The word ‘Audit’ may send shivers down your spine and give you flashbacks to accountants digging around your business, asking for documents, and checking your financial statements.
I have some good news for you – this is NOT what we mean when we say, ‘Digital Audit’. Rather than leaving you frustrated like the typical financial audit, a Digital Audit will give you insights on how to better use digital to grow your business.
What is a Digital Audit?
A Digital Audit is a process where your digital assets are inspected, examined, and analyzed. At the end of the audit, a report will be delivered that provides insights into how digital within your company is currently being used and recommendations for improvements.
A good digital audit will look at all of your digital assets in use such as:
- Digital Advertising
- Digital Analytics
- Social Media Presence
- Search Engine Optimization
- and more…
So now that we know what a Digital Audit is (and more importantly, how it’s different from a traditional financial audit), let’s chat about the 5 reasons why you need one.
5 Reasons Why You Need a Digital Audit
- Better Understand Your Digital Ecosystem
Because of recent world events, a lot of businesses have been putting more focus on their digital presence. You may have tried new types of digital marketing or started doing eCommerce – in fact, we highly encourage people to experiment with their digital to see what works. However, it’s likely that you’ve built up a bit of a collection of digital tools and may have lost count of a few.
Do you know all the digital tools in use? Do you know what role they play and how the work together to create the bigger picture? By completing a Digital Audit, you’ll get clear on your digital toolbox and can make informed decisions on building your digital ecosystem.
- See What’s Working and What’s Not
Alright, so you’ve got all your digital assets sorted and understand what they do – but now it’s time to check how each are performing. During a Digital Audit, we’ll dig into website traffic, social media action, paid ad success, and more. From this, it’ll be clear what ones are underperforming or overperforming. For assets that are underperforming, you can dig into the reasons why and maybe decide that asset is not a good fit. For assets that are overperforming, you can seek to further optimize them and squeeze out even more value.
By understanding asset performance, you can set benchmarks and take a data-driven approach to your use of digital tools.
- Understand What Your Brand Looks Like Out There in The World
As they say, it’s hard to see the forest for the trees. As a business leader, you’re so caught up in your own work, endless details, and competing demands that it can be a challenge to see how you actually present your brand to the world.
By having a Digital Audit, you’ll receive an objective and unbiased review of what your brand looks and feels like. Perhaps your website says one thing, but your social media presence tells another story. Use the insight from the audit to make sure you’re communicating the right message across all digital channels.
- Identify any Gaps You May Have with Digital
By thoroughly analyzing your digital, it can become clear (pretty quickly) what gaps you may have. For example, a strong digital audit will tell you what’s working, what’s not working, but will also identify new digital opportunities for your brand.
Perhaps you’ve spent a lot of time building an awesome Instagram presence but are missing out on valuable traffic from search engine optimization.
Perhaps you have a beautiful website, but its page load times are slow, and people are bouncing.
A digital audit should call these gaps out, and let you know if closing these gaps makes sense for your business.
- Feel Confident Taking Your Next Steps with Digital
The Digital Audit will give you a very clear view of where you are today with digital – you’ll better understand what’s working, what your brand looks like, and more. From these insights, you can make very clear decisions on what your next move with digital should be.
Your Instagram content is performing well? Let’s double down on it for the next quarter and see what happens
Your website has unclear call to actions? Let’s re-think the customer journey and see if we can get our visitors to make more action.
By knowing exactly where you are today, you can make very informed decisions on where you should be tomorrow.