In today’s business world, whether you’re in commerce, the arts, or any other field, online marketing has become essential for success. Many companies and entrepreneurs have already hired agencies or freelancers to manage their ad campaigns, create content, and promote their products. But did you know that even if you work with professionals, it’s still crucial to regularly audit their work?
Let me share an important insight: auditing your current online marketing isn’t about distrust. Instead, it’s a smart practice that helps improve results and ultimately saves you money.
Why is an audit necessary?
1. Identifying weaknesses and mistakes.
Even experienced professionals can make mistakes or become too accustomed to their work, causing them to overlook certain issues. Sometimes, it’s the little things that can significantly impact the effectiveness of marketing campaigns. For example, ads set up incorrectly, inaccurate metrics in analytics, or outdated creatives that no longer attract attention.
2. A fresh perspective on strategy.
Checking the work of an agency or freelancer gives you a chance to look at your campaigns from a different angle. Someone who isn’t involved in the day-to-day can often spot what others miss. Perhaps your targeting isn’t precise enough, or your banners and texts need refreshing.
3. Regular audits are key to quality growth.
Anything that doesn’t grow inevitably starts to decline. Online marketing is no exception. Reviewing and optimizing current strategies helps you stay ahead of competitors and improve your performance. Sometimes, even the smallest adjustments can lead to significant gains.
4. Saving your budget.
You might be surprised how much money can be saved just by conducting an audit. For instance, one of my clients was spending about $2,000 a month on advertising, but seeing modest results. After a detailed audit, we discovered that part of the budget was going to ineffective channels, and the creatives didn’t match the target audience. We were able to fix this quickly, and within a month, the spending started bringing much better returns.
Possible downsides of an audit
Of course, there are some potential downsides to audits.
1. Time investment. Audits take time, and results might not always be immediate.
2. Psychological barrier. Sometimes, clients feel that checking the work of their contractors shows a lack of trust. But that’s just a stereotype. It’s important to remember that the purpose of an audit is to improve the overall strategy, not to find someone to blame.
Practical examples
Here’s another example. A client had been working with an agency for over a year, convinced that everything was running smoothly. But after an audit, we found that some ad campaigns were targeting audiences who had long lost interest in the product. Once we adjusted the targeting and optimized the ads, the client received 30% more inquiries, without increasing their advertising spend.
This audit not only helped uncover technical issues but also improved communication with the agency. The specialists revisited their approach, and the work began to yield better results.
Why it matters
Online marketing is a dynamic field. What worked yesterday might not work today. That’s why regular reviews help keep you on track and adapt to changes. It doesn’t mean you don’t trust your agency. On the contrary, it shows care for your business and your partner, as fixing issues leads to better results and stronger trust.
In summary:
Benefits of an audit:
- Identifying mistakes and weak points
- Fresh perspective on the current strategy
- Saving budget
- Quality growth in results
Possible downsides:
- Time investment
- Psychological discomfort
So, if you haven’t yet audited your contractors, maybe it’s time to do so. After all, the better your marketing performs, the more your business will benefit.
