Marketing Audit Toolbox
Mike Watson
Owner of MWA, the company behind Scottish Business Intelligence - a tool built for those interested in finding out what lies beneath the headlines in the Scottish business landscape.
Undertaking any DIY job is much easier if you have the right tools at hand.
But sometimes a project needs specialist tools where it just doesn't make sense to invest in them because you will not use them often enough to justify the cost.
That's the point where you get a specialist in who has access and experience using the right tools to do the job more effectively and efficiently.
The same can be said if you want to your own internal digital marketing audit - You could do it yourself but wouldn't it be easier to just get the professionals in?
Digital marketing audits encompass various areas, and for each of those areas, there are several specialised tools available.
I'll recommend some of the best tools for each area:
1. Website Analysis:
??- Google Analytics: Provides comprehensive data about website traffic, user behaviour, and other key metrics.
??- Google Search Console: Highlights website performance in Google Search, including indexing issues and search queries driving traffic.
??- GTmetrix or PageSpeed Insights: To analyse the speed and performance of a website.
2. SEO (Search Engine Optimization):
??- SEMrush: Comprehensive SEO tool offering keyword research, domain vs. domain comparisons, backlink analysis, and more.
??- Ahrefs: Another extensive SEO tool with a focus on backlink analysis.
??- Moz: Popular for its domain authority metric, keyword research, and link analysis.
3. PPC (Pay-Per-Click) Analysis:
??- Google Ads: Essential for auditing Google search and display ad campaigns.
??- Facebook Ad Manager: For auditing Facebook campaigns.
??- SEMrush or WordStream: They both provide additional insights for PPC campaigns, such as potential keyword opportunities.
4. Social Media:
??- Sprout Social: Offers detailed analytics for various social platforms.
??- Hootsuite: Great for scheduling and monitoring social media content.
??- Brandwatch: For social listening and brand reputation analysis.
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5. Content Analysis:
??- BuzzSumo: Identifies the most shared content for particular topics or domains.
??- SEMrush's Content Analyser: Reviews content for SEO optimisation.
6. Email Marketing:
??- MailChimp or HubSpot: Provides insights into email campaign performance.
??- Litmus: Helps test and ensure emails look good on all devices and platforms.
??- SendinBlue: Offers detailed analytics for email campaigns.
7. User Experience (UX) and Conversion Rate Optimisation (CRO):
??- Hotjar or Crazy Egg: Visualise where users click, scroll, and how they navigate through the site.
??- Optimizely: For A/B testing different versions of webpages to see which performs best.
??- Google Optimize: Integrates with Google Analytics for A/B tests, multivariate tests, and more.
8. Backlink Analysis (closely related to SEO but worth mentioning separately):
??- Ahrefs: Recognised for its extensive backlink database.
??- Majestic: Provides details on backlinks and site's "trust flow".
??- LinkResearchTools: Comprehensive link audit tool.
9. Technical SEO:
??- Screaming Frog SEO Spider: Crawls websites to identify technical issues.
??- DeepCrawl: Cloud-based web crawler for technical SEO audits.
??- Google's Mobile-Friendly Test: Checks how well a site performs on mobile.
You could do it yourself with these tools, but really?