Digital marketing audits are an essential process for any business looking to evaluate its strategies and uncover ways to improve performance. Think of it as taking a moment to step back, analyze your efforts, and identify opportunities to grow your online presence.
By systematically examining your campaigns, channels, and platforms, you can create a clearer path forward for achieving your marketing goals.
What is a Digital Marketing Audit?
A digital marketing audit involves analyzing all aspects of your online marketing efforts to determine what’s working well, what needs adjustment, and where there are opportunities for growth. It includes everything from website performance and SEO to social media engagement and paid advertising campaigns.
This process helps you gain clarity on your strengths and areas for improvement, while also ensuring that your strategies align with your business goals.
Why Conduct a Digital Marketing Audit?
Digital marketing is a constantly evolving field, which means that what worked last year (or even last month) might not be as effective today. Conducting an audit allows you to:
- Evaluate Performance. Understand how your campaigns are performing and where adjustments can yield better results.
- Stay Competitive. Gain insights into how your competitors are approaching digital marketing.
- Increase ROI. Use data to make informed decisions about where to allocate resources for maximum return.
- Refine Your Strategy. Adjust your marketing tactics to better reach your audience and meet their needs.
What Does a Digital Marketing Audit Include?
A full digital marketing audit can give you a clear picture of how all your marketing efforts are performing together. It’s like a health check for your entire digital strategy, covering everything from SEO and content to social media and paid campaigns. However, you don’t always need to tackle everything at once. Sometimes, focusing on individual audits for specific areas — like your website, email marketing, or social media — can be a smart way to start addressing problem spots or fine-tuning a particular aspect of your marketing.
Whether you’re diving into a full audit or honing in on a specific area, the goal remains the same: to uncover what’s working, identify areas for improvement, and create actionable steps to move your business forward. Below, we’ll break down the key areas a digital marketing audit can include, so you can decide the best approach for your needs.
1. Website Analysis
Your website is often the first impression potential customers have of your business. A website audit evaluates its design, functionality, and user experience.
Key areas to examine:
- Loading speed – How quickly does your site load on desktop and mobile devices?
- Navigation – Is your site easy for users to explore and find information?
- Mobile-friendliness – Does your site display properly on smartphones and tablets?
- Conversion elements – Are calls to action (CTAs) and forms optimized for engagement?
- Security – Is your site using HTTPS, and are security measures in place to protect user data?
2. SEO Assessment
Search engine optimization plays a critical role in driving organic traffic to your site. An SEO audit examines factors like keyword usage, link building, and content relevance.
Focus areas for SEO audits:
- Keyword rankings – Are you targeting and ranking for relevant search terms?
- On-page optimization – Are titles, meta descriptions, headers, and image alt text optimized?
- Technical SEO – Are crawl errors, broken links, or poor site structure hindering search engines?
- Backlink profile – Do you have a strong mix of high-quality, relevant backlinks?
- Local SEO – Are your Google Business Profile and local citations accurate and consistent?
- Content performance – Does your content align with user intent and rank for target queries?
- Competitor analysis – How do your SEO efforts stack up against industry competitors?
3. Social Media Review
Social media marketing platforms are a key part of engaging with your audience and building brand awareness. During a digital marketing audit, assess your social media presence by looking at engagement metrics, follower growth, and the performance of individual posts.
Questions to ask:
- Are you posting regularly?
- Are your posts generating likes, shares, and comments?
- Are you reaching your target audience?
4. Paid Advertising Analysis
PPC advertising, such as Google Ads or social media ads, can generate fast results when executed properly. Analyze your campaigns to ensure they’re delivering a good return on investment.
Key metrics to review:
- Cost per click (CPC)
- Click-through rate (CTR)
- Conversion rates
The Technical Side of Digital Marketing Audits
Tools to Consider
Performing a digital marketing audit requires tools that provide reliable data and insights. Some of the most commonly used tools include:
- Google Analytics tracks website traffic, user behavior, and conversion rates.
- SEMrush and Ahrefs help analyze SEO performance, track keywords, and monitor backlinks.
- Hootsuite and Sprout Social provide insights into social media engagement and performance.
- Google Ads Dashboard offers detailed metrics for paid advertising campaigns.
These tools help ensure that your audit is based on measurable data rather than guesswork.
Metrics That Matter
Certain KPIs and metrics provide the clearest picture of how your digital marketing efforts are performing. Pay close attention to:
- Bounce rate – the percentage of visitors who leave your site after viewing only one page)
- Time on page – how long users stay on your site, which indicates engagement levels)
- Lead conversion rate – the percentage of visitors who take a desired action, such as filling out a form or making a purchase)
How Often Should You Perform a Digital Marketing Audit?
The frequency of audits depends on the scale of your campaigns and how quickly your industry changes. A quarterly audit works well for many businesses, while some may only need one every six months or once a year. Regular audits ensure you’re adapting to changes in algorithms, trends, and audience behavior.
Taking Action on Audit Findings
Once your audit is complete, it’s time to act on the insights you’ve gathered. Prioritize changes based on their potential impact. For example:
- Update underperforming web pages with better content or design.
- Adjust ad targeting settings to improve campaign performance.
- Create fresh, engaging content to address gaps in your SEO strategy.
The key is to approach these updates strategically, focusing first on the changes that will provide the most significant benefits.
Why Work with MARION for a Digital Marketing Audit?
Conducting a digital marketing audit requires time, expertise, and attention to detail. MARION has been helping businesses navigate the complexities of digital marketing for over 40 years.
Contact us today to schedule a consultation.
