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A digital marketing audit is like a self-check routine that helps you to know how your programs are performing, providing rooted information on why the site is not performing according to your expectations, where are you lacing behind and what you need to improve. By utilizing this information you can get good insights and generate better returns on investments. For an accurate definition, it can be said as an extensive study of your digital marketing campaign.

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Once you make your mind about auditing your digital marketing campaigns, you must be clear and accurate about where you want to end up. Who is your target audience? How do you want your audience to respond? When did you use search engine optimization on your website? When did you develop the website? How long it has been? What are your goals and vision for your website? Is your campaign performing according to your expectations? These are some of the questions that would be answered through an audit. With this information, you can evaluate your digital marketing campaign efficiently. Whichever strategy your digital marketing company uses, it can easily be audited.

There are three most important metrics of digital marketing strategies which needs to be noted and pinned on your board:

Process : It is essential to track and examine your digital marketing strategies and check if still relevant by using different tactics.

Reach : For an effective digital marketing campaign you need to scale up your website activity, social media followers, ad impressions, grow insights, SERP rankings, etc.

Conversions : What percentages of your visitors convert into leads? Conversion rate plays a very important role in all of the efforts required to hike up the results of digital marketing audit campaigns.

How to audit your digital marketing activity

1. SEO Audit

How does it feel when all your keywords are in a high position? Pretty awesome, right? Well, for it to be stable and rank in the same position, you have to work a little too hard than normal. It is a rooted study done by diving inside the website’s background, glancing over to backlinks, Meta links, also researching the search engine capability to crawl the web pages, etc. Almost all the website problems can be solved by running an SEO audit strategy over every few months or so. Google algorithm changes frequently, so it is essential to check it on a regular basis along with search positions of the keywords.

2. On-page Audit

An on-page audit deals with content; i.e. keywords and various technical on-page aspects which helps users and search engines to understand your site easily.

1.Page content – Keep in mind to use proper keywords, you can conduct proper research and curate a keyword strategy.
2.Title tags – This is displayed in browser tabs, bookmarks, and search results. Make sure that each of your titles for every page is unique, it should hold basic primary keywords in the title and should be around 50-60 characters long.
3.Headings – Pages should have clear HTML headlines (h1-h6) to precisely show the difference between subheadings, content titles and body copy.
4.Meta descriptions – The sub-line which appears as the description below the title tag in search results is nothing but Meta descriptions. These should have a strong call of action, primary keywords, and characters up to 150-160.
5.Alternative text – Search engine crawlers do not trace images so it is important for you to put an image description. Remember to keep it under 150 characters.

3. Off-page Audit

The off-page audit reflects the steps taken outside your website to influence your page rankings within SERP (search engine results pages). It will tell the search crawlers how important your website is with all the valuable content. As this is something which you perform outside your website it has to be very prominent, you have to curate remarkable content and share this on your social media, send e-mails to influencers so that they can link you and do guest blogging on the sites which are relevant to your business. As the content is valuable, it is prone to attract more audience. Link building is the core of off-page audit, now; professionals have slowly understood that qualities of the links are more essential than the number of links.

4. Website Audit

A website audit is an examination of your full website. A meticulous audit of your website would give you a complete understanding of why it is not generating expected traffic and also determines how to improve it to get your desired goals. Website audit looks into all the technical as well as content and other aspects, it makes sure that your website is fully optimized for search engine traffic.

5. PPC Audit

Pay-per-click audits are important for sustaining and boosting your Google AdWords accounts. It is essential to conduct an audit every six months or every time you manage a new account to make sure every account is on a maximized hike. Now comes the big question: why should one conduct a PPC audit? No matter how well-defined your website is, it always has something missing. The competitors update or modify their strategies frequently, and you should be at a bar with them. Change is constant; hence, it is obvious that your customers’ interests and habits might change. Keywords and searches change almost every week. This indicates that even if your conversion rates are on point, you should do the PPC audit to keep track of them and maintain their performance.

6. Social Media Marketing Audit

As we have spoken about social media marketing in our previous blog, it is crystal clear how important it is to step up your game in 2019. Well, after executing your social media strategy, it is absolutely important to track your performance, and it can be done simply by processing an audit of your social media marketing. A social media audit is the process of examining your activities to determine how they're working and what you can do to improve them to the point of optimization. You have to first learn to perfect the basics before diving into the details. You can start by jotting down all the profiles and pages of your brand, checking if those pages or profiles consist of correct details, and giving out your message clearly. Later, take a glance at the images and videos that are present on the profile of your brand. Keep an eye on the progress by going through all of these and comparing your average performance every 1 or 2 years. It is essential to know which are the most frequently operated platforms used for promotional purposes, the number of visitors social media attracts, the click rates of social media advertisements, etc. You can get all this information by doing a social media audit.

7. Content Marketing Audit

A content audit is a way to know which content you have and which you don't, while giving you a chance to fill in the loopholes in your messaging. It also helps you to look out for duplicate or reused content and remove or modify outdated content. An audit will also assist you in planning your entire content strategy. For a successful content marketing audit, it is essential that you focus on your main goal. Target specific things like improving your SEO, increasing audience engagement, and getting a better conversion rate. Learn to identify which and what content to include; it should be relevant and on point so the visitors of your website won’t be bored and will stick around till the end. A content audit is a way to know which content you have and which you don't, while giving you a chance to fill in the loopholes in your messaging. It also helps you to look out for duplicate or reused content and remove or modify outdated content. An audit will also assist you in planning your entire content strategy. For a successful content marketing audit, it is essential that you focus on your main goal. Target specific things like improving your SEO, increasing audience engagement, and getting a better conversion rate. Learn to identify which and what content to include; it should be relevant and on point so the visitors of your website won’t be bored and will stick around till the end.

8. Conversion Rate Optimization Audit

In simple words, Conversion rate optimization audit is a process of hiking the percentage of website visitors who has the potential to convert into leads. Through a conversion rate audit, you can know the visitors' attitude & the actions they take. This information will help you to fill the loopholes and use that knowledge for optimizing your conversion rates. Many people tend to consider Conversion rate optimization operation from other websites and implement the same on their own. If there is no relevance in your audiences then doing this is meaningless. If you want top-notch conversions, learn to think like your audience and build relevant content. While boosting the conversion rates, you should be well aware of ‘what, who & where’ to optimize. This is clear and basic information that can help you to gain successful CRO activities.

9. E-mail Marketing Audit

E-mail marketing allows you to understand what’s good enough and what will boost your e-marketing, as it digs all the problems in it and removes them. An e-mail marketing audit can be done internally or externally. For a successful e-mail marketing audit, it is important to examine the process from the start, as this helps to keep things organized and hassle-free. Having a set of fresh data is essential as many people change their email addresses frequently, you must update your data regularly. After that you must know that subject lines play the most important role; it is like your first impression. If your subject line is attractive, then the clicks on your mail are automatically going to hike up. Particularly, ensure that the sender's name, address as well as the content, design, and creative in the email are perfect; most importantly do not forget to drop a call-to-action. E-mail marketing opens a wide ground of audience to reach with minimal efforts. By calculating proper e-mail analytics you can boost your sales effectively.

Digital Marketing Audit

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