No one loves to hear the word “audit,” especially during tax season. Fortunately, we’re not talking about thatkind of audit.
A marketing audit is a much friendlier process that simply helps you evaluate what’s working in your marketing strategy, what’s not going so well, and identify areas where you can improve.
Think of it as a checkup for your business. Just like you visit a doctor for a routine exam or regularly take your car in for an oil change, your marketing efforts also need regular reviews to ensure they stay in tip-top shape.
Why Do You Need a Marketing Audit?
Nothing about marketing is “set it and forget it.” Something that worked great last year might fall flat this year. Something that wasn’t even on your radar a month ago could be the next big thing.
Trends change. Algorithms shift. Customer preferences evolve. If you’re not regularly checking in on your strategies, you’re likely wasting time and money on things that no longer serve you.
A marketing audit helps you:
- Identify strengths: What’s working well that you should double down on?
- Spot weaknesses: Where are you losing potential customers?
- Uncover opportunities: Are there untapped audiences or new strategies out there that might be worth exploring?
- Fix inefficiencies: Are you spending money on ads or content that aren’t getting results?
How to Conduct a Marketing Audit
You don’t need a marketing degree or any sort of fancy software to conduct a marketing audit. Here’s a simple step-by-step approach.
1. Consider the Big Picture
The first step to a marketing audit is deciding exactly what goals you’re trying to achieve. Do you want more website traffic? Higher social media engagement? Increased sales? Define your goals so your audit can determine whether your current efforts are aligned with them.
2. Watch Your Website Performance
Your website is the backbone of your online presence. Free tools like Google Analytics can help you see:
- How much traffic you’re getting
- Where your visitors are coming from
- How long they stay on your site
- Which pages are performing best (and which ones aren’t performing at all!)
If people are, say, bouncing too quickly, or visitors aren’t converting into leads or sales, you should consider making changes.
3. Scope Your Social Pages
Your social media posts may be reaching people, but are they the right people? A marketing audit helps you see which platforms are driving real engagement, what types of posts (videos, memes, blogs, etc.) are performing best, when your audience is the most active, and a host of other metrics that show your success — or lack thereof.
Is engagement low? Change things up by testing new content formats, adjusting your posting schedule, or shifting your focus to different platforms.
4. Assess Your Advertising Efforts
If you’re running paid ads, now is the time to check your return on investment (ROI). There’s absolutely no use throwing good marketing money after things that aren’t delivering results.
Don’t limit yourself to online-only advertising efforts. If you’re running ads in print publications, dabbling in direct mail or using any other sort of IRL marketing missives, you need to make sure those are performing well, too.
5. Creep On the Competition
A marketing audit isn’t just about seeing what’s working and what’s not. It’s also about identifying opportunities you can capitalize on. And believe it or not, your competition can be a huge help in this department.
Identify a few of your biggest competitors and review their marketing strategies. What are they doing that you’re not doing? Conversely, what are they not doing that you’re already doing but could maybe shine a brighter light on?
6. Enlist Some Elite Help
While it’s possible to conduct a marketing audit on your own, there’s no shame in asking for help.
It’s all too easy to overlook an amazing opportunity (or a glaring insufficiency) when you’re too close to the situation. Soliciting an independent marketing audit ensures that no stone goes unturned when it comes to such an important part of your business success!
Are You Ready for a Marketing Makeover?
A marketing audit doesn’t need to be exhausting. By taking a step back and evaluating your current status, you can make smarter decisions and achieve awesome results!
Could you use a pair of fresh eyes on your marketing strategy? Mischa Communications has 20/20 vision! Let’s look to the future together.