A Marketing Audit reviews the current marketing you are doing for your business. An audit examines all areas of marketing, including:
• Branding/Design
• Company story
• Website/SEO
• Review management
• Social media
• Marketing- Collateral and online (Paid advertising)
I suggest doing a marketing audit every few years. Marketing changes so fast, and the technology and platforms used in Marketing are updated frequently. It is suitable for a business to hire a marketing expert to take a step back and review what they have been doing or haven’t been doing and what is or is not working. I recently completed one for a client, and the results were astonishing. Let’s dive deep into the different areas of a marketing audit.
Branding/Design
Review the company logo and tagline. Is the logo outdated? Does it speak to the direction the company is going in? Does the tagline have the right keywords in it? When you search on google your keywords in your tagline what kind of companies appear in the search? Are the companies similar to what you do?
Is your company story effectively told in all marketing, including social media, website, and collateral?
Some questions to ask yourself:
Do you mention your mission and vision statement?
Is the pain points you can relieve for your customers in your story?
Do you mention awards the company might have won or milestones in your company?
Is your team present in the story?
Website/SEO
Your website is the most critical asset for your company. The biggest thing is how old is your site, and have you had any refresh on it? Is the website platform up to the latest technology, and does it play well with SEO plug-ins? Are all your services listed on the website? Is your about us page current? Do you do SEO monthly? When was the last time you pulled keywords to review? Honestly, you could do another audit on just your website.
Review management
Does your business have a Google page, and is it up to date? Is asking for customer reviews part of your marketing strategy? Do you share your reviews with your customers on social media or your website? Do you respond to reviews that customers leave for your company? You might even start a referral campaign if you don’t have one.
Social media
Social media platforms change frequently, so you must review them monthly to ensure all your information is correct and all the fields are filled out. An example is that LinkedIn just added quite a few new features for business pages that are very valuable. Are your social media profiles and covers up to date and match your branding for your company? What is your content calendar, and how frequently are you posting? Have you checked your social media analytics?
Marketing- Collateral and online (Paid advertising)
Have you taken an inventory of the print items you use to market your business? Do they need to be refreshed from a content and creative perspective? Do you need additional marketing pieces? Do you use QR Codes in your marketing? Have you tried digital advertising, such as Google or Facebook ads or online industry publications?
If you read this blog and feel overwhelmed with your marketing, please reach out for a 15-minute complimentary coaching session today!