Clearly not a mandatory step but highly recommended, the WEB audit of your company and its online presence can reveal key elements for the design of your online communication strategy. Without going into too much detail since the subject is vast, here is an overview of the axes that it may be interesting to take into account during this audit …
Before communicating with your prospects, customers or collaborators, it is important to know who you are, who is your target and who is your competition. The audit firstly establishes these three identities.
By reading this, we would tend to think that we know who we are or more exactly what our business is and what its expectations are. However, the answers are not always obvious and spontaneous.
First, and in order to adopt a future discourse in line with the identity of your Business, define the values of your company, its vision for the future as well as its commitments (towards customers but also herself!). On social networks, it is important to convey a strong brand image, having its own identity, professional but also human. This step will help establish the digital identity of your structure.
The audit will also allow you to draw portraits of your customers or prospects: the “personas”, which are none other than the archetypes which describe the different behaviors observed among potential customers. This will guide and adapt the communication and the content in order to generate a maximum of lead (= engagement).
Finally, as you are certainly not alone in your market, it is important to know who your competitors are: what are their products, their strategies, where do they communicate and how, with whom? Etc. The audit will also make you wonder about your positioning in front of them: what are your strengths and weaknesses?
Social Media & E-reputation
Our WEB audit will then lead us to question your current presence on your social media and your reputation on it.
We understand by social media (or social media) any platform allowing a direct exchange or not between your company and your audience. We consider for example that this blog is a social media since you can comment and react to each of our articles (which we invite you to do!).
As part of the audit, we will try to identify all the platforms on which your company is present either voluntarily (Facebook, Twitter) or involuntarily (semantic search engine like Yatedo). This step allows you to have a more concrete view of your presence, and to act later if this or that platform is well suited to your strategy.
This is also the time to focus on what is being said about you and especially to be aware of negative, mixed opinions, or suggestions for improvement that Internet users might give you. It is these consumer returns that will allow you to adjust your actions and correct things.
Companies often pass through negative opinions, which remain unanswered, on directories such as The Yellow Pages which nevertheless benefit from good referencing on Google and can come out among the first search results!
More generally, what are your methods and tools for operating and analyzing social media? Are they suitable and well used? Is your reputation followed and the response adapted? This will then make it possible to propose a marketing 2.0 plan integrated into your communication strategy.
The WEB audit draws up a detailed assessment of your institutional or e-commerce site, pillars of your online presence, at different levels.
First of all, functional, by taking an interest in the objectives and challenges that your site represents. What do you expect from it? Who is he talking to? A good site, beyond design and SEO, is a site that is adapted and understandable by your target audience. Are your current goals achieved?
The next step, closely linked to the previous one, deals with the user experience: is access to information obvious, are the menus well structured, the navigation logical and the content sufficiently clear and quality? Taking these parameters into account will prevent you from having too high a bounce rate.
A WEB audit makes sense above all in the analysis of the very design of the site, in all of its pages. Is it developed according to good practices (W3C standard for example)? Are the various tags present and well used, is the site responsive and well integrated into the social networks you use? These qualitative parameters are decisive for its referencing.
When writing content, it is important to think “SEO” but not only! Your site is made above all for your customers and not the search engines. So be careful to reflect on your content and find the happy medium.
We could have included the SEO study in the previous paragraph. But we consider the notion of SEO more broadly than just linked to the site. In your WEB Strategy, you will surely have to create a site, a blog, maintain different social media and even applications. Each of these elements must be fed according to the same referencing strategy.
At the audit stage, we will focus on taking stock of the keywords that characterize your activity and your services. The approach can be to focus on the expressions already used on your communication media, but also on those used by the competition or the major players in your market. Google also offers tools to generate new keyword ideas.
The next step will be to establish a relationship between the keywords identified and the associated results in the search engines in order to estimate your SEO performance.
These results will then allow you to adapt all of your communication, all platforms combined, in order to reposition yourself strategically in the face of competition.
This step also represents a good basis for possible paid SEO (Google Adwords) or social advertising (Facebook or Twitter) campaigns.
Purpose and Objectives
A strategy having no meaning without goal or objectives, the WEB-oriented audit will allow you to take stock of what your initial objectives were and their state. The new objectives will allow either to correct the situation or to develop your online activity.
These goals and objectives are quantifiable and can be analyzed via a set of tools, whether social networks or your own sites. The audit also aims to verify the performance of these tools and to suggest ways to improve all the analysis and reporting of your actions.
This is an important step to measure the impact of your future strategy!
When we think of strategy, the audit represents a high added value since it allows to fix the initial state of a system, of an organization, in order to highlight its strengths and weaknesses and to propose axes of improvements.
As a gift, a small, non-exhaustive infographic:
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