It is important to punctually carry out an audit of your digital marketing to make sure that all KPIs are green.
The best way to perform is to analyze the benefits of your actions marketing Digital to make relevant decisions.
For this, nothing better than a complete and useful audit.
ThatIs itA digital marketing audit?
A digital marketing audit is a kind of assessment of all of your digital strategies, the practices used and the results obtained by the company.
The idea is to take stock of all of your acquisition channels. You need to audit Chaquer Component of your digital marketing strategy: SEO, social networks, website, emailing …
You can also broaden the audit to your competitors. Study strategies digital of your competitors allows you to compare your methods and theirs. The entire survey will allow you to highlight your strengths and weaknesses with the aim of modifying certain practices, developing others and becoming more efficient in your digital marketing.
Digital marketing includes a number of elements on which you will have to pay your attention. We find in particular content marketing, SEO, SEA, social networks, optimizing your website, emailing campaigns …
What is the objective of an audit Web Marketing ?
Doing a web marketing audit is a bit like taking a photograph of the actions implemented. The final objective of this audit is to help question to allow the optimization of your digital strategy and advance your business. More specifically, thanks to your digital marketing audit, you will:
- Reduce your prospecting / acquisition costs
- Improve the notoriety of your business or brand
- Improve the customer / user experience
- Improve your average basket / lead rate
Grace To your digital marketing audit, you will make the Internet an effective way to increase your turnover.
The contours of a digital marketing audit
To make your digital marketing strategy an effective way to develop, you must adapt your means and objectives to your needs. Setting up a digital marketing audit allows elements to analyze and in particular 4 following:
- The presence of your business or brand on the web. In this part, we find the optimization of your website, the ergonomics of your site, advertising and social networks.
- The conversion tunnel through the actions carried out to attract internet users and convert them into leads. The presence of the landing pages and “call to action” present on your offers. The creation of buyers personas as well as Customer reminders or leads …
- The transformation of leads into customers. Set up the lead nurturing… Set up a strategy according to the maturity of your leads.
- The loyalty of your customers. The way you manage the loyalty of your customers as well as their satisfaction. Do you set up special actions? Your customers are satisfied?
That your strategy is based on the right content offered at the right time… such that theinbound Marketing or the Outbound Marketing that leads you to go prospecting people who have requested nothing, a digital marketing audit will allow you to take stock of your actions and methods set up to help the conversion of leads into customers and to retain them later by improving their experiences.
7 steps to optimize your digital marketing audit
Coder.com offers you ideas to audit your digital marketing and optimize its profits as well as possible.
1. Analyze content marketing
Do you have to have a clear idea of what you expect from published content: what is the main objective of your content marketing?
Then take a table to classify:
- The most efficient items (with the most visits)
- The most engaging articles (those that were most commented on on the blog)
- Less efficient content (few visits)
- Articles with the best commitment rate on social networks
- Content with the highest click rate (which led to another page on your website)
You can then optimize your content marketing for next year, in Rehabilitating content who best answered your goal.
You will also know What articles recyclingto save time on your digital strategy!
👉 Find the details of the steps to audit your content in our article: 5 steps to audit your content marketing
2. Evaluate performance on social networks
L'Audit of your social media strategy involves having clear goals for the coming months. These objectives vary from one industry to another.
- Why are you on Facebook?
- What are you waiting for twitter?
- What are the important indicators on Instagram?
- Why did you choose LinkedIn?
Each platform should be subject to a specific analysis, linked to your objectives.
First of all, you should make sure that the main indicators are increasing:
- Clicks on your links
- Community volume
- Engagement rate
Also remember to check the quality of your audience: do your subscribers have the same profile as your BUYERS PERSONA ?
Finally, audit content. As with your content marketing, you must know the publications that have received the best engagement rate, the most clicks or the most sharing. This will help you develop your future editorial strategy.
👉 Find the details of the stages of a Media social audit and the actions resulting here: How to audit and optimize your strategy on social networks?
3. Follow the SEO
Google regularly updates its various algorithms. An audit of your digital strategy must imperatively contain a SEO audit. Even if, we strongly recommend that you regularly analyze your positioning!
Do not hesitate to redo a search on the keywords you use, but also to look for it again. The vocabulary and the expressions used can evolve from one year to the next.
Regarding the technical part of your site, you can use tools that allow you to test the various elements related to the good practices necessary to make your site in accordance with the expectations of search engines. Use ScreamingFrog to Crawler your entire site and analyze its performance with SEMRUSH or AHREFS.
Check your positioning on your important keywords, titles tags, the length of the titles, the meta Descriptions of your pages. Your images must be optimized and referenced.
👉 Find 20 points to analyze without waiting to improve your SEO
4. Analyze your SEA campaigns
Although paid referencing tools and services often adapt your campaigns according to their algorithm, it is necessary to regularly analyze your campaigns to ensure that they meet your goals and that your budget does not fly to anything.
To do this, ask yourself the right questions!
👉 30 questions to ask to audit its Google Ads campaigns
5. Audit your website
Make a complete analysis of your website to better understand the possible brakes or frustrations encountered your visitors. In this way, you can improve your site to best achieve your goals.
To do this, we have prepared a website audit guide to you as well as its free model to download:
👉 Discover the steps and download our free website audit model
6. Evaluate the UX of your website
The ergonomics and safety of your website are an integral part of a digital audit. Ask yourself the following questions:
- Do internal and external links work optimally?
- What is the loading time of the pages?
- Are the images loading correctly?
- Is the information on the site up to date?
- Are metadata all filled?
- Are the themes and plugins up to date?
👉 How to make a UX audit on your website?
7. Check the performance of your e-commerce
If you have an online store, you need to regularly check very specific points to make sure you maximize conversions:
👉 E-commerce audit: 12 points to check to increase your conversions
Read too :: Voice marketing: 5 trends to follow in 2024
Our tip for making a digital marketing audit
Very often, companies have their audits achieve when a problem arrives. On the contrary, it is when everything is going well that you have to make a digital marketing audit, to improve the existing.
To audit the different parts of your digital marketing, will give you a clearer idea of the situation of your business as a whole. If what emerges is not your taste … you will be able to change it.
The data does not lie. The audit of your digital marketing allows you to have a clear idea of your situation. This deep analysis will necessarily lead to the reassessment of your strategies … for better!
Submit a project on Coder.com to carry out your digital marketing audit. Depending on your projects and the elements to be audited, you will find freelance specialists to help you: web developer, UX designer, SEO consultant, Social Media Manager…