In this article, we will show you the types of audits and research that can serve as a good basis for your communication strategy and why they are important for a more effective operation.
At the beginning of the year, there is always more time to plan and start afresh. This is also true for your company's online communication activities. It's a good time to take a step back and think about what's working and what needs to change.
In addition to intuition and experience, you may also need accurate data and figures to help you redesign. Before you get started, you should find out what types of audits and research are available to help you strategize!
At White Elephant Digital, we believe that research is the foundation of everything. We do precise targeting, try to put metrics on everything, and analyze it after implementation. We believe that without a comprehensive understanding, it is not worth embarking on any communication campaign.
Why? Immediate solutions can lead to short-term results, but we work for our client's long-term goals.
Nowadays, there is a wide range of software available to help professionals carry out various types of research and audits. We will show you what we think are the most necessary basic audits and research that every company needs.
Facebook is one of the largest social media platforms and one of the most important tools for businesses/companies to manage advertising and branding. This is why it is important for businesses to strategize, plan and review their online presence and marketing activities on this platform at regular intervals. A Facebook audit can help with those.
During a basic audit, our specialist will review the interfaces, check the settings of the existing business management account and ad management account, review the technical settings and connections of the company's Facebook page (e.g. Instagram, Messenger, WhatsApp accounts). Based on the analyses, it will recommend changes and, if necessary, create a bug list. We also review the visual elements of the page, text content, posting frequency and provide ideas for future communication.
If you already run ads, it's worth running a detailed analysis of these too. During an ad audit, we will provide you with reports and analysis of your previous campaigns and help you interpret the data provided by Facebook. Our research (target group research, competitor research) is a good and useful complement to this.
A Google Ads account that has been running for some time and seems to be running successful campaigns can still have errors, even if you think everything is going well.
With Google Ads audit, you can review your account settings and uncover any errors in running campaigns. By identifying the causes of any errors and then resolving them, you can not only increase efficiency but also save a significant amount of money spent on advertising.
The online space is increasingly competitive these days. Everyone wants to be at the top of Google's search results. It can help a lot if your website complies with the various SEO guidelines.
During the SEO-UX audit, we will focus on compliance with the essential SEO technical rules according to the current Google guidelines (ranking factors + sensitivity points, about 240+70 hidden criteria).
Based on our study, the programmer/website builder / SEO consultant can make the corrections so that a significant Google position improvement can be achieved. SEO-UX Audit content consists of approximately 20-30 pages of detailed text/image analysis plus accurate error lists with accompanying information.
As an additional option, Search Console interpretation/analysis, Universal Analytics/Google Analytics, Hotjar/Smartlook analyses can be ordered to get an even more accurate picture of the website results and necessary changes.
In addition to the audits above, it is also worth paying attention to various researches for more effective campaigns.
Since Google Ads targets based on search terms, relevant and well-chosen keywords are a fundamental element of Google Ads campaigns. Well-chosen keywords are crucial to ensure that our ads are displayed to our customers for the relevant terms.
Keyword research can not only provide information about your planned keywords (such as the number of searches per month and the recommended price for that keyword) but can also reveal new keywords that are relevant to your topic.
An essential tool in any marketing strategy is to identify your target audience as precisely as possible through audience research.
It's not all the same what messages you target different audiences with. The message has to be tailored to the tastes of the target audience, as the way to address a single career starter is different from the way to address a mother of three; it depends on the product or service you want to promote, and it also depends on the timing of the content you want to share with them.
It also matters whether we are communicating to a 'cold' audience or to people who already know us. Our target audience research also suggests how to use remarketing audiences.
We also need to remember that ideally, we expect something from our followers, we need a call-to-action - whether it's sharing our post, commenting, visiting our website, or even making a purchase. The aim is to mobilize visitors to our site so that they turn from interested visitors into customers.
Competitor research is a complement to target group research, which gives us a comprehensive picture of the players and content we need to compete within the market. If required, we will examine the activities of competitors, the direction of their communication, and, if possible, their Facebook ads.
If you feel it's time to redesign, contact us! We are available to carry out all of the above audits and research! Ask us for a personalized offer!