A marketing audit is a comprehensive and systematic analysis of your marketing activities, goals, and performance. It helps you identify the strengths and weaknesses of your current strategy, and find new opportunities for improvement and growth.
To conduct a marketing audit, you need to:
- Inventory the current status. List all the platforms and channels that you use to reach and engage your target audience, such as your website, social media, email, advertising, etc. Evaluate how well they align with your marketing objectives, brand identity, and customer expectations.
- Setup analytics to track the current results. Use tools such as Google Analytics, Facebook Insights, or HubSpot to measure and monitor the key metrics and indicators of your marketing performance, such as traffic, conversions, leads, sales, retention, etc. Compare your results with your previous benchmarks, industry standards, and competitors’ performance.
- Analyze the data and identify the gaps. Based on the data collected, identify the areas where your marketing strategy is performing well, and where it needs improvement. Look for patterns, trends, and insights that can help you understand your customers’ behavior, preferences, and feedback. Find out what works and what doesn’t, and why.
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