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5 Reasons You Need to Get a Digital Marketing Audit

Whether your business is a large, established company or a small organization with limited experience, marketing audits are critical for sustainable success and continued business growth. Whatever size of company you run, you probably perform other kinds of audits, like financial audits, so why not do the same kind of analysis for your marketing strategy?

A marketing audit is an in-depth review of your current marketing strategy to determine what’s working, what isn’t, what can be improved or tried, and help reduce future costs across the board. Below are just a few reasons why these kinds of routine check-ins are vital for your business and valley-wide marketing goals in the long run.

1.  Ensure your marketing strategy is aligned with your goals:

When you perform a marketing audit, you’re looking at all the areas you’ve invested marketing efforts into, giving you a full picture of what your whole marketing strategy looks like. Compare that in-depth understanding with your overall business goals and see how they align. If your goal was to increase the number of leads converted into sales, or increase the number of referrals you get in a month, do the marketing tactics implemented adequately support this goal or should they be reworked for improved success?

2. Determine what isn’t working:

While it might be discouraging to see what areas of your marketing strategy are underperforming, it’s critical for continued growth and success. If a Facebook campaign had little to no return on your investment, why would you want to keep throwing money at it? Gather the data, analyze what went wrong, and try to pinpoint the reason why. You’ll end up with a solid foundation for future ideas of what will work better and specific areas that can be improved upon.

3. Invest money in what is working:

By weeding out the areas that weren’t performing adequately for your company, you’ll free up money and time to invest in what is working. That money you pulled from the lack-luster Facebook campaign in Mesa can then be allocated towards your successful email drip that has been exceeding your desired ROI. Determining what has been successful for your business and investing in those will save you significantly in time and money down the road.

4. Develop new ideas (and improve on your competition’s):

Performing a marketing audit requires a great deal of research, not just on your company, but also on your industry as a whole. Doing this much research is a great way to discover new ideas and campaigns to try. If you notice a company running a noteworthy campaign in a way you never thought of, you can customize it for your company and goals and see how it performs. Trying new ideas on a regular basis might pleasantly surprise you!

5. Understand your market, audience, and local competition better:

Any successful marketer can tell you that understanding your market, audience, and competition is a key factor in an effective marketing strategy. By performing a marketing audit, you can determine what your local Arizona competitors are doing, whether or not it’s effective at reaching your desired audience, and how your audience reacts to it. Having this knowledge will show you strengths and weaknesses of your competition, and even within your company’s marketing strategy, that you can improve upon to help your business grow.

If your company is interested in performing a marketing audit or is interested in learning more about what a marketing agency can do, contact Jack & Bean for more information. Jack & Bean is a Phoenix-based digital marketing agency serving clients nationwide.

Growth Marketing: A Digital Marketing Trend In 2019

Growth marketing has been gaining popularity for its proven tactics of growing a business quickly and effectively. Instead of traditional marketing that employs a “set it and forget it” mentality, growth marketing involves constant testing and tweaking to find the best ways of reaching your target audience with valuable and relevant content to turn them into customers and ultimately advocates of your brand.

Growth marketing combines a suite of different digital marketing tactics to create this long, sustainable growth. These different tactics include A/B testing, SEO optimization, value-added blog posts, and data-centric email campaigns. Instead of focusing on just the top of the customer funnel, growth marketing focuses on the entire funnel and involves constantly changing and experimenting with new ideas to increase customer acquisition and add value to every step of becoming a customer and even beyond.

There’s a reason more and more companies are implementing their own digital growth marketing strategies. Below are a few ways you can start your own growth marketing.

1. Stay current:

As with almost anything on the internet today, staying current is the first step to implementing a successful growth marketing strategy. You should be on top of the latest algorithm updates, the newest trends in your industry, and even the best practices of growth marketing itself. Things change rapidly on the internet and if you’re not actively keeping yourself up to date, you’ll be left behind.

2. Create high-quality content:

You’ve probably heard that content is king and there’s a reason why that phrase is ubiquitous: it’s true! Creating high-quality digital content that is relevant to your user base and future customers is vital to a healthy growth marketing strategy. If you’re not adding value to your customers throughout the funnel, you’ll lose potential brand advocates along the way. With so much digital content being published daily, if yours isn’t among the top tier, your audience will simply look elsewhere for their information. 

3. Analyze your data:

The old ways of simply setting and forgetting a digital marketing campaign or test is dead. You should always be analyzing your data and finding what parts of your campaign you can optimize and improve upon. This will help you fine-tune your digital marketing efforts, which will increase the quality of your communications to your customers and add value to their customer journey.

4. Narrow your focus:

While growth marketing focuses on the whole funnel, you don’t want to have too broad of a focus where you’re reaching people who just don’t care about what you have to offer them. Not only is that time wasted, but it also wastes your money on whatever steps you took to reach them. You should be spending your time and money on the customers who fit your personas and creating specific, value-added content for them. There’s a lot of people on the internet, so be sure you’re reaching the ones you want to turn into customers.

5. Have no fear of failure:

One of the keys to growth marketing is to keep trying and experimenting with new ideas and tests. The first one to the scene will have the advantage before that method of digital marketing becomes oversaturated. What works great for one company might be a dud for another, and what worked yesterday won’t always work tomorrow, so trying new tactics to determine what works best for your company and always optimizing them is vital.

If you’re interested in learning more about growth marketing for your company, you can reach an expert in the industry at Jack & Bean.