How to do a digital audit
A digital audit doesn’t focus on on one specific area but covers all aspects, including your website, content, SEO, social media, and more. With a multitude of aspects to assess, it’s vital that you have a set process. Below are the steps to performing an effective digital audit.
- Align digital workflows with your business goals.
All digital efforts should align with your long-term business goals. Remember what you wanted to achieve when you set up the business and take a look at how close you are to achieving that goal. Once goals and expectations are clear, choose a specific metric that represents the current status of the business and how it performs.
- Gather and analyze performance data.
Because these are digital assets, collecting data is vital to measure performance. Collect performance data from your website, social media channels, and email marketing efforts so you can view the data side by side with your set goals. Doing this will show you why you haven’t yet reached your goals and what you have to do to get closer to them.
- Revisit your digital marketing efforts and overall strategy.
Revisit your strategy and rethink your approach depending on what’s changed internally and externally. Redesign your strategy appropriately to meet changes within your business and external factors that affect the industry and market as a whole. Ensure that your strategy is designed for the long term and indicate specific steps that will take you closer to achieving your business goals.
- Take a look at your competitors’ performance.
After modifying your strategy as needed, you should see how it stacks up against the competition. Understand how your competition measures performance and think of how you can do it better. Looking at your competitors’ efforts will help you see if you remain true to your goals and if your efforts are taking tou closer to achieving them.
- Take an in-depth look at your brand messaging and position.
As a final step, you should also examine how you present your brand through your website, social media networks, and other marketing channels. It’s also an opportunity to check if your brand messaging is consistent and aligned with business goals and customer sentiment. This will, in turn, show you how you position your brand and if you provide a clear value to your customers. Take note of your unique selling point and try to discover what makes you different—or better—from the competition.