Blog By: Matthew Taylor-Farrington | Managing Director
A company's digital presence has never been more critical, especially in a post COVID-19 economy where consumers are increasingly wanting to do business online. But if you are like most business owners, you dread the words 'digital marketing audit'. Audits can be scary, they force you to come face to face with your company's weaknesses. By taking a pause and understanding how your customers are engaging with your company and identifying ways for you to easily grow revenue and interest. Lets face it the digital landscape continues to rapidly evolve, so there is always time to review what's working, what's not and how we can deliver better experiences for our customers.
What is a Digital Audit?
Think of a Digital Audit as a health check up at the doctors. In short a Digital Audit is simply a report to help you identify your company's strengths and weaknesses online and work out quick wins to help you improve your digital footprint.
What is checked in a Digital Audit?
A digital audit should review:
A Website Audit is where we start, checking website traffic, user experience (UX), user research and branding (look & feel).
An Search Engine Optimisation (SEO) Audit which includes On-Page SEO, Content Audit, Keyword Audit & Site Load Speed
A Search Engine Management (SEM) & Paid Media audit to determine the effectiveness of all paid media channels such as Google Ads, Display Ads etc.
A Social Media Audit of your reach, engagement, growth and traffic by auditing organic & paid social, plus ensuring all Pixels & tags are correctly setup.
An Email Marketing audit of email content, campaign performance, list quality and deliverability.
What are the benefits?
A good digital audit will provide benefits like:
Better Return On Investment (ROI) on Marketing spend
Better understanding of how your Digital ecosystem fits together
Better transparency around online measurement and performance
Improves customer engagement with your company
What is the expected outcome of an Audit?
At the end of the audit you are provided with a detailed report of what is working, what isn't and where to focus your marketing activities for the next 6-12 months to drive business.
How long does the process take?
Depending on the size of your company it generally takes a few days to analyse the data and compile a report.