September 25, 2021

Soknacki2014

The Number One Source For Business

Six Ways Marketing Audits Can Benefit Your Business

4 min read

Co-Founder & CEO at HawkSEM, helping brands “crush it” through ROI-focused, results-driven digital marketing programs for over 12 years.

When you have a marketing program that includes an experienced team, solid SEO performance and optimized ads, it’s tempting to trust that everything is operating as it should be. 

Unfortunately, this mindset can leave your brand vulnerable to wasted ad spending, doubled-up efforts and low-performing campaigns. Luckily, there’s a simple way to combat this: conducting a marketing audit.

A marketing audit is essentially a thorough analysis of your digital marketing efforts, from content and strategies to ads, website copy and everything in between. It’s a way to make sure that your practices are lining up with your goals and key performance indicators.

At my company, we often conduct marketing audits to uncover the strengths and weaknesses of a given program. One of our clients saw a 61{de3fc13d4eb210e6ea91a63b91641ad51ecf4a1f1306988bf846a537e7024eeb} bump in blog traffic after implementing changes uncovered during the content audit process.

If you’ve never conducted a marketing audit, here are six reasons it’s worth your time.

1. You can get a bird’s-eye view of your current marketing efforts.

It’s easy to get caught up in all the day-to-day tasks required to keep your digital marketing program running. But that’s why it can be so valuable to take a step back to analyze the current state of your overall strategy.

Conducting a digital marketing audit allows you to get a pulse on things such as how your current efforts and campaigns are trending, how you’re progressing compared to months or years past, and all the components that you’re currently using.

2. You can quickly pinpoint what’s working and what’s not.

Sure, you’re monitoring the performance of all your different marketing initiatives. But have you taken the time to see how they stack up against one another or how they’re measuring up to your main goals? 

A marketing audit allows you to dig into the data so you can see what’s bringing you the most success and what needs to be retooled or let fall by the wayside. This way, you can better allocate your budget to invest more in the strategies that are working and revisit those that aren’t bringing you the ROI you want.

3. You can easily keep your team on the same page.

Whether your marketing team is in-house or you partner with an agency, proper communication is key to a high-performing program. Ideally, you want all your combined efforts to work together in harmony, not in silos where one person has no idea what the other is working on. The latter can lead to misaligned expectations, doubling up on work and details falling through the cracks.

Once you complete a digital marketing audit, you can easily share your findings with your entire marketing team. This way, everyone can be clear and in the loop about how things are progressing, what projects are currently in play and more.

4. You can see how various campaigns and initiatives work together.

Speaking of keeping all your team members on the same page, an audit can also help you recognize trends or connections in your program that you may not have noticed before. Armed with this information, you can potentially put different strategies together to generate results that are greater than the sum of their parts. 

For example, did you host a successful webinar that resulted in a high volume of consultation or demo requests? Try posting quotes or clips from the webinar on your social media pages or including them in your email newsletter with a link to a landing page where others can listen to the recording once they fill out a short form.

5. You can feel confident in the direction of your overall strategy.

Audits help ensure that your program is efficient by preventing you from spending too much time, effort or budget on something that isn’t right for your brand. 

The more you conduct audits — whether they focus on content, SEO, social media, PPC or all of the above — the more confident you’ll likely feel about the state of your marketing as a whole.

6. You can keep your program optimized through regular audits.

Marketing audits aren’t a one-and-done project. They should be done regularly, at a cadence that makes sense for your company and team. Making a plan for regular audits means this important task doesn’t risk getting forgotten about or put off repeatedly.

Depending on your bandwidth, it’s a good idea to start conducting audits once a quarter or twice a year. This way, you have enough time to gather a significant amount of data at a frequency that’s manageable, even with a small team. 

The Takeaway

The digital marketing landscape is always evolving. But while staying on top of the latest tools, tips and trends is important for staying competitive, it’s just as key to pause and take a step back to make sure that your efforts are as strong as they can be.

That’s where a marketing audit comes in. Take the time to do a thorough job. The insights you can glean make it well worth the effort. 


Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?