Digital Marketing Audits & Strategy
Setting out for success in your digital marketing
efforts starts with a full audit & strategy setting
Can you remember when the last time you did an audit of your digital marketing activity? If it’s been a while, or you haven’t done one before then a digital marketing audit can be a highly beneficial investment.
Understanding which of your marketing efforts are working, what is bringing in the most profit by using actual data is crucial in the long term growth in a business.
We often find what a client thinks is their most profitable marketing strategies doesn’t tally with the bottom line – many vanity metrics; impressions, clicks, social engagements can be misconstrued as success, and not contributing to sales, profits or a good lifetime value.
Why is a digital marketing audit important?
Get an unbiased audit from a marketing consultant to undercover what is working, what isn’t and where improvements need to be made, as well as what opportunities there are.
An audit can also go in-depth into looking at profitability of different products / services / categories, and review the marketing spend so plans can be made to cut out wasted spend and ensure spend is placed in the areas with the greatest returns, both short and long term.
A digital marketing audit shouldn’t be a one off and should be performed on a quarterly basis.
What’s included in a digital marketing audit?
Requirements would be discussed and agreed, but loosely follows the below structure:
Overall website performance
Performing & underperforming pages, checkout dropouts, device performance, overall channel performance
Google Analytics tracking audit
Review of data quality, goals & ecommerce set up, property settings, event tracking etc
Audit of how different channels interact with each others i.e review multiple touchpoints to the website to see what true value a marketing channel as in the conversion process. Last year, on average there were 8 different touchpoints to a website before a sale
- PPC – Google Ads, Bing Ads & other performance. Keywords, ads, landing pages review
- SEO – Technical, on-page and off-page audit, ranking tracking & sales review
- Referrals – Website referrals, affiliate set up & performance
- Social Media – Platform, posts, copy & creative review
- Paid Social – Platform, targeting, copy, landing page, UTM use
Not to be focused on too much as the most important thing is to spend time on evaluating what you’re good at, what the strengths are and how to get success, but it can sometimes be useful to see what competitors are doing especially in search & social
Digital Marketing Strategies
The audit is important (and fun to complete), and is the basis for setting out an ongoing strategy. This includes:
- Channel selection
- Marketing schedule & spend forecasts
- Development & tracking requirements
- Landing page, ad copy and creative mapping
We love a good funnel. It’s a bit of a buzz word in the industry but we see through a funnelled approach in all our marketing activity to adopt a strategy for each stage in the funnel.
Itching for an audit & a proper marketing strategy?
LMc have been supporting us as digital marketing consultant to our business for a while. PPC, Meta, Social and digital media planning all strengths. Great insights, great response to changing needs and helping understand and cut through the jargon and technology to make better decisions. Really helpful and professional all the way, thank you!
Laura quickly understood our business and where we wanted to get to with the website. She has a great knowledge of SEO and PPC and we quickly saw an increase in enquiries through the advertising activity. I’d highly recommend working with Laura – really easy to work with, quick to respond and gets the results.
I have worked with Laura for many years and can honestly say that she is a really knowledgeable marketing consultant. She has a passion to help companies gain the most from their digital marketing investment, and thrives on the challenge of delivering results. She is a great communicator and has the ability to adapt to different knowledge levels to ensure all parties understand her proposed strategy. I would highly recommend Laura.
Laura and the team managed the social media outreach for the Every Can Counts programme on an ongoing basis for 3 years. During that time, the reach of our key messaging of the importance of recycling drink cans grew positively. Laura is a pleasure to work with – supportive and responsive – and the creativity developed as the various social media channel popularity grew.