Conducting a marketing audit pdf

Nearly half of U. B2B companies have formal marketing plans, which may feel low. Historically speaking, that number is on the rise, though. Marketers are becoming more sophisticated in their strategies thanks to the adoption of marketing automation software, the backing of analytics-driven investments and hands-on experience with newer tactics like content marketing.

Companies are also more self-aware in terms of their market shares and segmentation relative to other organizations with whom they compete. You're subscribed! Look out for a Welcome email from us shortly.

Keep an eye out for a welcome email from us shortly. If you don't see it come through, check your spam folder and mark the mail as "not spam. A marketing audit can help. What is a marketing audit? What to include in a marketing audit hint: everything The true scope of your marketing audit is customizable to your business needs at that moment.

Consider this breakdown as a strong starting point: Branding: Brand mentions. Customer ratings. Organic rankings. Click-through rates. Website: Page speed. User Experience. Social media: Engagement. Social lift. Industry influence. Offline: Business referrals. Press coverage. Trade show connections. Speaking engagements. Competitive analysis: Market share. Organic position. Brand reach. Customer perception.

Goals, goals, goals Conduct your marketing audit in line with your core business goals. We can define marketing mix in two related ways: 4 Ps Product. Your marketing mix is a model for understanding how your marketing objectives should be achieved and the types of questions you should ask through your audit, such as: How does channel X drive positive product reviews?

How does the current marketing environment impact our costs and communication vehicles? Are there competitive offerings that can be commodified? How can promotions on social feeds improve customer satisfaction and market perception?

How does our marketing budget affect our plans? Start with an inventory As a general practice, an annual marketing audit should be integrated into your standard operating procedure. From inventory to audit Your marketing plan can be dissected a number of ways. Google Alerts. Google Analytics. Google Search Console. Website Screaming Frog. Raven Tools. PageSpeed Insights. Social Media BuzzSumo. Rival IQ. Facebook Insights. Competitive analysis SEMrush.

Enter page URLs through your tool of choice and record a number of key indicators: Broken links. Duplicate content. Spammy links. Traffic by channel. Time of publication. Click-through rate. Dwell time. Shares by network. Content length. Content type. Organic position by keyword. Page speed. Bounce rate. From analysis to insights After running an audit, what did you find? What jumps out? For example: 1.

Address all site penalties. Clean up any analytics-tracking errors. Pinpoint gaps in existing content. Let's take a minute to do a thorough website audit to make sure that everything is ready to go and to identify areas for improvement. Click the image below to download this worksheet. Using the checklist above, you can improve your SEO opportunities by making sure you have the proper H1 tags, page titles, URL links, and more. To check whether the UX and UI are optimized for conversions, marketers should consider these tips:.

How do you get people to your website? Paid media is one option, but real optimization has to be centered around an inbound plan. The above checklist places a heavy emphasis on content as a central marketing activity. If they are, repurpose and repackage your evergreen content to re-use in other campaigns. Every company should place an emphasis on a consistent blogging strategy in order to maintain traffic. Paid media covers a lot of ground — from search to display to native to social to people on street corners spinning arrows.

Are you meeting them where you are, or just shouting from a rooftop? Are you interested in learning more about how to carve a place for your brand? Check out our interactive workbook, The Ultimate Guide to Building a Digital Brand , to understand how to differentiate your brand from the competition.

Prior to AdRoll, she was a Content Writer at various digital marketing agencies. We value your privacy and you can learn about all our data collection practices here. Don't forget, you can always unsubscribe at any time. I consent to receive marketing communications from NextRoll, Inc. You're opting in to NextRoll, Inc.

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