How can you conduct a digital audit and gap analysis like a pro?

A digital audit and gap analysis can help you evaluate your current online presence, identify your strengths and weaknesses, and find opportunities for improvement. It can also help you align your digital strategy with your business goals and measure your performance against your competitors. In this article, you will learn how to conduct a digital audit and gap analysis like a pro in six steps.

1 Define your scope

Before you start your audit, you need to define your scope and objectives. What are you trying to achieve with your digital strategy? Who are your target audiences and personas? What are your key performance indicators (KPIs) and metrics? How do you benchmark your success? Answering these questions will help you focus your audit on the most relevant and impactful aspects of your digital presence.

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2 Assess your website

Your website is the core of your digital presence, so you need to assess its design, usability, functionality, content, and performance. You can use tools like Google Analytics, Google Search Console, Moz, and SEMrush to analyze your website's traffic, conversions, bounce rate, speed, SEO, and accessibility. You can also conduct user testing, surveys, and feedback to evaluate your website's user experience and satisfaction.

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3 Audit your social media

Your social media channels are another key component of your digital presence, as they help you build your brand awareness, engagement, and loyalty. You need to audit your social media profiles, posts, followers, and interactions across different platforms like Facebook, Twitter, Instagram, LinkedIn, and YouTube. You can use tools like Sprout Social, Hootsuite, and BuzzSumo to measure your social media reach, impressions, clicks, shares, comments, and sentiment.

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Sarah Kuntsal

Head of Product Marketing @ Groundswell | Strategy and Marketing 🤓 with a Background in Rocket Science 🚀
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Don't forget to audit your competitors! Are they on the same platforms that you are? What type of content are they sharing? Are they using #hashtags? Are they working with influencers? What's working vs. not working? Learn from what others are doing and use those findings on your own social platforms.

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4 Review your email marketing

Your email marketing is a powerful way to communicate with your leads and customers, and to drive them to your website or other digital channels. You need to review your email marketing strategy, campaigns, lists, segments, and automation. You can use tools like Mailchimp, HubSpot, and Constant Contact to analyze your email marketing open rate, click-through rate, unsubscribe rate, deliverability, and conversions.

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Daryl Gorman

Helping businesses expand their offering through audio
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Email automation is a must for any marketer. By having clear segmentation and lists set up within your CRM you can automatically send relevant comms to your audience. Use your CRM analytics to see what campaigns are working, which ones are converting the highest based on your OKRs and create automation funnels to speed up the conversion processes.

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5 Evaluate your online advertising

Your online advertising can help you increase your visibility, traffic, and conversions on search engines, social media, and other websites. You need to evaluate your online advertising strategy, budget, channels, keywords, creatives, and landing pages. You can use tools like Google Ads, Facebook Ads, and Google Analytics to track your online advertising impressions, clicks, cost-per-click, quality score, and return on ad spend.

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Evan Weber

Ready to SCALE in 2025? Partner with a proven digital marketing expert to optimize your budgets and strategies for guaranteed results. Let’s make it happen! 📈 Contact me today to discuss: evan@experienceadvertising.com
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This is one of my specialties. I’m able to audit each advertising platform the brand is using and tell them if it’s being managed properly and optimize properly. Also, I’m an expert in improving the conversion rate of a website, so I can audit the website and list all of the areas that need improvement in suggest what the improvement should. I also recommend tools that the website needs to utilize to convert more traffic into customers. I can also recommend what advertising platforms or strategies the brand should be using and how to make them most effective.

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6 Conduct a gap analysis

After you have audited your digital presence, you need to conduct a gap analysis to compare your current state with your desired state. You need to identify the gaps between your objectives, KPIs, metrics, and benchmarks, and your actual results, performance, and position. You also need to identify the gaps between your digital presence and your competitors' digital presence. You can use tools like SWOT analysis, SMART goals, and gap analysis matrix to prioritize your gaps and create an action plan to close them.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you conduct a digital audit and gap analysis like a pro?

1

2

3

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1 Define your scope

2 Assess your website

3 Audit your social media

4 Review your email marketing

5 Evaluate your online advertising

6 Conduct a gap analysis

7 Here’s what else to consider

Digital Strategy

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How can you conduct a digital audit and gap analysis like a pro?

1

2

3

4

5

6

7

1 Define your scope

2 Assess your website

3 Audit your social media

4 Review your email marketing

5 Evaluate your online advertising

6 Conduct a gap analysis

7 Here’s what else to consider

Digital Strategy

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