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8/6/2021 The Ultimate Guide to your Digital Marketing Audit (with PPTX Template)
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Features Pricing Blog
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The Ultimate
Guide to your
Digital Marketing
Audit (with PPTX
Template)

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https://www.seoptimer.com/blog/digital-marketing-audit/#website-audit 1/42
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 By Tim Hill (Https://Www.Seoptimer.Com/Blog/Author/Tim/) |
Jul
 In Digital Marketing (Https://Www.Seoptimer.Com/Blog/Category/Digital-Ma
Table of Contents
What is a digital marketing audit
Why would you do a digital marketing audit?
How do you conduct a digital marketing audit?

Website audit
SEO audit
SEM and paid media audit
Social media audit
Email marketing audit 
How much does a digital marketing audit cost?
Presenting the audit to clients or your stakeholders
Implementing recommendations and changes

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Download the digital marketing audit PowerPoint template
Get the Infographic

What is a digital marketing audit?

A digital marketing audit is a business document (usually a Presentation) which outlines a
marketing activities and efforts an organization undertakes on digital marketing channels
mostly details the execution and results rather than describing strategy or plans. A digita
marketing audit contains key information to help define or evaluate a digital marketing st
It can identify opportunities such as new channels or reveal insight into competitor activi
and performance.

“A digital marketing audit helps clarify and

empower decision making for your digital efforts”
– August Ash (https://www.augustash.com/?

ref=seoptimer.com), Minnesota digital agency

Why would you do a digital marketing audit?

Without a digital marketing audit, you’re basically in the dark. It’s difficult to set achievable
realistic KPIs without having a good understanding of your performance metrics on each
channel. This is relevant across owned, paid and earned activity. Once you’ve established
performance metrics you can benchmark them historically and competitively to identify
Knowing this information will enable you to take a data-led approach to what you do nex


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A digital marketing audit is usually the pre-cursor to “getting things done”. Whether you w
build a new website, activate a new marketing channel or optimize what you’re publishin
digital audit can outline the business case backed up with data insight.

“In the absence of an audit, businesses don’t usuall

ask themselves these pointed questions that are
crucial to refining a strategy and ensuring their
efforts and dollars are getting invested in the right
direction.”
– Michael Georgiou, Imaginovation

(https://www.imaginovation.net/?
ref=seoptimer.com)

For a digital agency, the purpose of a digital marketing audit is to achieve three things wi
client:
1. Comprehensively answer the big question: “how are things performing with our digita
marketing?”
2. Find optimization opportunities in the data and rank them based on potential and effo
3. Set in place and agree on a roadmap of modular work to increase performance

For the client, there are a number of potential triggers for conducting a digital marketing
These are some of the most popular:
Timing: start of year or quarter, new budgets, pre/post-campaign
Structural: new management, new people, restructure of teams/divisions

Performance: change in key performance targets
Strategy: change in strategic direction
Relationships: agency appraisal, starting work with

aFeatures
new agencyPricing Blog
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How do you conduct a digital marketing audit

The best mindset for conducting a digital marketing audit is that of a detective. Cast a wi
at the start, meticulously follow the trails and leave no rock unturned. The audit must be
investigative and comprehensive. As part of the audit, you’ll be constantly collecting dat
evidence and examples that represent the organization’s digital footprint.

The audit should include every digital marketing channel the organization has a presenc
all content performance, all paid performance, owned assets, competitor performance,
channel-specific trends and areas for optimization. When conducting a digital marketing
you’ll need to consider the following:

1. Time: you’ll need lots of it. The audit process will take many hours to complete prope
Most agencies allow 2 weeks turnaround time. If you decide to split the work among
multiple people (for example by channel) its important that you all agree on the proc
will follow and align on terminology and emphasis. Its best to all work inside a collab
document such as Google Slides or Google Docs so you can all see each other’s audi
as it builds progressively.
2. Scope: you’ll need to agree with your client how far back in time the audit will cover. A
common marketing audit scope is 12 months. You may decide to align the audit dates
calendar year or financial year. That way it sets up a trigger in the future to perform th
again (for example a rolling annual audit).
3. Data storage: Google Drive, Dropbox or Box – you’ll need somewhere to dump all file
such as screenshots, CSV data and other exports. Best if this is cloud-based rather th
saving locally, especially when collaborating with others.
4. Presentation: Google Slides, PowerPoint, Canva or some other presentation tool – mo
marketers build the audit in the presentation format rather than using a note-taking a
then transferring to the presentation. All notes should be retained in an Appendix  sec
the presentation too.
5. Account access: to properly audit all digital channels, you’ll need logins or access to

Features
granted to owned profiles and accounts (see the next section for Pricing
a breakdownBlog
of the
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popular accounts). Sometimes this can be hard to organize (especially at the start of t
relationship or if the client doesn’t have all the access themselves). Without full acces
accounts, you won’t be able to see the full picture.
6. Tools: in this guide, we’ll outline best practice tools for completing the audit for each
marketing channel. They aren’t compulsory but they’ll save you many hours of manua
reduce the chance of errors and help automate the presentation of data and insights

Organizing account access

Before you start, make sure you’ve gained access to the necessary profiles and accounts
Depending on your client, this may not be straight forward. Some large organizations hav
digital governance and might struggle to find all their logins or worse, may not even have
visibility over all the systems and software they use. If you find yourself in this situation, y
need to assist your client to identify and gain access to accounts.

A good starting point is our free tool which can be used to find the technology a website
with (https://www.seoptimer.com/website-built-with). This handy tool will scan any web
and list all the embedded 3rd party technology:

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For other channels like social media, you’ll need to perform some searches on each socia
channel and/or Google to try and find their company pages and profiles.

The next step is to compile a list of all the accounts you need access to so your client ca
organize access all at once. Where possible, its better for them to add access for you via
rather than sharing login details. Below are some of the typical accounts and profiles you
need access to:

Website: WordPress or other CMS
Online Store: Shopify or other e-Commerce/billing platforms
Website Analytics & tracking: Google Analytics, Google Tag Manager, Google Data Studi
Mixpanel and any other analytics tools the client uses 
SEO: Google Search Console, Google My Business and any SEO tools the client uses like
SEOptimer (https://www.seoptimer.com/)

SEM: Google Ads and Microsoft Advertising (Bing Ads)
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Social: Facebook Business Manager, Instagram, YouTube, Twitter, LinkedIn and any other
channels the client uses
Display advertising & other ad channels: Affiliate platforms like Commission Factory,
Programmatic platforms like AdRoll, Native platforms like Outbrain or Influencer Marketp
like Tribe
E-mail marketing: Mailchimp, Campaign Monitor or any other ESP

Website audit
Traffic audit
The first part of the audit is the website. Login to Google Analytics and look at a decent t
interval, at least 12 months (if possible).
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Start by identifying all the top-level traffic trends. Here are 8 questions that will help prom
your thinking:
1. Are the daily, weekly or monthly traffic peaks and troughs trending up or down?
2. If event tracking and Goals are setup – are conversions trending up or down? (If Goals
not setup in GA, make sure you do this ASAP with the client)
3. What are the most viewed pages and how are they changing over time?
4. What are the highest traffic sources and how are they changing over time?
5. What are the best traffic sources for conversion and how are they changing over time
6. Is the bounce rate going up or down?
7. Is time on site going up or down?
8. For e-commerce sites: pages per session and return visitors are also important to trac
time 

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After answering a few of these overall questions, start to dig deeper – segment traffic by
source, device, country, etc and use Behavior Flow to map typical journeys through the s
you learn more about these visitors, start to formulate some hypothesis about what
optimizations need to be made.

For example, you may find that the Conversion Rate (from visit to goal conversion) is goin
down but traffic is going up. This may indicate the website is attracting the wrong types o
people. Or instead, it may indicate the type of people are correct but the product or serv
not being communicated optimally. Most website owners believe what they need is more
While this may be the case, there may be other factors which are higher priority like, redu
bounce rate or increasing Conversion Rate.

“The process starts with a review of existing assets

and campaigns, conversion points, the flow of data
between platforms and evaluation of the
effectiveness of the existing marketing activities on
delivering high quality conversions. Before we start
looking at any data, we need to make sure that
what is being recorded and measured matches
reality.”
– Taavi Raidma, Convertal (https://convertal.ee/?

ref=seoptimer.com)
UX audit 
Depending on the site, User Experience (UX) can have a big impact on Conversion Rate. T
are several quantitative and qualitative audits you can perform to evaluate a website’s UX


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The first quantitative UX audit you should perform is to check the website’s accessibility a
W3C compliance – use our free W3C Validator (https://www.seoptimer.com/w3c-validat

For larger websites, you may want to perform an Heuristic Evaluation. Initially established
usability pioneer Jakob Nielsen in the 1990’s, the Heuristic Evaluation is basically a usabil
based on 10 “heuristics”. For more detail about conducting an Heuristic Evaluation check
Interaction Design Foundation’s article (https://www.interaction-
design.org/literature/article/heuristic-evaluation-how-to-conduct-a-heuristic-evaluatio
ref=seoptimer.com).

Next step is to check if the website has any optimization tools installed such as Hotjar, Cr
Egg, Mouseflow, etc. If so you’ll be able to see a wealth of information such as click and s
heatmaps – useful for identifying potential UX issues. Additionally, these tools enable ses

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recording so you can go back in time and replay previous visits to see exactly what users
clicked/didn’t click and piece together the user’s actual experience on the site. If this kind
tracking is not installed, it would be a good next step to suggest this to the client.

For qualitative analysis, its always useful to speak to target users directly and ask them w
they think of the website. Ask the client to contact some customers who you could speak
simply reach out to non-customers who fit the target audience profile. Usually, you’ll nee
incentivize them with a gift card or something similar. Spending time talking with a user,
watching them use the site and asking them to “think out loud” is a great way to get qual
insights. You can also show them competitor sites and ask them to rank which ones 
they
best and why.

Branding
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audit
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According to branding consultancy, Persona Design (https://www.personadesign.ie/?
ref=seoptimer.com), a brand audit is a thorough examination of a brand’s current position
market compared to its competitors and a review of its effectiveness.

“Strong brands make more money. The stronger

your brand, the more powerful your business.” -
Lorraine Carter, Persona Design
(https://www.personadesign.ie/?
ref=seoptimer.com)

Many outputs from the overall digital marketing audit will help inform the performance o
brand, but in this section of the audit the key question to answer is: “how do people perce
the brand?”. Like in the previous section, speaking to customers is one of the best ways to
answer this. Even sending polls and surveys to lots of customers can be useful too.

Tools like AnswerThePublic (https://answerthepublic.com/?ref=seoptimer.com) may help
identify common associations with brands, competitors or general category terms. Their
aggregated from search engine autocomplete data:

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A typical output from a branding audit is a “positioning matrix”. After determining position
based on research, customer surveys and polls, you would map the client and their com
across 2 criteria, for example:

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SEO audit
Content audit
We’re big fans of content marketing! Building high-quality, valuable content is one of the
investments you can make to increase organic search traffic. As part of your SEO audit, yo
need to get across all the existing content on the site first. We wrote a whole article abou
to find all the pages on a website (https://www.seoptimer.com/blog/find-all-pages-on-a
website/). Its one thing to have lots of pages, but you need to ensure they’re all indexabl
search engines.

Use our SEO Crawler Tool to identify all the pages on the site. This will also list all the on-
SEO issues per page which is super handy when presenting findings back to the client.

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Local Search audit

For websites representing bricks ‘n mortar businesses, Google My Business
(https://business.google.com/?ref=seoptimer.com) (GMB) is an essential tool. GMB is the
of managing local search optimization such as reviews, contact information, locations, op
hours, photos, posts and now direct messaging. Reviews and star ratings are a valuable
commodity for local businesses. During your audit, you should track star ratings and how
they’re tracking over time. If the business is receiving multiple 1-star reviews, this is a big
warning sign of product / service / customer experience failings which you’ll need to hig
to the client ASAP. Don’t forget to check local competitor reviews and star ratings too.

On-page SEO audit

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On-page SEO consists of all the structural SEO aspects on the website like word count,
presence of sitemap, robots.txt, meta description, titles tags, heading tags, image alt tags
Schema.org structured data. The good news is, these aspects of the site are quick and ea
check. We’ve listed a few handy free tools below. Best of all, when it comes to fixing
deficiencies in this area, this is the easiest part and can be done in a matter of a few click
Keyword Density & Consistency Tool (https://www.seoptimer.com/keyword-density-t
Website Word Count Tool (https://www.seoptimer.com/website-word-count)
XML Sitemap Checker (https://www.seoptimer.com/sitemap-checker)
Robots.txt Checker (https://www.seoptimer.com/robots-txt-checker)
Meta Description Checker (https://www.seoptimer.com/meta-description-checker)
Title Tag Checker (https://www.seoptimer.com/title-tag-checker)
H1 and all Header Tag Checker (https://www.seoptimer.com/h1-checker)
Image Alt Tag Checker (https://www.seoptimer.com/alt-tag-checker)
Website load speed

Load speed has become an increasingly important ranking signal ever since Google pivo
mobile indexing a few years ago. Our free Website Load Speed Tester
(https://www.seoptimer.com/website-speed-test) breaks down website load performan
3 areas: response time of the website’s server, load time of page content and load time of
scripts. If the web server response time is not excellent (aim for under 0.1 seconds), your
recommendation to your client should be to move to a better hosting provider. It is a fals
economy to save a bit of money on monthly hosting costs only then to experience slow s
response times – it’s not worth risking search rankings.

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Things that impact page content load time are high-resolution images, videos and other
media. Long page script load times can be caused by having too many plugins, out of da
plugins or inefficient plugins. As functionality is added to the website over time, these plg
and widgets can accumulate, especially if multiple developers have been involved in
maintaining the website. If page script load time is beyond 10 seconds, you need to list o
plugin with their respective load time breakdowns to identify the culprit(s). If a plugin is
dormant or if it provides minimal value, it should be removed.
Broken links
Google hates broken links and so should you. Our free Broken Link Checker
(https://www.seoptimer.com/broken-link-checker) enables you to scan pages for broken
so they can be fixed quickly. List out all the broken links in a spreadsheet so the client ca
map these links to new destinations or remove the broken links completely.
Keywords audit
Its a good idea to ask your client for a list of keywords they want to rank for. Then reconc
list against what keywords their website actually ranks for. You may find sufficient crossov
perhaps very little crossover. Use our Keyword Tracking Tool
(https://www.seoptimer.com/keyword-tool/) to quickly gain insights into both aspects. O
you have saved these keywords you can keep track of
their ranking progress
Features Pricing over time:
Blog
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A good outcome from the keyword audit would be that the website ranks well for the tar
keywords and there is a high amount of search volume on those keywords. You could als
create a list of potential keyword opportunities by looking at competitor site keyword ran
with high search volume.

Another useful keyword tool for finding auditing and finding relevant keywords is Google
Keyword Planner (https://ads.google.com/aw/keywordplanner/home?ref=seoptimer.co
which is built into Google Ads:

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Overall SEO audit

There’s a lot to cover in a Website and SEO audit so to speed things up and remove all th
manual work, you can simply create a consolidated SEO audit
(https://www.seoptimer.com/white-label/) in SEOptimer. In one click of a button, you ca
generate a white-labelled, customized PDF report which audits any website’s performan
across: on-page SEO, usability, load speed performance, social media and security. It also
includes recommendations for improvement based on the audit result.

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Canadian digital agency WebMarketers (https://webmarketers.ca/?ref=seoptimer.com) u

above SEO audit report for all new clients:

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“Clients love the grading system. It grabs their

attention right away and they also find the
recommendations section very actionable and
useful. For a software audit, it’s as good as you can
get before bringing in the judgement of an expert
marketer.”
– Kyle Smendziuk, WebMarketers

(https://webmarketers.ca/?ref=seoptimer.com)

Since an SEO audit encompasses many aspects (especially on the page), WebMarketers
SEO audit report as the basis for making video walk-through reviews using Loom
(https://www.loom.com/?ref=seoptimer.com). This is a really effective way to engage clie
and show expertise and personality.

SEM & paid media audit

A Search Engine Marketing (SEM) audit will be necessary if your client is advertising on G
Ads or Microsoft Advertising (Bing Ads).

There are 5 key aspects of paid search to investigate:
1. Target keywords: This is obviously the starting point for any paid search campaign. T
audit should list all target keywords, impressions, clicks and conversions. Don’t forget
negative keywords
2. Ad copy: According to WordStream’s research (https://www.wordstream.com/adwor 
optimization?ref=seoptimer.com), the most popular CTAs in top-performing ads start w
the word “Get”. Check there are sufficient ad variants using active language and a vari
feature-driven vs benefit-driven ads
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3. Cost & bid: Analyze the bid strategy and if manual bidding has been enabled, check b
per keyword and any ad schedule settings (ie day-parting), bid adjustments on device
locations
4. Search terms: List recent user search terms and check what percentage may be irrel
5. Audiences: check whether campaigns are making use of RLSAs (remarketing lists for
ads)
Other paid media channels

Aside from SEM, there are many other potential paid media channels which the client ma
utilizing today or in the past. Two of the more popular options are display advertising
 and
advertising.

Display advertising audit
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Display ads are basically banner ads you see all around the web. Google Display Networ
(https://support.google.com/google-ads/answer/2404190?ref=seoptimer.com) (GDN) is
biggest player in the space while Facebook’s Audience Network
(https://www.facebook.com/business/marketing/audience-network?ref=seoptimer.com
growing, yet comparably small competitor. Display ads are the main ad type suppressed
blockers”. According to Blockthrough’s 2020 Adblock Report
(https://s3.amazonaws.com/media.mediapost.com/uploads/2020-PageFair_Blockthrou
Adblock-Report.pdf), ad blocking is surging on mobile (thanks to privacy-first mobile bro
but its actually decreasing on desktop (currently the average is around 22%). Blockthroug
attributes this decline in desktop ad blocking to decreased usage of desktop computers
overall.

Display advertising

Nevertheless, display ads are a key digital ad channel especially for remarketing. There i
industry conjecture about how to assess the performance of display ads. Traditionally, yo
would measure the effectiveness of an ad based on when a user clicks or taps on it, then
happens when they land on the website (ie: did they convert?). This is known as post clic
conversion. However these days, post view conversion is prevalent when reporting on dis
advertising. This is where the user only sees the ad (no click) but then visits the website a
converts on their own accord. Whether you assess ad results based on post click or post
(or a combination of both), you need to decide this with the client. For further reading, ch
Merkle’s article about post click vs post view conversions 
(https://www.merkleinc.com/emea/blog/post-click-vs-post-view-conversions-seeing-
believing?ref=seoptimer.com).

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Native advertising audit
Native ads are a type of paid content marketing and appear as “sponsored content” on
publisher websites. Outbrain (https://www.outbrain.com/?ref=seoptimer.com) is the bigg
native ads platform in the market. Assessing performance of native ads is typically via po
(rather than post view). While prospecting strategies can work well, native is more of a
remarketing ad channel and should be assessed on clicks, conversions and ROAS (return
spend).

If the client is running native ads, the CPC and CTR should be benchmarked across all ot
traffic-driving paid sources such as paid search, display and paid social.

Social media audit 

Auditing social media performance encompasses three main areas: organic, paid and ea
performance.
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Organic and paid social audit
To speed up the social media audit process use a social media analytics tool like Social S
(https://www.socialstatus.io/?ref=seoptimer.com) to assess the organic and paid perform
of content on the main social channels like Facebook, Instagram, Twitter, YouTube and Li

For organic (non-paid) content, its useful to track the Organic Reach Rate (ORR) over time
indicates how many people saw content organically vs the number of fans or followers. O
a cross-channel metric so you can benchmark content performance channel vs channel

Aside from ORR, some key organic social metrics to include the audit are:
Impressions: total content views
Engagement Rate: percentage of interactions vs the number of people who saw the c
Total Interactions: sum of all public actions (on Facebook this would be Reactions

+
Comments + Shares)
Monthly Growth Rate: percentage of new fans or followers

Clicks: number of clicks to the website
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Conversions: number of conversions on the website from social

Like an SEO audit, a social media marketing audit can encompass competitors too. This is
particularly useful to provide context around metrics. For example, a 1% Engagement Rat
Instagram might be great in one industry but terrible in another. Ensure you benchmark t
client across all relevant competitors to determine what the prevailing “average” perform
is rather than using general benchmarks.

For paid social, firstly ensure the Facebook Pixel, Facebook Open Graph Tags and Twitter
are all in place on the client’s website. You can check all of these at once in the SEO audi

(https://www.seoptimer.com/white-label/) from the previous section. Simply scroll dow
the Social tab:

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For paid social metrics, its easy to get lost in a sea of numbers. Focus first on the “Cost Pe
metrics and how they’re tracking over time (eg: month-on-month) as this will give you a g
indication of social ad spend efficiency. You can benchmark metrics like Cost Per Thousa
Cost Per Click against paid search and any other paid media metrics too:
Cost Per Thousand (CPM)
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Cost Per Video View (CPV)
Cost Per Engagement (CPE)
Cost Per Click (CPC)
Cost Per Conversion (CPA)
Earned social audit

For earned performance (word of mouth public mentions on social media) use a social m
listening tool like Awario (https://awario.com/?ref=seoptimer.com) to find conversations a
mentions by keyword. Awario searches all public social media sources to find earned me

When conducting social listening you’ll want to answer these three key questions:

1. Where are conversations happening? (ie: what channels?)
2. What are the conversations about? (ie: themes and subjects)
3. Who are the key people driving the conversation? (ie: influencers or tastemakers)

This exercise can help provide both quantitative results about brand, product or service
mentions as well as qualitative results. Including some verbatim customer mentions in th
is a good idea to bring the voice of the customer to life.

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Email marketing audit

Auditing email marketing can encompass several areas. Before conducting this part of th
audit, it’s important to understand if the client has any existing pain-points or any technic
limitations they need to overcome. You may find the client is unsatisfied with their curren
(Email Service Provider). If this is the case, the email marketing audit will be the precurso
evaluation of potential ESP replacements – something you’ll be well placed to assist with
conducting the audit. Sometimes, auditing all emails sent might be a bit complex with m
systems involved. For example, an e-commerce brand might be sending email campaign
Mailchimp and also sending transactional/behavioral emails with Shopify and also send

customer service emails with Zendesk).
Email campaign performance

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The key metrics to audit for each email include:
Bounce rate: percentage of emails sent which weren’t successfully delivered to the re
Open rate: percentage of recipients who opened the email
Click through rate: percentage of clicks on links in the email
Conversion rate: percentage of conversions on the website
Unsubscribe rate: percentage of recipients who unsubscribed

Listing email campaigns historically and tracking each of these metrics together with the
absolute numbers (eg: emails sent, bounces, opens, clicks, conversions, unsubscribes) w
necessary to identify performance trends.
Email content audit

This part of the audit is variable based on the type of client but digging into individual em
email templates is useful to establish some working hypothesis about what constitutes a
“successful” email and conversely what impacts performance negatively. These are the
common areas to assess:
Email templates and flexibility: Do the email templates display optimally for all devic
(desktop, tablet, mobile) and email clients (eg: Gmail, Outlook, Mail, etc)? Are they flex
enough with layout styles and media types?
Data-driven emails: Is 3rd party data used or able to be used in current email campai
For example, are there customer data fields outside of the ESP able to be used to
personalize email messaging?
Subject lines: Do previous campaigns follow best practice for subject lines
(https://mailchimp.com/help/best-practices-for-email-subject-lines/?ref=seoptimer
Have previous campaigns utilized subject-line testing?
Body content: Do previous campaign emails offer value to recipients? Is the language
salesy? Are images/video optimized to reduce load time?
Links: Are all links in previous campaigns appropriately tagged with Google’s Campaig
Builder (https://ga-dev-tools.appspot.com/campaign-url-builder/?ref=seoptimer.com 
is important for segmenting email recipients who land on the website and the ability t
by email campaign and email CTA.

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Contact list quality
During your audit you may find the previous email campaigns were high quality but the o
and click rates were comparably low. This could be due to the quality of email contacts.
don’t know the history, its worth asking the client how the email contacts were acquired.
Acquisition source (eg: website, social, event, etc) & acquisition method (eg: single opt-in
double opt-in, incentivized, non-incentivized) can impact performance metrics drastically
possible, segment the email content results above by acquisition source and acquisition
method to identify possible performance differences between different email
segments/cohorts.
ESP evaluation
Popular ESPs include Mailchimp (https://mailchimp.com/?ref=seoptimer.com), Campaign
Monitor (https://www.campaignmonitor.com/?ref=seoptimer.com), Constant Contact
(https://www.constantcontact.com/?ref=seoptimer.com), AWeber (https://www.aweber.c
ref=seoptimer.com) and ActiveCampaign (https://www.activecampaign.com/?
ref=seoptimer.com) but there are many others.

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If the current system fulfils functional requirements and the client is satisfied with it, then
no need to evaluate the ESP itself. However, if the need arises to review and evaluate pot
replacements, check out this guide from TechRepublic about how to choose the right em
service provider (https://www.techrepublic.com/article/how-to-choose-the-right-email
marketing-service/?ref=seoptimer.com).

How much does a digital marketing audit cost

Cost depends on the type of agency you run, your overheads, what channels you audit a
what kind of clients you work for. Some agencies offer digital audits starting at just a few
hundred dollars, while others can be several thousand dollars. The price range for a digit
marketing audit targeted at SMB clients can range between $750 to $6,000.

For larger, complex organizations the cost can easily be $10,000 and over.

Presenting the audit to clients or stakeholders

By the end of your audit you’ll have lots of slides and lots of data. To avoid overwhelming
client, you should create 1 executive summary slide per channel to list the key findings. T
the most important part of the audit and relies on your ability to interpret results and pro
insightful conclusions for each channel.

What makes a great executive summary is to “find

the story in your data”

According to Monash University (https://www.monash.edu/rlo/graduate-research-

writing/write-the-thesis/writing-the-thesis-chapters/reporting-and-discussing-your-fin

Features
ref=seoptimer.com), what makes a great executive summary Pricing
is to “find Blog
the story in your d
(/)
(/)
There are three kinds of stories or microstructures for presenting analysis and interpretat
data:

1. The hypothesis story: built on a theory which needs to be tested and evaluated
2. The analytic story: backed by “findings” and leads to conclusions
3. The mystery story: starts from data insight, develops questions and leads to general
implications

After the executive summary slides, insert a new slide covering recommendations for ea
channel. This slide should itemize actions to take based on each of the key findings. Thin
a range of recommendations with some that are quick and simple to execute in the short
and then a few which are more mid to long term. This will assist prioritization and make t
feel achievable.

It’s a good idea to structure the slide deck so it only contains the key findings and
recommendations – no more than 20 slides total. Then move all your data and discovery
to an Appendix section or a separate Slide deck.

Estonian digital agency Convertal (https://convertal.ee/?ref=seoptimer.com) split
recommendations into what the client can do in-house and what Convertal can do.

“The key to a good audit is its clarity and

actionability – the client needs to understand what
we are talking about (so forget about fancy
marketing jargon), how it affects their business and
what needs to be done next.”
– Taavi Raidma, Convertal (https://convertal.ee/? 
ref=seoptimer.com)

(/)
(/)

Implementing recommendations and changes

When it comes to road-mapping and implementing recommendations, the next step is to
create a Digital Marketing Strategy building on the findings and insights from the digital a
should be phased and modular so work can be pulled forward or pushed back if needed
piece of work on the roadmap must lead to an outcome that delivers on a recommendat
informed by a key insight from the audit.

Doing it this way will ensure a business case underpins and rationalizes each piece of
work. Mexican digital agency Aurigon (https://aurigon.mx/?ref=seoptimer.com) utilize a s
approach and developed a 6-step process (https://aurigon.mx/nosotros/?ref=seoptimer
for digital projects. As you can see it all starts with an audit!
1. Evaluate: carry out the digital audit and show the client opportunities and
recommendations
2. Strategy: define short, medium, and long-term objectives
3. Design: perform design on all project elements
4. Development: perform technical development
5. Launch: project goes live and a preliminary audit is conducted to gauge short-term s
6. Measure: continually measure key metrics and track performance against KPIs

(/)
(/)

Download the digital marketing audit PowerPo
template

(https://www.seoptimer.com/blog/wp-content/uploads/2020/07/SEOptimer-Digital-
Marketing-Audit-PPTX-Template.pptx)

Also available as a Google Slides template
(https://docs.google.com/presentation/d/1ROWagMJ00Ye9bKdNr-
5nTQpsbIkDYf1WF_TKV02LRrA/edit?usp=sharing).

Get the Infographic
Click the image below to download the full Digital Marketing Audit Infographic (912kb).


(/)
(/)
(https://www.seoptimer.com/blog/wp-
content/uploads/2020/07/digital-
marketing-
audit-
infographic.png)
Click to
download
full
infographic
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8/6/2021 The Ultimate Guide to your Digital Marketing Audit (with PPTX Template)

Why would you do a digital marketing audit?

How do you conduct a digital marketing audit?

How much does a digital marketing audit cost?

Presenting the audit to clients or your stakeholders

Implementing recommendations and changes

Get the Infographic

“A digital marketing audit helps clarify and

– August Ash (https://www.augustash.com/?

“In the absence of an audit, businesses don’t usuall

– Michael Georgiou, Imaginovation

“The process starts with a review of existing assets

– Taavi Raidma, Convertal (https://convertal.ee/?

“Strong brands make more money. The stronger

Local Search audit

Website load speed

Overall SEO audit

Canadian digital agency WebMarketers (https://webmarketers.ca/?ref=seoptimer.com) u

“Clients love the grading system. It grabs their

– Kyle Smendziuk, WebMarketers

Other paid media channels

Earned social audit

Email campaign performance

Email content audit

What makes a great executive summary is to “find

According to Monash University (https://www.monash.edu/rlo/graduate-research-

“The key to a good audit is its clarity and

– Taavi Raidma, Convertal (https://convertal.ee/? 

SEOptimer - SEO Audit & Reporting Tool.

Improve Your Website. Win More Customers.

Get a Free Website Audit Instantly

Sitemap Latest Featured

Login (/login) Quality Vs. Quantity:

How to Name Your

Guide to SEO Project

The Ultimate SEO

Digital Agency Series

How to use Video

Privacy Policy (https://www.seoptimer.com/blog/privacy-policy/) |

Reseller Agreement (https://www.seoptimer.com/blog/reseller-agreement/)

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