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 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:

First impressions

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.

Businesses must ensure their visual branding and written messaging are consistent across all digital channels. This helps speed up brand recall when people are browsing on social media.

Check the following: 

@names

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.

Profile pics

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.

Ensure all relevant profile sections are filled in and properly utilised. On Instagram, for example, both the @name and the name section of the bio are searchable. These fields should be different to maximise your client’s chances of being found.

Links

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 anymore.

Pinned posts

Pinned posts are great for sharing important information with an audience, so hats off to your client if they already have one.

As you conduct 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.

Contact info

Does your client’s page include an email address or phone number? Make sure both are correct and working.

Content

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 platform’s various features, such as Reels and Stories on Instagram?

Wrapping up

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 great 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 you can offer clients at the end of a power hour or workshop.

So, will you start offering social media audits as a service? 

Additional resources to help you provide audits:

The social media managers toolkit includes audit and strategy templates, both of which make great one-off services

The audit bundle includes the social media audit and Instagram shop audit templates