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What does a digital audit look like?

Digital Audit

In today's hyper-connected world, the digital presence of a business or individual is akin to a virtual storefront. Just as a brick-and-mortar store might periodically assess its layout, stock, and customer experience, the online arena demands similar introspection. Enter the digital audit—a structured deep-dive into one's online persona. This rigorous examination goes beyond surface-level analytics, diving deep to unearth gaps, strengths, and potential growth areas in the digital sphere.

Benefits of a Digital Audit

#1 Guiding New Businesses

For ventures just dipping their toes into the vast waters of digital marketing, navigating can be daunting. A digital audit acts as a compass, guiding new businesses to comprehend the digital realm. It lays down the groundwork for crafting a bespoke digital marketing strategy, ensuring alignment with overarching business ambitions.

#2 Spotting Strengths and Shortcomings

Every digital journey is dotted with milestones and stumbling blocks. Through a digital audit, businesses gain the eagle-eyed perspective needed to pinpoint lucrative opportunities ripe for the taking. Concurrently, it sheds light on areas of improvement, ensuring resources aren't wasted on ineffective digital strategies.

#3 Maintaining a Competitive Edge

The digital realm is ever-evolving, with trends that come and go at lightning speed. A periodic digital audit ensures businesses aren't left behind. It's the ticket to staying updated, relevant, and at the forefront, ensuring an edge over competitors in the digital race.

Key Elements of a Digital Audit

A digital audit is like checking how a company uses the internet for its work. It's like a report card for how well they are doing online. This helps the company do better on the internet.

#1 Audience Insights

Decoding your target audience underpins any successful digital campaign. Understanding who they are dictates how to communicate with them. This is where 'user personas' come in—representative profiles of different customer segments, describing demographics, behaviours, and motivations.

But, knowing your audience is a two-step dance. First, understand who they are. Then, discern how they interact with your brand online. This includes user scenarios—what objectives and tasks does a persona aim to accomplish on your site or platform? Then there's the 'user journey'—the path they take on your site. Mapping this can spotlight and resolve obstacles in the user experience.

#2 SEO Analysis

SEO audits dissect a website’s optimisation for search engines, pinpointing what's working and what's not. The goal? Boosting visibility on search engines by resolving identified issues.

This in-depth analysis covers on-page elements (like keyword usage, meta tags, and headers), technical aspects (like site architecture), and off-page elements (mainly backlinks). It's about ensuring a website is perfectly tuned for the keywords and terms it wants to rank for.

#3 Paid Media Analysis

Auditing digital advertising zeroes in on the efficiency and effectiveness of ad campaigns across platforms. Metrics like click-through rates and cost per conversion are critical here.

The audit scrutinises targeting strategies, ad messaging, and landing pages. Based on the findings, refinements can be proposed to enhance campaign performance.

#4 Online Competitor Analysis

Analysing your competitors' online clout can offer invaluable insights. This entails dissecting various facets of their digital footprint— from website design to social media activity. Such a study can unveil gaps in your strategy, presenting opportunities to outshine competitors.

#5 Social Media Analysis

A social media audit evaluates a business’s performance across platforms like Facebook and Instagram. It checks the effectiveness of strategies, content, and engagement.

Initial steps include evaluating the brand’s presence—number of followers, content consistency, and engagement rates. Next, the audit assesses if the strategy aligns with marketing objectives. Content performance—like reach and engagement rates—is also analysed.

If you are in the market for a digital audit. Transcending Monkeys offers a comprehensive digital audit. click here to learn more.


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