Get a marketing audit diagnosis

Imagine a marketing audit as your yearly physical at the doctor’s office. The doctor conducts multiple tests to determine your overall health and pinpoint what needs improvement. This process is very similar to a marketing audit. You analyze your overall marketing technique to value each channel and determine what you’re doing well vs. what needs improvement.

Why should your company perform a marketing audit?

  • Helps you determine the specific messaging to target the right customers
  • May unveil unknown, new or even overlooked target audiences
  • Shows you ways to tweak your current strategies and plan to reach company goals and objectives
  • Have a truly deep understanding of how you do business – to determine your marketing objectives you need to know where you currently stand

A marketing audit is broken down into several parts of analysis:

All about [insert company name here] – Complete a detailed overview of your company

  1. Backgrounder – basically a fact sheet including the important facts about your company
    • Industry, size, location(s), number of employees
    • Timeline of important events listed chronologically
  2. Company goals and objectives – what are your short-term and long-term goals? Refer to the CEO/ CMO’s goals for your company and products.
    • Do you want to increase sales leads? Audience size? Transparency?
    • Short-term goals should be set based on the next year, while long-term goals should be set for the next two years

Products/Services – Break down each product or service if multiple

  1. Describe how each works, cost
  2. Outside factors that affect your product
  3. Awareness of your products/ services

Your customer persona – Specific characteristics that describe your customer base

  1. Literally, who are they? – The more detailed the information, the better.
  • Industry?
  • Relevant job titles
  • Specific geographic location(s)
  • Age range of customers
  • Ethnic backgrounds
  1. Any groups outside of your “target industry”?
  2. Typical behaviors of your audience throughout the sales lifecycle – Include behaviors of loyal customer base
  • Have these behaviors changed over time? This can create new needs and wants for your customers

Your company vs. the competition – How do you measure up?

  1. Your Marketing HealthDescribe your competition
  2. Compare your products and services to your top competitors
  • What does your company do better?
  • Are there any flaws in your product that give your competitor an advantage?

Develop a relevant marketing strategy based on your findings

  1. Analyze past and present marketing strategies
  • Email marketing
  • Social media
  • Branding
  • Search Engine Optimization
  • Public relations
  • Communication
  1. Determine how much you’re willing to spend
  2. List specific ways you are going to reach your long-term and short-term goals
  • Advertising – print, broadcast, online
  • Media/ public relations
  • Events – trade shows, webinars, etc.
  • Promotional products
  • Databases – CRM, marketing automation software, etc.

How do I know my marketing audit is accurate?

Marketing audits can take a lot of time and effort. Spend your valuable time focusing on new marketing campaigns. Leave the analysis to someone else. Marketing audits tend to be most accurate when performed by a third party. Someone who is not directly involved to your company or products has an objective viewpoint that can ensure you get the most accurate analysis.

Let iNet Process help you set your marketing trajectory.

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