The term ‘Marketing Audit’ refers to the comprehensive, systematic, analysis, evaluation and the interpretation of the business marketing environment, both internal and external, its goals, objectives, strategies, principles to ascertain the areas of problem and opportunities and to recommend a plan of action to enhance the firm’s marketing performance.
That’s great, but what does that actually mean? And how do you perform one?
The Harvey & Hugo definition is:
Review what you’re doing.
Find out what works well, what doesn’t work, what could be improved, and look at what your competitors are doing
Plan how you can use your findings to improve your marketing.
And this is how you do it.
Cover everything you do; social media, website, blogs, mailshots, content, advertising – even networking!
Wherever you share your story or brand, it needs to be checked for effectiveness and results.
Take time to check the tiny details and find out exactly what goes on across the business.
Use analytics, find out audience data, check website engagement levels – all of this will give as big a picture as possible to understand how your activity is being received and performing.
Have you changed anything recently? Is what you’re doing achieving results? Could you add anything – such as video or design – to take your activity to the next level?
It’s all very well and good wanting to take the world by storm, but what can you realistically achieve with the time, resource and budget available?
Making sure you have a strategy or plan is important to implement the changes identified at the right pace.
Performing an audit once every five years is fine, but what has changed in the world of marketing over that time? How has your business changed? Has your strategy updated?
Make time to regularly audit your marketing activity to keep up to date with trends in both your industry and wider marketing world. This will also help you to compare results and be more reactive to changes.
Auditing can be a time-consuming activity, but don’t worry – we can help!
If you want to find out more about how your activity is working – or not – for you, throw us a bone on 01325 486666 or email firstname.lastname@example.org