In a recent piece, we explored what a communications audit is and provided you with an insight into how the process works. To build on this, we will delve further into the far-reaching benefits a communications audit provides and why it is vital that your organisation takes the time to do this sooner rather than later.  

So, in simplistic terms why should you take the time to act now and embrace an audit?   

Knowledge is power 

By understanding how your business chimes with its target audience through an audit, you can begin to develop meaningful content that resonates. This not only saves internal time and resource, but it also helps you to understand precisely what information your audience requires and what they would benefit from.  

This powerful knowledge can then inform the foundation of a solid, strategic communications plan, where you can map out content for the year that pinpoints the needs or wants from your audience. This will enable you to not only build brand engagement but gain the respect of your audience, as a company that provides valuable, quality information, relevant to them and their needs.   

Create consistent alignment 

Here at Hey Me, we are huge advocates of ensuring that our client’s brand is consistent across all touchpoints. What you communicate on social media should align with your brand messaging. The tone that you use in your content should sync up with the style that you use in any articles that you produce for trade press or in advertorial copy.  

Audits help us to gain a better understanding of where there is inconsistency and quite simply, what needs fixed. This also builds on the brand messaging workshops that we deliver at the start of any project or client relationship; vital to ensuring that you have aligned, well planned out communications and brand messaging, that aligns across all touchpoints.   

Keep your brand front and centre 

The news cycle constantly changes and evolves. In today’s content saturated world, it is a challenge to keep your brand ranking high on Google or have your posts consistently appear high up on LinkedIn.  

By taking the time to read about your industry, understand what your competitors are doing and what the news cycle is featuring that day, you gain an insight into how to optimise your content to engage with your target audience at the right time.  

You can ensure that your story doesn’t go out at the same time as a competitor’s press release. You can weave your social media posts in with key news trends, tapping into conversations in turn building rich and meaningful engagement. There are so many benefits that a communications audit provides, that those who don’t do one truly are missing a trick when it comes to nurturing positive brand engagement.  

Understand your weaknesses – and plan to overcome them  

An audit also shines a spotlight on potential inconsistencies or areas that require some serious focus. Perhaps you haven’t considered that LinkedIn is a key way for you to attract new business, or that an advertorial with a particular trade magazine will get you the traction that you need to build momentum with new markets.  

By taking part in a communications audit, you will gain a better understanding of missed opportunities and harness this information to make a targeted plan to overcome them.  

Supports strategic business management and growth  

To reiterate, knowledge is power. The core objective of a communications audit is precisely that, giving you the time and opportunity to review your business and its place in the industry, take stock of audience needs and how to align these with your strategy.  

The more investment and energy that you place in taking part in a communications audit, will better inform a business strategy, and consequential communications strategy, making a positive impact for your business, long-term.  

It’s a no brainer, really? If you are looking to conduct a communications audit and in turn create a meaningful brand that resonates, get in touch with Amy Jeffs at amy@heyme.co.uk