Digital Marketing Audit: Magnify Results In These 5 Areas
When you hear the word “audit,” you probably think about taxes and the IRS. We are talking about a digital marketing audit to evaluate your business’s web presence. In order to build a successful, impactful strategy, you have to know where you stand, right? Taking a microscope to your own digital marketing can help you build out effective sales funnels and improve areas of weakness. Having a stellar digital presence doesn’t just impact your social media engagement, but it also impacts your bottom line.
If built correctly, your web presence should do a majority of your selling for you!
Digital marketing audits look at many components of your web presence, from content, web errors, page speed, negative reviews, out-of-date information, and much more. To complete a comprehensive digital marketing audit, we recommend taking a deep dive into the following areas:
1.Company Web Design & SEO
This is a broad bullet. Your companies web design is your home base for so much of your business –it is where people learn about you and your services before they ever step foot in your doors. While assessing your website functionality can be intimidating, we try to boil it down to these main areas for review: speed, content and site errors, search engine optimization (SEO) ranking for each page, image size/quality, and URL quality.
All these factors and more can greatly influence how your website performs on both desktop and mobile, and where you rank on search engines. On-page SEO focuses on the utilization of relevant keywords on your website pages that rank on Google when someone searches a particular term. An SEO audit can let your customers know how relevant search engines index their content.
2. Conduct a Digital Marketing Audit Competitive Analysis
Understanding how you stack up digitally against your competition is critical. Yes, you may have more experience, better quality products, and many other pros, but if you aren’t marketing that well enough online, consumers won’t know that. Research and review internet search rankings, and what forms of marketing your competitors are using whether it’s successful or unsuccessful.
3. Boost your Reputation with a Digital Marketing Audit
You need to know what people are saying about you online because potential customers will absolutely seek it out. Take a deep look at your overall presence on the web and dig through any websites that have reviews (i.e. Facebook, Google, Yelp, etc.). If you do find some not-so-flattering recent reviews, don’t just ignore it…respond! Take the time to develop a public response, and reach out to that customer privacy as well, if you can. In addition to getting a handle on reviews, make sure that your information on third-party sites is correct.
We commonly see old addresses, phone numbers, or website links attached to business listings. In fact, incorrect data can hurt your traffic and downgrade your analytics! When proper SEO google has a way of knowing how to weed out old, and out-of-date content through web traffic. Your presence could be stuck in the weeds and you won’t even know it!
4.Social Media Management
At Lane Digital, we love utilizing social media for business and understand the potential it has to make or break a digital imprint! To audit your social media, we recommend an extensive look at all social media profiles. This includes information accuracy, analyzing the current strategy(if you have one), content quality, engagement, ads, targeting, and overall aesthetic. Social media marketing continues to multiply overtaking as one of the top forms of advertising today.
A content marketing strategy that focuses on capturing this target audience will boost your organic searches and traffic to your website.
5. Digital ads
Last but certainly not least, deep analysis and evaluation of current digital advertising campaigns are critical for a comprehensive audit. Take a look at which ads were successful, which weren’t, and make notes as to why. Are the ads hitting your target audiences? Are they within the correct location range? Could you increase your per-click spend to secure a higher ranking?
All these questions will help you paint a picture of your digital ad strategy, and therefore your overall web presence.
If conducting a digital marketing audit on your own just isn’t realistic, we offer comprehensive digital presence audits for $250 refunded completely when you sign up for any monthly service. Email [email protected] for details.