September marks the start of Australia’s unofficial Spring cleaning season, with an estimated 78% of households intending to declutter their homes, according to a Bond University study. That’s a whole lot of Council kerbside collections, Facebook Marketplace deals, and Kmart storage aisle visits.
There’s plenty of evidence to suggest that a clean and organised home can help us to lead healthier, happier and more productive lives, leading to greater mental clarity.
In business, a digital marketing audit is the spring clean your organisation needs, helping to bring clarity, aid data-driven decision-making, and ultimately improve performance.
Engaging an external specialist to conduct regular digital marketing audits allows you to evaluate your current tactics, platforms and campaigns to make sure your efforts align with your strategic goals. Just as you would streamline your operations to improve business performance, a digital marketing audit helps identify gaps, remove inefficiencies, and optimise your digital strategy for maximum return on investment.
Three reasons to conduct a regular review of your marketing
Clean out: What no longer fits?
When you spring clean your wardrobe, you might find clothes that no longer fit or that have gone out of style. Similarly, marketing strategies that worked a year ago may no longer be effective. Trends change, platforms evolve, and consumer behaviours shift. Holding onto outdated marketing tactics is like keeping that jacket you never wear—it’s just taking up space.
A digital marketing audit will identify these outdated strategies and also determine what needs to be updated, refined, or discarded altogether.
Declutter: Streamline tools and processes
Do you have gadgets in your kitchen that were essential when you bought them but now just gather dust? In the same way, your business might be using digital tools that are no longer fit for purpose. During a digital marketing audit, we’ll review the tools and platforms you’re using to see if they’re still meeting your needs.
Refresh: Update to the latest trends
After you’ve cleaned out the old, it’s time to refresh with new items that better suit your needs and style. We don’t just help you clear out what’s not working—we bring the latest insights and trends to the table, ensuring your strategy is up-to-date and optimised for success.
Whether it’s leveraging AI, the increasing importance of video content, or changes in SEO best practices, a digital marketing audit will provide you with a clear understanding of where your business stands and what opportunities lie ahead.
What does a digital marketing audit involve?
When LEP Digital conducts a marketing audit, our goal is to identify strengths, weaknesses, opportunities, and areas for improvement. While every project varies, here’s a breakdown of the key components that we typically look at in our audit projects:
Website Audit
SEO Analysis: Reviewing on-page SEO elements (meta tags, keywords, alt tags, etc.), technical SEO (site speed, mobile-friendliness, indexing), and content quality.
User Experience (UX): This is all about removing friction. We assess the ease of navigation, design, responsiveness, conversions, and overall user-friendliness.
Content Audit
Content Quality and Relevance: Reviewing existing blog posts, videos, and other content to see if they align with the target audience and current trends.
Content Gaps: Identifying missing content that could attract more traffic or engage the audience better.
Content Performance: Analysing which pieces of content drive the most traffic, engagement, or conversions.
SEO Audit
Keyword Research: Checking if the website ranks for relevant, high-traffic keywords and whether they match user intent.
Backlink Profile: Reviewing the quality and quantity of inbound links to the site and identifying toxic links.
Competitor Analysis: Comparing SEO efforts with competitors to identify areas for improvement.
Social Media Audit
Platform Performance: Reviewing engagement rates, follower growth, post frequency, and reach on platforms like Facebook, Instagram, LinkedIn, etc.
Content Strategy: Evaluating the effectiveness of content types (images, videos, stories) and how well they engage the audience.
Audience Demographics: Analysing whether social media followers align with the target audience.
Paid Advertising Audit
Google Ads & Social Media Ads: Reviewing the performance of campaigns, click-through rates, cost-per-click, and conversion rates.
Targeting & Bidding: Assessing how well campaigns are targeting the right audience and optimising ad spend.
Landing Page Performance: Analysing whether landing pages are converting traffic effectively.
Email Marketing Audit
Campaign Effectiveness: Reviewing open rates, click-through rates, and conversions from email campaigns.
Segmentation & Personalisation: Assessing how well email lists are segmented and whether emails are personalised for better engagement.
Automation & Triggers: Evaluating the use of automated workflows and triggered emails.
Analytics & Reporting Audit
Google Analytics 4 Review: Checking data accuracy, setting up goals, and ensuring key performance indicators are tracked.
Tracking & Measurement: Ensuring proper use of tracking tools (UTMs, pixels) and connectors to measure digital marketing efforts accurately.
Competitor Analysis
Benchmarking: Comparing the brand’s digital marketing efforts against competitors in terms of SEO, content, social media, and paid advertising.
Market Positioning: Identifying where the business stands in the market and potential opportunities to outpace competitors.
The audit typically concludes with a report summarising findings and actionable recommendations for optimising the overall digital marketing strategy.
Book in your digital marketing audit
Conducting a digital marketing audit with an expert team like LEP Digital – a Google Certified Partner – can lead to significant improvements in your organisation’s marketing performance.
Email LEP Digital to schedule your audit ahead of Q4 today.
