Auditing can make or break the success of your digital marketing. It helps you recognize the assets, competitive benefits, lapses, and weaknesses in your business. Digital auditing may sound scary, but you can follow a specific guide to create clear and targeted auditing steps.
Digital Audit Benefits for Digital Marketing
A digital audit is not about uncovering mistakes (which make some people fear it) but discovering the potentials of a business, detecting lapses that require fixing. For example, if there are spiking reports of customer complaints, the data from the audit process can help with the analytic process.
A digital audit also helps business owners to list their assets. Many digital businesses and startups fail because they don't utilize their assets properly. Auditing the digital assets helps business owners to uncover their true values, which are useful to unlock hidden potentials.
Things to Audit in Digital Marketing
Depending on your objectives, you can conduct digital auditing from one or several points of views, such as:
- Technology and related assets, including the Digital Asset Management tools and applications
- Financial, including the basic accounting system, pricing, and special money-related services
- Customer, including the customer service system, interaction tools, online conversations about the business, and customer reports
- Legal, including the legal liability and repercussion of digital implementations in business
- Process and method, including the comparisons before and after applying the Digital Asset Management system
- Growth, learning, and research, including the creations, implementations, and evaluations of Key Performance Indicators
The auditing process must be present in your business objectives. It helps to detect lapses, evaluating business methods, and using the competitive benefits to reach the goals.
Steps of Digital Auditing
Don't be afraid of the possible complications! A digital audit will become easier if you prepare to-do lists for all the possible tasks. The general steps in conducting digital auditing are:1. Conduct the Digital Inventory
List all the digital assets of your business, such as social media platforms, blogs, and official websites (both the desktop and mobile versions). See if they work properly or have flaws, like the mobile website being more difficult to navigate.
Ask yourself, are these assets working properly in delivering your business goals? Do your social media admins do good jobs communicating your brands? Do you have enough storage capacity and other assets to handle the works?
2. Check the Metadata Files and Documentation Results
Do an inventory on all your files and documentation results, including the images, designs, logos, videos, and promotional materials. Do their file attributes work properly? Are your images and videos licensed, purchased, or available for common purposes? Can the search engines find your metadata files?3. Check the Public’s Reactions toward Your Brands
Review the analytical data of your brands (and related keywords) performances online. Are there any negative responses, comments, or reports about your business? How do people talk about your products? What keywords do people use to find your business? Are there online platforms or forums where your business is mentioned frequently?
4. Check the Content and Usability of Your Website
Browse through your website's contents and usability, including the design and function. Does your website provide what your customers look for? Are your website contents valuable for your prospective customers? Can people navigate your website easily? Don’t forget to do this on the desktop and mobile versions.
The auditing process can last for several days or three months. It depends on the inventory numbers, auditing volume and goals, and the type of analysis or testing conducted.
Digital auditing consists of taking the inventory of your assets, checking the website performance and file details, and reviewing the online presence (including social media conversations). Make your digital marketing methods more effective by knowing your benefits and flaws with digital auditing.