More and more companies are using social media as part of their global strategy. However, most companies only focus on having more followers, content, and shares. But have you ever wondered if what you are investing in is producing some profit? The answer to this question can be found by doing a Digital Audit.
If your company has a social media strategy, it’s important to do a digital audit. This will be useful to know where you are and where you need to go. In addition, it allows you to manage your digital resources better and know how much you are earning from them.
No matter the size of your company, all your goals and actions should be reflected in your social media strategy. To execute a good social media plan, you must make a previous analysis and study both your business and the competition.
This will help you focus on the profitable actions for the digital marketing strategy. First of all, we have to understand what a digital audit is. What are the steps to performing a digital audit? If you want to know the answer to these questions, keep reading this note.
What is a digital audit, and why is it so important?
As we mentioned in the previous paragraph, a digital audit is an analysis we must consider when creating a social media marketing strategy. This is done to know the current situation of the company’s digital marketing project since it performs a complete analysis.
In other words, this type of audit consists of evaluating all the digital marketing actions carried out by the company. In such a way that we can correct and redefine our strategies if necessary, Now that we know what it means, let’s see the importance of conducting an audit on social networks.
The digital audit is important because it will give us a complete picture of its situation. In addition, it also allows us to see that it is performing our direct and indirect competition. On the other hand, it makes it easier to measure the fulfillment of brand objectives and see if KPIs are being reached. Likewise, we can evaluate the best social networks for the company.
Also, it gives us a wide variety of business opportunities since we see how the sector in which we are working is. On the other hand, it allows us to see which content works best and which publications have the highest engagement. In other words, with the application of a digital audit, we can determine the strengths and weaknesses of the company’s digital campaign.
Considerations for a Digital Auditor
Before following the steps to achieving a digital auditorium, some aspects and considerations are irrevocable. You can audit the content, traffic, content creation processes, and anything else you want. However, because the information is abundant, it is necessary to know what to expect from an auditorium.
First, it is necessary to formulate the objective of conducting a digital audit. The goal serves as the foundation for all analysis and determines what will be resolved with the auditor., if you have a page in which you are trying to increase sales, it would be irrelevant to calculate the engagement and not audit the level of conversions. As a result, the objective defines and marks the path of what is sought to be analyzed and corrected.
General considerations for a digital auditor
After defining the goal of the digital auditor, there are a few performance indicators that will be more important to examine.
Audit 360
Include a thorough examination of the company’s website and social media channels, paying close attention to the relevant indicators.Para lo cual, deberá revisarse el objetivo de las acciones de marketing digital.Only then will it be clear which metrics require more attention and optimization.
Landing Page Auditor
This audit will analyze the efficiency of the landing pages. This includes the time of descarga of pages, the usability, and the actions generated that can be measured.
Advertising Auditor
This audit allows you to evaluate the announcements you make on social media and websites. It is based on metrics and statistics. análisis of results that permit seeing the effectiveness of public relations campaigns. As a result, the budget can be distributed more effectively, billing can be controlled more effectively, and optimized results.
Auditor of the content creation process
This is significant because the content is a critical component of any successful digital marketing strategy. As a result, by conducting this audit, you will be able to assess the quality of your content and determine whether it needs to be optimized or changed. He likely discovers that he can replant his content marketing strategy to achieve better results.
Auditor of the work of the marketing team
Work analysis is conducted in collaboration with the entire team to advance the company’s marketing activities. This way, you’ll be able to see if they stayed on track with their goals and strategies.
Auditor of Investments
This analysis evaluates how the money was spent on digital marketing campaigns. In another way, explain how the budgeted amount was spent to achieve the goal. As a result, you will be able to determine whether or not you achieved your goals. This audit includes information about the cost per item.mil, cost per click, cost per message, cost per lead, among others.
Steps to Creating a Good Digital Auditor
The following are a series of steps that you can take to perform a digital audit of your marketing activities. Remember that you can adapt these steps to your needs and to the particular actions that you are currently wearing to a conclusion.
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1: Examine the company’s website or blog
This is fundamental because it serves to determine our company’s position. First, you will have to answer the following questions: Where are we now and where are we going? These presents will assist you in defining the goals you must achieve to have an efficient social media plan.
If we don’t have clear goals for anything, our actions on social media will be useless. As a result, we must know what we want to accomplish. As a result, our actions will aim to exceed them and identify the most effective strategies.
Let’s see what the elements that we must take into account are:
- Is your page being well administrated and optimized?
- What is the functionality of your websites?
- pages generate the most traffic?
- What technique do you use to achieve this goal?
- How are you working on the related links?
- Are the social networks visible to the company?
- How are the categories distributed across the website?
- How many clicks are required to purchase a product from the company?
2: Analyze the company’s social networks
As we implement a digital strategy, it is critical that we also analyze our social media strategy. Similarly, we must examine the competition’s strategy to understand the industry better. We can see which aspects need to be examined.
- What social networks do we have a presence in, and where do we compete?
- What are the contents that generate the greatest engagement?
- How often do you post?
- What is the tone we use on each social network?
It would help if you analyzed each social network separately to have more data about your performance on each of them. Also, the number of social networks that a company can have depends on the presence of the target audience and the investment budget. Among the social networks most used by some brands are Facebook, Instagram, TikTok, YouTube, Twitter, and LinkedIn.
The metrics that we can analyze on social networks are the following:
- Number of followers in the company’s accounts
- Evolution of our followers.
- The scope of publications
- How much traffic do our social networks generate?
- The type of content we publish.
- User interactions with posts
Analyze your posts with the Facebook Insight tool
Let’s look at some examples of the data we can find on Facebook. We can use Facebook’s tools to see which posts have worked best. In addition, we can see what kind of publication it was and what the period was. As well as knowing in which cities, gender and age groups there is more traffic. All you have to do is use the Facebook Insight tool.
Analyze your competition with Firmin
If you want to analyze Facebook’s competition, you can use the Firmick tool. With this platform, you can know which competition publications have been the most successful and engaged and other indicators which will help you learn more about how the sector behaves.
3: Examine social media campaigns
As we have looked at social media performance, it is also important to look at social media campaign performance. The goal of each publication determines the metrics that we use. Which are some of the data points that we can measure?
- Engagement in publications and types of reactions.
- Video visualizations
- Click on the links below.
- Cost per click
- Cost of Lead
- The percentage of visitors who came from social media networks.
- Percentage of conversions resulting from social media campaigns.
4: It is important to analyze the online reputation
Whether we like it or not, the actions we carry out on digital platforms impact our company’s online reputation. So we can cause a positive or negative reputation. For this reason, it is so important that you evaluate the actions that are being implemented.
It is also important to identify and measure what is said about our brand to determine which corrections need to be made. One of the tools you can use to measure your online reputation isGoogle Alert. This platform will give you a series of aspects to consider and evaluate.
- Who knows who we are on social media?
- How do we name social media?
- On which platforms do you mention our brand?
- Which of the following comments are related to our brand?
- What kinds of emotions do you convey in your sentences?
5: Examine the company’s web presence
It is important that, as an employer, we have a good web position. This will assist us in being in the most visible places on the search engines. As a result, whenever a user searches for information related to ours, we may appear on the first few pages. This increases the probability of having users click on the link to the website. To check if we have a good SEO position, we need to analyze the following points.
Visibility Online
This means that users know that we exist and can find us in search engines. Various tools can assist us in determining our online visibility. In addition, some tools allow you to conduct a competitive analysis. However, the quickest and easiest way to find your phrase is to type it into a search engine and see where you land in the results. In general, only the first page has the most value because very few users continue to explore the subsequent pages.
Errors SEO
On the other hand, analytic tools allow us to see more details about the most important web elements. They also allow for greater optimization, as we can identify company pages with errors or delays during the loading process. As a result, we need to know which pages we need to prioritize and address any issues causing us to lose ground.
Keyword Study
To analyze the keywords we will use, we can use Google Ads or SEMrush.In both, we can compare the keywords of our election and the terms associated with the most important search. We need to know our campaign’s Palabras claves and where they are located. Furthermore, it is necessary to examine the keywords used by the competitor but not by us.
Analysis of Backlinks
This is the last step before concluding the SEO analysis. We need to analyze the backlinks of each project. This aids us in knowing that other pages use us as a reference since, for Google, this is a sign that you are good at what you do. You can use Google Search Console to get information about which pages have more enlaces to our project. Also, you can see how many dominos we have analyzed and what the quality of these is.
6. It would help if you examined Google Ads campaigns.
It is important to analyze Google Ads campaigns, both ours and the competition. For this, we will use Google Ads and Google Analytics. On these platforms, you must see in detail the following points:
- What are the pages with the highest conversions?
- What is the dwell time of users?
- keywords trigger our ads?
- keywords that get the most conversions?
- How many clicks does our landing page have?
- What are the days and times when the highest number of conversions occur?
- What has been the cost per click?
Conclusion
In short, the digital world is very competitive since many companies have social networks. That is why it is important to know what the results are that our digital marketing strategies are giving us. Thus, we will know that the actions and investments are paying off. If you want to expand your knowledge on these topics, you can enroll in the SEO Search Engine Optimization course.
