Understand what it is and why it is very worthwhile to do a marketing audit – WAU
The marketing audit is a thorough assessment of all a company’s marketing actions and strategies. This type of analysis aims to direct the efforts made to generate more results.
Do you know what marketing auditing is? It is a fundamental concept for the promotion and marketing of brands and their products or services, therefore, you need to know it!
In this post, we will explain its concept and some techniques that bring incredible advantages in a marketing strategy.
What is a marketing audit?
Basically, this type of audit consists of the review and evaluation of all strategies, actions or programs related to marketing, in order to detect failures and weaknesses or, simply, to analyze the return on investments.
In addition, the use of marketing auditing as a work tool allows assessing adaptability to environments and the receptivity of the target audience.
Undoubtedly, these features and objectives have many benefits, including:
- rational customer segmentation;
- cost optimization;
- quick responses to crises or problems;
- effectiveness in decision making.
Tips for implementing a marketing audit
Now that you know what marketing auditing is and know its goals and benefits, you’re probably wondering how to put it into practice effectively.
If you have that concern, relax! The following are some valuable tips for successfully implementing this tool.
Monitor the most important metrics
When talking about marketing auditing, we cannot leave metrics aside. These indicators are measurement systems that allow you to evaluate the results and performance of strategies.
One of the methodologies that can be optimized through the monitoring of metrics is Content Marketing.
As the name implies, this strategy consists of attracting users through relevant content that helps them solve their problems and satisfy their needs.
These articles, e-books, among other materials, must include information and benefits about the brand’s services and products. Of course, all of this in a natural and non-invasive way, with the aim of attracting customers organically.
The strategy is also accompanied by search engine optimization (SEO) techniques, such as the use of keywords. Because it is a practice in the 2.0 world, and even 3.0, metrics related to the digital realm are very useful, especially those related to blogs and websites.
One of the most important metrics is that of page visits, which helps to know if the strategy has increased blog traffic, as well as allowing to detect which content is preferred by readers.
Another similar but more specific indicator is that of unique visits. With it you discover the size of the audience and, specifically, the number of new visitors, as well as the users who return to your content.
When implementing Content Marketing, it is necessary to analyze the interest that materials arouse in users, in addition to their relevance. To do this, be sure to monitor the average time spent on the page metric, which reflects the approximate number of minutes a user spends on your website or blog.
Logically, if this average is high, it is a good sign.
In conclusion, we must mention some general metrics that are useful in any marketing practice, return on investment (ROI) and the customer lifecycle value (CLTV).
Lean on technology
Today, technology is a support for many areas, and marketing is no different. It is important that you take advantage of technology to make your marketing audit accurate and effective.
The implementation of a technological solution to accompany its strategies, allows you to have more control and avoid losing direction of your actions and goals.
Through the use of software and systems, you can track who is responsible for the different tasks, their delivery times, among other things.
That way, you get around some of the traditional setbacks when evaluating marketing actions, such as lack of information and disorganization.
Bet on systematization
This is another essential point for marketing auditing to be efficient. Betting on systematization means follow an ordered sequence of the phases involved in making a diagnosis, how to collect information and assess impacts.
Thus, not following these steps in a disciplined manner, can hamper the analysis. On the other hand, in addition to systematization, regular audits are required. For this, a good tip is to establish a review schedule to help monitor the results of the strategies.
You have already understood the importance of systematization and frequency, however, these principles do not guarantee the success of audits when they are carried out in a disorderly manner.
In addition to completing certain steps and conducting frequent evaluations, accurate reporting of each completed diagnosis or stage is required.
This allows you to have a starting point in each analysis of your marketing audit plan, in addition to facilitating the identification of progress.
Always keep in mind that the benefits of good marketing strategies increase steadily and constantly, so you must be alert so that there are no impediments.
Emphasize independent analysis
Objectivity is one of the fundamental aspects in any analysisso don’t forget that when auditing marketing actions.
You can even delegate this task to teams of external experts, rather than members of a particular organization or project.
In this way, you ensure that diagnostics are not influenced by games of interest and other factors that reduce their accuracy.
Counting on the help of professionals and specialists is always the best alternative.
Ready! If you made it this far, you already know 5 valuable tips for conducting a marketing audit. Put them all into practice and you will undoubtedly see the results!
Did you like the subject? If you want to continue learning about marketing, especially in the digital area, download now our complete guide on digital marketing!