A marketing audit can give you insights into your strengths and weaknesses as a marketer and help you determine how to invest your marketing resources going forward. It can also help build consensus within your company about marketing and forge a common vision to guide your efforts.
1. Be objective. Try to look at your marketing through the eyes of a client or prospect. Avoid the temptation to defend campaigns you've created or tactics that "we've always done." Be ready to jettison initiatives that aren't delivering results and willing to test new ideas and approaches.
2. Examine your marketing in all channels. Look for inconsistencies in messaging and branding as well as opportunities to integrate marketing more effectively across traditional and social media. Ask a Web specialist to evaluate marketing in traditional media and vice versa.
3. Compare your marketing to your competitors'. Though your focus should be on your own program, take some time to compare your marketing to what competitors are doing. Do a head-to-head comparison of your branding, website and marketing messages to see who's having more impact in the marketplace.
