Is a digital marketing audit right for you?

Last year, our study on B2B marketing trends (French only) in Quebec revealed that 58% of B2B companies rely on digital as their most effective marketing channel. Among them, 36% allocate more than half of their marketing budget to digital. Are you one of them?

If all you have is a website and you’re hesitant to invest more in digital, we get it—there are so many digital strategies out there! How do you know what to do and where to start? If you’re asking yourself these questions, a digital marketing audit might be the solution.

Definition: What is a digital marketing audit?

You’re looking at a digital marketing audit if:

• The elements to analyze are clearly listed.
• The analysis results in a detailed report.
• The audit includes improvement recommendations.
• There’s a plan to implement the recommendations in the short, medium and long term.

A digital marketing audit can be done on its own or as part of a broader marketing strategy plan. What matters most is that it helps you improve everything related to your company’s digital ecosystem!

Also read: Study on B2B Marketing trends in Quebec (French only)

Why a digital marketing audit matters

Stay Competitive

Today, even the smallest B2B companies have access to the best digital tools: if you don’t adapt, even your least threatening competitors might take the lead. A digital marketing audit is key to staying in the race.

Invest Strategically

There are dozens of digital marketing tools and solutions available to increase your company’s visibility online. Which ones should you choose? Where should you invest? A digital marketing audit helps identify the most profitable opportunities.

Measure Performance

Knowing where to invest your digital marketing budget is one thing, but how do you know if your efforts worked? A digital audit outlines specific KPIs like website visits, digital ad clicks, or newsletter open rates, so you can truly measure your impact.

The importance of your website in a digital marketing strategy

Every digital marketing initiative you deploy is ultimately meant to lead your audience to your website. So, your site must reflect your company well, visually and in terms of content.

Here are a few digital tactics that direct traffic to your website:

• Google Ads campaigns
• Organic search (SEO)
• Automated marketing
• Webinars and virtual events
• Social media
• Blog
• Newsletter

Even physical marketing tactics like trade shows or ads in traditional media lead back to your site—prospective clients will want to learn more about you before choosing to work with you!

58% of B2B companies in Quebec rely on a digital strategy to reach their business goals.

6 telltale signs it’s time for a digital marketing audit and guidance

1. Your website has dropped in Google rankings

Suppose your website isn’t ranking as high as it used to in search results for keywords related to your services. In that case, it’s likely because your competitors have invested more in SEO, which is affecting your visibility.

2. Your posts generate fewer interactions

Are you using LinkedIn effectively—the go-to social network for B2B? Are you sharing expert content or just company updates? A digital audit can evaluate your current use of social media and suggest improvements tailored to your industry, audience, and services.

3. You’re getting fewer inquiries from prospects

If you’re getting fewer calls or emails—or if your staff’s calendars aren’t as complete—it may be time for a digital audit. Sometimes your strategy just needs a boost. Sometimes, your competitors are simply gaining ground. Either way, it’s worth improving.

4. New trends are reshaping your industry

Has AI taken over your sector? Are robots now filling your factories? Is there a sudden boom in demand for a brand-new product type? A digital audit can help you stay competitive by positioning you on the most important new topics.

5. You’re struggling to hire

Potential hires are checking you out just like prospects do. Difficulty recruiting could point to weaknesses in your digital presence. Are your benefits clear and well-communicated? Does your employer brand come through? A digital audit looks at your presence not just as a supplier, but also as an employer.

6. Your business is Going through major changes

Merging with another company? Launching a new service? Entering a new market? These are all great reasons to do a digital marketing audit. It’ll help you communicate the news to your network and adjust your brand image consistently across channels. After all, consistency is the cornerstone of effective branding.

How to conduct a digital marketing audit? Let a specialized firm help

Digital marketing encompasses a wide range of tactics, making it crucial to prioritize the most effective ones. By analyzing your current digital presence, our specialists can help your B2B business allocate its marketing budget where it’ll make the biggest impact. Take advantage of their expertise!