Bristol Brigand Surf – Communication strategy audit

A digital communications audit is a systematic examination of the strategies, tactics, tools, content and performance of all a company’s digital communications activities. The process is outlined below:

1. Definition of Objectives :
   • Clarify commercial and digital communication objectives.
   • Determine what the audit should achieve, such as increasing engagement, improving the conversion rate or boosting brand awareness.
2. Inventory and Analysis of Digital Assets :
   • Take stock of all digital assets, including websites, blogs, mobile applications, social media accounts and email newsletters.
   • Assess the current state of these assets in terms of design, content, accessibility and user experience.
3. Analysis of Online Presence :
   • Examine the brand’s online presence to assess the consistency and effectiveness of the message across different digital channels.
   • Check SEO and search engine optimisation to ensure that content is easily discoverable online.
4. Evaluation of Tools and Platforms :
   • Identify and evaluate the tools and platforms used for digital communication and marketing, such as content management systems, analysis tools, social media platforms and marketing automation software.
5. Performance Analysis :
   • Collect and analyse performance data from various analysis tools to understand user behaviour and campaign effectiveness.
   • Evaluate key metrics such as website traffic, social network engagement rates, click-through rates (CTR) for advertising and email campaigns.
6. Competitive analysis :
   • Carry out a competitive analysis to understand industry standards and identify best practice.
   • Assess how the company’s digital communications compare with those of its competitors.
7. Social Listening and Public Sentiment :
   • Use social listening tools to gather information about what customers are saying about the brand online.
   • Analyse public sentiment and feedback to identify opportunities for improvement.
8. Audit Report and Recommendations :
   • Compile the results into an audit report that highlights the strengths, weaknesses, opportunities and threats (SWOT analysis) in the current digital communications strategy.
   • Providing strategic and tactical recommendations to improve the company’s digital presence.
9. Action plan :
   • Draw up a prioritised action plan based on the audit recommendations.
   • Define specific, measurable, achievable, relevant and time-bound (SMART) objectives for implementing the recommendations.
10. Implementation and monitoring :
    • Implement recommended changes and monitor progress against established KPIs.
    • Adjust the strategy based on results and feedback for continuous improvement.

A digital communications audit should be carried out regularly to ensure that the company’s digital communications strategy remains effective and aligned with its business objectives and market trends.