Has it been a while since you last audited your automated marketing campaigns? You should conduct regular audits to see if your company is effectively utilizing its marketing budget, keeping up with current marketing trends, and properly understanding the buyer personas of your customers. Follow these steps when auditing your email, paid, and social ad campaigns!
Step 1: Gather Information
Begin a marketing audit of your automated campaigns by collecting data to review. To clean up your social media campaigns, make a list of all social media accounts, then export your campaign data using the platform’s ad manager, such as Twitter Ads Manager or Meta Ads Manager.
You also need to be able to maintain a healthy email list for your email marketing campaigns. Go through your email list to review current subscribers and purge any inactive subscribers. This can help you avoid spending money to engage with customers who are no longer interested.
With paid campaigns, downloading data for a pay-per-click campaign on Google is as easy as going to your account menu and selecting which campaigns you want to export into a spreadsheet for your review process.
Step 2: Analyze Your Audience
To increase customer engagement across all platforms, it’s essential to know who your customers are, what they want, and the best way to reach them. Conduct an audience analysis and gather information—like age, marital status, and education level—to define buyer personas that can help you focus on viable leads.
Use audience segmentation to organize your customers into specific groups based on their needs and create targeted advertising for each group. Take advantage of platforms like Meta, Twitter, and Instagram, which allow businesses to target ads based on user interest, location, and other factors. Also, use A/B testing to see which version of a social, email, or PPC campaign drives more conversions and gives you the best ROI.
Take note of online customer behaviors and how they consume marketing campaign content so you can adjust your campaign accordingly. Some things to look out for include:
- What time of the day are your customers most active?
- What online platforms do they use the most?
- What type of content does your customer engage with?
Step 3: Review for Brand Consistency
Being consistent with your brand identity and messaging leads to better marketing emails, less confusion on social media platforms, and increased brand recognition, all of which can help you attract more customers online.
When auditing your digital marketing campaigns, try the following methods to further increase audience confidence and trust in your brand:
- Confirm your brand name is consistent (and, if possible, verified) on social media accounts
- Ensure that emails are being sent from an official company email account
- Check that ads are using your brand’s fonts, colors, and imagery
- Verify that you’re using relevant and effective keywords for your business
Step 4: Resolve Technical Issues
Review your marketing campaigns for broken links to landing pages, emails that aren’t delivering, duplicate audiences, rejected ads, and more. This can help you avoid spending money on ads or emails that aren’t driving leads or engagement due to technical issues.
When running paid social media ads or display ads, make sure that promoted posts, banner ads, and videos are displaying properly. Certain platforms may reject your ads if you don’t follow the guidelines for ad copy, audience selection, placement, relevant links, or image use.
For email marketing campaigns, be sure to configure DomainKey Identified Mail (DKIM) and Sender Policy Framework (SPF). Both DKIM and SPF are vital in protecting your email from malicious attacks like phishing, and they allow users to see if emails were truly sent by an authenticated domain, thereby increasing your email deliverability and sender reputation.
Step 5: Track Your Metrics
By keeping track of email and paid advertising metrics, you’ll be able to see which marketing campaigns are meeting their established goals, as well as which tactics did or didn’t work. This can help your business adjust and optimize marketing campaign efforts.
Social campaigns should focus on metrics like post shares, likes, mentions, impressions, and more. With email, pay attention to email campaign metrics like click-through rate, conversion rate, and bounce rate. Similarly, paid campaigns are measured by metrics like conversion rate and click-through rate, but they also have unique metrics like cost-per-click (CPC).
Additionally, ensure conversions are being tracked properly. Without this data, it’s difficult to understand where campaign efforts are succeeding and where you need to make adjustments.
Step 6: Set New Goals
Once you’ve determined opportunities where you can make adjustments to your digital marketing campaigns, you’ll want to establish new goals that align with those adjustments. Calculate your ROI and set an advertising budget that can help you reach that ROI.
Additionally, you should get into the habit of reviewing your automated campaigns every six to 12 months for paid and email marketing campaigns. For social media campaigns, it’s best to audit your accounts quarterly.