Once you’ve been conducting business online for a while, it can start to feel a bit rote. Your campaigns and strategies may be on auto-pilot – which means they might not be the most effective options.
This is why it’s smart to perform an occasional ‘digital audit’. This involves reviewing all aspects of your online presence with an integrated marketing strategy, and looking for ways to optimize it. If it’s been a while since you examined what your business is doing online, now is the perfect time.
In this post, we’ll help you get started with your mid-year marketing plan review. Let’s jump right in!
What a Digital Marketing Audit Is (And Why It’s an Important Task)
Over time, conducting business online has become more complicated. New platforms and tools appear on the scene regularly. If you don’t keep up, you’ll likely fall behind.
However, this could ‘bloat’ your processes with needless tools and assets. It’s therefore smart to perform a periodic ‘digital audit’. This is a comprehensive review of your entire online presence, including:
- Your website, along with landing pages, and more.
- Any active social media platforms.
- Email marketing campaigns.
- Direct advertising of all types.
In other words, the goal is to examine each facet of your business’ online activities. This lets you determine how each is performing on its own, as well as how your entire presence is working together (or failing to).
For best results, you’ll want to conduct this type of marketing review process annually at least. It’s logical to think that the beginning of the year is the best time for this, but it’s usually a jam-packed period. The middle of the year has a tendency to be more stable, which is why a regular mid-year digital review could be better.
4 Steps for Performing a Mid-Year Marketing Review
At this point, you may be wondering how you’ll conduct a mid-year marketing review. To some extent, your process will be informed by your specific industry, needs, and goals.
However, there are a few key areas you’ll want to examine, no matter what type of company you’re running. Given this, here are four steps for getting started with your mid-year marketing plan check-in.
Step 1: Review Your Company Website
Your website likely serves as the focal point for your online presence. It should therefore take center stage site audit.
When reviewing your business website, some key elements to question include:
- Is the site and its content up-to-date, and functioning smoothly?
- Are the navigational and search options clear and user-friendly?
- Do prominent Call To Action (CTA) buttons and text lead the visitor on your desired path through the site?
- Is your site accessible to as many visitors as possible?
- Does it perform well on both mobile devices and desktop computers?
Each of these areas is crucial for turning first-time visitors into conversions. If anyone of them comes up short, you’ll know where to focus your efforts moving forward.
Step 2: Examine Your Social Media Strategy
A social media presence is now practically a necessity. Much of your digital marketing analysis will focus on reviewing your activities on and looking for ways to optimize your various channels.
This can involve:
- Determining whether you’re focusing on the right platforms to reach your target audience.
- Making sure you have a consistent, optimal posting schedule.
- Ensuring your content is high-quality and diverse.
- Examining your analytics to find out whether your social media marketing is bringing in traffic, engagement, and conversions.
You’ll want to start by examining each social platform in isolation. Next, you can consider how your entire social media strategy is functioning as a whole.
Step 3: Analyze Your Email Marketing and Advertising Channels
Your website and social media channels make up a large part of your online presence – but not all of it. Two of the other key areas to include in your marketing analysis are your email marketing campaigns, and any direct advertising.
Some of the questions to ask at this stage are:
- Does your investment in these areas match up to your budget, or are you over- or under-spending?
- Do your metrics demonstrate that your emails and advertisements are resulting in traffic and conversions?
- Are the platforms where your advertisements are located likely to resonate with your target audience?
Taking a deep dive into your analytics is especially helpful here, as every email campaign and ad should be worth the investment.
Step 4: Consider How Your Online Presence Functions as a Whole
Finally, it’s also important to consider the various areas of your online presence in combination. This is vital for understanding how your lead generation efforts are working (or where they might be lacking).
For example, take a look at whether your different platforms are successfully moving prospects along your marketing funnel. Also, ascertain whether your site encourages visitors to check out your social media (and vice versa). Most importantly, dissect which channels bring in the most leads, and where they come from.
Finding these answers could take some time, but it’s well worth the effort. If you want to improve your results moving forward, you need to know how the average person finds your business, and moves from prospect to customer.
How to Simplify the Online Marketing Analysis Process
If you feel like the above steps are overwhelming, you’re not alone. Performing an online marketing audit can be time-consuming and intimidating. Even if you know where to start, it can be hard to know if you’re doing it right.
It may benefit you to bring in some expert help. This lets you make crucial decisions about your business’ future, without having to rely solely on your own intuition and research.
Here at Lead to Conversion, we offer many services that can help you perform a successful digital analysis. We can help with your site enhancements, your social media strategy, PPC advertising strategies, and even your overall brand management.
If you find yourself in need of a thoroughly integrated marketing strategy, don’t hesitate to reach out – we’d love to lend you a hand!
Increase Conversions with This Lead Generation Strategy
The web grows more crowded by the day, which means it’s harder to stand out. If you want to attract attention and optimize conversion rates for your business, you’ll need to maintain a top-notch strategy.
To do this, you can perform a periodic digital audit (with a little help from our digital marketing experts). This includes:
- Reviewing your company website.
- Examining your social media strategy.
- Analyzing your email marketing and advertising channels.
- Considering how your online presence functions as a whole.
Do you have any questions about the marketing audit process, or how Lead to Conversion can help? Ask away in the comments section below!