So, 2020 is quickly (like tomorrow) drawing to a close…

And boy oh boy, what a hellacious year it’s been! A year of turmoil, uncertainty, and economic challenges. Even for those lucky enough to actually transact some business this year, 2020 has by no means been “business as usual.”

All of this said, there appears to be some relief of the horizon, as the COVID-19 vaccine is now being steadily (if not slowly) rolled out.

But how long this process will take, how our world will progress as COVID infection rates surge in the interim, and how renewed (and in some cases, indefinite) lockdowns will impact business remains wholly unclear.

Change… The ONLY Constant

The only thing definitive at the moment is most businesses have been forced to change the way they do things. And some, radically so. We’ve seen entire industries shuttered (segments of which may never return). Office occupancy is way down. While a lot more folks are working from home or remotely. And the list of changes, big and small, goes on and on and on (and on)…

Marketing is MORE Important Than Ever

Marketing is evolving, too. Or should I say, dependence upon and approach to marketing is evolving. Marketing in general is more important than ever, as it provides your primary conduit to staying connected with prospects and clients.

And dependence on digital marketing in particular, which has been on the rise for quite some time, is surging. Meanwhile, this push into the digital realm is likely to continue through the coming year, as we’re forced to maintain social distancing standards.

All of which illustrates how important it is to evaluate and adjust your approach to marketing. Truthfully, a marketing audit should be an annual exercise regardless of the year’s ups and downs. But this year, it’s more important than ever.

How do you conduct a marketing audit, and where do you start?

Very glad you asked because that’s what we’re here to do… Let’s dive in!

Step 1: Identify Your Marketing Assets

What are your marketing channels, tools, and tactics?

For most, this includes your…

• Website
• Email marketing
• Social media pages
• CRM (in form or another, whether with actual software or self-styled version)
• Direct mail
• Local or trade publication advertising
• What else?

This is just a general list. These items may or not be on your list. And other items may be present, too. The point is to list ALL of your marketing assets.

Step 2: Evaluate Marketing Asset Performance

Ask yourself a couple of key questions… How many leads or repeat business does each of the marketing channels, tools, and tactics noted on your marketing asset list generate?

Which tactic (or tactics) generated the most leads or repeat business? And how does this compare to the prior year? In other words, was this tactic among your top performers last year, or did it suddenly surge this year?

Which tactic (or tactics) generated the least amount of leads or repeat business. And again, how did this compare to the prior year? Did these tactics generate poor returns last year, too? Of did they suddenly fall off this year?

Step 3: Adjust Your Approach According to Your Performance Evaluation

Obviously, these adjustments are specific to the performance of your individual marketing tactics. But let’s run a couple of theoretical scenarios to demonstrate potential adjustments that may be applicable to your marketing tactics…

Website

Let’s say your website is not generating many leads, or it generates low-quality leads that rarely convert to paying customers.

It could be time for a website update or even a complete redesign. Maybe you need to revise your messaging — perhaps it’s not connecting or it’s sending the wrong message. Or it may be necessary to reevaluate how your website guides prospects through your sales funnel — it could be that prospects are getting lost on the path from landing on your site to actually becoming a paying customer.

Email Marketing

Let’s say your email marketing campaigns are failing to generate much response, or response rates have dropped.

It could be time to change your template. Perhaps you need to redesign the layout or revise your messaging. Maybe you need to lower or decrease your mailing frequency. Or consider segmenting your mailing list, and create focused messaging that addresses each segment individually.

Social Media Marketing

Let’s say your social media pages generate little, if any, engagement, or followers rarely become paying customers.

It could be time to change your approach. Maybe you should be more lively and interactive on your social pages. The “social” aspect of social media indicates most folks are there to connect, be entertained, and have fun. Not transact business. Thus, to make a connection with would-be customers, you need a fun and engaging approach.

CRM

Let’s say your CRM is failing to nurture leads or generate repeat business.

Are you diligently updating your CRM, including adding new contacts and maintaining existing contact data? Are you consistently following up with leads and existing clients? Is your messaging on point and genuinely connecting with your contacts?

Again, these are just a few examples…

Your tactics, approach, and performance are specific to your business. The tactics listed above may not be a part of your marketing mix. Or you may employ other tactics not referenced here.

But these are examples of key elements you should evaluate and adjust accordingly, regardless of the particular tactic.

Need Help Updating Your Marketing Tools + Tactics?

if your marketing audit reveals some holes in your approach, you may be left wondering: “What now?”

Well, if you’re not sure what to do or where to start — I’m here to help! Let’s chat! 310.466.7893 | ryan@ryananys.com