What's the best way to audit online marketing?

2 Assess your website

Your website is the foundation of your online marketing, so it is essential to ensure it is user-friendly, SEO-friendly, and conversion-friendly. To audit your website, you need to check the technical aspects such as loading speed, security, and responsiveness. Additionally, you should make sure the content is clear and engaging, and that it includes relevant keywords, headings, and meta tags. The design should have a consistent layout, color scheme, and typography that follows web design best practices. Navigation should be logical and intuitive with easy-to-find menus, categories, and links. Finally, the website should have clear calls to action with landing pages, forms, and offers that persuade visitors to take the desired action.

3 Analyze your social media

Social media is an effective way to connect with your audience, boost your brand awareness, and drive traffic to your website. To audit your social media, you need to consider the platforms that suit your target audience, industry, and goals; optimize your profiles with relevant information, images, and links; create and share valuable content that resonates with your audience; interact with followers and respond to comments; and measure and track metrics like reach, impressions, clicks, likes, shares, comments, and followers. Doing so will help you align your objectives with your social media efforts.

4 Evaluate your email marketing

Auditing your email marketing is a great way to cost-effectively and personally communicate with prospects and customers, while also nurturing them through the buyer's journey. When auditing, you should build and segment an email list with qualified and interested subscribers that comply with regulations and best practices. Additionally, you should design and execute campaigns with clear subject lines, headlines, and copy that includes relevant images, links, and calls to action. Moreover, you should ensure deliverability of emails to inboxes, while also avoiding spam filters, bounce rates, and unsubscribes. Finally, measure and track email marketing metrics such as open rates, click-through rates, conversion rates, and revenue that align with your objectives.

5 Review your content marketing

Content marketing is a strategic approach to create and distribute valuable and relevant content that attracts and retains your audience, and that drives them to take action. To audit your content marketing, you should have a documented strategy that defines your goals, your audience, your value proposition, your content types, your distribution channels, and your metrics. Additionally, you should produce high-quality and original content that matches your audience's needs and interests. Furthermore, you should optimize your content for SEO with appropriate keywords, headings, meta tags, images, and links. You should also distribute your content on the right platforms and formats such as websites, blogs, social media, emails, podcasts, videos or ebooks. Lastly, you should measure and track your content marketing metrics such as traffic, leads, conversions, shares, comments and retention in order to align with your objectives.

6 Monitor your analytics

Analytics is a process of collecting, analyzing, and reporting data that helps you understand and improve your online marketing performance. To audit your analytics, you must use the right tools and software to collect and analyze data, such as Google Analytics, Google Search Console, Facebook Insights, or Mailchimp. Additionally, you should set up and configure your analytics tools correctly with accurate and consistent tracking codes, filters, goals, and reports. It's equally important to review and interpret your analytics data regularly with relevant and meaningful insights, trends, and recommendations. Finally, utilize your analytics data to make informed and data-driven decisions in order to optimize and adjust your online marketing strategy accordingly.