Digital marketing is a fast-paced, ever-evolving field. To ensure that your strategies remain effective and aligned with your goals, regular audits of your digital marketing position are crucial. Here’s a five-step guide to help you conduct a comprehensive audit:

Step 1: Define Your Goals and KPIs

Start by revisiting your marketing objectives. What are you trying to achieve with your digital marketing efforts? Is it increased website traffic, lead generation, higher sales, or improved brand awareness? Identify your Key Performance Indicators (KPIs) that directly relate to these goals. This foundational step will guide your entire audit process.

Step 2: Analyze Your Website

Your website is often the centerpiece of your digital presence. Conduct a thorough examination of your website, including:

• Design and User Experience: Is the design appealing and user-friendly?
• Functionality: Test all features, forms, and links for functionality.
• Mobile Optimization: Ensure your site is mobile-responsive.
• Content Quality: Review the relevance and quality of your content.
• Conversion Path: Check the effectiveness of your calls to action (CTAs) and the conversion funnel.

Step 3: Review Content Strategy

Your content plays a pivotal role in digital marketing. Evaluate your content marketing efforts by:

• Relevance: Ensure your content resonates with your target audience.
• Consistency: Assess your posting frequency and consistency.
• Engagement: Review engagement metrics such as likes, shares, comments, and social media reach.
• SEO Optimization: Check if your content is optimized for search engines.

Step 4: Assess Your Digital Channels

Examine the performance of your digital channels, including:

• Social Media: Review your profile completeness, posting frequency, engagement levels, hashtag usage, and the effectiveness of paid campaigns.
• SEO and Keywords: Analyze your keyword rankings, site indexing, on-page and off-page optimization, and backlinks.
• Email Marketing: Assess open rates, click-through rates, conversion rates, and the health and growth of your email list.
• Paid Advertising: Review ad spend, ad copy, creative effectiveness, landing pages, and conversion rates. 

Step 5: Dive into Analytics

Your analytics tools provide valuable insights. Conduct an in-depth analysis by:

• Tracking Code: Ensure tracking codes are correctly implemented on your website.
• Goal Tracking: Verify that goal tracking is set up correctly.
• Custom Reports: Create custom reports to gain specific insights.
• Audience Insights: Explore audience demographics, behavior, and acquisition data.

Once you’ve completed these five steps, you’ll have a comprehensive understanding of your digital marketing position. Use this knowledge to create a focused action plan. Prioritize areas that need improvement and allocate resources accordingly. Regularly monitor your progress and make adjustments as necessary to stay competitive and achieve your digital marketing goals.

Download our free audit guide to get started!

Need some help? The Blackfern Media team is here for you.

We can help you complete your digital marketing audit, craft a custom marketing plan, and help you execute it!

Schedule a call with the Blackfern Media digital marketing and brand positioning experts to get premium insights on your digital marketing position.