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From taxes to employee performance, you are constantly auditing, assessing, and looking for ways to improve all aspects of your business. But when was the last time you performed a digital marketing audit? Or maybe the more accurate question is: have you even conducted an audit?

While it may seem like a daunting task completing an audit is essential to ensure the success of your digital marketing efforts - now and in the future. 

What is a Digital Marketing Audit?

A digital marketing audit reviews and assesses all aspects of your marketing plan including:

• Website design and content
• Existing search engine optimization (SEO), keyword usage, and their distribution across your web pages and blogs
• Social media page(s) performance
• Examination of overall digital content (i.e. blogs, website, video, social media posts)

Why is Performing an Audit So Important?

Oftentimes marketing audits are viewed as a negative thing. However, an audit gives you the opportunity to examine what campaigns or strategies are working, which ones aren’t working, and what areas could use some fine-tuning. The results will help your business achieve its maximum return on investment (ROI) and strengthen your current marketing efforts. 

When you decide to conduct a digital marketing audit, it’s best practice to hire an outside entity to do the audit and analysis. An unbiased third party can better inspect your metrics, assess your strategies, and critique where necessary. 

What are the Benefits of a Digital Marketing Audit? 

Evaluating your current marketing campaigns and strategies against your current goals can give you an idea of where to focus your future efforts. Through an audit, you can: 

• Gain Insight. By examining your marketing efforts, you can see what is currently working and discover what areas need improvement. 
• Identify New Data. The only way to accurately assess a campaign’s success is to pull the metrics and compare them with your current strategy.
• Determine Message Consistency. The purpose of digital marketing is to establish your brand and make it recognizable to the public. By performing a regular audit, you ensure that all your digital channels are conveying a similar message. 
• Save Time and Money. Conducting an audit costs far less than implementing new campaigns or strategies, allowing you to save time on tactics that aren’t effective. 

Digital marketing offers many benefits. By performing a digital marketing audit, you can create a future strategy that makes an impact while effectively utilizing every dollar of your marketing budget.

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