What Is A Digital Marketing Audit?

When you’re searching for the correct way to promote your business and make more use of digital marketing or – alternatively – if you feel as if the digital marketing strategy requires a breath of fresh air, then it’s probably time for a digital marketing audit. When carried out correctly, a digital marketing audit could very well provide you with the answers to what you could be doing in order to improve your ongoing strategy.

A digital marketing audit is merely an inspection of all the practices, strategies – as well as outcomes – of what your business has been doing in order to create and enhance its online presence. It’s very important to perform this examination from time to time as it reveals that the gaps in a strategy (and you can bet there will be quite a few.)

In the absence of a digital marketing audit, businesses don’t usually ask themselves these pointed questions that are crucial to refining a strategy and ensuring their efforts and dollars are getting invested in the right direction.

How To Get Started

Once you make the decision that it’s time to audit your digital marketing efforts, you must make sure that you have a really firm idea of where you would like to go:

• What are your goals for your website?
• Who do you want to reach with your ads, social media, or blog posts?
• Who is your audience and how do you want them to respond to your digital marketing?
• When was the last occasion that you worked on search engine optimisation? In fact, how long have you had your website? Does it perform like you want it to? Is it optimised for mobile?

These are just a number of the questions which the digital marketing audit will seek to answer. Once you have concrete and direct answers to all of these questions, you will be able to get started with your evaluations.

What Do You Need To Look At?

The digital marketing audit requires the examination of all the following aspects:

• Content marketing,
• SEO,
• Social media marketing,
• On-site optimisation.

Content Marketing

As important as not having idealistic expectations from content is, having a clear-cut idea of what you want this content to accomplish for the business is equally as important:

• Which are your best-performing articles and which ones have been passed over completely?
• Which articles have produced the best engagement on social media? Which ones have been shared the most?

You will want to build on them and also use them for furthering your reach. In a similar fashion, get rid of outdated or low-quality content which may exist on your blog. If you would like to keep old content for ranking purposes, have it all edited and have fresh links inserted.

SEO

If you have been doing in-depth SEO work for some time now, it should be seen in the results which are achieved.

A sound SEO strategy should be leading to a massive jump in the search rankings of the website. In no way shape or form must it lead to a decline. This is not something which is directly apparent to business owners. Don’t just make the assumption that if you carry out SEO as per usual that you will go on to climb up the Google ladder.

Google puts out regular updates to its search algorithm and sometimes these lead to a freefall in rankings for unwary businesses. Many couldn’t find out for months which their websites had been penalised, following the Hummingbird update.

Get in touch with the Digital School of Marketing

If you would like to learn all about digital marketing, then we recommend that you do our Digital Marketing Course. Follow this link for more information.