Sometimes you need to take a step back and take a wider view of your marketing strategy. Digital marketing audits assess every corner of your online presence, determining which channels and content are resonating with your audiences and how they all connect. By creating a more targeted and synchronised strategy, your digital marketing will yield better results.
What can a digital marketing audit contain?
Some of the most common areas our audits will cover include:
- SEO health check
- Website UX (user experience)
- Analytics review
- Social media review
- Paid advertising (PPC) review
We’ll explain what each of these mean below…
SEO health check:
This part of the audit helps us understand how visible your website is online. Initially, we’ll spend time looking into how your website appears in search – for which geographic areas and for what kinds of search terms.
This leads into the slightly more technical stuff, looking at a basic checklist for the website to understand how much information is being given to search engines. For a search engine to be able to index a website, it must be given a range of ‘clues’ (which are sometimes called ranking factors) as to what the website’s content is about. Without these, it’s harder to climb search engine rankings.
Without search visibility, you’ll be unable to attract the kind of search traffic you should be attracting. We’ll summarise how well your website is optimised for search and we’ll advise you on next steps.
Website UX review
Our UX (user experience) audit is generally built around looking at one or two key user journeys (or as many as you need) – this helps us quickly identify issues with how users move around your website.
We’ll also review your content and messaging in relation to your key audiences. Audience research is a huge part of our process at Creative Sponge, so we don’t make any assumptions. With a steer from you, we can start to understand your audiences – who are they and what they might be looking for? And, crucially, does your website deliver these things?
If your website is not speaking to your audience in the right way or not offering the kind of information they are looking for, you’ll struggle against higher bounce rates and lower conversion and lead generation on the website than you should have.
This enables you to get real answers as to what’s happening on your website. If you have Google Analytics or any kind of tracking set up on your website, this is what we’ll start to fold into your review to build a picture of what happens when people visit.
Analytics are used to support our findings from the UX review. If you don’t have Google Analytics or don’t know if you have it, this is the time to find out!
By reviewing your channels we can begin to segment your data and understand where your traffic comes from – coupled with the successes of each individual channel. We’ll also make recommendations on analytics set up, such as including the use of Google Tag Manager, goal set up, eCommerce tracking and so on.
Social media review
Social media is another key channel for promotion and to drive traffic and awareness to your website, product or service. We’ll review your presence on each platform and how well your social media content is resonating with your audience.
We do this by reviewing interaction levels and using Google Analytics, plus any additional data to understand the effectiveness of your social media marketing strategy. Are you putting resource into the right areas? It’s important to know this as well whether you’re investing time in platforms that aren’t driving interest in your business.
We’ll make recommendations that take into account all of the above and your projected audience types.
An audit is a great place to start if you’re not sure if your paid marketing is working in the way you want it to. This might be Google Ads, Microsoft Ads, or even social media advertising.
We’ll review these accounts with knowledge of your other traffic sources and website to help you understand where to make changes – and spend your money more effectively to achieve better ROI (return on investment).
How long does an audit take?
Generally (depending on the size of your marketing sprawl), between one and two days is enough time to review the above and provide you with answers.
Be prepared to find some unexpected results that might completely alter your marketing strategy and outlook. That’s the great thing about pausing to look into your data and results – you can plan your strategy going forward based on more than just a finger in the air. This is crucial in achieving a better return on your marketing investments.
Find out more – get in touch with the team by starting an instant chat conversation or contact us on 01603 622 637 to arrange a FREE 30-minute consultation.