The end of the year is a good time to take stock of your digital strategy and see what has worked or not. The audit you will conduct will allow you to readjust your strategies and improve your performance in 2019.

The best way to perform next year is to analyze the impact of your digital marketing to make relevant decisions. For that, nothing better than a complete and useful audit.

But what is a digital audit?

Auditing your digital marketing is inspecting all the practices, methods and results of the means implemented to establish and improve your online presence. Whether it’s content, SEO, social media marketing or optimizing your website, no aspect is left to chance.

The objective is to analyze the impact of each decision taken, each strategy operated, to identify good practices and improve.

Here are 4 steps to how to conduct a marketing audit effectively.

Step 1: Analyze content marketing

You must have a clear idea of what you expect from published content: what is the main purpose of your content marketing?

Then take a chart to rank:

You can then optimize your content marketing 2019, by rehabilitating the content that best met your goal.

You will also know which items to recycle, in order to save time on your digital strategy!

Step 2: Evaluate performance on social networks

The audit of your social media strategy involves having clear objectives for the coming months. These objectives vary from one industry to another.

Each platform must be the subject of a specific analysis, linked to your objectives.

First of all, you have to make sure that the main indicators are up:

Remember to check the quality of your audience: Do your subscribers have the same profile as your buyers?

Finally, audit the contents. As with your content marketing, you need to know which posts have the highest engagement rate, clicks, or shares. This will help you develop your future editorial strategy.

Step 3: Follow the SEO

Google regularly updates its different algorithms. An audit of your digital strategy must contain an audit of the SEO. Even so, we strongly recommend that you regularly analyze your positioning!

Feel free to search again on the keywords you use, but also to search again. The vocabulary and expressions used can change from one year to the next.

Think also about voice search, the future of SEO. In fact, 42% of Google users say they use voice search on a daily basis.

We’ll have to think about the “spoken” and the longer sentences.

Step 4: Audit the website

The ergonomics and security of your website are an integral part of a digital audit. Ask yourself the following questions:

Once you have finished auditing your website and corrected or updated the items, consider making a backup. We are never too careful!

The data does not lie. Auditing your digital marketing allows you to have a clear idea of ​​your situation.

This deep analysis will inevitably lead to the reassessment of your strategies … for the better! Indeed, the objective is to improve your performance, from year to year, thanks to the experience gained.