How to write an awesome social media audit and win more clients
Offering audits as part of your services is a great way to boost your income as a social media manager.
That’s because the humble audit lets you show prospective clients what you have to offer and position yourself as an expert.
Social media audits are a low-risk entry point into your world. And, they can net you extra income when you offer them as an introduction service or as an upsell at the end of a power hour or workshop.
They let you demonstrate your skills and knowledge and offer clients valuable insights into their social accounts – without giving away all your secrets!
In this blog we cover the vital information you should include in an audit plus three ways you can use audits to boost your bottom line each month.
But one quick word of warning. Audits are a light touch, not a full on strategy. Be careful not to get too carried away.
Ready to carry out an audit? Here’s what to include:
Head to each of your client’s social accounts and imagine you’re a first time visitor.
What are your first impressions of the platforms? Is it immediately obvious what service the business offers? Do the accounts feel active and exciting? Do they make you want to find out more?
Take some screen grabs and include them in your audit.
Branding and consistency
Once you’ve noted your first impressions, it’s time to dig a little deeper.
It’s important for businesses to ensure their visual branding and written messaging is consistent across all digital channels. This helps speed up brand recall when people are browsing on social media.
Check the following:
In an ideal world your client’s accounts would have matching @names. Where this isn’t the case, make a note of any @names that stick out so
you can investigate changing them later.
Your client’s profile picture, or logo, should also be the same across all platforms.
This helps visitors recognise your client’s account if they’re looking for them on a platform they’re not familiar with.
Image sizing and banners
Ensure that profile pictures or logos are the right size and shape for the platform. Square pictures in round spaces – and vice versa – look lazy and unprofessional.
Don’t forget to look at both desktop and mobile versions too. Banners in particular can look drastically different on different devices.
Profile / Bio text
Over time, the information we share with followers changes. This means that bio info across different platforms can get out of sync.
Check that all bio, profile and about sections share a consistent brand message.
Make sure all relevant profile sections are filled in and are being properly utilised. On Instagram for example, both the @name and the name section of the bio are searchable. To maximise your client’s chances of being found, these fields should be different.
Are the links in your client’s bios and profiles still pointing to relevant pages? Check that they work and aren’t sending followers to out-of-date info such as old blogs, expired offers or campaigns that aren’t running any more.
Pinned posts are great for sharing important information with an audience, so hats off to your client if they already have one.
As you carry out your audit take a look at the information in the pinned post – when was it created and is the info still relevant?
If the pinned post is more than three months old, make a note to refresh it. This can be as simple as reposting the same image and text but it will have a more recent post date and make the page look more active.
Does your client’s page include an email address or phone number? Make sure both are correct and working.
The next step of your social media audit is to look at the content to see what’s working well (and what’s bombing!)
Look for posts with the best engagement and include the top three for each platform in your audit.
What conclusions can you draw from this?
Are there any common themes? Is the same content working on all channels or is there a significance in what’s working where?
Is your client posting a good mix of content? Are they posting regularly? Are they providing a good mix of created and curated content, and are they taking advantage of each of the platforms’ various features such as Reels and Stories on Instagram?
At the end of your audit you should make a list of recommendations for each platform.
If you are doing a free or mini audit, be careful about how much of the ‘how’ you give away here.
Remember to include a section which clearly explains how you can help to achieve the improvements.
Don’t mention prices at this point – remember all businesses are different and should be priced accordingly.
Finally, include your contact details, social handles and some good old social proof in the shape of testimonials.
Three ways to make money from audits:
As we mentioned at the beginning of the blog, social media audits are a great way to boost your monthly income.
As a low-ticket item they’re easy to sell and offer a great deal of value to your clients.
- As a paid service
Charge as much as £100 per audit using the £100 Audit template in The Social Media Managers Toolkit. It has everything you need to get started.
- As a teaser
Carry out a mini audit to send to a prospective client. Include a few tips they can implement themself and a few they’ll need your help with. Invite them to upgrade to a full audit.
- As an upsell
An audit is a great low ticket item that you can offer to clients at the end of a power hour or workshop.
So, are you going to start offering social media audits as a service? Head to the Toolkit for our ready-to-go £100 audit template and start making more money today.