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Posted by Justin Hall on Wed, Feb 17, 2016 @ 02:49 PM

By guest contributor: Justin Hall, General Manager, Zanity USA

As with any other critical business activity, your online and digital marketing campaigns should be monitored to ensure it's working to its full potential. Best performance outcomes and high returns on investment can only be achieved by taking stock and improving on what you're already doing or are planning to do. The problem, however, is that many marketing campaigns go awry because there's no such monitoring system in place. This is where a highly valued audit is the solution.

Ensuring practice connects with real results, customized online and digital marketing audits are designed to:

  • Identify problematic and inadequate return on investment (ROI) activities
  • Uncover reasons for underperformance
  • Present solutions and available opportunities
  • Deliver strategic advice and quality recommendations

There are three types of audits that your organization may want to consider.

The Pre-Strategy Audit: A First-Rate Planning Support Tool

Many not-for-profits fail to evaluate whether a digital marketing activity they intend to implement will provide the returns they require. Instead, they rush headlong into their marketing efforts and ultimately become frustrated with suboptimal outcomes. It's only at this stage that they consider performing an audit, having already lost valuable time, investment dollars, energy, morale and prospective donors. A Pre-Strategy Audit ensures that not-for-profits objectively address the questions: Is the activity really beneficial to my organization? Or, am I just jumping in because everyone else is?

Internet Marketing (IM) Audits: Find Out How to Improve Your Existing IM Campaign Beyond Recognition

Continual improvement and best practice performance are at the core of IM audits. These audits are focused on increasing results, implementing best practices in your industry and growing your organization. Some questions to ask  include the following:

  1. Are your IM campaign results what you predicted?
  2. Are your IM programs underperforming?
  3. Are competitors leaving you behind online?
  4. Are you unsure of your campaign's future direction?
  5. Are you looking to streamline your IM expenses?
  6. Do you need better returns on your IM investment?

An IM audit examines myriad activities and can consists of:

  • Current website
  • Online search demand
  • Google natural / Organic SEO
  • Not-for-profit Google advertising grant management
  • Social media
  • Online competitors
  • International landscaping / benchmarking
  • Email marketing
  • Online IP, landing page and domain name
  • Third party landing sites
  • Online profiles
  • Google map
  • Green internet marketing
  • Images profile analysis
  • Traditional marketing online opportunities
  • New and emerging technologies
  • Positioning review: IM and business goals

Independent Audit: Third Party, Objective Auditing for Maximum Results

Within the marketing industry, it is common to have the same firm auditing and pitching to solve the problems they find or purport to have found. Depending upon the scenario in question, this can be somewhat dubious. Suggested remedies might not always be for the benefit of your not-for-profit; rather, it is to line the provider's pocket. An independent audit can perform an objective, independent review and evaluation of your current or proposed online or digital marketing strategy. Other benefits of an independent audit of your marketing campaign include:

  • Impartiality
  • Fresh eyes
  • Best practice standards
  • Quality assurance

For more information on how an independent audit of your marketing campaign can help your not-for-profit organization, refer to the contact information below.


Guest contributor Justin Hall, is the General Manager at Zanity USA. He can be reached at 424.332.8597 or


Copyright © 2016 CBIZ Tofias & Mayer Hoffman McCann P.C. - Tofias New England Division. All rights reserved. CBIZ Tofias and Mayer Hoffman McCann P.C. - Tofias New England Division are separate and independent legal entities that work together to serve clients. CBIZ Tofias is a leading provider of tax and consulting services. Mayer Hoffman McCann P.C. - Tofias New England Division is an independent CPA firm providing audit and other attest services. This article is protected by U.S. and international copyright laws and treaties. Use of the material contained herein without the express written consent of the firms is prohibited by law. Material contained in this alert is informational and promotional in nature and not intended to be specific financial, tax or consulting advice. Readers are advised to seek professional consultation regarding circumstances affecting their business. 

Tags: not-for-profit, NFP, Marketing, Internet Marketing (IM) Audits, Independent Audit

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