The value of a marketing audit, when you should have one done, and our approach to the process.
What is the Goal of a Marketing Audit?
The goal of a marketing audit is to obtain a clear overview of current marketing efforts, determine how specific metrics align with industry averages, and identify areas of potential improvement.
Upon completion of the audit, it should be clear whether current resources are being allocated most effectively, or if adjustments should be made. Any effort has cost, including some mixture of time, money, and mental energy.
Companies tend to focus on what they can do with existing resources - part of the audit is discovering gap areas that may need to be filled. Finding which tactics work effectively is key to growth - finding efficiency using given resources is key to sustainability.
Marketing Audit Outline
What are the current customer segments (sub-demographics)? Are they defined clearly and with sufficient detail as to be both meaningful and applicable in targeting? We want to ensure focused messaging is used, rather than broadcasting generic topics. .
What is the typical awareness level for each customer segment?
- 1. Unaware
- 2. Pain / Problem Aware
- 3. Solution Aware
- 4. Brand Aware
We have to begin the marketing process when the majority of your customers already are, and avoid jumping too far ahead. They want to be well-informed and feel comfortable throughout the buying process.
Pain Points / Jobs to be Done
When a prospective client is hiring for the services your company offers, what is the underlying pain point, reason, or “job to be done”? We have to understand what clients are really looking to achieve, and use that in messaging.
All major purchases involves some sort of emotional connection, though it may not be obvious. This is true even in B2B transactions. Usually it involves something desirable (vacation resort) or avoiding some sort of pain (hire accountant to handle complex tax documents).
What sorts of messages have been sent so far, and to who? Are the topics general or specific? Are the recipients properly segmented? Content sent to existing clients would be different from those still in the sales process.
What does the targeting that has been used so far look like? Is it segmented, and truly reaching people in the specified segment?
Who is interacting with your organic posts/content? What % are actually marketing-qualified leads? Are the pain points and emotional appeal described above being used to connect with the right people? What actions are people taking after viewing your content?
What are the primary goals and purposes of the website (lead generation, supporting sales, providing information, etc)? What data is currently being collected about who visits the website? Are customer segments defined in the analytics, for easy comparison? Are specific, meaningful goals defined? What gaps in this data exist, and how can this be corrected? How does each customer segment typically interact with your website, if at all? Are they easily finding what they need? What might be missing that would be helpful for the customer journey, or to support them over the life of the interaction?
Organic Website Traffic
What search queries is the website currently ranking for, and are they relevant? Which queries should your website be ranking for, and how can we improve these rankings? How much traffic is coming from social media, or referrals from other websites? How does each traffic source perform on average, in terms of goal completion?
You vs Industry
How do the metrics for the platforms above compare to industry averages for construction consulting? What are you competitors doing to market their services? How does your business compare for the platforms listed above? What are the opportunities to beat competitors?
You can (and should) look at how your competitors and industry leaders are marketing their related products. This should give you a feel for what works, and where you may be able to stand out.
What platforms and channels are they using? Inbound, outbound, specific ad types, etc.