This post is a part of our digital audits series – a closer look at what it takes to improve your digital strategy.
Digital marketing isn’t a set-it-and-forget-it deal – you can’t just set up a website and call it a day. To actually reap the benefits of your digital strategy, you’ve got to continually adjust and evolve.
However, the overwhelming amount of data available online throws most organizations off – how can you use all this information to better your strategy if you don’t know what it even means?
That’s where a digital audit comes in handy.
Why should you do digital audits?
What kinds of social posts get the best response from your audience? Is your email campaign getting the job done? How functional is your website? Only a good digital audit can answer these questions.
By finding someone outside your company to take a completely objective look at the cold, hard facts, you can see exactly what’s working and what’s not – which means you have the power to change course if things are getting off track.
Audits can also shed light on the gaps within your digital team – maybe you don’t have enough time to post on your social channels regularly, or maybe your graphic design skills need some work. Whatever the case may be, a good audit will help you figure out what kind of tasks need to be outsourced.
How often should you audit?
Digital trends come and go all the time – and your organization’s goals probably fluctuate too. If you want to stay relevant, you’ve got to adapt. Audits serve as a great “digital compass” – they can point your strategy in the right direction.
To ensure your strategy is up-to-date with the current digital climate, doing a thorough audit every year is ideal – this gives enough time for your strategy to take off, but not so much time that it grows stale.
What should you look for in an audit?
Does your digital strategy align with your organization’s goals? That’s ultimately what an audit should reveal.
- Which search terms to target – and which ones to abandon
- How people discover your website and engage with it
- If you’re attracting the right audience
- If your site’s speed is holding it back
- If people are actually paying attention to your social media efforts
- How your competitors’ social media strategies compare to your own
This information is crucial to your organization’s digital health. Why not empower your strategy by making informed choices?
Find a digital auditor
In order to get a truly unbiased look at your digital performance, you’re going to need to call in an expert. If you’re ready to make data-based upgrades to your digital strategy, get in touch with us.
Next week, we’ll give you a checklist of everything you need to cover during your next audit!