As you well know, going digital has become the primary way businesses engage prospects, qualify leads, and complete sales. But how do you know if what you’re doing is working? The answer: a digital marketing audit.
In this blog, we break down everything that goes into a digital marketing audit and give you a template so you can perform the audit yourself.
An audit is a perfect way to determine where your company stands in relation to your competition and determine what you’re wasting your energy on and what you really should be focusing on.
As you perform your audit, these are the areas you’ll want to analyze:
Every company is living its own story. What’s yours? What part of the story are you in? This part of your audit is an honest self-reflection. Ask yourself:
Answering these questions sets the tone for the entire audit, giving it direction and setting the trajectory of the reporting.
Again, honesty is the key to making this audit worthwhile. What are your competitors’ strengths and weaknesses? What are they doing that’s working, and how can you replicate it? What are they doing that isn’t working, and how can you avoid it?
Be sure to answer these questions:
You will likely need to utilize third-party software, such as a search engine marketing tool, to answer these questions. You can either purchase a subscription to something like SEMrush or Moz or request help from a marketing agency to provide you with those insights.
Your website is the lifeblood of your digital marketing efforts. But if your website isn’t performing well, neither will your digital marketing strategy. There are two primary quantifiers of website performance: technical and content SEO.
SEO refers to Search Engine Optimization.
Technical SEO refers to website security, organization, and readability by search engines.
Content SEO refers to the organization of website copy as it applies to keyword searches (keywords being the search inquiry that’s input by users into search engines like Google)
You’ll want to inspect a variety of issues that may be hurting your website, but here are a few to consider:
This area primarily refers to keyword performance. Ask yourself the following questions:
Again, all of these questions will be difficult to answer without some help from a search engine marketing tool or assistance from a digital marketing agency.
Next, you’ll want to look at your website’s aesthetics and page wording. Is your website design clean and consistent? Are resources easy to find for visitors and customers? Do you have a logical and straightforward direction for your website?
To answer these questions, you’ll want to consult multiple pairs of eyes and get their impression. It’s not a bad idea to even ask your existing customers their opinion of the website.
Your digital marketing audit will examine how well your website progresses visitors through the buyer’s journey. That is, how well are you turning visitors into leads and leads into buyers using the content, tools, and automations on your website and CRM?
As you audit this, you may notice gaps in your pipeline or sales enablement. Breaking these down into steps can help determine what you need to do to optimize your website for lead generation and sales team cohesion.
Now that you know what goes into a digital marketing audit, you can begin working on one yourself. If you’d like to perform this in-house, we provide a Digital Marketing Strategy Framework to help you get started.
Alternatively, if you need any help with your audit, Open Path Digital is here to help. Every audit we perform comes with a Digital Positioning Plan so you know how your website is currently performing and understand your growth trajectory.
If you’re ready to get help with your own audit, contact us today.
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