An online marketing audit is essential for companies, which are about to start in the digital marketing business. Companies that have already implemented a digital marketing strategy and are only partly successful should also consider reviewing their strategy in order to boost their business.
Eminence, your local digital partner, has summarised the most important aspects you should include in your online marketing audit.
- Competitors’ analysis
Have a closer look at your competitors. Who is doing the same business as you? What is working better at your competitors? Can you find out why? We recommend analysing the following factors:
- The target audience of your competitors: Can you find out the target audience of your competitors? Maybe you can even figure out, who their Buyer Personas are?
- Content: What does their content look like? How long are the articles? How often do they publish and how many comments and shares do they receive?
- SEO: Are they ranking with relevant keywords in the Google search engine? How about their domain authority and their Inbound links?
- Social Media: How many followers do they have? What is the percentage of their engagement rate? And which posts are working well?
- Landing pages: Have a look at the landing pages of your competitors; are there any shares, or social signs, that prove their popularity?
- Email marketing: Register with the newsletter of your competitors to keep yourself informed!
By including all the above-mentioned performance indicators, you can conduct an interesting competitors’ analysis.
- Buyer Persona / Customer Persona
Your Buyer Persona is your starting point. Therefore, collect everything you know about your target audience:
- Definition of the target audience: Who are you targeting?
- Ideal customer: What is the demographic of your audience (age, gender, interests, etc.)?
- Surveys: Did you send a customer survey to your prospects or clients? What is the measure of their customer satisfaction?
Over time you will get to know your customers better and better and your buyer personas will be more and more precise.
You should check whether your Inbound Marketing works or not by considering the following performance indicators:
- Visitors: What’s the average traffic of your visitors per month?
- Conversions – visitors to leads: What percentage of your visitors transform into leads?
- Contacts: How many leads do you generate on average per month?
- Conversions – contacts to clients: What percentage of your leads transform into clients?
- Clients: How many clients on average are you generating with Inbound Marketing?
- Turnover: How much turnover was achieved on average with Inbound Marketing?
You can evaluate all these numbers with the help of Google Analytics.
- Content Marketing
Is your web content tempting enough to attract your target audience? We recommend checking your content with the help of the following criteria:
- Content Performance: Which content and themes performed well and which didn’t? Shares and comments on your social network additionally help to evaluate the content performance.
- Length of your content: How long is your content? Which performed best? The ideal length for Blog articles is at least 1000 words.
- Content schedule: How often do you publish? As a guideline, we recommend publishing articles once to twice a week to generate traffic successfully.
In order to rank effectively you should consider the following performance indicators:
- Ranking keywords: How much of your contents rank within the top 10?
- Inbound links: How many links from other websites does your content receive on average?
- Linking domains: How many websites on average are linked with your contents?
- Domain authority: How strong is your domain authority from the point of view of the Google search engine?
- Page authority: How strong is the Google search engine valuating your content?
- Bounce rate: What is the percentage of visitors to your website who navigate away from the site after viewing only one page.
- Page Speed: Are your pages loading fast enough?
- Broken links: Do you have Inbound- or Outbound links which lead to nowhere?
Our advice is, to focus specifically on creating good quality content. This is an excellent condition to ensure that the ranking successfully works in the Google search engines.
- Social Media
Check your Social Media profile and decide on which platforms to post:
- Followers: How many people are following your profile?
- Coverage: What is the coverage of your posts?
- Engagement: How many likes, shares and comments do you have per post?
- Clicks: How many clicks do you receive on average on your posts?
- Mentions: How often is your company mentioned in its respective network?
- Response time: How long does it take you to react to your Engagements?
- Call to Action
How about your Calls to Actions (CTAs)? Do you have any for your newsletters, contact forms, etc.? Ideally, each page should have a Call to Action. Have a look at the following performance indicators:
- Visitors: How many visitors have seen your CTA?
- Conversions: How many contacts or clients are generated from your CTAs?
You can find out these numbers with the help of Google Analytics. It is also helpful if you define your main goals for each page and focus with a CTA on it. In addition, A/B testing is a helpful tool to improve your CTAs.
- Landing page
Get an overview of your landing pages. Are they still up to date? What is their Conversion Rate? You should observe the following points:
- Visitors: How many visitors do you have on your landing page?
- Shares: How many shares do you have per landing page?
- Conversions: How many contacts or clients are generated with your landing page?
Also, you can find out these performance indicators with the help of Google Analytics and improve them with A/B testing.
- E-Mail Marketing
Do you already use e-mail marketing? And do you have e-mail campaigns or e-mail automation? Get familiar with your emails and in particular have a look at the sender address, the subject line, the content and last but not least a clear Call to Action. Check the following performance indicators:
- Openings: How many email openings do you have?
- Unsubscriptions: What is the number of users who have unsubscribed?
- Bounce rate: How many emails do not reach the recipient?
With these performance indicators you should be able to improve your email marketing.
Create a network list with all the companies, influencers, blogs, magazines, partners and social media groups, with whom you want to connect with. Follow them on Social Media and subscribe to their RSS feeds to stay up to date with their latest activities.
Eminence, your digital marketing pioneer has a comprehensive knowledge and experience in conducting digital marketing audits and can help you to build up a tailored audit for your company by carefully analysing all the relevant aspects and performance indicators.