Startseite/Marketing Strategy/How a Marketing Audit Can Save You a Ton of Money and Headaches.

How a Marketing Audit Can Save You a Ton of Money and Headaches.

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By Aleks Boskovski

You might be thinking: what’s a marketing audit?

Well, it’s an audit…but for your marketing activities.

OK sure, but why I would you need that?

Because you want certainty in your marketing strategy, and if learned anything at all, then it’s that hope is not a strategy.

Everybody is talking about “customer-centric” marketing. Naturally, you want (and need) to understand those customers, particular to your business. Therein often lies a great challenge for any marketer.

Talking From Experience

Many founders and marketers alike, often jump ahead and set campaign budgets, simply because they have a great idea for an ad. Now, I love speed and I believe that speed is often paramount to other factors.

However, jumping into a campaign without a solid strategy, will inevitably lead to greater costs because you will need to optimize your campaigns, while they are running. We call it: changing tires, mid-driving.

If you know your KPIs and have a good tracking in place, it’s easier to do performance optimization, of course. But you still might have gaps in your customer journey.

Ask Yourself This

If you just took an arguably great ad idea and started a campaign…

How do you know, that this ad is really catching interest with your target audience?

… And…

How do you know if that ad will reach them over the campaign channels you chose?

Both questions are answered through proper understanding of your target audience and their customer journey, which is always difficult.

Why is it difficult? Because an “audience” is a group of people and it’s always harder to predict the wants, needs, and wishes of a group, instead of the individual.

Photo by Michal Parzukowski via Unsplash

From Group to Individual

That is why I always take my marketing planning to the individual level.

  • Don’t ask: Who’s my target audience?
  • Ask: Who is my customer?

By figuring out the key customer personas of your business, you can go about analyzing what they want to see, through which channels to engage them and more importantly, how you get them to purchase and recommend your products or services.

A good customer-centric marketing audit does exactly that. Of course, you could audit performance aspects like, which software to use, which KPIs do you track and so on. But all this is secondary to having a written down your buyer personas and being able to craft or re-orient a marketing strategy around them.

There are ultimately a few ways to go about building buyer personas. The simplest is to write down attributes of your current customers and condense them into a handful of personas. More intricate ways include research, interviews and the use of best-practice models, such as the Pirate Metrics Framework (AARRR).

I have my own method, a “Structured Marketing Audit”, which consists of a few great and proven frameworks like the aforementioned Pirate Metrics, but also the proven old (customized) PEST analysis, to name just two.

In the end, your goal here is to really eliminate guesswork from the get-go, as much as possible. The more detail you get into your buyer persona definition and the customer journey they take, the more actions, measures and operative to-dos you can deduct. And these will now certainly affect your individual customers.

Obviously, if you start your campaigns with a proper audit and use marketing audits as a controlling tool, to keep your campaigns in “strategic check”, you can avoid spending money and resources on measures that are unlikely to reach or captivate your target customers.

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If you are interested in continuing the discussion, feel free to leave a response or message me directly!