What is Innova Marketing’s Free Digital Marketing Audit?
Our Free Digital Marketing Audit is a complementary service offered to your brand. Our free digital marketing audit service helps show areas for improvement and unveil new digital marketing strategies that you can implement into your brand’s marketing strategy to increase performance.
We provide this complementary service completely for free and without any mandatory meetings to get your audit. We review every audit manually using advanced marketing tools to gather insights and data. Since every audit is manually performed, it takes between 5-7 business days to complete your complimentary audit. Once ready, you’ll receive an email with a video going over your audit and a PDF document for easy review.
Here’s what to expect in your Free Digital Marketing Audit from Innova Marketing:
What’s Included in our Free Digital Marketing Audit
Your Innovation Index™ Score
Every audit we complete comes with our Innovation Index™ score. This point-based system is scored out of 100 and based on four categories: “search engine performance”, “website performance and CRO”, “content marketing performance”, and “paid media and advertising performance”.
Here’s a table to break down your Innovation Index™
| Innovation Index™ Scorecard | |
|---|---|
| Score | Innovation Index™ |
| 90-100 | Marketing Innovator |
| 75-90 | Envelope Pusher |
| 65-75 | Status-Quo Marketer |
| 50-65 | Baseline Marketer |
| 40-50 | Late Adopter |
| 25-40 | Under-Achiever |
| 0-25 | Stoneage Marketer |
Most of our auditees think they’ll score higher than they actually do. This is why it’s important to get an outside and unbiased perspective on your brand’s current marketing.
Search Engine Performance (AIO, SEO, Local SEO)
Search Engine Performance is scored based on three core areas: “Artificial Intelligence Optimization (AIO)”, “Search Engine Optimization (SEO)”, and “Local SEO”.
This score analyzes your search performance across multiple areas to determine your overall visibility and reach to leads and customers.
Website Performance & Conversion Rate Optimization (CRO)
Your website performance and CRO score are based on technical performance, user experience, and your website’s conversion rate optimization.
We’ll review how well your website performs technically and subjectively from the user’s perspective and how optimized your website is at driving conversions through forms, pop-ups, lead magnets, and more.
Content Marketing Performance
Your content marketing performance score is based on the quantity and quality of your published content. Content types include: blog articles, case studies, newsletters, video media, infographics, micro-content, and quizzes.
This score is based on performance across your owned and rented media channels.
Paid Media & Advertising Performance
Your paid media and advertising performance score is based on the effectiveness of your paid advertising campaigns. These include: search engine ads, display ads, video ads, social media ads, and native ads.
Your score is based on the number of ad campaigns you’re running and their ROAS.
SEO, AIO, & SERP Performance Review
Artificial Intelligence Optimization (AIO)
Artificial Intelligence Optimization (AIO) is the newest metric we’re analysing. AIO performance is based on your brand’s ranking in search queries across large-language models (LLM’s) such as Google’s AI Overview, ChatGPT, and Perplexity.
We’ll begin by crafting 3-5 relevant search queries that your ideal avatar would search when looking for a solution to their problem. Then, we’ll conduct searches across each LLM and track the results. If your brand is on the results page, then you’re doing great. If not, then we have some work to do.
AIO is becoming increasingly important as a shift occurs in how people are finding and accessing data online. Less search is being conducted on Google as people begin to utilize AI tools like ChatGPT.
On-Page & Off-Page Search Engine Optimization (SEO)
On-Page and Off-Page SEO analysis your website’s accessibility for search engines to crawl your website to retrieve data. SEO is important because it’s what determines whether or not you’ll rank on the search engine results page (SERP).
On-page SEO includes analyzing your website’s content, HTML tags, website URL structure, internal links, page speed, and mobile optimization.
Off-page SEO includes techniques outside of your website that help boost your domain authority. These include link building, guest blogging, local citations, and, our favorite, content marketing.
Local SEO
Local SEO is similar to On-Page/Off-Page SEO, but prioritized for local markets.
This includes analyzing your local service pages, local citations, Google Business Profile, and local brand mentions.
We’ll analyze local-based search queries, such as “best [solution] near me” or “top [solution] in [city]”.
Search Engine Results Page (SERP): Competitor Analysis
None of the above metrics matter if we don’t get your company listed on the SERP. We’ll analyze 3-5 search queries to see how your brand ranks against competitors.
Being on the first SERP page is a tough task and takes years of continued effort, so don’t feel too bad if you’re not at the top yet.
Website & CRO Performance Review
Website Technical Performance
Website technical performance includes analyzing your number of webpages indexed on Google, your use of HTTPS (Hypertext Transfer Protocol Secure), 404 (unavavilable) pages, internal links, organic keywords, organic traffic, backlinks, referring domains, and domain rating.
This technical website analysis helps develop a baseline for improvement.
Website User-Experience (UX)
Your website’s UX is a more subjective measure of your web performance. This is based on measures such as ease of navigating your site, quality of your content, and website speed and usability across different devices.
Website Conversion-Rate Optimization (CRO)
Conversion-rate optimization reviews how well your website is converting viewers into leads/customers. This involves reviewing your contact forms, pop-ups, and email forms to determine if there are steps that lose a large number of viewers or areas where people get stuck and bounce from your site.
Website & CRO: Competitor Analysis
Having optimized technical and UX performance is important to outrank your competitors. Google evaluates both of these metrics to determine SERP performance, so it’s important to have them in order.
We’ll analyze two competitors against your website to see how you stack up against your biggest competitors in your market.
Content Marketing Performance Review
Text-Based Content
Text-based content is one of the most powerful, yet forgotten, forms of content marketing. It includes authoring blog articles, case studies, and email marketing to generate conversations and engagement with your brand.
Blog articles and case studies help create backlinks, which increase the domain authority and rating of your website. All helping to drive traffic to you and position your brand as an authority in your industry.
Email newsletters help keep you top of mind within your audience. They’re also a great way to share important updates and your latest articles, but don’t overwhelm your audience with worthless information or spam because they’ll be quick to unsubscribe.
Video Media Content
Video media has been a top performer in content marketing for many reasons. It’s easily shareable, easy to connect to, and often engaging to consume.
Video takes much less effort to consume compared to text-based information and often boasts high retention rates (as high as 95% compared to only 10% for text-based content).
Video media content includes: brand story videos, explainer videos, testimonial videos, and other organic social media videos.
Visual Content, Micro-Content, & Interactive
Visual content, such as infographics or images, is an effective way to keep your audience engaged without much effort to create.
Micro-content, such as short-form video, short animated videos, or carousels, help keep your content fresh while allowing for quick turnarounds.
Interactive content, such as quizzes, allows your audience to interact directly with your brand. They also offer another form of lead generation by capturing important details from your audience, such as emails and other contact information.
Content Marketing: Competitor Analysis
We’ll analyze two competitors within your industry to determine how your content ranks. We’ll evaluate your content across your website and social media channels to determine overall reach, frequency, and effectiveness.
Paid Media & Advertising Performance Review
Search Engine Advertising
Search engine advertising works by showing your brand at the top of SERP when a relevant query is searched. This is a highly effective way of capturing more leads and traffic to your website.
Paid Social Media Advertising
Paid social media advertising works by placing ads in the feed of your ideal avatar based on targeting users with similar interests and demographics as your target audience.
Paid Video Advertising
Paid video advertising works by placing video ads before, in between, and after videos on streaming and social media platforms.
Paid Native Advertising
Paid native advertising works by creating advertisements that blend in with native content so they don’t appear to be ads when the user clicks. These are a seamless way to blend in and get more clicks compared to non-native advertising.
Paid Media & Advertising: Competitor Analysis
We’ll analyze your current advertisements and your competitor’s ads to see which are performing best and areas where you can improve.
Getting Your Results
Your Digital Marketing Audit Results
Once we analyze across these four areas, we’ll email you your results PDF with a video explaining our findings.
We’ll also offer next steps to implement solutions to fix problem areas, but there is no pressure if you do not want to proceed.
Free Digital Marketing Audit: Recap
To recap, our free digital marketing audit is a valuable tool for any brand looking to elevate its digital marketing strategy.
