Doing a digital marketing audit with your business is like giving your house a spring clean. It’s a time to wipe away the cobwebs and see what’s working, what isn’t and what needs to be done to spruce things up.
A digital marketing audit takes a detailed look at every online touchpoint you have with your customers, helping you to refine your marketing efforts and grow sales.
As a small business owner, you’re probably working with a small budget and limited time. To help you get cracking, we’ve outlined some quick-win opportunities for your digital marketing audit.
Review what isn’t working
A digital marketing audit could help pinpoint what you’re doing well and where you could be doing better, as well as where you could better invest your resources. For example, you could be wasting time and money on one thing when another thing would be far more effective.
Website performance and SEO
Having a website is essential for almost every business these days, so it’s worth taking a few minutes to test how well yours is functioning.
Your website functionality has a direct impact on how well it performs in search engines. Making improvements on your site to try and achieve better rankings in search results is known as search engine optimisation (SEO).
To assess and optimise your SEO, question:
- is your website easy to navigate?
- does it take long to load?
- do you have more than one contact option (e.g. phone number, email)?
- is it easy to find business information?
- is your content optimised?
- is your content easy to read and up-to-date?
- do all your links work?
Take a few minutes to troubleshoot any errors and nip them in the bud, which will help stop prospective customers from bouncing.
Learn more about why a website content audit is important.
Get a fresh perspective with user testing
Have you got a brutally honest friend or family member who hasn’t used your website? Ask them to be your guinea pig!
They can put their pretend customer hat on and complete basic tasks, such as navigating the site for information or getting in contact. You may be surprised by what they find. The best part? It won’t cost you a cent.
Social media presence
We see plenty of small businesses that post without any strategy and blindly hope for the best. If this is you, don’t stress! Taking a look at how your social media is performing across different platforms is a quick and easy way to identify areas of improvement.
If you’ve set up a business account or page, you can access free analytic tools that will tell you how your social media efforts are performing.
Take a look at:
- which platforms you post on
- platform insights (e.g. Instagram Insights or Facebook Analytics)
- what type of content you’re posting and what’s performing best
- how your content compares to competitors
- how much website traffic comes from social media.
Social media insights give you a look at your top performing posts, the best time of the day to post and other interesting metrics.
For example, you may find that your audience really resonates with certain content and decide to post more of that and less of the low-performing stuff.
Get insight into your competitors
You don’t have to reinvent the wheel. Taking a look at what your competitors are doing well is a simple and cost-effective way to measure how well your business compares.
Use a SWOT analysis to help with your small business’ marketing efforts – defining strengths, weaknesses, opportunities and threats you can leverage.
Check out these examples below to get started:
Strengths:
|
Weaknesses
lacking assets |
Opportunities:
|
Threats:
|
Develop your digital marketing strategy
Digital marketing audits give you a clearer picture of what your customers want from you and what you could be doing better to meet their needs.
Once you’ve taken steps to conduct a digital marketing audit of your business (either in-house or with the help of a professional), you can put plans into action.
Optimising your online presence can:
- improve your brand reputation
- attract more customers
- improve your relationship with existing customers.
Now you know the what and why of digital marketing audits, it’s time to review how you can take your content marketing efforts up a notch.
Update your content
Anyone can write, but how valuable and engaging will it be for your customers? Updating or writing new content for your business – be that web copy, blogs, social media content or email marketing – offers serious bang for your buck if done well.
Take the guesswork out of content writing by reaching out to professional content writers in Melbourne, such as Shuttle Rocket!
Our team of copywriters create valuable, engaging and SEO-friendly content that’ll help you boost your online presence. Learn more about our affordable copywriting packages to kickstart your digital marketing strategy today.