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How to Audit Your 2020 Marketing Strategy

Have a little time on your hands? In the digital marketing world, many of us do. While the end appears to be in sight, there is still a lot of waiting to be done so why not put that time to beneficial use? Today we wanted to share How to Audit Your 2020 Marketing Strategy. While a full audit after the first quarter is not a normal procedure for most, this has also not been a normal year.

Taking the time to perform an analysis now can help you find and correct weak spots along with looking for different ideas and solutions to employ not only the rest of this year but the following year as well. With the potential for a slow 2nd and 3rd quarter, it makes sense to focus on being as efficient as possible.

Audit your 2020 Marketing Strategy

  • Website Audit – Everything benefits from a tune-up because over time from use, there is natural wear and tear. This occurs just as much in the digital world as it does the real world, albeit in different ways. There are numerous things that can change over time which will hurt the overall user experience as they add up. Take the time to perform a complete website audit looking at content, links, CTA buttons, page loading speed, and overall site performance. Regular site auditing and maintenance are key to maximize conversion rates.
  • SEO Audit – An SEO audit is basically where you compare your currently used strategy and keywords against current search trends, versus the trends at the time they were chosen. Focus on the best performing content as a strong indicator of how current trends related to your own content. Also, review your prior research and update it to see how things have changed such as overall search volume or competition for those words. An SEO strategy needs to be fluid, and part of that is due to the reactive nature of SEO.
  • Surveys – With some people having more time on their hands, they might be more receptive to completing customer surveys. This provides a good opportunity to gather useful, current data along with gaining better insights into your customers including their problems and pain points. Some information might be usable immediately, while the rest can help in building better buyer personas for future campaigns.
  • Operational Audit – When evaluating a strategy, it is also important to take the time to assess the various players in the game. A good audit should focus on productivity and look for areas to improve. Finding ways to free up time with automation and technology should be a top goal. Also, consider improving the skills of your team making them more effective as individuals.
  • Compliance Audit – Many people don’t take the time to think about compliance until they are being sued or having issues with a licensing bureau due to non-compliance. Either case is stressful and disruptive, which is why a compliance audit should be included as a step in an overall audit. Is all the software being used licensed properly? Does the business website comply with Americans with Disabilities (ADA) standards? Are all the images credited properly? There are aspects of compliance and accessibility that do fall under the digital marketing umbrella as this department is typically tasked with content and media access and promotion.
  • Current Strategy Audit – Last but not least, take the time to review the current strategy considering everything else learned during the audit. After tuning up the website, updating keywords, gaining more customer data, and improving the automation and efficiency, can you also improve the strategy as well? Rather than looking to stand pat, focus on maximizing the best performing aspects of the strategy and spending fewer resources on areas not producing the desired results.

The Bottom Line

The bottom line is the Auditing your 2020 Marketing Strategy is a good idea. Every business should spend more time auditing strategies to maximize performance. Most don’t simply because of a lack of time. But right now, that is one thing many of us have in abundance. Regular audits can also uncover small problems before they have a chance to become bigger ones and hinder your overall success.

 

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