creative assets, universal resource locator (URL), and CTA.
What Can BARQAR Do for You?
Contact us today to talk about your digital marketing needs. We’ll help you be heard among the herd!
