How to Audit Your Digital Marketing Strategy

You’ve invested time, energy, and resources into your digital marketing strategy. But how do you know if it’s actually working? Are you seeing the results you expected? Are you falling behind competitors despite your best efforts? These are the questions that many small to mid-size business owners ask themselves as they navigate the ever-changing digital landscape.

At Green Apple Strategy, we believe developing data-driven strategies and keeping tabs on the latest marketing trends is essential. No matter the size of your brand or how successful your current strategies seem, marketing is always evolving. Regular audits help you stay ahead of the competition, adapt to digital marketing trends, and ensure you’re getting the best return on your investment.

In this article, we’ll walk you through the why, when, how, and what of digital marketing audits. We’ll also share insights we’ve gained from over a decade of experience working with businesses in nearly every industry.

What is a Digital Marketing Audit?

A digital marketing audit is a comprehensive review of all the strategies, tactics, and channels your business uses to promote itself online. It provides an overarching view of your digital presence and helps determine whether your current marketing efforts align with your business goals.

A good audit doesn’t just highlight what’s working—it also uncovers gaps, inefficiencies, and opportunities for growth. By regularly evaluating your digital strategy, you can make data-driven decisions to maximize marketing success.

Why Are Audits Important?

Digital trends shift constantly—almost as quickly as a viral TikTok challenge. What worked last quarter might not be effective today. That’s why conducting regular audits is crucial. Here’s how an audit can benefit your business:

  • Keep Up with Industry Changes: Marketing platforms frequently update their algorithms, best practices, and audience behaviors. Without regular audits, your strategy can quickly become outdated.
  • Optimize Performance: Audits reveal what’s working and what’s not, helping you refine your approach to improve engagement, conversions, and ROI.
  • Outperform Competitors: Benchmarking your efforts against competitors can uncover opportunities to gain a competitive edge.
  • Ensure Data Accuracy: By assessing analytics and tracking methods, you can ensure your decisions are based on reliable data.

For example, in a recent mid-year audit, we noticed that changing the size and type of social media graphics for a client significantly boosted their engagement—simply because we adapted to shifting platform algorithms.

When Should You Conduct a Digital Marketing Audit?

The frequency of audits depends on how heavily your business relies on digital marketing. However, we recommend assessing your efforts at least quarterly or mid-year. Digital marketing moves fast, and regular check-ins help you pivot quickly.

Here’s a good rule of thumb to consider:

  • Quarterly audits help fine-tune tactics and make small adjustments.
  • Mid-year audits allow for bigger shifts in strategy.

Annual audits provide a broad overview and long-term planning insights.

How to Conduct a Comprehensive Digital Marketing Audit

A digital marketing audit takes a deep dive into your online presence, analyzing what’s working, what’s not, and where you can improve. Here’s how to get started.

Your Website: Is It Helping or Hurting Your Brand?

The first step in a digital audit is to take a good look at your website. It’s often the first impression potential customers get of your business, and 75% of a website’s credibility comes from its design. Ask yourself: Is it easy to navigate? Does it load quickly? Is the messaging clear and compelling? A well-structured, user-friendly website helps turn visitors into leads, so make sure yours is working for you, not against you.

Here are a couple of resources as you start looking at your website: 

SEO Check-Up: Are You Ranking or Sinking?

Next, audit your SEO. Search engines are constantly evolving, and your strategy needs to keep up. Review your keyword rankings, meta titles and descriptions, and on-page content to ensure it all aligns with current best practices. Check for broken links, slow load times, and mobile responsiveness—Google prioritizes sites that offer a smooth user experience. The goal is simple: make it as easy as possible for your audience to find you.

These resources can help get a better understanding of your approach to SEO: 

Content Marketing: Is Your Content a Conversation Starter or a Snoozefest?

Now, let’s talk content marketing. A solid content strategy should attract, engage, and retain potential customers. Take a step back and analyze which blogs, videos, or case studies are performing best. What topics resonate with your audience? Which pieces drive the most traffic? If some content isn’t pulling its weight, consider repurposing or optimizing it based on your findings. The key is to create content that adds value and aligns with your business goals.

Here are a few resources our team has created to help you audit your content marketing efforts:    

Social Media: Are You Winning the Feed or Getting Lost in the Scroll?

Social media is another major player in your digital strategy, so give it a thorough review. Are you posting consistently? Are your engagement rates where you want them to be? Look at which platforms are driving the most interaction and consider shifting your focus accordingly. Social media algorithms change frequently, so staying adaptable is key to keeping your brand visible.

These resources can help you evaluate and enhance your social media efforts: 

Email Marketing: Are Your Emails Getting Opened or Ignored?

Finally, don’t forget about email marketing. Despite being one of the oldest digital marketing channels, email still delivers impressive ROI—when done right. Audit your open rates, click-through rates, and conversion metrics for the best chance of success. If engagement is low, test different subject lines, adjust your send times, or evaluate your email automation journeys for customers. The more personalized and relevant your emails are, the better they’ll perform.

Here are a few tips, tools, and tricks to take your email marketing efforts to the next level:

A comprehensive digital marketing audit is about uncovering opportunities. By regularly evaluating these core areas, you can fine-tune your strategy, stay ahead of trends, and ensure your marketing efforts are driving real results.

The Value of a Deep Dive & Diverse Perspectives

At Green Apple Strategy, we believe a marketing audit should be a team effort. That’s why our audit process involves multiple experts, each bringing a unique perspective to the table.

In addition to our full-time team, we collaborate with specialized freelancers—our network known as “The Orchard”—to ensure that every aspect of the audit is analyzed with expertise. Our collaborative approach provides a holistic view of your marketing strategy and delivers actionable insights tailored to your business.

Ready to Take Your Digital Marketing to the Next Level?

A well-executed digital marketing audit is a strategic advantage. By regularly assessing your efforts, you can stay ahead of trends, improve performance, and ensure your marketing strategy aligns with your business goals.

If you’re ready for a fresh perspective on your digital marketing efforts, our team at Green Apple Strategy is here to help. Contact us today to schedule a consultation and start optimizing your marketing strategy for success!