As the world of digital marketing advances, it’s vitally important for businesses to make more strategic and smarter decisions with limited resources.
As you read this list, you can dive as deep as you want into each of these steps. They do not need to be accomplished in an particular order. Practice identifying which of these audits are necessary for your own business or initiative. Just like businesses have unique models, each business has different digital ecosystem needs. The purpose of this guide is to help you ask the right questions and identify solutions and opportunities.
1) Audit the Website
Gratification/Homepage Hook: What immediate gratification or hook are you offering your user? This can be accomplished through a video, animated loading screen or icon, beautiful imagery or a unique point of difference in your design. Stephen Webster has beautiful hooks.
2) Audit the SOCIAL
Content: Is the content relevant for the specific platform and brand? Is the demographic you want to reach interacting? Find out what your demographic is interested in and talk to them in the way that they want. Ensure your post titles and captions use language that resonates with your audience.
3. Audit the BRAND
Brand Guidelines & Consistency: Are brand guidelines established and implemented? Your photography, illustrative assets, fonts, color palette, logo, wordmark, iconography, and messaging should be established and consistent throughout your platforms and collateral.
4. Audit the Acquisition & Retention Strategy
Loyalty Program & Rewards: How are you showing your appreciation to your most loyal customers? Building a rewards program is an effective way to retain your customers and turn them into ambassadors for your brand.
5. Audit the “TIE” 1
Lastly, Consistent Campaign Messaging: Are you communicating consistently on each platform? Promoting your campaign on each platform will help to strengthen its reach and performance. Ensure your messaging for each campaign is appropriate for each platform and deployed in a timely manner.