How to Audit Your Digital Marketing Strategy

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Our analytical approach shapes everything we do at Olive + Leo. Regularly scheduled marketing audits are an essential component of any good marketing strategy. No matter how small or big your brand is, or how robust your returns are, you should regularly test and assess your strategy because marketing is always changing and evolving. While one approach may work for a particular quarter, that approach may need to change as you collect more data. Taking time in the middle of the fiscal year to audit your digital marketing strategy is a good practice. Here’s how to dive in: 

What is a digital marketing audit?

A digital marketing audit is simply an analysis of all the practices, strategies, and outcomes of a brand’s online presence. The purpose of a digital marketing audit is to get an overarching view of your digital marketing campaigns and learn how (and if) your digital marketing strategy is meeting your business goals.

Why is it important?

In this ever-changing digital world, trends and updates are as frequent as a fast-paced TikTok routine. That’s why we run monthly audits to keep our clients’ strategies aligned with the latest developments. By assessing our progress, we can also make necessary adjustments to stay ahead of the curve.

A comprehensive audit helps to benchmark baseline metrics, identify opportunities, outperform competitors, and drive more business. 

These digital audits not only help us fine-tune our strategies but also enhance the overall customer experience.

Digital Marketing Channels to Audit 

A digital marketing audit will examine several channels, depending on your goals. You can follow these steps to get started:

  • Review your website 
    • 75% of your website’s credibility comes from its design. An audit will ensure your website is designed to catch the eye of any potential customers.
  • Audit your SEO
    • Auditing your site for SEO helps boost your website’s ability to rank in the top three positions on the first page of a search engine. Since search algorithms are always changing, it’s important to perform an SEO audit multiple times throughout the year. 
  • Run a content marketing audit
    • Content marketing is a strategy used to attract, engage and retain potential customers and helps build brand loyalty. Start your content audit by pulling data for your website to determine what content is performing the best. Look for what is working and what’s not, then optimize your content moving forward based on those results. 
  • Run a social media audit 
    • Social media is an integral part of content marketing, so you’ll want to audit all of your social media profiles. 
  • Perform an email marketing audit 
    • Despite being one of the oldest email marketing channels, email remains very relevant. Be sure to audit email performance metrics such as your click-through rate and open rate to optimize your overall engagement.

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