Digital marketing audits are designed to review your current marketing strategy and performance alongside your business’s goals while also uncovering where your competitors are performing better. Like a car service, it’s important to review how your marketing is performing and where improvements can be made. When was the last time your digital marketing had an audit?
Businesses usually come to us for an audit when they start to notice a decline in their marketing performance. This could range from small issues such as:
To larger problems including:
With all the auditing tools out there and frameworks created to help you audit your digital marketing performance, you’re probably wondering why you’d pay someone to carry out an audit for you. At Capsule, we don’t just use tools that give generic recommendations such as:
We give you useful, actionable insights that when applied will ensure your digital marketing audit pays for itself in increased ROI.
Our digital audits are completely unique to your business and budgets which means we work with you to decide the scope of your audit.
Sometimes you just want a review of your SEO or social media strategy and performance. Other times, such as an end of year review, a deep dive into all of the digital marketing channels can uncover new opportunities and growth for your business.
All of our audits come with recommendations that you can either implement yourself or we can take care of these for you!
Our SEO experts here at Capsule will review everything you’re managing, from the keywords you’re targeting on each page, the internal links and anchor text across the site to your backlink profile. As our SEO pros make their way through your site they will provide recommendations on where you can improve your SEO strategy as well as individual enhancements.Our SEO Services
If your website is starting to feel a bit sluggish or you’re unsure whether it still meets the needs of your users then our website audit will let you know. Our developers will review the site performance, making sure it loads quickly and works across all devices and browsers. Our designers will review your website against UX best practices, your competitors and your goals to ensure that everything is aligned.Our Web Services
As a team of PPC experts and a Google Partner we can confidently audit your PPC accounts. We will review the account from top to bottom including:
Once the audit has been completed we will compile a list of improvements you can make to your ad account to reduce your cost per click (CPC), reduce your cost per sale/lead (CPA) and increase your return on investment.Our PPC Services
Our website developers, designers and digital teams will combine forces to review your website architecture. By combining forces we can make sure that your website architecture supports your search goals but also provides a good user experience and guides users to the actions you want them to take once they reach your site.
The scope of content audits can be as large or small as you want them to be and your budget allows. During a full content audit we will look at your digital communications as a whole including:
Just like our website architecture audits, our content audits utilise members from multiple departments. Our copywriters review the copy to make sure it conveys the message you want and your brand tone of voice is consistent, our digital team make sure that your copy will perform well in search and our sales and business development team will also get involved to make sure it meets your business goals.
With Google’s Universal Analytics being replaced with Google Analytics 4 now is the perfect time to review your analytics setup. Our digital team will review your website and analytics set up to make sure that all of the important user interactions are being tracked such as video views, downloads and contact form completions. We will also make sure that all your goals and events from Universal Analytics have been transferred to your Google Analytics 4 set up.
As your business grows and evolves so do your customers, competitors and the sector you operate in. Our strategists will review your current audience targeting and user personas to make sure that they’re still accurate and if not we can help you review and update these. Knowing what your audience wants, needs and looks like is vital when it comes to targeting for paid social and informing paid search keywords and ad copy.
Our competitor audits are designed to review what your competitors are doing in the digital marketing space. We then compare this to your strategy and your digital marketing activity to uncover new opportunities, highlight your strengths and reduce your weaknesses.
Your marketing reports are designed to quickly give you information on how you’re performing against your KPIs. Our marketing report audit will review whether you’re tracking the right metrics – it has all the information you need in one place and whether you have all the tracking set up to accurately capture the data you rely on.
At Capsule, we pride ourselves on the fact that we don’t just send over your audit and leave you to it. Once your audit has been completed we will run through this with you and explain our findings. You can then go away and implement this yourself or we can support you with implementing the results of the audit. We are happy to work with any third party agencies you use, for example, a website development agency that currently looks after your site.
The first step in any of our digital audits is to work with you to define the scope of the audit. We work this way for two reasons:
If you track and record the time spent on your internal digital marketing activities we will also take this into account when reviewing the return on investment (ROI) of your marketing. Your PPC leads might have a very low cost per acquisition (CPA) but if you’re spending 6 hours a week optimising and managing the campaigns what is the actual CPA and therefore ROI of your PPC marketing?
Once the scope has been determined we’ll get to work.
Once the scope of the audit has been defined we will start the auditing process. At Capsule our digital marketing audits are led by our digital team however we also use the rest of our team for their expert insights and solutions. We work with:
We work with our team of copywriters who understand how to engage your audience and drive them to take action.
Our design team are UX experts and have spent many years designing websites that are intuitive to use and get visitors to convert.
The development team get stuck in and get to know your website backend, helping to ensure that our recommendations are feasible and able to be implemented with your setup.
Our auditors won’t just pick things apart for the sake of adding more things to your audit, we only create action points on things that will improve performance. We will offer insights and background info as to what is already working well and identifying longer-term opportunities.
Once the audit is complete our digital team will then create a report full of detailed insights and a prioritised list of improvements based on the impact of implementing each improvement, the risk of not doing so and the effort required to make the changes needed.
This way you can quickly work through the low hanging fruit to give you a short term lift while you work on the areas that will drive long term success.
As a full service digital agency we can help you implement the findings from the digital marketing audit. As part of implementing the audit results we will also work with you to define the key metrics we’re aiming to improve and then report on the impact of implementing the audit. This can provide project stakeholders with insights into the value of a digital marketing audit and shows the impact you’re having on results.
There are many benefits to a digital marketing audit that can make a real positive impact on your business.
A digital audit can help you increase the return of your marketing investment. This can take many forms including improving your website conversion rate, reducing the cost per click of your paid social & paid search campaigns and improving workflows to reduce the time spent on managing each aspect of your digital marketing.
In the world of digital, there seem to be multiple tools to help with all aspects of your marketing. As part of our audit, we can review the marketing tools you currently use to see if savings can be made by using similar products or by choosing a product that replaces multiple tools.
The digital marketing landscape is constantly changing and evolving from new competitors and tools to new channels that haven’t existed before. A digital marketing audit can help you to capitalise on these changes and stay ahead of your competitors.
Chay is one of our digital marketing executives and comes with 4 years of agency experience and is an SEO specialist. He is also certified in Google Ads for Search. You can find him optimising client websites to grow their organic traffic and helping to build their online presence. In his spare time, you can find Chay out on the bike, in the kitchen or going for a walk with his camera.
Mike is a Digital Marketing Manager with over 10 years of digital agency experience working with clients across B2B, B2C & Non-Profit sectors and qualifications in Google Ads Search, Display and Video. His skills span the full spectrum of the digital marketing mix and he has a particular focus on delivering objective-led, data-driven results for his clients. When he is not immersed in a client’s Google Analytics or Google Ads account, Mike can be found on the golf course, cricket pitch, shredding in his home recording studio or enjoying days out with his wife and son.
Jamie is our tech-savvy Digital Marketing Executive. He works hard to develop and build the social media presence of our clients. With his background in paid social, photography and videography and recent qualification in Google Ads Search and Display you can find him working on a range of projects. Outside of work, Jamie plays darts and hits 180s for fun. He loves photography and videography and has more clothes than he knows what to do with.