At the start of any new project, we conduct a digital audit of the client’s business. In doing so, we help our clients answer two big questions:
- Where are your customers are online?
- Where is your business is online?
Seems simple, right? But as we all know, the term “online” is an ever-growing umbrella for a lot of platforms. We conduct a high-level analysis of how a business is doing in several online areas, including:
- Social media
- Website content and user experience
- Brand story
- Customer sentiment
The results of this 360-degree assessment have surprised more than one of our clients. It can be easy to lose track of what accounts your company holds (“We have three inactive Facebook pages?”), be unaware that your customers are talking about your brand on Twitter or not know how your company stacks up in search results. The truth hurts, but once clients get over the initial shock, the results of a digital audit are a powerful indicator of what immediate next steps can and should be taken.