Digital Marketing Audit: What It Is, What It Includes and How It Is Done
Digital marketing is more complex and more important than ever. Omnichannel customer journeys, multiple points of contact, metrics from different sources… All of this makes it difficult to have a global vision of what is happening.
In this context, making a digital marketing audit allows you to make sure that you are not missing anything important and to optimize your processes to generate leads and conversions. In this article, we explain what a digital marketing audit consists of, what sections and channels it includes and how to do it step by step.
What Is a Digital Marketing Audit?
A digital marketing audit is an analysis and review of all the actions and strategies that a company has carried out to establish and improve your online presence and their results.
This process seeks to answer questions such as what business model the project has, how it manages to capture leads and customers, what its most and least effective channels are, and how content marketing and advertising strategies are integrated.
Ideally, we should carry out digital marketing audits on a regular basis, as they provide multiple Benefits to the companies:
They allow obtaining an objective vision of the results of the business and of the marketing strategies to detect possible opportunities for improvement.
They help make better marketing decisions and correctly set priorities.
They help improve the brand's presence on the Internet and direct it to those channels that offer the best results.
They improve company results by detecting potential problems and opportunities and aligning digital actions with the overall business model.
What Should a Digital Marketing Audit Include?
Definition of objectives. It is often said that in marketing, what is not measured does not exist. For your digital marketing audit to be really effective, you must define what you want to achieve with it and define a series of metrics that help you know if you have achieved it or not.
Analysis of the starting point of the brand both at the level of digital presence and business objectives, evolution and future prospects, implementation in different markets, etc.
Analysis of the digital channels of the brand. Here we must include all the online channels in which the brand has some type of presence and analyze the actions carried out in them and their results, as well as the interconnection between the different channels. In the next section you can consult a list of channels to take into account.
Analysis of competition and industry. We will establish which are the main competitors of the brand and we will analyze their presence in the different online channels to identify their strengths and weaknesses and obtain a reference of the market situation. An analysis of the main trends in our sector should also be included.
Website: This is one of the most important elements of a digital marketing audit, since it constitutes the “operations center” of the brand in the online environment. In this section we will analyze aspects such as the design, the user experience or the performance of the site.
SEO Positioning: In this section we will evaluate and measure the performance of the brand in the most important search engines. We will analyze what searches our website appears for and how it is positioned with respect to the competition. We will also include an evaluation of our website (loading speed, mobile adaptation, broken links, alternative texts, meta descriptions, rich content…) and external analysis (SEO off-site).
Mobile Apps: If our brand has one or more mobile applications, we must also include them in the digital marketing audit, analyzing aspects such as user behavior in the application, purchases in the app or positioning in application stores (ASO).
Email Marketing: Email marketing is a fundamental part of online strategies due to its versatility and high ROI. In this section we will analyze the quality of our database and the performance of the emails based on metrics such as open and click rates.
Social Networks: For many companies, social networks are a key element of their digital presence. The digital marketing audit should include a list of all the social networks in which the brand has some type of presence and an analysis of the actions carried out (frequency of publication, type of content, special campaigns, tone, style...) and of the results (through metrics such as the traffic generated from social networks or the engagement with the company's publications).
Digital Advertising: Last but not least, a digital marketing audit would not be complete without including the payment actions carried out by the company. All kinds of online campaigns would enter here, such as pay-per-click advertising on social networks and search engines, banners, affiliate marketing or native advertising. The analysis should differentiate between the advertising objectives of each action (notoriety, lead generation, app downloads, conversions...) and, based on them, include the most relevant metrics, such as web traffic, quality level of the ads or the ROAS (return on advertising investment).
How to Do a Digital Marketing Audit Step by Step
1) Define your business model
The ultimate goal of a digital marketing audit is to contribute to the overall results of the company. Therefore, the first thing we need to be very clear about is what the brand's business model is, what its sources of income are, and how digital marketing contributes to them.
In short, we have to be able to define what the key objectives of our marketing plan are and how we are going to measure them.
2) Do a SWOT analysis
The SWOT is a star tool to understand in depth what the situation of a company is, so we recommend applying it to your brand to better understand the starting state of your digital marketing.
The SWOT analysis consists of the following sections:
Strengths and weaknesses: These two sections represent the internal state of your company, in this case applied to the marketing strategy. We will focus on the current situation of the company and the capabilities of the marketing team.
Opportunities and threats: These two sections refer to external factors, that is, the market situation and the competition. Here it is very important to analyze what are the trends of both the sector and the digital marketing channels that we are using.
3) Audit your SEO
SEO is a fundamental factor for the long-term visibility and performance of your company, so you need to have a complete vision of what is happening. The SEO audit should include the following sections:
On-page SEO analysis: Here you should take stock of the content of your site, the keywords it is ranking for, internal links, rich content, image optimization, etc.
Technical problems: Using a tool like Search Console, identify technical issues that may be affecting your page's ranking, such as broken links or unindexable content.
Guidelines to optimize your website: Based on the detected problems and the best practices of the sector.
Link building strategy: Finally, you must define a series of actions to facilitate the creation of links to your website from relevant pages.
4) Audit your content marketing
Content marketing is a key pillar in positioning and obtaining traffic, as well as contributing to different objectives throughout the entire customer journey.
In this section you will have to evaluate the quality of the existing contents according to their objectives, analyze what is the audience objective to which they are directed and define a strategy consolidation of existing content and creation of new content.
5) Analyze your digital marketing channels
A digital marketing audit should include a complete analysis of the company's online channels and the competition, including:
Email Marketing: We must define the role that email plays within our strategy and what the results are, as well as subscribe to the competition's mailing lists to analyze their actions.
Landing Pages: Landing pages are a key element of the conversion funnel, since that is where we direct traffic to generate leads. As part of your audit, take a look at your existing landing pages and think about how you could optimize them.
Social Networks: Analysis of the different social network channels in which we have a presence, the actions carried out and the results. It is also convenient to analyze what the user profile of each social network is and how they fit with our buyer person, as well as the presence of the competition.
Online Advertising: Analysis of paid online advertising actions, such as Google Ads, Social Ads, display campaigns, etc