Having a digital presence in the 21st Century is a bit of a ‘no brainer’, but how do you know how you’re doing, where you’re at and how close to achieving your digital goals you are? Auditing your digital presence regularly is a vital piece of the digital puzzle. Here’s what you need to look at, and the questions you need to be asking yourself.
Identify your digital assets.
‘On page’ assets – your website, domains and hosting, paid and organic marketing efforts
‘Off page’ assets – digital marketing activity that takes place away from your website – social media – and your online reputation; analytics, planning – the thinking part of your digital marketing
Auditing your On Page assets
- Do you control your domain (are you the registered domain owner)?
- Do you own your website?
- Where is your website ‘hosted’?
- Is your website backed up?
- Is your website up to date?
- Is your website doing the job it was supposed to do when you first commissioned it?
- Have you reviewed your paid ads accounts for wastage?
- Are you up to date with the latest Google tools?
- Do you stray away from Google to see what’s going on elsewhere on the internet?
- Do you have a search engine optimisation strategy?
- Have you reviewed your key words recently
- Are you adding fresh content to your website regularly?
- Are you working to generate good links back to your website?
Auditing your off page assets
- Have you locked down your brand online?
- Do you keep track of new social platforms as they come live?
Online Brand/reputation management
- Are people talking about your business online?
- Are you using online reviews?
- How are you keeping track of your online activity?
- Do you review traffic to your website – where it’s coming from, how long visitors are staying on your website?
- Do you use social media insights to track what’s working and what’s not?
- Where are you going?
- What are your objectives?
- Do your online objectives align with your business objectives?
If you haven’t carried out an audit of your digital assets before, you may find this list daunting, but have the confidence that by going through this exercise you will be on the way to making sense of your digital presence, to understanding what’s working and what’s not, to being in control. Once you have the answers to these questions, you will be in a great position to move forward and see positive results from your digital marketing. You will be able to take informed decisions about where to invest and how to offer your customers the best online experience from your business.