Are you confident your marketing strategy and marketing plan are delivering the results that your business needs? Or are you unsure whether you have the right plan in place?
A marketing audit is a structured survey of a business’s Marketing efforts. In simple terms it highlights what has worked and what has failed.
Carrying out a thorough marketing audit with a fresh pair of eyes and having an outsider’s view into your previous marketing activities will provide you with an impartial assessment of your current performance against your competitors. It will also provide an important benchmark for monitoring any future marketing activity as well as provide recommendations to improve the efficiency and performance of your company’s overall marketing activity.
So are you trying to do anything and everything rather than focusing your efforts on the activities that will deliver real results? Done badly marketing can be expensive, time wasting and above all damaging. So how do you know what’s right for your business and what’s not and what’s working well and what isn’t.
Reviewing the marketing strategy and the marketing activities that you are using should be the starting point and if your business doesn’t have one you should seriously consider producing one. By carrying out an audit you’ll get an honest picture how your marketing is currently performing. It will highlight the areas that are working well for you, those that need improving, the quick wins you can implement straight away and crucially any missed opportunities.
Aspects covered in the marketing audit include:
- Marketing Strategy review
- Marketing Plan review
- SWOT Analysis
- Market overview – customers, competitors, markets, external influences, PESTLE
- Marketing overview of your Internal factors – assessing levels of internal communication, marketing skills