Now Is the Perfect Time To Do a Content Audit

Now is the perfect time for you to do a content audit of all your marketing channels! Periodically doing a content audit is a critical part of making sure you keep your potential customers engaged and make sales.

I tend to have an eye for seeing what could be improved when it comes to businesses. There are so many times I want to reach out to a business owner and suggest making a small change that could dramatically improve their sales, visibility, or client experience. Now, I know that it’s not possible for me to reach out to every business owner and tell them how I think they can improve. But what I can do is create content that I believe will help you improve your business because I genuinely want you to succeed. 

One of the biggest areas of improvement I’ve seen lately is business owners missing out on sales because they have missing or inconsistent information on their website and social media channels. Doing a content audit to identify any gaps is a simple way to make sure that your potential customers have everything they need right at their fingertips so that you can land the sale.

Why should you do a content audit? 

I read an interesting statistic the other day that I can’t seem to get out of my head. This may not be news to you, but it really blew my mind. Did you know the average person has the attention span of a goldfish? Yeah. You read that right. A GOLDFISH. On average, a person’s attention span is 8 seconds. That means you have 8 seconds to grab your audience’s attention and get to your point. Otherwise, they leave and are off to the next thing. 

If you’re not convinced, let’s run through a couple of scenarios. 

Scenario 1: 

You’re scrolling Facebook and see a post in one of your local groups that you think you’d be interested in. It’s the PERFECT hanging wall sign that you’d love to put in your office. You click on their profile, and you see nothing. You have no idea what their business is.

But, that sign is SO cute! I want it! How am I supposed to purchase it??

You click around for a few seconds, but you bail on looking any further because it took too much work to figure out the important information about this business and it’s unclear how to purchase the sign. Investigating any further would just take too much effort

Scenario 2: 

You see a question posted in a business group that is relevant to your business- how to break through a plateau. You want to know how to solve that problem too! You scroll the comments and see someone’s answer that resonates with you and seems to solve that problem. You’re interested in knowing what they do because maybe they’re the solution you’ve been searching for! You click their profile, see a website, but no description. You click the website out of curiosity. You read their homepage yet you still have no idea what they offer.

You leave their website because the answer isn’t obvious and clearly this is taking too much effort.

I know it may sound silly that digging a little deeper is “too much effort,” but it’s the reality we face! I know I’ve done this and I’m sure you’ve experienced this as well. 

It’s scary knowing how quickly you could lose a sale just because a potential customer couldn’t quickly and easily find the information they wanted. But doing a content audit across all of your marketing channels will help you see if you’re leaving sales on the table because you’re losing your audience’s attention. 

If you’re reading this and thinking, “What the heck is a content audit?” It’s simply intentionally and systematically looking at the content on your website and other marketing channels. The objective is to pinpoint strengths and weaknesses so that you can adapt your strategy to achieve your goals.

Tips for Doing a Content Audit

Now that we’ve established why you should do a content audit, let’s talk about the how. What are you even looking for? 

Here are 4 things to look for when doing your content audit to keep potential clients interested and to make more sales:

Link all of your accounts. 

People should be able to find your social media accounts and website from EVERYWHERE they connect with you. This will keep it simple for them and seamless for them to follow your Instagram from connecting with you on Facebook and visiting your website from any social profile. If they have to message you to ask where to find something, there’s a missing link somewhere.

Tell people how to work with you constantly. 

Think of every social media post, every email, and your entire website as a way to advertise your business. It should be clear to the reader what you do, who you help, and how/where they can buy from you. I’ve seen so many posts where a product or service is advertised, but there’s no mention of the actual business or link to where people can find more information. One way to test if you’ve included enough information is to ask yourself: “If this post/content were converted into a Facebook ad, would there be enough information for people to want to buy from me?” You don’t need to hard sell in every post, but include enough information so that people know how to get more information if they are interested in buying.

Include the details of what you’re selling. 

A lot of people lurk these days. They don’t always engage or ask questions. If the information isn’t voluntarily given, they’ll likely move on to the next thing. Include what the item/service is, where it’s located (if applicable), the price, and a picture. One of my core values is transparency. I know this is a controversial topic in the business world, but I fall on the side of posting prices. I think this gives buyers a sense of confidence in reaching out to work with you or buying your product. At the very least include how they can get the details if you don’t want to include them in every post (hint: include the link or tell them where the link is located!).

Pictures are worth a thousand words, but not when it comes to sales. 

This is mainly for product-based businesses. Including pictures of the item will quickly pique the curiosity of potential buyers. But it won’t always make the sale. People like to know information. They want to know what it is, what it’s made of, special features like durability and craftsmanship, and the price. I know there’s a fine line before you hit information overload, but people like to know the main points of what you’re offering. Let your posts do the selling for you!

The bottom line: Make it obvious when it comes to what you do, your business, and how people can buy.

I know conducting a content audit and making the necessary changes can be overwhelming for business owners to tackle on your own. But connecting all your accounts and having an intentional funnel or journey to walk potential clients through is a key point when it comes to your strategy. 

If you don’t know where to start or don’t have the time to figure it out, my VIP Day: Done For You Strategy Plan is for you. You’ll get a simple yet comprehensive strategy plan to follow that will boost your sales, create clear and effective messaging, and a content plan that will take all the guesswork out of what and when to post. 
To learn more about my VIP Day: Done For You Strategy Plan, click here.

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