Is it time you conducted a digital marketing audit?

Written on 28 December, 2015 by Verity Meagher
Categories: Marketing

Although you may have thousands of followers on your social media accounts and plenty of visitors to your website, they count for very little unless they’re resulting in solid conversions and sales leads. Conduct a search engine optimisation (SEO), social media, content marketing and search engine marketing (SEM) audit to discover what you need to do to convert high follower numbers into profits.

What do you need to assess?

The very nature of a successful digital marketing audit is sprawling and multi-stranded, and there are many metrics you need to factor in when auditing. To assess everything, your audit has to encompass all key areas, including social media, SEO, paid advertising, SEM and content marketing.

When looking at your campaign, be sure to assess all components separately as a fast-shifting landscape means a strategy that worked brilliantly only a few months ago can easily be proven redundant now.

Measure up

Track and benchmark your numbers across all social sites, hits on your own site and ad impressions, and take note of spikes so you can see which campaigns they correlate with. Keep an eye on retention too. Are you losing followers almost as quickly as you gain them? Now, measure and compare these figures against your conversions to see where you’re effectively capitalising on the gains brought from your digital marketing campaign and where they’re being squandered.

Improve your figures

To improve conversions, it’s likely you’ll need to make changes to more than one area of your campaign. Find out if you’re reaching out to key influencers on social media and whether you’re engaging customers in meaningful conversations. Choose more interesting content to share and give people an incentive to click from your social media account through to a landing page.

Take a deep dive into your search marketing strategy and ensure your SEO and PPC campaigns are working in synergy and targeting the most effective keywords. Don’t tempt browsers to your website with misleading keywords and then fail to provide them with the information they’re looking for, and make sure your calls to action are relevant and functional.

Aim to please

Auditing your content can be a time-consuming chore, but it’s worth the effort. Are all your messages on-brand? Have the pages on your website been stagnant for some time? Is your content appropriately targeted to customer profiles?

Create content that appeals to a number of specific profiles, from tweets through to shopping carts, and create sales cycles more likely to convert. Use your audit to find out what your various demographics do and don’t like – then give them what they’re looking for.

When was the last time you conducted a digital marketing audit? The digital marketing world is constantly evolving, so your campaign should be audited at regular intervals to help you see which areas need to be tweaked to meet current trends.