How Small Businesses Can Improve their Online Presence with an Online Audit

February 6, 2018 Seth Spriggs

The digital world is moving fast, and if you don’t stop and audit your online presence every few months, you coud get left behind. Here are three ways to ensure your website, social media channels and digital marketing campaigns are up to date.

1. Review your social media activity 
Whether it’s through Twitter, Facebook, LinkedIn or Instagram, social media is a key component of your business’s online presence. It’s where your biggest fans, followers and customers look to ask questions, get updates, provide feedback and interact directly with your brand, but also where critics come to voice their concerns. During your online presence audit, go back through your brand’s social media history while asking yourself the following questions:

  • Did we respond to questions in a responsible and timely manner? 
  • Did we address any criticisms that were posted to our social media feeds?
  • Did we thank customers for positive reviews in a timely manner? 
  • Did our posts and promotions receive the sort of traffic and engagement we had hoped for?
  • Which of our social media posts got the most responses, and what can we learn from them? 
  • Which got the least? How do we avoid poorly performing posts in the future? 

2. Set up alerts and RSS feeds
Not everything that’s said about your brand online will be conveniently placed on one of your company’s social media feeds. Keep an ear to the digital ground by setting up alerts and RSS feeds to see what others are saying about you online. As you noted during your social media audit, address any concerns, criticisms, questions or reviews of your products or services in a timely manner – wherever they appear online. The easiest way to do that is to set up alerts to ensure you’re not missing out on the conversation.

3. Audit your website activity 
The most important touch point between your small business and your customers is your website, as it represents the first impression of your brand in the digital age. A basic audit of your business website should include a thorough analysis of its analytics, with a focus on which pages are getting the most traffic and which are causing customers to leave your website.
After reviewing page views, click-through rates and page visit lengths, consider reorganizing your website to have the most popular content more prominently displayed, while fixing or abandoning the pages that are causing customers to leave your site. Take it one step further by setting up a small focus group of impartial participants and asking them for honest feedback about their overall impressions of your website. Also consider asking a panel of consumers that represent your target demographic the following questions:

  • Why might someone visit this website? 
  • Were you able to find everything you would expect to find on our website with ease?
  • What do you think should be most prominently displayed? 
  • Does this website provide an accurate representation of our brand and our offerings? 
  • Why might you leave this website? 
  • Did you discover any bugs or technical issues? 
  • Does this website appeal to our target demographic? 
  • Would you return to this website when looking for the products and services that we provide? Why or why not? 

4. Can your customers find your business Online?

Use our free tool to scan your profiles for errors or missing information across 25+ of canada's most popular search sites and apps. You'll see the full list of site in the results.

Need advice on this topic to see how it can help your business thrive? Talk to one of our experts.

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