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Quick Tip: Use Audits to Inform Your Marketing Tactics

Quick Tip: Use Audits to Inform Your Marketing Tactics

 

Successfully planning inbound marketing and public relations campaigns starts with knowing your current status in terms of media visibility, brand identity, competitive messaging and marketing implementation.

Consider completing one or more of the following types of audits to establish benchmarks based on current performance and identify opportunities and strategies to inform your next cycle of campaigns:

  1. Media and public relations audit: Snapshot of your brand’s presence in media—business, vertical and consumer outlets—plus primary messages being published.

  2. Messaging and positioning audit: Your brand’s position in the marketplace in relation to competitors.

  3. Marketing success audit: In-depth review of metrics to dial in successful strategies that increase traffic, leads and conversion rates.

  4. Marketing content audit: Inventory of marketing content with a focus on finding gaps in content types, targeted personas or sales funnel stages.

  5. Analyst audit: Personal contacts to develop deep understanding of how industry experts perceive your business and its strengths, weaknesses, opportunities and threats.

You’ll find real-life examples of how national brands use audits in our Best Practices Case Study: Media, Messaging and Marketing Audits.

Our advice: Regardless of which type of audit you conduct or commission, don’t stop with statistics. Use our Media, Messaging and Marketing Audit Checklist to develop a comprehensive list of expectations that include interpretation of the data and strategic recommendations based on the audit findings to improve your marketing tactics.

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