A marketing audit is a complete evaluation and interpretation of your business’s marketing
environment and efforts. The audit is comprehensive and systemic in the analysis of your
marketing methods and results. These audits are done by a third-party to provide an outside
Marketing audits will also evaluate your marketing goals, objectives, strategies, and principles
to identify your problem areas and opportunities to improve. The end goal is to create an easy-
to-follow marketing plan of action that will enhance your marketing activities, and therefore
your businesses’ marketing performance.
Simply put, it studies your marketing plan and highlights the strengths while eliminating the
Parts of a Marketing Audit
Marketing audits work similarly to website audits; they consist of six elements that are
designed to optimize your marketing strategy and create a reasonable end-game goal.
Now that you know what marketing audit is, you should know its various parts. The different
pieces typically included in a marketing audit are:
- Initial consultation: The starting point where you discuss what you know is working or not
working in your marketing strategy and create a plan of attack to correct or improve the
- Marketing gap analysis: You will attempt to identify why your content is not converting an
identify an achievable goal for your marketing plan. You will also get clarity on what your target
audience wants vs. needs.
- Marketing UX review: A UX or user experience review determines how your current and
future clients use your website and how to target your marketing towards their needs.
- Marketing funnel review: Discovering the client’s journey from when they first learn about
your business to when they’re ready to buy your service.
- Avatar motivation: Understanding the motivation behind why your client behaves how
they do and what in your marketing strategy triggers them to purchase your service.
- Marketing project plan: A guide that takes everything you’ve learned into consideration that
creates and plans out a marketing strategy that attracts your target audience.
Why Do You Need a Marketing Audit?
After seeing much about what is marketing audit and the various parts of it, you should know why
a marketing audit is important for your business. Your current marketing strategy might be working
well, or it might not be. Either way, having an outside source look at your plans can examine the
situation and reveal issues you may not have noticed or may have skipped over. An audit can also
uncover new opportunities that you might not have identified. Marketing should influence all of the
decisions regarding your website and business; if you did not have marketing, you would not have clients.
That’s why the value of a marketing audit always outweighs the cost. The number of clients that
can be reached will make up for the investment needed to begin. A marketing audit should be
completed annually before the creation of the yearly marketing plan. This timing will allow you
to expand into new opportunities or course correct on the things that are not working well in
your current marketing strategy.
Now that you have comprehended what is marketing audit, its various parts and its need for any business,
you should know that a marketing audit should be viewed as an annual activity and expense that helps guide your
marketing activities. Through this exercise your business can stay on the cutting edge of
practices that will continue to bring clients to your business over the year.
Danielle has over 27+ years in Marketing, IT, and Network design, development, and workforce leadership training. She is the owner of Gray Lux, Inc. She understands the real needs every small businesses has in creating value online and in-person with their clients.
She is dedicated to creating successes for her team and her clients.
Danielle has helped hundreds of small businesses maximize extra revenue streams, and has created a process for extracting an ROI from an ROE in training and development which is currently being used in over 100+ corporations.
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