What is a digital marketing audit and how is it done?
Posted: Thu Dec 05, 2024 10:40 am
Conducting a digital marketing audit is essential when designing a digital marketing plan for your business.
Thus, by carrying out a digital marketing audit you can ensure that you are not missing anything important and optimise your processes to achieve the objectives you have set for yourself.
At Kiwop , we are experts in digital marketing . Do you want to know what a digital marketing audit is and how it is done?
Keep reading!
What is a digital marketing audit?
A digital marketing audit consists of analysing and reviewing all the actions and strategies that a company has carried out to improve its online presence and being able to draw conclusions from the results of these actions and strategies.
Throughout this process, we will seek to answer a series of questions, such as: What is the business model? How can we capture leads and clients? Which channels are more or less effective? And how are the marketing strategies implemented integrated?
In order for the information you extract to be useful, we recommend that you carry out digital marketing audits from time to time, since these will provide multiple benefits for your company.
Benefits of doing a digital marketing audit
By doing online marketing audits periodically, they will be useful to you because:
They will provide an objective view of business results and marketing strategies to detect possible opportunities for improvement.
They will help you make better marketing decisions and also set priorities appropriately.
They will make it possible to improve the brand's presence on the Internet and direct it towards those channels that give better results.
They will improve company results by identifying potential problems and opportunities, as well as aligning digital actions with the business model.
What is included in a digital marketing audit
When conducting a digital marketing audit, there are a number of sections that you should include.
We'll tell you about them!
Main sections of an online marketing audit
Within the main sections you should include the following:
Definition of objectives
Defining objectives is vital, since in digital marketing what is not measured does not exist. Therefore, for your marketing audit to be truly effective, you must establish what you want to achieve with it and, to do so, you will have to define a set of metrics that will allow you to know whether you have achieved the proposed objectives or not.
Brand Situation Analysis
This analysis of the brand's situation must be carried out both in the area of digital presence , as well as business objectives, evolution and future prospects, or implementation in different markets.
Analysis of digital channels
In this section, you must include all the online channels where the brand is present and you will have to analyze the actions you have carried out on them and the results obtained. In addition to the interconnection between them
Competitor and sector analysis
Focusing on the analysis of the competition and the sector in which your business is located, you must establish who the brand's main competitors are and analyze their presence in the different online channels.
This will help you identify their strengths and weaknesses to get a reference for the current market situation. It is also good to include an analysis of the main trends in the sector.
Main channels of a digital marketing audit
The main channels you should evaluate are:
Website
The website is one of the most important elements of a digital marketing audit , since it is the online “operations center” of your brand. Here you will analyze important aspects such as the design, user experience or performance of the page.
SEO positioning
When analyzing SEO positioning, you must evalu laos telegram data ate and measure the brand's performance in the main search engines . In this way, you will examine which searches your website appears for and also how it is positioned compared to the competition.
An important element that you should also include is the evaluation of your website, where you should include elements such as: loading speed , adaptation to mobile devices, links, alternative texts and meta descriptions.
Social networks
Social media is a key element of many companies' digital presence. Following the lines of the previous sections, in your online marketing audit you should include a list of all the social networks where the brand is present, as well as an analysis of the actions carried out (frequency of publication, content, campaigns, etc.) and the results achieved (through metrics such as traffic generated through social media or engagement with posts).
Mobile with social networks
Social media is a key element of digital presence
Email marketing
Email marketing is a fundamental element of digital strategies thanks to its versatility, as well as a high ROI (return on investment).
Here you'll examine the quality of your database and the performance of the emails you send based on metrics such as open and click rates .
Digital advertising
In the case of online advertising actions , these must include all paid actions carried out by the company. This includes all paid advertising campaigns both on social networks and in search engines.
In the analysis you must differentiate the advertising objectives of each action (notoriety, lead generation, conversions...) and include the most relevant metrics such as web traffic , the quality level of the ads or the ROAS (return on advertising investment).
How to do a digital marketing audit
To perform an online marketing audit you have to follow the following steps.
Let's see them!
Define your business model
The first thing you need to be very clear about is knowing what the brand's business model is and identifying what the sources of income are and how digital marketing contributes to them. In short, you must be able to define what the key objectives of your online marketing plan are and how they are going to be measured.
Conduct a SWOT analysis
The SWOT is a tool that will allow you to understand in depth the situation of a company. This SWOT analysis is made up of 4 sections:
Internal weaknesses
Thanks to internal weaknesses you will be able to know the current situation of your brand and which aspects need to be strengthened or improved.
External threats
External threats are those elements or actions carried out by your competition that it would be good to take into account when considering your strategies.
Internal strengths
Internal strengths are all those relevant aspects that make you stand out from your competition.
External opportunities
Thus, by carrying out a digital marketing audit you can ensure that you are not missing anything important and optimise your processes to achieve the objectives you have set for yourself.
At Kiwop , we are experts in digital marketing . Do you want to know what a digital marketing audit is and how it is done?
Keep reading!
What is a digital marketing audit?
A digital marketing audit consists of analysing and reviewing all the actions and strategies that a company has carried out to improve its online presence and being able to draw conclusions from the results of these actions and strategies.
Throughout this process, we will seek to answer a series of questions, such as: What is the business model? How can we capture leads and clients? Which channels are more or less effective? And how are the marketing strategies implemented integrated?
In order for the information you extract to be useful, we recommend that you carry out digital marketing audits from time to time, since these will provide multiple benefits for your company.
Benefits of doing a digital marketing audit
By doing online marketing audits periodically, they will be useful to you because:
They will provide an objective view of business results and marketing strategies to detect possible opportunities for improvement.
They will help you make better marketing decisions and also set priorities appropriately.
They will make it possible to improve the brand's presence on the Internet and direct it towards those channels that give better results.
They will improve company results by identifying potential problems and opportunities, as well as aligning digital actions with the business model.
What is included in a digital marketing audit
When conducting a digital marketing audit, there are a number of sections that you should include.
We'll tell you about them!
Main sections of an online marketing audit
Within the main sections you should include the following:
Definition of objectives
Defining objectives is vital, since in digital marketing what is not measured does not exist. Therefore, for your marketing audit to be truly effective, you must establish what you want to achieve with it and, to do so, you will have to define a set of metrics that will allow you to know whether you have achieved the proposed objectives or not.
Brand Situation Analysis
This analysis of the brand's situation must be carried out both in the area of digital presence , as well as business objectives, evolution and future prospects, or implementation in different markets.
Analysis of digital channels
In this section, you must include all the online channels where the brand is present and you will have to analyze the actions you have carried out on them and the results obtained. In addition to the interconnection between them
Competitor and sector analysis
Focusing on the analysis of the competition and the sector in which your business is located, you must establish who the brand's main competitors are and analyze their presence in the different online channels.
This will help you identify their strengths and weaknesses to get a reference for the current market situation. It is also good to include an analysis of the main trends in the sector.
Main channels of a digital marketing audit
The main channels you should evaluate are:
Website
The website is one of the most important elements of a digital marketing audit , since it is the online “operations center” of your brand. Here you will analyze important aspects such as the design, user experience or performance of the page.
SEO positioning
When analyzing SEO positioning, you must evalu laos telegram data ate and measure the brand's performance in the main search engines . In this way, you will examine which searches your website appears for and also how it is positioned compared to the competition.
An important element that you should also include is the evaluation of your website, where you should include elements such as: loading speed , adaptation to mobile devices, links, alternative texts and meta descriptions.
Social networks
Social media is a key element of many companies' digital presence. Following the lines of the previous sections, in your online marketing audit you should include a list of all the social networks where the brand is present, as well as an analysis of the actions carried out (frequency of publication, content, campaigns, etc.) and the results achieved (through metrics such as traffic generated through social media or engagement with posts).
Mobile with social networks
Social media is a key element of digital presence
Email marketing
Email marketing is a fundamental element of digital strategies thanks to its versatility, as well as a high ROI (return on investment).
Here you'll examine the quality of your database and the performance of the emails you send based on metrics such as open and click rates .
Digital advertising
In the case of online advertising actions , these must include all paid actions carried out by the company. This includes all paid advertising campaigns both on social networks and in search engines.
In the analysis you must differentiate the advertising objectives of each action (notoriety, lead generation, conversions...) and include the most relevant metrics such as web traffic , the quality level of the ads or the ROAS (return on advertising investment).
How to do a digital marketing audit
To perform an online marketing audit you have to follow the following steps.
Let's see them!
Define your business model
The first thing you need to be very clear about is knowing what the brand's business model is and identifying what the sources of income are and how digital marketing contributes to them. In short, you must be able to define what the key objectives of your online marketing plan are and how they are going to be measured.
Conduct a SWOT analysis
The SWOT is a tool that will allow you to understand in depth the situation of a company. This SWOT analysis is made up of 4 sections:
Internal weaknesses
Thanks to internal weaknesses you will be able to know the current situation of your brand and which aspects need to be strengthened or improved.
External threats
External threats are those elements or actions carried out by your competition that it would be good to take into account when considering your strategies.
Internal strengths
Internal strengths are all those relevant aspects that make you stand out from your competition.
External opportunities