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Doing a digital marketing audit is a must when designing a digital marketing plan for your business.
So, thanks to doing a digital marketing audit you can make sure that you are not missing anything important and optimize your processes to achieve the objectives you have set.
At Kiwop, we are experts in digital marketing, do you want to know what a digital marketing audit is and how it is done?
A digital marketing audit consists of making an analysis and review of all the actions and strategies that a company has carried out to improve its online presence and be able to draw conclusions from the results of them.
Throughout this process we will seek to answer a series of questions, such as What is the business model?, How to capture leads and customers?, What are your more or less effective channels?, and How are the marketing strategies carried out integrated?.
To make the information you extract useful, our recommendation is that you do digital marketing audits from time to time, since these will provide multiple benefits for your company.
Thanks to periodically doing online marketing audits, they will be useful because:
When performing a digital marketing audit there is a set of sections that you must include.
We’ll tell you about them!
Within the main sections you must include the following:
Defining the objectives is vital, since in digital marketing what is not measured does not exist. In this way, for your marketing audit to be really effective, you must set what you want to achieve with it and, for this, you will have to define a set of metrics that will allow you to know if you have achieved the proposed objectives or not.
This analysis of the situation of the brand must be done both in the field of digital presence, as well as business objectives, evolution and future prospects, or implementation in different markets.
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 in them and the results obtained. In addition to the interconnection between them
Focusing on the analysis of the competition and the sector to which your business is located, you must establish which are the main competitors of the brand and analyze their presence in the different online channels.
This will be useful to identify their strengths and weaknesses to get a reference about what the market situation is. In addition, it is good to include an analysis of the main trends in the sector.
The main channels you’ll need to evaluate are:
The website is one of the most important elements of a digital marketing audit, since it is the “operations center” at the online level of your brand. Here you will analyze aspects as important as the design, the user experience or the performance of the page.
When analyzing seO positioning, you must evaluate and measure the performance of the brand in the main search engines. In this way, you will examine what searches your website appears for and, also, how it is positioned with respect to the competition.
A highlight that you should also include is the evaluation of your website, where you must include elements such as: loading speed, adaptation to mobile phones, links, alternative texts and meta descriptions.
Social networks are a key element, for many companies, of their digital presence. Following the line of the previous sections, in your online marketing audit you must 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 …) and the results achieved (through metrics such as traffic generated through social networks or engagement with publications).
Email marketing is a fundamental element of digital strategies thanks to its versatility, in addition to a high ROI (return on investment).
Here you’ll need to examine the quality of your database and the performance of emails sent based on metrics like open and click rates.
In case of carrying out online advertising actions, you must include all the payment actions carried out by the company. It is part of all paid advertising campaigns, both in 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 level of quality of the ads or the ROAS (return on advertising investment).
To do an online marketing audit you have to follow the following steps.
Let’s see them!
The first thing you need to be very clear about is to know what the brand’s business model is and identify what are the sources of income and how digital marketing contributes to them. In short, you should be able to define what the key objectives of your online marketing plan are and how they will be measured.
The SWOT is a tool that will allow you to understand in depth what the situation of a company is. This SWOT analysis consists of 4 sections that are:
Thanks to internal weaknesses you will be able to know the current situation of your brand and what are the aspects to enhance or improve
External threats are those elements or actions carried out by your competition and that it would be good to take into account in the face of your strategies.
Internal strengths are all those relevant aspects that make you stand out from your competition.
External opportunities are those positive factors that are generated in the environment and that, once identified, you can take advantage of them and incorporate them into your strengths.
SEO is a must-have factor for a company’s long-term visibility and performance, so you need to have a complete view of what’s going on. For the SEO audit you must include sections such as:
If you need help for your positioning strategies, at Kiwop, we are experts in SEO.
Content marketing is key in positioning and obtaining traffic, it will also allow you to achieve different objectives. In this section of your marketing audit you will have to evaluate the quality of your content, analyze which is the target audience to whom it is addressed and define a strategy.
For your online marketing audit to be complete, you must include a complete analysis of the online channels of both your brand and the competition. You must incorporate the following aspects:
We hope you found this information useful and, if at this point you are not clear about the importance of having a good marketing department, visit us.
Now you know what are the steps to follow to carry out an online marketing audit.
Now it’s your turn.
If you need help or want us to solve any questions related to your business, we will be happy to do so.
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At Kiwop, we are specialists in content writing, digital marketing, web development and e-commerce.
Bet on doing marketing audits and make your business achieve the objectives set!