In this context, conducting a digital marketing audit allows you to kazakhstan telegram database you're not missing anything important and to further optimize your processes for generating leads and conversions. We'll explain what a digital marketing audit entails, what sections and channels it includes, and how to conduct it step by step.
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Digital Marketing Audit: What it includes and how it is done
A digital marketing audit is an analysis and review of all the actions and strategies a company has taken to establish and improve its online presence, as well as their results.
This process seeks to answer questions such as the project's business model, how it captures leads and customers, which channels are most and least effective, and how content marketing and advertising strategies are integrated.
Ideally, we should conduct digital marketing audits periodically, as they provide multiple benefits to businesses:
They provide an objective view of business results and marketing strategies to identify potential opportunities for improvement.
They help you make better marketing decisions and set priorities correctly.
They contribute to improving the brand's presence on the internet and directing it to those channels that offer the best results.
They improve business results by identifying potential problems and opportunities and aligning digital actions with the overall business model.
What should a digital marketing audit include?
Main sections
Defining objectives . It's often said that in marketing, what isn't measured doesn't exist. For your digital marketing audit to be truly effective, you must define what you want to achieve with it and define a series of metrics that will help you know whether you've achieved it or not.
Analysis of the brand's starting position , both in terms of its digital presence and business objectives, evolution and future prospects, implementation in different markets, etc.
Analysis of the brand's digital channels . Here, we must include all online channels where the brand has some type of presence and analyze the actions carried out on them and their results, as well as the interconnection between the different channels. In the following section, you can see a list of channels to consider.
Competitor and sector analysis . We'll identify the brand's main competitors and analyze their presence across different online channels to identify their strengths and weaknesses and gain insight into the market situation. An analysis of the main trends in our sector should also be included.
Main channels
Website : This is one of the most important elements of a digital marketing audit, as it constitutes the brand's "operations center" online. In this section, we'll analyze aspects such as design, user experience, and site performance.
SEO Positioning
In this section, we'll evaluate and measure the brand's performance in the most important search engines. We'll analyze which searches our website appears in and how it ranks compared to the competition. We'll also include an evaluation of our website (loading speed, mobile responsiveness, broken links, alt text, meta descriptions, rich content, etc.) and external analyses (off-site SEO).
Mobile apps : If your brand has one or more mobile apps, you should also include them in your digital marketing audit, analyzing aspects such as user behavior within the app, in-app purchases, and app store ranking (ASO).
Email marketing : Email marketing is a fundamental part of online strategies due to its versatility and high ROI. In this section, we'll analyze the quality of our database and email performance based on metrics such as open and click rates.
Social media : For many companies, social media is a key element of their digital presence. The digital marketing audit should include a list of all the social media platforms where the brand has some kind of presence and an analysis of the actions taken (posting frequency, content type, special campaigns, tone, style, etc.) and the results (through metrics such as traffic generated from social media or engagement with the company's posts).
Digital advertising
Last but not least, a digital marketing audit wouldn't be complete without including the company's paid campaigns. This includes all types of online campaigns, such as pay-per-click advertising on social media and search engines, banner ads, affiliate marketing, and native advertising. The analysis should differentiate between the advertising objectives of each campaign (awareness, lead generation, app downloads, conversions, etc.) and, based on these, include the most relevant metrics, such as website traffic, ad quality score, or ROAS (return on ad spend).
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 a company's overall results. Therefore, the first thing we need to be very clear about is the brand's business model, its revenue streams, and how digital marketing contributes to them.
Ultimately, we need to be able to define the key objectives of our marketing plan and how we're going to measure them.
2) Do a SWOT analysis
SWOT is a key tool for deeply understanding a company's current situation, so we recommend applying it to your brand to better understand the starting point of your digital marketing.