How to Perform an Online & Social Media Audit for Your Brand
In order for brands to shine online and increase conversions, it’s important for them to understand how their customers interact with their brand online. Performing an online and social media audit of your brand is a great way to get insight into your customers actions. When you examine your sales funnel from a customer’s perspective, you gain valuable insight that can help your brand stand out from the competition.
So, we asked 5 experts to share the best ways brands can step into their customers’ shoes and search for themselves online.
1. Utilize tools that help you see the search volume for your target keywords
Stefan Debois, Survey Anyplace, @SurveyAnyplace
We use a few tools to step into our customers’ shoes. The first is SEO software CanIRank, which helps us see the search volume for our target keywords. Seeing this volume helps us understand what our customers need, and it enables us to reach out to them and let them know how we can help. We also use our own customer service system called Intercom to detect questions that are frequently asked. We do this by checking Intercom’s past threads. Lastly, Buzzsumohelps us see which content is popular in our niche.
2. Try different ways that a prospect might search for your business and analyze the results
Tabitha Jean Naylor, Marketing Consultant
Enter the name of your business in Google Search and take screenshots of the first four results pages. Try different ways that a prospect might search for your business, so you get the most results possible. If your business name is Sam’s Skateboarding Shack, you would enter the exact name, then ‘Sam’s Skateboarding,’ or ‘Skateboarding Shack,’ etc, to see all of the results using different keywords.
Once you get the results you want, analyze each one to determine how valuable, accurate, and relevant it is to what your business offers. This will help you better refine your marketing and SEO strategies going forward.
3. Consider examining your competitor’s reviews
Andrew Selepak, University of Florida, @ASelepak
Most companies have a social listening strategy and probably keep up with their Google and Yelp reviews. However, it is also important to look at Google and Yelp reviews for the competition. It is interesting to see when a customer review for one company includes a review for a competitor. Sometimes only disgruntled customers leave reviews, but this can be a great place to find customers loyal to your brand. While you don’t want to encourage customers to leave bad reviews for competitors, you can learn where you company went right and where a competitor went wrong.
4. Keep an inventory of your search results
Randy Mitchelson, iPartnerMedia, @iPartnerMedia
Sure, there are great software tools available which help a company track and analyze their digital footprint. However, if you spend an hour of quiet time doing a simple Google search you can save the money and hassle of learning a new tool. Scan the search engine results for obvious keywords such as your company name, the names of company executives and names of your products. Create an inventory of all those links and add to it over time so you have your digital footprint in one place.
5. Track your brand name and mentions on social media
Loren Baker, Search Engine Journal, @LorenBaker
At Search Engine Journal, we use tools like Buzzsumoand Mention to track employee name mentions and brand name. It’s a paid tool, but you receive daily updates of mentions of your brand. After we receive a mention, we’re able to engage with those users to extend the conversation beyond a simple mention.