Having a digital presence is a major driver of business growth. It is therefore necessary to conduct a digital marketing audit to identify areas for strategic improvement. A digital audit is based on several key points:
- Organic audit (SEO, social media)
- Audit of advertising campaigns (Google Ads, social ads)
- Audit of your website
- Analysis of other points (prospecting, videos, visual identity)
If companies want to be successful, they need a well-developed digital strategy. Let's see how to do that.
1) Why conduct a digital marketing audit?
Conducting a digital audit is the first step in developing an online strategy. It allows you to do several things:
- Understanding the “health” of your online business
- Analyze various key points
- Note areas for improvement
- See the strengths of our company
- And above all... Plan a coherent action plan!
In summary, a digital marketing audit is a step that offers multiple benefits for a company. It is the first step before implementing clear and, above all, useful optimizations.
You wouldn't climb Mount Everest without doing your research first, would you? Well, the same goes for your digital strategy.
2) How to set up a digital marketing audit?
Setting up an audit of this type requires specific technical skills. Indeed, a digital audit requires mastery of many different tools. In addition, this type of assignment requires a comprehensive understanding of figures.
It is therefore necessary to know how to use digital tools AND draw accurate conclusions from the data collected. For a digital novice, conducting an audit can be complicated, even counterproductive.
Imagine landing in the middle of a forest of KPIs of all kinds (CTR, CPC, CPM, CPA, CPL, etc.). It's a precise and complex language that's impossible to understand if it's not your job. If you misinterpret the data, your digital strategy will be useless.
So as a beginner, how do you go about it? 🤔
First solution: you have someone in-house who is skilled in this area. This person will be able to implement a strategy based on the audit data. Your company will therefore be on the right track thanks to your internal resources. However, if you are a small or medium-sized business, you may not always have a digital expert on your team. Moreover, recruitment can be expensive and time-consuming.
Deuxième solution : faire appel à une agence web experte dans ce domaine. L’avantage d’une agence de marketing digital, c’est qu’elle est composée d’une équipe d’experts. Votre entreprise sera soutenue par des professionnels qui maîtrisent les outils digitaux.
Chez Digital 64, nous mettons en place des audits digitaux pour les entreprises. Ensuite, nous concevons et pilotons leur stratégie de A à Z. Rien n’est laissé au hasard. D’ailleurs, vous gagnez du temps car vous évitez un long processus de recrutement.
3) Key points and tools to analyze during a digital audit
As mentioned earlier, digital tools are complex and numerous. Conducting a digital audit will require analyzing different aspects of your online presence.
A - Analysis of organic channels
First, we need to focus on organic traffic. By "organic," we mean traffic that comes naturally, without an advertising budget.
Organic sources can be SEO (search engine optimization) or your social media channels.
To analyze this, you need to use various software programs (which can be adapted to your needs):
- Google Analytics
- Matomo (competitor to Google Analytics)
- An SEO tool (SE Ranking or SEM Rush)
- Google Search Console
- A post scheduling tool (such as Buffer or Hootsuite)
B - Analysis of advertising channels
Next, you need to focus on your digital advertising. There are two main types of online advertising:
- SEA: Google Ads, Microsoft Ads, etc. on search engines
- Social ads: Meta Ads (Facebook and Instagram), LinkedIn Ads, TikTok Ads, etc. on social media
To analyze your ads, you need to have a good understanding of the tools. Whether it's Google Ads, Meta Ads, etc., these are rich and comprehensive tools. You need to know these powerful tools inside out and understand how KPIs work. You also need to avoid making serious mistakes (such as changing a budget or relaunching a stopped campaign).
C - Analysis of your website
Un autre point qui est PRIMORDIAL : l’audit de votre site Internet. En effet, nous avons vu qu’il est important d’analyser votre trafic. Cependant, attirer du trafic qui ne convertit pas, c’est comme partir à la pêche sans appâts.
Et si votre trafic ne convertit pas, c’est sans doute à cause de votre site Internet. En effet, un site web doit respecter différentes normes aujourd’hui. Un site vieillissant ne fera pas le poids face à des sites modernes. L’expérience utilisateur est primordiale pour se démarquer.
Notre équipe de designers s’occupe de donner une deuxième vie aux sites Internet qui vieillissent mal. 🖌️
"To create a high-quality design, you need to think carefully about what you want to do and the context in which it fits, before you even begin."
D - Analysis of other points
In addition to these three digital pillars, there are other areas to analyze:
- Your digital prospecting campaigns (via email or LinkedIn)
- Your videos shot
- Your visual identity (logo, graphic charter, etc.)
In summary, you now understand that a digital audit is based on a number of criteria. It is very complicated to conduct an audit on your own, and even more so as a novice.
4) Need help conducting your digital marketing audit?
Since 2021, Digital 64 has been supporting small and medium-sized businesses and SaaS companies in their growth. Whether you are a young startup, a craftsman, or a company in the Basque Country, it is always a good idea to have an audit done.
Our teams of experts are available to assist you.
We hope to see you soon at our offices!
