Conduct a Digital Audit for Your Business
Is your business having a hard time? Do you feel as if you aren’t achieving as much as possible from your marketing efforts? In some cases, the solution may be a digital audit. A digital audit is a process used to review your business’s presence on the internet and analyze it for areas of improvement. This type of analysis can assist you with realizing lucrative opportunities to improve your company’s profits.
A digital audit typically begins with a review of the results that are currently being produced by your marketing efforts. After this is completed, an evaluation will be conducted to determine whether or not the current activity is producing the desired outcomes for your business. If it isn’t, then next steps can include determining what changes need to be made within your organization in order to realize more effective results via internet marketing strategies.
For example, if you are looking at website traffic and seeing that 50% of visitors leave your site without making purchases on the first visit, then there may be issues with how visible the site is across search engines like Google and Bing, customer experience, layout, mobile responsiveness, etc.
In addition to being able to see what is preventing your business from reaching its true potential, conducting a digital audit can also help you learn exactly how much value the internet has for generating leads and sales for your company.
As people grow more reliant on their smartphones and desktops for research purposes when it comes to buying services or products, SEO (search engine optimization) strategies are becoming increasingly important in order to ensure that your website is showing up where it should be. This involves both organic search engine optimization of content via search engines like Google and Bing, as well as paid advertising through sites like Adwords and Facebook ads.
Along with examining things such as social media outlets, search engine optimization (SEO), customer service online, website content, etc., this process also entails tweaking the properties of each respective platform so that they correspond more closely with industry trends. For example, if your industry lies within an age range between 20-30 years old, then you should aim to create postings that resonate with individuals in that particular generation. Below are four steps for conducting a digital audit for your business.
1. Identify your target customer base and the platforms they use to conduct their searches – By identifying who uses each respective platform, you can align which properties you would like to tweak accordingly. For example, search engine optimization tends to yield better results on Google as opposed to Bing because it is a more popular search engine among internet users. In addition, websites such as Facebook tend to appeal to those between 20-30 years of age whereas LinkedIn appeals mainly to those over 30 years of age. This will not only help generate targeted traffic for your business but also increase its overall visibility within the digital space.
2. List out the objectives – Prioritize all of your goals for this particular digital audit and list them out in order of priority. This will help you figure out what should be done first and what can wait until the next month or so. Furthermore, depending on your industry, some objectives might not even be relevant to your business such as creating a Twitter account (if you are an accountant for example).
3. Conduct the audit – Target the appropriate platforms and evaluate them accordingly. If you’re unsure where to begin, think about where your customers conduct their searches online and base off on that assumption. For instance, if your services revolve around software development and computer engineering, then perhaps LinkedIn would be a better place to advertise than Facebook. These platforms should serve as a general guideline; however, it is best to check with other local businesses within your industry to determine which platform is the most popular.
4. Analyze the data – Turn off all of your notifications that come with each respective social media platform because you will not be able to concentrate on anything if they are constantly popping up. If you have a campaign manager, work directly with them to identify any trends within your posts, replies, comments, etc. For example, if your company has been posting less frequently on social media over the last month or so, then perhaps it is time to advertise upcoming events or promotions.
Depending upon how busy your business is, conducting a digital audit could take anywhere between one week and one month. However, by following these simple steps, you can save yourself tons of time in building this particular marketing strategy.
Is your business having a hard time? Do you feel as if you aren’t achieving as much as possible from your marketing efforts? In some cases, the solution may be a digital audit. A digital audit is a process used to review your business’s presence on the internet and analyze it for areas of improvement.…