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Malek Gouia

The why and how of a strong digital marketing audit


After reading "when should you run a marketing audit", you might be wondering why you have even to think about it in the first place.

Or maybe it’s blurry and you’re confused between an audit and a digital marketing audit.

Well, first, we will neutralize all ambiguities. Next, we'll prove to you how important a digital marketing audit is. And finally, we will outline how a digital marketing audit should -ideally- be.

An audit is a form of investigation and there are a bunch of types of audits: from auditing finance activities to management to marketing to accounting etc. Long story short, an audit reports on the performance of every single department in your company. It checks whether all your business requirements are met or not.

So digital marketing audit is one of the many types of audits. It outlines all marketing activities and efforts undertaken on digital marketing channels: practices, ads, posts, and strategies.

The audit should include all the company’s marketing channels, its competitor performance, its content performance, its paid performance, its owned assets, each channel-specific trend and areas of optimization. When executed correctly, it evaluates your company’s marketing strategy and provides you with the answers to what you could do to improve the digital gaps and loopholes in your ongoing strategy.

Here are 6 reasons why you should conduct a digital marketing audit as soon as possible

Digital Marketing Audit


1. To detect weaknesses


Facing your company's imperfections would by no means be easy. But keep moving ahead without keeping an eye on how things stand, will never be a solution. Bottlenecks and weaknesses in a business obstruct growth, it could even crash your company. Scary thoughts, right? Therefore, weaknesses should be identified sooner rather than later to get rid of them. Once you overcome the hold-ups you pave the path for growth!


2. To explore growth opportunities


Exploiting opportunities at the right timing is the key factor for the sustainable success of a company. A good digital marketing audit reveals untapped opportunities that you can take advantage of to stand out from the competition.


3. To stay consistent with business goals


The sight of the main goals could be lost in the daily grind. Once the work starts to get tougher and some problems show up, most teams put aside the business objectives and tend to focus on the sooner deadlines. The problem is that the main goals are the provider of requirements; it's your roadmap. Hence, it's important to run a constant digital marketing audit to remind you of your company's milestones, so you don't stray.


4. To rekindle the team's spirits


Dealing with the same product/service every single day blinds the team to its bright side. The digital marketing audit is the perfect way to remind them of the quality of the product/service they are working on, which will help them to fall in love with what they are doing all over again.


5. To highlight the company’s strengths


Revealing the strong points of your company through a digital marketing audit helps to consolidate your position in the market. Showing your strengths boost your authenticity and build a unique value in the eyes of your clients.


6. To Boost your ROI


By dropping what doesn't work and sticking with what works, you increase your company's efficiency and thus improve its long-term return on investment (ROI). The digital marketing audit is therefore a profitable deal that deserves consideration.
As you noticed the digital marketing audit acts preventively; it gives you a bird's-eye view of where your business stands, so you can fill gaps in your strategy and leverage your strengths. The question here is what a strong digital marketing audit means?


Marketing Audit

Well, there are 5 characteristics that an audit should validate to be consistent.


1. Structured


Facing your company's imperfections would by no means be easy. But keep moving ahead without keeping an eye on how things stand, will never be a solution. Bottlenecks and weaknesses in a business obstruct growth, it could even crash your company. Scary thoughts, right? Therefore, weaknesses should be identified sooner rather than later to get rid of them. Once you overcome the hold-ups you pave the path for growth!


2. Exhaustive


Exploiting opportunities at the right timing is the key factor for the sustainable success of a company. A good digital marketing audit reveals untapped opportunities that you can take advantage of to stand out from the competition.


3. Objective


The sight of the main goals could be lost in the daily grind. Once the work starts to get tougher and some problems show up, most teams put aside the business objectives and tend to focus on the sooner deadlines. The problem is that the main goals are the provider of requirements; it's your roadmap. Hence, it's important to run a constant digital marketing audit to remind you of your company's milestones, so you don't stray.


4. Regular


Dealing with the same product/ service every single day blinds the team to its bright side. The digital marketing audit is the perfect way to remind them of the quality of the product/service they are working on, which will help them to fall in love with what they are doing all over again.


5. Contextual


Revealing the strong points of your company through a digital marketing audit helps to consolidate your position in the market. Showing your strengths boost your authenticity and build a unique value in the eyes of your clients.

Digital Marketing

They said prevention is better than cure, so don't think twice and start your digital marketing audit, even if you think it is late it will be much better than never.
If you have more questions about digital marketing audits or any other digital marketing services, don't hesitate to contact us, it will be our pleasure to help you.

Check how we can help you start your full digital marketing services

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