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 what all goes into a digital marketing audit and give you a template so you can perform the audit yourself.
How to Perform an Online Marketing Audit
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:
Write an Executive Summary
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:
What is the purpose of our business?
What markets are we reaching out to?
What are our strengths?
Answering these questions sets the tone for the entire audit, giving it direction and setting the trajectory of the reporting.
Analyze Your Competitors
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:
How strong is their brand? (i.e., How well does the market recognize them?)
Is their website working for them?
How well are they drawing organic traffic to their website?
How is their website growing?
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.
Run SEO Analytics on Your Website
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).
What to Check in a Technical SEO Audit
You’ll want to inspect a variety of issues that may be hurting your website, but here are a few to consider:
Is my site secure?
Are any links broken?
Are my images properly compressed?
Am I effectively using CDN?
Are there duplicate meta descriptions or title tags?
Is my sitemap file correct?
What to Check in a Content SEO Audit
This area primarily refers to keyword performance. Ask yourself the following questions:
What keywords is my site ranking for?
What keywords are relevant to my business and industry?
Is my organic traffic growing?
How are my individual web pages and blogs performing?
What is my website’s domain authority?
What quality and quantity of backlinks am I generating
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.
Audit Your Website Messaging and User Experience
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 to 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.
Analyze Your Lead Pipeline and Sales Enablement
Your digital marketing audit will look at 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 by steps can help determine what you need to do to optimize your website for lead generation and sales team cohesion.
Getting Help from a Digital Marketing Audit Company
Now that you know what all 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.