Skip to the main content.
Contact us
Contact us

4 min read

What to expect from a Digital Marketing Audit

A digital marketing audit is essential to ensuring your marketing efforts are paying off in today’s increasingly digital world.

If you run a business, chances are it’ll have an online footprint and things like your website, social media pages, email campaigns and all the content that underpins them, will hugely benefit from the review, analysis, and recommendations that an external digital marketing specialist will provide.

But if you’re reading this, chances are you already know the importance of a digital audit and the wonders it can do for your business. Perhaps you’ve just a few burning questions left about how it all works.

So, let’s put your mind at ease and answer some of the most common digital marketing audit FAQs. Here’s our deep dive into what to expect.

 

What is a digital marketing audit?

A digital marketing audit is an analysis of all your digital marketing activity. Also sometimes referred to as a ‘diagnostic health check’, or a ‘digital marketing review’, an external auditor will access everything to do with your online presence and feedback on its performance.

They’ll advise on where improvements could be made, from technical issues, or activities not being optimised, to channels not realising ROI. They’ll also make you aware of anything that’s working really well for your business.

 

Why do I need a digital marketing audit?

Think of a digital marketing audit as the starting point of improving your entire business. More than just a tool for developing your marketing strategy, it’s in fact a means to strengthening your overall business plan.

It provides metrics on your target audience and customer behaviour, identifies strengths, weaknesses and missed opportunities, and provides a birds-eye perspective of your overall company performance. It’s a process for setting KPIs and goals and for making positive changes that’ll influence your future direction.

Even if you think you’re nailing your digital marketing, think of an audit as a health check. It’s good to have confirmation that everything’s optimised and working the way it should.

 

What are the benefits of a digital marketing audit?

A digital marketing audit comes with a whole host of advantages. Some of the main things you’ll benefit from are:

  • Streamlined processes and cost savings
  • Improved conversion rates
  • Identification of strengths and weaknesses
  • Fixes and improvements optimal digital performance
  • Data and evidence-based information for smarter business decisions
  • Consultancy and advice for ongoing business activity/strategy
 

Should I do my own digital marketing audit?

There’s nothing to stop you carrying out your own digital marketing audit. In fact, we highly recommend regular internal reviews of your digital marketing activity. Reporting on how your different channels are performing is important. But what you gain from engaging an external auditor is specialist know-how from someone doing this day-in, day-out.

In-depth and strategic digital auditing is a time-consuming process, and your provider will usually create a comprehensive, lengthy report which most organisations won’t have resource for in-house. They’ll further provide a holistic view of all your digital efforts and their external eye can often pick up on things that employees have become blind to or simply haven’t considered.

A specialist digital marketing auditor will typically have lots of knowledge and inside information on market and digital channel trends which they can benchmark your company against and use to help you revise your strategy.

 

What should a digital marketing audit include?

Packages/offerings will vary. But we recommend a good digital audit include the following elements.

 

Blog_IncludedinAudit_v4

Website UX and Performance Audit - A full website check will include looking at user experience (UX) as well as how well your site functions.

A digital marketing specialist will assess the user journey, how easy the site is to navigate and the position and length of things like enquiry or download forms.

The site’s performance and speed will be evaluated on both desktop and mobile and features like web design, structure and security will all be considered.

Content Analysis - A content analysis should be a key component of any digital marketing audit. It should involve a full review of your content strategy and guidance for future plans.

The audit should highlight your best performing pieces of content and which topics are most popular with your target audience. It will also pinpoint any webpages with high impressions but low conversion rates.

It should also identify ways in which your search engine performance can be improved organically (i.e., without having to use paid ads).

Social Media Review - A review of your social media accounts will include looking at your company’s profile, cover images, about/bio section, etc.

In the same way that your content will be reviewed, you’ll receive feedback on your best performing posts and the overall performance of each of your channels.

SEO Audit - SEO (short for Search Engine Optimisation) is vital to you being found on Google or other online search engines. An audit will assess where your webpages rank for the most relevant search terms for your business and will check for any major issues that may mean your site isn’t as visible as your competitors’.

A great digital marketing audit will help you uncover ideas for improving your ranking, whether that be tweaking or adding content to your site or including external links.

Paid Advertising Audit - If you use paid advertising, this should be included in your digital marketing audit. The results should provide you with insight on things like tracking, linking your Google Analytics account, network settings, account structure organisation and an evaluation of your advert keywords, messaging, layout etc.

Competitor Analysis - It’s impossible to outperform your competitors if you don’t benchmark your company against them. A competitor analysis will provide you with an understanding of how they’re doing in comparison to you and other companies like yours.

Most digital audits will include information on your competitors’ website content, social media pages and SEO/Google rankings.

Feedback and Recommendations - Finally, your digital marketing audit should come with not only all the information listed above, but recommendations for how you can improve all elements of your digital marketing activity.

Whether your feedback comes in the form of a written report, a presentation, or a phone call, advice from a digital specialist is key to you learning from the findings of the audit and using them to improve marketing ROI.

 

I’m really busy. What will a digital marketing auditor need from me?

Digital marketing auditors will all have their own methods of working and may require different information and levels of input depending on their offering. But generally, an audit can be carried out if you provide:

  • Marketing goals/objectives
  • A list of your top competitors
  • Logins for your Google Analytics account, social media channels and website
  • Access to any social media management tools you use

 

Digital Marketing Audit Data Access Requirements 

What will a digital marketing audit cost?

Again, different providers will have different offerings with differing charges. Some large corporates requiring very in-depth investigation across vast digital marketing channels could be looking at tens of thousands.  

For your average SME, though, we would estimate around £1000 is an average figure for a thorough digital marketing audit.

Are you ready to learn about your company’s strengths and weaknesses and your digital marketing ROI? Whether you decide to start with a smaller internal audit or are ready to engage the expertise of an external digital consultant, the important thing is to ensure you’re proactively reviewing your marketing activity to ensure it continues to work for you.

We’re helping companies like yours to grow and thrive through evaluating their digital marketing footprint. Find out more about how we could help you with your next digital marketing audit

 

Cover photo by Mikael Blomkvist from Pexels

Using the DIKW model to get actionable insights from your data

The DIKW model or DIKW pyramid is an often-used method, with roots in knowledge management, to explain the ways we move from data (the ‘D’) to...

Read More

How to maximise user adoption when implementing a new CRM

The last thing your business needs is to have spent money on a shiny new CRM (Customer Relationship Management) system, only for it not to be used....

Read More

What to expect from a Digital Marketing Audit

A digital marketing audit is essential to ensuring your marketing efforts are paying off in today’s increasingly digital world.

Read More