This week I’ve been working with two wonderful businesses, both of which have a LOT of things going on in their marketing teams, but for some reason their marketing just doesn’t seem to be successful in delivering results.
Why? It doesn’t make a lot of sense to the teams - they have ads all over the place across the radio, TV and news websites, they have social media sponsored posts, they have newsletters going out weekly. So why aren’t they converting to results?
After some of investigation it’s clear that while lots is happening, it’s not targeted. They’re talking about selling but they aren’t sending the right messages. What they are saying isn’t really being communicated to the right people. The branding isn’t consistent and the channels aren’t really the best fit for the customer.
A staggering 80% of businesses believe that their lead generation efforts are only slightly effective. So that means that there’s a lot of you reading this right now who are in the same boat as those two clients.
But if you’re feeling the marketing chaos, stop worrying - because I have a solution for you! It’s time to take stock of what’s happening and conduct a marketing audit. It sounds both fun and boring… marketing - yay! auditing - nay. But it’s something that can solve your problems and realign your marketing activities without going into too much heavy marketing strategy.
So here’s what you need to do!
Step One: Make a list of all the marketing activities you’re currently doing.
Blogs, newsletters, advertising and the rest. Put it into a spreadsheet and make the columns; (header) activity name, activity type, activity frequency, activity audience, activity message, activity measurement type, cost per month. Fill in the details. Once this is done, save it and put it aside.
Step Two: Go back to the marketing basics.
In a simple word document, or on a sheet of paper, answer the below questions. Sometimes doing this exercise out of the office can really help to keep the mind clear and the answers from the business heart.
- Who is your target market (be specific)?
- What media does your target market use?
- How does your target market communicate?
- What is your key message?
- What is your monthly marketing budget?
Step Three: The information is prepped - now it’s time to conduct the audit!
Pull out the spreadsheet and against each marketing activity, you’re going to rate it against the above marketing principals. Consider the marketing activity, consider the question. if it aligns (YES), give it 2 points. If it doesn’t (NO), give it 0. For example, the below image shows one line of my marketing list.
Now, I’m going to look at it and ask myself the following questions. Each YES answer is 2 points, each NO answer is 0. Does it reach my target market? NO. Does it use a media my target market use? YES. Is it communicated in a way that my target market communicates? YES. Does it effectively communicate my key message? YES. Does it fit in my monthly budget? YES.
So all up, my result is 8/10.
Anything that comes in 6/10 and higher, keep in the spreadsheet.
Anything that comes below 6/10, delete the line.
Step Four: Adjust those good marketing activities so they become great!
Anything that came in with a score of 6/10 or over needs some changes to make it more effective. Now that you’ve got rid of the unhelpful activity, review each remaining marketing activity and look at what you answered NO to - the things that received a score of 0. Look at how you can make them more effective, change them so they communicate the right thing, to the right people, in the right way. Focus on doing these things, better for some time and you’ll start to see results.
Then, after you’ve streamlined things and are making incredible progress, it’s time to add some more activities to your marketing schedule - but make sure they get a 10/10 when you do an audit during planning, otherwise you’ll be back in the same rut!
If that all sounded too hard, the good news is that conducting marketing audits and providing reporting with full recommendations and action plans is one of my services! So if you think you could use a fixed-fee marketing audit to help you reconsider what is going on, get in touch with me by clicking here.