An audit is a check of an organization’s system or procedures to evaluate its performance inefficiencies and determine improvement opportunities. Digital marketing auditing is one form of this process, evaluating the current state of the digital marketing function, including campaign strategy, acquisition metrics, customer engagement, and retention. This can be beneficial to organizations that are looking to improve their digital marketing practices.
Some ways an audit can benefit an organization include:
- Identifying gaps in online marketing strategy by identifying areas of improvement.
- Finding areas that need additional resources or require training.
- Evaluating the effectiveness of current campaigns and business models.
- Identifying new effective online marketing methods.
Evaluate Paid Advertising Performance.
Paid advertising is an extremely effective way to reach potential new customers. It is important to be able to evaluate campaigns to determine whether they are achieving their goals and helping the company gain a competitive advantage.
Review Your Marketing Funnel.
Target audience, search engine optimization, customer experience, sales process, and consistency. Evaluate each of these areas individually regarding customer experience and the customer lifecycle. The funnel should align with your digital marketing strategy.
Evaluate Conversion Metrics of Existing Digital Marketing.
Assessing the overall conversion rate of campaign goals, whether sign-ups, downloads, or engagements. This is a great way to define which campaign is doing the best to convert customers.
Evaluate Customer Experience and Lifetime Value.
The customer experience can play a big part in long-term relations with potential customers. When an individual comes in contact with your brand and engages with your product or service, that is an opportunity to make a lasting impression on them. It is important to evaluate the lifetime value of each customer as well. This can be done by creating a customer persona, which includes characteristics about the customer and their history with the company. Once created, analyze each step of the customer lifecycle to determine where engaging them in digital marketing will have the most effect.
Conduct a Brand Reputation Audit.
Evaluate the overall perception of your brand. You can do this by conducting surveys and assessing customers’ feelings about your brand. You can pull data from Google Trends or any other type of website that collects data concerning your brand’s search engine ranking and popularity. As well as views from social media, like Facebook and Twitter.
Evaluate the Competitive Landscape.
In the digital era, many companies have jumped on board using online marketing to bolster their image and product. Evaluating your competitors’ strategies and comparing them to your own is important. This can be used for both short-term and long-term goals. Things like determining which markets would be the best investment for your company and looking into potential future products or services.
In conclusion, using an audit to evaluate your company’s digital marketing strategies can help you plan for the future and make improvements to current functions. The better you understand how your target audience is responding to your brand and products, the more effectively you will be able to reach that audience in ways that will build a foundation for long-term relationships.