how website and social media audits to drive digital marketing

How To Use Website & Social Media Audits To Drive Your Digital Marketing

CarverTC.com

Want to know more? Sign up for our webinar Thursday Dec 3rd, 11 AM Pacific / 2 PM Eastern

https://carvertc.leadpages.co/eoywebinar2015/



We provide a variety of services for our clients, mostly more complex tasks like:• Developing content strategies• Putting marketing processes in place•Managing ads and contests• Developing high-end creatives•Measurement, analytics, and ROI

But before we do anything, we perform a keyword audit, a site audit, and a social media audit





You can’t get where you want to go unless you know where you’re starting from.





What a Keyword Audit Should Tell You





Keywords Impact:

•How search engines categorizes your website and content• The terms customers use to find your site, products, and services





Having the best keywords is critical for Search Engine Optimization (SEO), and for social media profile optimization.





A Keyword Audit Focuses on 2 Things:

•Discovering the best keywords for your business•Making sure they are properly used





Keyword Audits Discover:

• Keywords you use now• Keywords used in your industry• Keywords used in your local area• Keywords used by competitors





From this list of keywords a business can select the best keywords for use in websites, social profiles, and ad copy. Keywords that are relevant and widely used, but that illuminate the unique value a business offers.





Common Keyword Issues:

•Using the wrong keywords• Inconsistent use•Outdated keywords





Often, one of the biggest benefits of performing a keyword audit is that website, and social profile copy gets updated. Everything is brought into sync, and that helps create a focused online marketing presence.





What a Website Audit Should Tell You





What a Website Audit is:

• An exhaustive crawl of your site to find anything that might be wrong• Analysis of your site to identify potential improvements





Website Audits look for:

• Visibility issues such as pages not found•Metadata issues such as missing meta descriptions• Content issues such as high or low word counts, or missing text• Broken links• Image issues such as missing ALT text• Semantics such as improving use of headings in site content• Speed and rendering on desktops, tablets, and phonesWant to know more? Sign up for our webinar Thursday Dec 3rd, 11 AM Pacific / 2 PM Eastern




Common Website Issues:

• Broken links•Missing pages•Missing meta descriptions•Missing ALT text• Improper use of titles•High or low word counts•Missing meta descriptions• Slow sites•Non-mobile friendly sites





Once the audit is complete, you have a to-do list of issues to address. But fixing and optimizing your site doesn’t have to be expensive. In many cases, web administrators can fix the problems. A web administrator and designer can often implement many of the optimization recommendations. Want to know more? Sign up for our webinar Thursday Dec 3rd, 11 AM Pacific / 2 PM Eastern




Performing a website audit will help keep the site cleaned up and uncluttered, fast and efficient. It will help ensure your site is optimnized for SEO and device compatibility That will help make sure your customers can find your site, and once they do, that it works well for them!





What a Social Media Audit Should Tell You





A Social Media Audit is:

• An examination for your social media channels• Looking at messaging about your brand, products, and services• Looking content, engagement and conversations that are happening about your brand online





A Social Media Audit looks for:

• Profile optimization for SEO, brand messaging, and cross channel promotion• Popular content topics and types• Engagement to see how the brand is interacting with the community•Mentions to track sentiment and look for additional engagement opportunities (more on that later)





• Incomplete profiles• Profiles not optimized for SEO• Little or no cross-channel optimization• Inconsistent messaging

Common Social Media Issues:





This comprehensive look at your social media activities can often reveal insights that guide your marketing strategy and content plan.





A social media audit can discover insights such as:• Topics that generates the

most engagement• The types of content that are

most popular• Best times to post• Keyword and hashtag

effectiveness• Influencers who might help

market your brand• The value of ads and contests

in achieving goalsWant to know more? Sign up for our webinar Thursday Dec 3rd, 11 AM Pacific / 2 PM Eastern




Another key element of a social media audit is a mention track that allows you to see what people are saying about your brand online.





What Brand Monitoring Should Tell You





What Brand Monitoring Does:

•Monitors and alerts you when your brand, products and services are mentioned online• Provides a single place to track mentions• Allows you to research competitors, verticals and market segments• Lets you see and participate in online discussions about your brand that are happening outside your channelsWant to know more? Sign up for our webinar Thursday Dec 3rd, 11 AM Pacific / 2 PM Eastern




Brand monitoring shows you what people are saying outside of your social media pages and content. If someone writes and article about your brand on their blog, you’ll know about it and be able to respond. Those responses and follow up effectively extend your reach to new audiences.





Brand monitoring can help you:• Track and measure sentiment• Respond to all types of

mentions to the benefit of your brand

• Find influencers who are active outside of your channels

• Refine product positioning based on community perceptions

• Identify opportunitiesWant to know more? Sign up for our webinar Thursday Dec 3rd, 11 AM Pacific / 2 PM Eastern




Regular and effective brand monitoring can help you artfully respond, direct, and control the discussions about your brand that are happening online. In many cases it will give you insights about content to create, how to engage the community, and may help you identify sales opportunities.





Planning and Content Insights that Audits can Provide





Sentiment related insights:• Content• Content that the community likes and

dislikes• Popular topics• If you content is going deep enough

• Community Interaction• Good and poor community interactions• Information to train community

managers• Customer Service• How your online service is received• Insights to provide better online

service and build loyalty• Ideas for self-help content





Opportunities to respond and direct the online conversations:• Positive mentions:• Say thank you to build raving fans• Collect and share as social evidence

• Neutral mentions:• State value propositions and provide

additional information• Show customer evidence

• Negative mentions:• Take the high road and respond with a

thoughtful counterpoint• Others online will appreciate the

responseWant to know more? Sign up for our webinar Thursday Dec 3rd, 11 AM Pacific / 2 PM Eastern




Being able to respond to conversations online allows you to build on positive sentiment, and address negative sentiment with counter points and content. Either way, it gives you the opportunity to move conversations in the direction you want.





Benchmarking (competitor comparison) insights:• Keywords used by competitors• How competitor’s web site

stacks up to yours in terms of:• Rankings, trust, citation flow, domain

and page authority, etc.• How competitors are engaging

their social communities• Content strategy:• Topics, content types, posting times,

successes, and weaknessesWant to know more? Sign up for our webinar Thursday Dec 3rd, 11 AM Pacific / 2 PM Eastern




These insights can inform your messaging, product positioning, and content strategy. It can also identify potential competitive opportunities and help you position your products and service better, target your audience more effectively, and develop a digital marketing strategy that helps your brand stand above the competition.





We believe audits have such great value that we’ve lowered our prices until the end of the year and developed some awesome audit and content planning packages!





Here are the deals we have for the end of 2015:• A site and keyword audit for $499 (a $750 value)!• A site, keyword, and social media audit for $899 (a $1,500

value)!• A site, keyword, and social media audit plus a six month

content plan for $1,599 (a $3,500 value)!Give yourself an early gift! See offer details here!


http://snip.ly/PzXv#https://carvertc.leadpages.co/eoy-2015-planning-offers/




Still not sure? Want more information? No problem. Join us for a webinar Thursday Dec 3rd, 11 AM Pacific / 2 PM Easter. We’ll go over:• The types of information you can learn from site and social media

audits.• Common issues you might find (and things to look for that may

tell you it’s time for an audit).• Issues you can fix yourself, and issues you might need to get

help with.• The importance of keywords.• The types of things you can discover in mention tracks.• How audit information can inform content plans, influencer

strategy, product positioning, social selling, and…• An AWESOME deal for webinar attendees.

Sign up for our webinar Thursday Dec 3rd

, 11 AM Pacific / 2 PM Eastern




has the Social Media Training Courses to Help!

See our end of 2015 offers. See our service offerings:

• See our BLOG for great articles and insights!

• See our CONSULTING page for help with community management, planning, and aspects of social media execution

• See our CONTENT page for Content Marketing plans and content development.

• See our ANALYTICS page for analytics integration, measurement and social media ROI

See all our training offerings on the CarverTC Training page.Contact us today for a free consultation.

Visit our website at http://carvertc.com Follow us for more insights:


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