How to Conduct a Brand Audit to Improve Digital Marketing Efforts

By May 3, 2021Social Media
brand audit

Do you have a marketing team to handle all of your digital marketing needs but still aren’t seeing improved results? When you’ve tried everything you can to gain success, yet fail, you are in dire need of a brand audit.

A brand audit is not a one-time thing. It is something your business should continuously use to monitor your strategies.

Not sure how a brand audit can help you and your business? Read on to learn all about it.

Why Is a Brand Audit Necessary?

A brand audit for digital marketing checks every single part of your strategy. Once the audit is over, you’ll have a clear understanding of what is right and wrong with your technique, but what is a brand audit?

A brand audit is basically a report that you can hand over to every part of your marketing team/agency. Just like other parts of the business, your digital marketing needs an audit every so often to succeed.

For example, when you think about your sales team, you don’t stick to a single pitch for every type of customer. You need to rework and adapt to the current environment.

From there, you’ll be able to test out different strategies to adjust when needed. The same goes for a brand audit for digital marketing.

You need a brand audit immediately if you have any of the following issues:

  • Conversion rates are dropping
  • Website traffic is decreasing
  • Social media audience isn’t growing or is decreasing
  • Content engagement rates are dropping
  • Your return on investment (ROI) is in the negatives

When you are dealing with these outcomes, it is apparent that the problem stems from your marketing strategy. To overcome this, an audit is necessary to find the issues.

How to Perform a Digital Marketing Audit

When you understand how to perform a digital marketing audit, you’ll see how it can positively impact your campaigns. You can perform an audit with a marketing consultant or in the following ways:

Website Audit

Because of the digital world we live in today, online websites are often the primary points of conversion. The attention of your consumers gets converted to sales in this area.

When you implement a website audit, you can increase user experience and rank better on search engine results. This is where you’ll learn if your marketing message is converting users or not.

The bare minimum of a website audit includes:

  • Checking for essential web pages
  • Checking how user-friendly your site is
  • Checking which pages are the best and worst converters
  • Checking your websites loading speed

These are just the basics as there are plenty of essential checks you’ll want to make.

SEO Audit

The next part of your brand audit project is to check your search engine optimization, aka SEO. SEO should be one of your sources of traffic. If it is not, you have serious work to do.

The must-haves when it comes to an SEO audit check are:

  • Checking that there are no indexing problems on Google
  • Analyzing organic traffic
  • Checking keyword rankings
  • Completing a backlink analysis

Keep in mind that every page and article needs to have a title tag, meta description, and URL slug to work accurately with SEO.

Social Media Audit

A social media audit can lead you to answers on whether or not your strategies are effective. The first step to complete this audit is to write down every social media channel you use for your strategy.

You will then evaluate each channel’s performance by checking the audience growth rate, content reach rate, average engagement rate, content sharing rate, click-through rate, and conversion rate.

You should also figure out which pieces of content are the best performing. This will help you further understand your audience and what they prefer to read/see.

Content Marketing Audit

Content marketing is one of the strongest types of digital marketing because it can deliver amazing results if you do it right. Through a content marketing audit, you can check if your efforts are working or are a waste of time.

The content marketing audit involves blogger content, social content, and even email content. Here’s what you’ll need to do:

  • Gather all content assets
  • Identify highest performing content
  • Maximize the highest performing content
  • Look for content gaps

Your highest-performing content should be linked to other pages for conversion. You can also feature additional content on these posts if it is relative.

By looking for content gaps, you can discover which keywords you are missing out on.

Email Marketing Audit

Businesses tend to overlook their email marketing because they don’t believe it’s that important. This is a mistake you don’t want to make. Email marketing is an intricate part of the entire digital marketing strategy.

Here’s what you’ll need to do during an email marketing audit:

  • Analyze click-through-rates and open rates
  • Check your copy and header lines
  • Work on design and copy
  • Analyze an email sequence strategy

Email marketing is a personal way to connect to your audience. It deserves care and adjustments when neccesary.

Do You Need a Brand Audit?

If you’ve never had a brand audit before or haven’t had one in a while, now is the time to get it done. Without a successful digital marketing strategy, you can’t expect to succeed in our technological world.

A brand audit will determine areas that need improvement and areas that you rank well on.

You may be thinking this is a lot for a business owner or manager to complete on their own. Even your busy digital marketing team may not have the time to complete a full audit. Luckily, we are here to help.

We aim to consult businesses on their digital marketing techniques for a higher success rate. Contact us today to get started on your brand audit.