What is a Digital Marketing Audit?
A digital marketing audit is an inspection of all strategies, practices, and outcomes of what a business has been doing to improve its online presence. From content marketing to search engine optimization (SEO), having a strategic audit done will reassess your current digital marketing plan and provide insight into what’s working and what’s not.
At Zero Gravity Marketing (ZGM), our marketing team experts are always looking at digital marketing initiatives to ensure we are putting our best foot forward. The same goes for our clients who plan for their business’s digital future and require their own marketing audits. That’s why we have put together an outline of what these efforts look like for us and can tailor an audit package for you based on your business's needs.
ZGM's Digital Marketing Audits Include:
STRATEGY
The first step in our digital marketing audit start with a deep dive into your current strategies and goals. We analyze your target audience, competitors, and industry trends to develop a tailored plan that aligns with your business objectives.
- Email Workflows: We outline email workflows and provide any necessary adjustments to ongoing email marketing strategy.
- Promotion Recommendations: We offer general promotion recommendations and placements (if relevant) to enhance your brand's visibility and reach.
- UX Strategy: We provide a high-level User-Experience (UX) strategy that may include popup recommendations, lead generation efforts, LP analysis, and more.
- Conversion Rate Optimization (CRO): Our CRO analysis includes identifying areas of improvement on your website that can lead to higher conversion rates.
- Google Analytics Analysis: We conduct a thorough Google Analytics analysis to understand how users are interacting with your website. Based on our findings, we provide recommendations to improve your website's performance and digital ROI.
SOCIAL MEDIA
ZGM will perform an extensive social media marketing audit with a client in the first month of our agreement and analyze their standing in the social landscape. Through the findings of our analysis, we aim to achieve our client’s goals for their ongoing social media presence. We foster dialog, promote brand advocacy, facilitate support, and spur innovation. The social media audit will include:
- Current Presence Review: We assess your organic social media presence to identify strengths, weaknesses, and improvement opportunities.
- Competitor Analysis: Our team will analyze competitors' organic social strategies to understand industry trends and potential differentiation points.
- Tone/Voice Guidance: We provide recommendations on tone and voice for consistent brand messaging.
- Content Strategy: ZGM's social media experts offer insights into content strategy and goal setting for effective engagement.
- Community Management: Recommendations for enhancing engagement and building brand loyalty.
- Content Calendar: We will set up a Trello board calendar for organized social content scheduling.
- Crisis Management: Guidelines for future crisis management on social media.
PAID SOCIAL
Our paid social audit examines your current Facebook, Instagram, and LinkedIn advertising campaigns. We analyze audience targeting, ad creative, and performance metrics to optimize your marketing ROI and drive conversions.
- Performance Trends: Review past performance data to identify trends and opportunities.
- Competitive Analysis: Analyze competitors’ digital strategies to inform your approach.
- Analysis of Google Analytics & UTM Parameters: Utilize Google Analytics 4 and UTM parameters to track and analyze campaign performance.
- Analysis of Account Structure & Current Campaigns: Evaluate the organization and structure of your ad accounts and current campaigns for efficiency and effectiveness.
- Analysis of Bids & Budgets Based on Objectives: Review bidding strategies and marketing budget allocation to optimize campaign objectives.
- Analysis of Creative & Ad Copy CTAs Based on Objectives: Evaluate ad creatives and copy to ensure alignment with campaign objectives and provide recommendations for improvement.
- Analysis of Facebook Pixel Implementation & Tracking: Ensure proper implementation of the Facebook pixel for accurate tracking and measurement.
- Facebook Catalog Analysis for eCommerce Accounts: Review Facebook catalog setup for eCommerce accounts and optimize for better performance.
- Analysis of Audience By Ad Set: Evaluate audience targeting within ad sets to ensure proper setup for each campaign.
- Landing Page Analysis & Recommendations: Review landing pages for ad campaigns and provide recommendations for optimization.
- Brand Voice Analysis, How to Create Social Proof: Analyze brand voice and provide digital strategies for creating social proof to enhance credibility.
- Analysis of LinkedIn Insight Tag Implementation & Conversion Tracking: Ensure proper implementation of the LinkedIn Insight Tag for accurate conversion tracking.
- Analysis of Audience By Campaign & Relevancy: Evaluate audience targeting by campaign and assess relevance for improved performance.
- Naming Convention Best Practices: Establish naming conventions for campaigns, ad sets, and ads for better organization and tracking.
SEARCH ENGINE OPTIMIZATION (SEO)
ZGM's digital marketing strategists will conduct an SEO audit to identify organic traffic roadblocks and feature gaps within your website that impact user experience and inhibit conversions. We use a combination analysis of interactive tools, on-site data through Google Analytics, and benchmarking against industry standards to make informed, actionable recommendations on how we can work together to improve your site, reduce bounce rates, and meet your business goals.
- Website SEO Benchmark: Evaluate current SEO performance against industry standards.
- Keyword Research & Google Ranking Report: Identify relevant keywords and assess current Google rankings.
- SEO Tag Analysis: Review and optimize title tags, meta descriptions, heading tags, alt text, and URLs for SEO best practices.
- Inbound Link Analysis: Analyze inbound links to identify opportunities for link building and improvement.
- Google Analytics 4 Analysis: Review Google Analytics data to understand user behavior and site performance.
- Technical SEO Factors: Assess AMP implementation, schema markup, page speed, duplicate content issues, XML sitemap, 404 errors, SSL, and hreflang tags for optimization opportunities.
- YouTube SEO Analysis: Conduct keyword research specific to YouTube, analyze competitors, set up a YouTube About section, and create a Channel Category for the brand.
- Analytics Reporting Dashboard: Provide an analytical reporting dashboard for easy monitoring of SEO performance.
- New Channel Graphics: Create new graphics for SEO channels to enhance brand visibility.
PAY-PER-CLICK
Our pay-per-click (PPC) audit evaluates your current advertising campaigns across platforms like Google Ads and Bing Ads. We identify areas for improvement in keyword targeting, ad copy, and bidding strategies to increase your ad performance and ROI.
- Google/Bing Ads Audit: Evaluate performance trends, conduct competitive analysis, and analyze Google Analytics data to understand campaign effectiveness.
- Account Structure Analysis: Review account structure based on key performance indicators (KPIs), and analyze campaigns, ad groups, and keywords for optimal performance.
- Display Targeting & Audiences: Assess display targeting and audience settings for relevance and effectiveness.
- Campaign Settings & Bid Strategies: Review campaign settings and bid strategies to ensure alignment with objectives.
- Search Queries & Relevancy: Evaluate search queries for relevance and adjust keyword targeting as needed.
- Ad Copy/Brand Voice & CTAs: Review ad copy, brand voice, and call-to-actions for alignment with ad group objectives.
- Display Placement & Exclusions: Evaluate display ad placements and exclusions for better targeting.
- Conversion Tracking & KPI Goal Setup: Review conversion tracking setup and KPI goals to measure campaign success.
- Performance Based on Ad Schedule: Assess performance based on ad scheduling for optimal campaign timing.
- Geo-targeting, Performance By Demographics and Device Types: Evaluate geo-targeting, demographic performance, and device performance for targeting adjustments.
- Shopping Campaigns & Google Merchant Center for eCommerce Accounts: Review shopping campaigns and Google Merchant Center for eCommerce accounts.
- Landing Page Analysis & Recommendations: Evaluate landing pages for relevancy and effectiveness, and provide recommendations for improvement.
Additional: Ongoing PPC Strategy & Optimization Consulting
- New Channel Strategy & Goal Setting Optimized Toward Profitability Based on Audit Findings
- Testing/Optimization Strategy & Schedule by Channel
- Quarterly Roadmap Creation
- Account Restructure Outline to better support Marketing Funnel by Channel
- Audience Persona Development
- Pixel & Tracking Assistance
- Ad Copy & Creative Assistance
CONTENT
Our comprehensive content audit examines your current content strategy and assets. We assess the quality, relevance, and engagement of your content efforts to develop a plan for creating valuable, shareable content that resonates with your audience.
- Blog Topic Recommendations: Provide blog topic ideas and create an effective content calendar for regular publishing. The first blog post is included in our initial recommendations.
- Guidance on Tone: Develop a consistent tone for your brand's messaging across all platforms to ensure brand voice alignment.
- PPC Support: Offer support for paid advertising, including creating ad copy for paid search and social media campaigns.
- Review of Website/Landing Pages: Identify missing or insufficient content on your website or landing pages and provide recommendations for improvement.
DESIGN
When initiating new design projects, we commence with a thorough Brand Overview Audit. This entails a meticulous examination of your brand assets, including logos, typefaces, color palettes, and imagery (photography & illustration). We our professional designers analyze your overall brand strategy, evaluating your website, print materials, social and email campaigns, and internal marketing strategies. Furthermore, we conduct a comparative analysis of your competitors within the field, identifying similarities and differences to formulate unique design strategies that will set your brand apart in the market.
- Brand Visual Consistency: Ensure brand consistency in visuals across various channels, including social media, PPC campaigns, and websites.
- Social/PPC Support: Provide support for new campaign graphics for social media and PPC advertising to maintain brand consistency and drive engagement.
- UX/UI Review: Conduct a thorough review of websites and landing pages for optimal user experience and increased conversion rates.
- Overall Support: Offer design support to various ZGM departments to maintain brand standards and enhance visual communication.
DEVELOPMENT
Our web development audit evaluates your website's technical performance and functionality. Our developers identify areas for improvement in site speed, mobile responsiveness, and user interface to enhance the overall user experience and drive conversions.
- XML Sitemap Optimization: Evaluate XML sitemap and navigation infrastructure for improvements to optimize user experience and data access.
- Userflow Mapping: Map out user flows to ensure a seamless journey from entry point to conversion, identifying and removing any potential roadblocks.
- CRO Integration: Implement CRO strategies to improve website performance and increase conversion rates.
ZGM's Expert Digital Audit Services
We understand the critical role that each digital marketing component plays in driving success. Our dedicated team of specialists stands ready to conduct a comprehensive digital audit of your current efforts across social media, SEO, PPC, content, design, and development. At ZGM, we remain committed to our clients. If you are looking for a professional agency that will conduct a personalized digital marketing audit for your business, contact us today!
