CHECKLIST
Competitive Digital Marketing Audit
EXECUTIVE SUMMARY
Outline the purpose and goals
Clearly states the objectives
Highlights key findings from the audit
Segue's into the in-depth insights
COMPETITOR ANALYSIS
Define perceived and digital
competitor schools
Review competitors' websites
Analyze competitors' position in
organic search results
Review their social media profiles
Analyze paid advertising tactics
Review content and messaging
Look for a blog (storytelling)
SCHOOL WEBSITE ANALYSIS
Asses design to determine alignment
with branding
Assess UX (user experience)
Review mobile friendliness
Review content for relevance to
target audiences
SCHOOL PROFILE
Contains school history
Communicates values and mission
Defines target audiences and
customer segments
Articulates USP's
Clearly convey's school culture
SEO REVIEW
Evaluate the organic position of the
website
Analyze keyword usage
Look for meta titles and descriptions
Image optimization: size and alt text
Review the top errors on the site
including 404 pages, broken links,
http vs https issues, and redirect
errors
PAID DIGITAL ADVERTISING REVIEW
Review ad spend
Determine cost per click (CPC)
Analyze engagement rate (CTR)
Review audience targeting
Review ad creatives and messaging
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CHECKLIST
Competitive Digital Marketing Audit
SOCIAL MEDIA REVIEW EMAIL MARKETING ANALYSIS

Evaluate all social media profiles
Assess content strategy
Analyze engagement
Determine follower count
CONTENT MARKETING AUDIT
IAssess usage of email marketing for
prospective family nurturing
Review email engagement rates
(opens, clicks, etc.)
Review data hygiene practices to
keep your lists current

Blog(s) - Yes or No CONVERSION RATE OPTIMIZATION

Assess audience engagement
Assess publishing frequency
Analyze website conversion funnels
Analyze thought-leadership content
Evaluate KPIs
Evaluate video usage
Assess landing and thank you page
Analyze usage of other visual
usage
elements (photos, infographics, etc)
Review CTA (call-to-action) usage
and placements

ANALYTICS AND REPORTING

MOMENTUM ACTION PLAN
Assess data tracking implementation
Review closed-loop reporting; tying
Summarize main findings
admissions results back to specific
Highlight significant areas for
marketing campaigns and tactics
improvement
Analyze the number of hours spent
Create a SWOT analysis: strengths,
monthly gathering data and creating
weaknesses, opportunities, and
reports for various stakeholders
threats
Review internal processes for
Include opportunities to differentiate
monitoring and adapting tactics
from competing schools
based on data

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