This blog post was written by social media intern Ali Flowers. Ali is a Senior at the University of Texas at Austin, where she studies Public Relations. Ali enjoys good food, good friends, and spending time with her family.
So you’ve decided your company needs to invest in digital marketing. Great! Every business or organization can benefit from actively promoting themselves online. You are on Google and you search for ‘digital marketing near me’. You’ll likely be served thousands of results and several top-of-the-page advertisements about digital marketers in your area. Regardless of what link or ad you click on, you will probably be offered an instant audit.
What’s an Instant Audit?
With an instant audit, a marketer (or marketing automation software) analyzes various aspects of your business or organization’s online presence so that they can then advise you on the efforts you should take to promote yourself online. Some agencies claim they can audit your site in minutes or even seconds.
This might leave you thinking: Great! I can get all of that information at the click of a button? Who knew! Well, yes, but just because you can doesn’t mean you should.
Why are Instant Audits Risky?
Digital marketing is a huge investment in both time and money. It ranges from things like search engine optimization to paid search and even social media, all of which can work together to increase your sales, and none of which are free. Would you really feel safe making such a big move for your company based off of such a quick assessment of your site? That would be kind of like buying a house immediately after seeing a few pictures of its exterior online.
So What Should You Do?
You do need an audit–but one that is done thoroughly. You need trained professionals to look at your previous marketing efforts and your competitors’ marketing efforts, find your strengths, identify your weaknesses, and then give you a full overview of your company’s situation. Your marketing agency should conduct interviews and create a report of your company’s digital marketing history so that you can identify specific areas for improvement. A real, fully-developed audit takes time, and you shouldn’t just settle for one that was given to you at the click of a button.
If you are ready to move your company into digital marketing, find a company that will provide you with a thorough audit. Look for a marketing partner who can accurately tell you where to invest and how to push your business forward. Rome wasn’t built in a day, and your audit shouldn’t be either.
Check out our methodology page to learn about the in-depth analysis Leverage Marketing performs for prospective clients. If you’re ready to have us review your digital marketing opportunities, schedule a call.