Marketing Audit
Have a better understanding of the competitive landscape in your industry, know how you show up online to your customers, and identify opportunities for next steps to growth.
- ✓ Detailed report of your business' digital presence
- ✓ Know where you stand against your competitors
- ✓ Identify gaps in owning your brand online
- ✓ Find opportunities to take action on
- Clear picture of your business online today, and how you compare to your nominated competitors
- Review of current nominated ad accounts from a practitioner with 18+ years experience
- List of action items you can take to improve marketing performance
- Strategy plan - charged separately if needed
- Implementing action items - can be done as part of a marketing support or fractional marketing management retainer
Get the competitive advantage in the current marketing landscape.
Finding customers these days is getting increasingly challenging. With costs rising, and information available at people’s fingertips, it is not a surprise that businesses are finding it harder to seek business - regardless of whether it is new or recurring.
The challenge is knowing where you can stand out amongst your competitors. Where the industry is fighting for the same customer base, it helps to have a clear picture of what you do differently. You need a differentiator that is sought after and something that your competitors don’t have.
This is where you will find customers at a more cost-effective amount. Outbidding your competition in the ad auctions to have your ad seen more often is not always the turning point.
Show up when you need to most.
Oftentimes, the advantage is having your business be present to your potential customers where they are at, not where you want them to be. An audit of your current marketing situation and evaluating your target audience will go a long way to helping you identify where you should be present.
You will have a clear insight on where you need to be. If you’re already showing up to your customers there, you’re likely ahead of at least one of your competitors. This is how you can grow your share of the market, which is one of the defining components of increasing your reach to gain more impact to your marketing budget spend.
Find a competitive edge where your competitors are asleep at the wheel.
Auditing your competitors' online presence and layering your own can often show advantageous opportunities for you. Where there is strong interest from your customers, but little to no presence from you or your competitors, is how the audit can unlock that visibility for you.
Not only could it unlock new marketing positions for you to capitalise on, but it will also look over your existing marketing campaigns and identify where there could be efficiency improvements.
The audit will give you a simple outline of where your business can take advantage of this area of opportunity. What matters is your execution - the longer you sit on this opportunity, the more likely the window of being first to market closes.
This audit will give you the competitive edge to:
- Better understand the current landscape you’re marketing within
- Know your competitors and where they stand compared to you
- Understand the opportunities that are available to you - through improvements, efficiencies, or underrepresented markets
- Take decisive action quickly based on the detailed but brief information, with no jargon
Audits can raise questions before there are answers.
The word audit can leave a bad impression for many. It has been seen in the news where the delivery of outcomes is not worth the price to pay. To help ensure the price is worth it to you, check out the following questions I have been asked.
Why would I need a marketing audit?
It is always good to have the lay of the land with your digital marketing presence. It is not uncommon for businesses to have created a digital presence some time ago, and have a bit of a ‘set and forget’ mentality.
Any of these digital surfaces could be the first impression a potential customer has of your business. With that in mind, you will want to make sure that you are presenting yourself in the best possible light.
The last thing you want is outdated or inaccurate content being the reason you lose a possible sale or lead.
Does a marketing audit only cover my advertising campaigns?
A marketing audit looks at your entire marketing system and funnels. That includes, but is not limited to, your advertising campaigns, your website, and local business profiles.
The audit should give you a clear picture of your marketing efforts, with the added layer of a competitive landscape complimenting it. This will help you compare your current digital presence to your competitors.
The action items you can take from the audit should help improve your digital presence to at the very least match your competitors. Beyond this, it should help you know where your marketing budget could be optimised, or where you could expand your marketing efforts toward.
What should I do once I have the audit?
The next step once you have the audit is to read it and review the content.
By the end of the audit, you should understand the following:
- Your entire digital presence - including the content you don’t manage or own
- Your competitors’ digital presence
- Areas of opportunity to market to your customers where competitors are lacking
- Efficiency gains through improved campaign settings, measurement tracking, and more
You should then start to identify ways you can take that information and put it into action. Reach out to your current marketing management team (internal or another agency), or if preferred, I can help you with the marketing support to get the work done.
Still have questions on the audit? Drop me an email and I'll help you get those answers.
Let's have an honest conversation about your marketing goals.
Make sure that our values are aligned before you commit to anything. Book in a 30-minute call for a deep dive into your marketing goals, and learn how I can help you achieve them. If I can't see me adding value, I'll tell you.