Online Marketing Audit - How-To, During the Digital Age

An Online Marketing Audit can help you evaluate your company’s current online presence and identify any potential weaknesses. The results of an online marketing audit should include strategic recommendations. For example, 62.7% of consumers say they trust online reviews, so it’s important to create an online review system.

Inadequacies

An online marketing audit should provide a clear picture of a company’s overall marketing strategy. It should identify strengths and weaknesses, opportunities and gaps, and provide suggestions for digital improvements. For example, it should reveal whether there are any site penalties, or 404 errors, as well as opportunities and weaknesses in organic search terms and relevant backlinks. In addition, an online marketing audit should highlight areas of site optimization, such as refreshing social media channels and responding to online directories.

It is vital for startups to have a strategic online presence. However, just having a website is not enough if it does not appeal to the target audience or search engines. That’s why a website audit is a necessity if you want to get consistent results. It will ensure that the website conveys your message accurately. A website audit will look at all the elements of a website, from the logo and design to its functionality. Whether it’s a landing page, a sales page, or an e-commerce site, it must function properly and convey your message effectively.

An online marketing audit should start at the homepage of a company’s website. This is the first impression a prospective customer will get of a company, so it’s vital to communicate a clear value proposition right away. To do so, think like a prospect – imagine what they would want to see from a website. Consider the information they want to know, the look and feel, and the way in which it communicates that message.

Weaknesses

In digital marketing, a marketing audit should include the full range of actions a brand is taking in order to reach its target audience. It should look at the performance of a brand’s website, its competitors, and its paid advertising activities. It should also provide insights into the brand’s positioning, future prospects, and implementation in various markets. The results of an online marketing audit should help companies make informed decisions about their marketing strategy.

A marketing audit can help businesses identify and fix the issues that are holding them back. For instance, it can reveal the inadequacies of a certain strategy or campaign. A good audit should also take into consideration the latest technology and social media channels. This is especially important for local businesses, where reviews are a valuable commodity. An audit should also track the evolution of a business’s star ratings over time. A high number of 1-star reviews can be an indication of product or service problems. Likewise, a marketing audit should also analyze competitors’ reviews.

An online marketing audit can also reveal gaps in a business’s digital marketing efforts. The data collected through an audit should be organized and analyzed in a systematic fashion. In this way, it can be used to improve the performance of a website or digital marketing campaign.

Prioritising actions in a digital marketing audit

There are several types of digital marketing audits. Each type has its own unique set of actions and priorities. An SEO audit, for example, will focus on a particular aspect of your website and the search engine optimization strategy you use. A SEM audit, on the other hand, will focus on your clients’ use of Google Ads, Microsoft Advertising, and Bing Ads. It will also examine paid media channels, such as display and native advertising.

When conducting a digital audit, choose a time frame for the study. Ideally, it will cover a year. This will ensure that your audit’s time frame is aligned with your company’s financial year, which is often a calendar year. It will also set a trigger for future audits. To save time and money, use best practice tools, which can automatically gather and present data and insights. However, these tools require access to your owned accounts and profiles. Some large organizations may have trouble locating these logins and may not have complete visibility of all their systems.