7 Crucial Metrics to measure in a Digital Marketing Audit
Has your website been driving satisfactory B2B lead generation, deepening engagement with the target clientele, and increasing sales opportunity for your business? If the answer is a clear no, you need to consider conducting a digital marketing audit for your website. The audit is critical to assess your web performance as well as identify opportunities, strengths, and weaknesses.
Conducting a website audit as a routine for your business can help provide a deeper understanding of why your website is failing to generate a desired number of leads, or why are you unable to improve the sales and conversions. While a daily or weekly audit is ideal, a monthly assessment would provide you great insights to help you plan the future strategy. To detect weak points in the content or campaign, the audit will act as a first step and the data procured can then be utilized to improve the future campaigns.
The key metrics to track in the digital marketing audit are:
Audit lead generation and traffic-to-lead conversions:
For lead generation and conversion, your website must follow the best practices. You must first measure the number of leads you are already generating, and the traffic-to-lead conversion rate. You should then delve into deeper questions to help analyze your strategy. Some questions are:
- Are you making use of content offers for lead conversion?
- Is the value proposition clear, and relevant to the buyer’s requirements?
- Above the “fold”, do you have calls-to-action on every page?
- Is your call to action copy enticing and relevant to your product? For instance, replacing submit with “Get My eBook Now”
- Have you considered UX: That you have provided relevancy, clarity, purpose, and accessibility of your website.
As you continue improving your web strategy, your traffic-to-lead conversion rate should increase. Trying these tips and performing a thorough audit should deal with a stagnating conversion rate.
Audit your SEO and link-building strategy:
Benchmark and evaluate the performance of the website for important search terms. Your web content must revolve around a keyword strategy that is relevant to your business and buyers for on-page SEO. The keyword target must be included on each page within its:
- HTML title
- Image alt text
- Meta descriptions
To drive authority upwards, you should link the blog posts to SEO landing pages, and interlink heavily on your website linking the blog post to other relevant posts.
The off-page SEO should be audited too, measuring how many backlinks is the site receiving. This will indicate how much search authority the website has. You should prioritize a link building strategy if you’re not seeing enough referral traffic. To rank highly above your competitors, both on-page and off-page SEO are critical.
Audit content strategy:
The foundation for many core functions of your website is the content. Hence it is important in your digital marketing audit to be critical and assess the content strategy against certain questions:
- Are there pages set up to accommodate the potential buyer’s journey, from content downloads to helpful blog posts and bottom-of-funnel conversion pages?
- Is the content appropriate for the audience you intend to target? This is best measured by the number of qualified leads sharing and converting on your website.
- Do you have content like white paper and case studies, to assist in the sales process?
- Is the frequency of publishing on the website good – at least once or twice per week – to help build authority?
- Does the content reach the target audience via paid advertising, organic search, social media, and referral traffic?
Prioritize any questions you answer in a no in your content marketing strategy.
Audit your lead nurturing initiatives
While lead generation is important, so is nurturing those leads to sales opportunities. Audit the conversion rate of qualified leads into conversions or sales opportunities. Nurturing audience to become customers is equally a task of the marketing strategy as is of the sales team. Some questions you need to answer are:
- Do we encourage our existing leads to re-engage by sending them emails?
- Is the content appropriate for the buyer’s hesitation/expectations to be fulfilled?
- Are your email communications targeted to varied segments?
- Does the marketing team share data and lead intelligence with the sales team?
- Does the sales team loop back to the marketing team to help assist with content and strategy?
Audit messaging, value proposition and positioning:
Question whether your service or product is positioned in a unique place for the potential buyer and whether it offers something valuable and rare?
You must then ask whether the communications reflect great value proposition. It is a known fact that more than features, buyers are concerned about fixing their pain points and meeting opportunities.
46% buyer will leave the website if a strong, cohesive brand message is absent.
Try flipping your value proposition for the buyer instead of making it company centric. It should be front-and-center for the first-time visitors on your website.
Audit mobile responsiveness:
It is not an option, but a necessity to have a mobile responsive website. Do you know that 52% researchers are less likely to engage with your company if it does not have a mobile website? Over 42% researchers use their mobile device for purchasing process. You are hence providing a poor experience if the website is not mobile optimized.
Audit your site’s technical performance and speed:
It can leave your prospective client frustrated to wait too long to contact you, you must hence audit your technical performance.
Try and identify error messages in your audit, clean broken links, assess server response time and fix slow loading images. These steps, though small, can improve the user experience massively.
Run performance tests to audit your website performance on mobile besides engaging with your site on mobile devices.
Avoid benchmarking in your digital marketing audit
Try to rely on your own historical data than the industry benchmarks for your digital marketing audit. Benchmark conversion rates may be relevant to the business in question but not entirely to yours in order to set meaningful objectives that help you grow.
Digital Audit Conclusion
With the lack of time and human resources, the digital marketing audit can be a daunting task, however it is a necessary component to improve your digital marketing strategy.
May 13, 2018