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Direct Mail
January 16, 2024

The Ultimate Guide to Conducting a Marketing Audit

by 
Guest Author

If you’re a marketing manager gearing up for your first marketing audit, you might wonder what the audit entails and what benefits it brings. You want a solid grasp of marketing audits and their value in driving your organization’s marketing success forward. So, how do you kickstart the process?

In this guide, we’ll outline a detailed roadmap for executing a marketing audit, complete with strategies for dissecting the data and communicating your discoveries.

What is a marketing audit?

A marketing audit is a thorough review of your marketing strategies, objectives, and outcomes. It’s like a health check for your marketing efforts. This audit examines everything you’ve been doing, checking to see how effective it is and how it aligns with your business goals.

Benefits of a marketing audit

Conducting a marketing audit is crucial for these strategic reasons:

  • Alignment with business goals: Audits ensure marketing efforts align with the company’s overarching objectives, such as market expansion or brand positioning.
  • Effectiveness and efficiency insights: You’ll find out what’s working and what’s not. Audits offer insights into how well your marketing strategies work and how efficiently they achieve desired results.
  • Opportunities for improvement: Marketing audits uncover areas for enhancement, such as new market segments or innovative marketing tactics.
  • Optimized resource allocation: You can use the results of an audit to reallocate resources, be it budget, labor force, or technology.
  • Enhanced return on investment (ROI): An audit can lead to a higher return on investment by eliminating ineffective practices in your marketing strategies.
  • Competitive analysis: By reviewing competitors’ strategies, you gain insights into market trends and potential opportunities to broaden your customer base.
  • Customer engagement insights: Understanding customer responses to marketing initiatives can guide future customer-centric strategies.
  • Predictive planning: The audit’s findings enable more proactive and agile marketing planning. With access to predictive planning, you can anticipate future trends and customer behaviors.
  • Brand consistency check: Running an audit ensures your brand is represented consistently across all channels and campaigns.
  • Compliance check: When your marketing activities comply with current legal and ethical standards, you reduce the risks associated with non-compliance.

What to include in your audit

As you set up a marketing audit, consider the following aspects to enhance your marketing strategy.

Campaigns and their goals

Assess each marketing campaign’s objectives. Were the goals realistic, and were they successful? Understanding each aspect helps in refining future marketing campaigns.

Campaign segmentation

Examine how your campaigns are segmented. Did you base them on customer demographics, behaviors, or stages in the customer journey, such as acquisition or win-back? This analysis can reveal if you’re targeting the right audience.

Campaign performance and metrics

Look at key performance indicators (KPIs) such as conversion rates, engagement levels, and ROI. These metrics are critical in evaluating the success of your campaigns.

Distribution channels

Review the channels you use, including email, blogs, social media, advertising, sponsored content, public relations (PR), SMS texts, or direct mail. Once you know the most effective channels, you can adjust your strategy to focus your efforts.

Frequency/workflows

Analyze the frequency of your communications and the workflows behind them. Is your messaging too frequent or not frequent enough? Getting this schedule right is key to maintaining customer interest without overwhelming them.

Competitive analysis

Compare your campaigns with those of your competitors. Are they using similar channels or strategies? This analysis can highlight opportunities or areas for differentiation.

Testing

Assess what testing, if any, takes place in your marketing campaigns. Effective testing can lead to improved campaign performance over time.

How to use the findings in your audit

After completing your marketing audit, you can use those insights to strengthen your approach.

To do this:

  • Set benchmarks: Use your audit findings to set realistic standards for future campaigns. Benchmarks will help you measure progress more effectively.
  • Diversify channel performance: Identify which channels perform well, and consider diversifying your channel mix. If digital channels are yielding reduced returns, think about incorporating direct mail marketing.
  • Refine workflows: Based on the audit, refine your marketing workflows to make them more efficient and effective.
  • Adjust your testing strategies: Use your audit to refine your testing strategies. Understanding your customers and their preferences is key to campaign success.
  • Investigate new tactics: Based on your competitive analysis, consider exploring the channels or tactics your competition uses successfully.

Cut through the digital clutter

Diving into each aspect of your marketing audit — from campaign goals to competitive strategies — helps you refine, enhance, and better align your marketing efforts with your business’s true potential.

But what should you do if your marketing efforts need improving? For example, you could be experiencing diminished returns on digital channels.

Adding direct mail could be a game-changer if you’re ready for tangible aspects in your marketing mix. It’s an excellent way to cut through the digital clutter and make a memorable impact.

Are you interested in exploring how direct mail marketing can rejuvenate your business? Schedule a demo with Lob to learn more about integrating this powerful tool into your marketing arsenal.