planning marketing strategy

Kontrolni seznam trženjske revizije

Izvajanje trženjske revizije je ena najbolj kritičnih nalog vsakega podjetja. Ne gre samo za označevanje polj, temveč za razumevanje vašega podjetja in ugotavljanje, kaj delate dobro in kje lahko izboljšate.

Če niste prepričani, kako začeti, ali če obstajajo kritična področja, ki jih je treba najprej obravnavati, vas bo ta kontrolni seznam vodil skozi postopek.

Pomen kontrolnega seznama trženjske revizije

Na kratko povedano: trženjska revizija pomaga pri ocenjevanju učinkovitosti strategij, proračunov in kakršnih koli drugih naložb v marketinška prizadevanja.

S kontrolnim seznamom za revizijo trženja lahko ocenite, kako dobro je vaš pristop deloval pri izpolnjevanju potreb trga.

Recimo, da ne izpolnjujete povpraševanja strank ali trenutnih potreb glede prednosti izdelka, kakovosti, varnosti ali standardov delovanja. V tem primeru je vredno podrobneje preučiti možna področja za izboljšave.

Popis vam omogoča, da ocenite, koliko dela je potrebno, preden se odločite, ali želite preoblikovati izdelke ali povečati proizvodnjo za lansiranje novih izdelkov itd. S tem bi lahko dolgoročno prihranili denar in čas.

Vse je odvisno od vaših ciljev pred trženjem – bodisi glede prepoznavnosti blagovne znamke ali dejanskega števila oddanih naročil – zato je bistveno, da imate vnaprej določen načrt in merljive cilje.

Revizija trženja vam daje smernice za izvajanje učinkovitejše strategije. Zmanjšuje izgubljeni čas na problematičnih področjih in poudarja priložnosti za rast. Zato lahko učinkovito ciljate na spremembe z najboljšimi možnostmi za izboljšanje uspešnosti.

Komu lahko koristi kontrolni seznam trženjske revizije?

  • 1 marketinška ekipa

Tržne revizije lahko pomagajo marketinški skupini pri postavljanju ciljev in merjenju uspeha. Če razumete, kako dobro so vaša pretekla prizadevanja izpolnjevala potrebe strank in ali katera področja potrebujejo več pozornosti, si lahko v naslednji marketinški kampanji zastavite realne in dosegljive cilje in se izognete istim napakam.

  • 2 lastniki podjetij

Lastniki podjetij lahko izkoristijo kontrolni seznam za revizijo trženja. Pomaga jim prepoznati področja za izboljšave in čim bolje izkoristiti nove priložnosti. Tudi če vse teče gladko, je bistveno, da ste na tekočem s trendi v panogi, da vaše podjetje ne bo ujeto presenečeno, ko bodo konkurenti začeli ciljati na vaše bodoče stranke učinkoviteje kot vi.

Raziščite kontrolni seznam trženjske revizije

Kontrolni seznam trženjske revizije

The first step in any marketing audit is to determine your current market share. This involves understanding your ideal customer, which of their needs can be addressed, and how best to reach them.

If you’re unsure where to start then create a buyer persona, a fictional representation of your target customer including demographic information and behavioral traits.

Why is it important to know your target market?

There’s no way to measure the success or failure of your efforts unless you have a clear idea about who your marketing is aimed at.

Consider how well you understand potential clients and their concerns related to your product or service offering.

girl mathematical formulas

How to work out an ideal customer?

Get clear about what your ideal customer looks like and how they behave. You can start by considering your existing customers and establish the ideal customer based on them. Study the feedback you received from potential customers on social media channels.

What tools to use in this step?

  • personas
  • buyer journey maps
  • customer experience maps
  • social media monitoring results

Ensure that all of your activities contribute towards a common objective and that you can track progress over time.

Why is it important to set marketing goals?

Without defined goals, it’s difficult to judge whether or not your marketing is successful. Set out what you hope to achieve with your marketing and how you’ll know you’ve succeeded.

Arrow pointing to the middle of the target

How to set goals in marketing?

Your goals should be specific, measurable, attainable, relevant, and time-bound (SMART). Break them down into short- and long-term objectives to have a clear idea of what you want to achieve and when.

What tools to use for goal setting?

  • keyword research spreadsheet
  • Google Search Console
  • analytics reports
  • social media reporting tools

Now that you have a good idea of your target market, it’s time to analyze how they use the services or products you offer. Gain insight into how people feel about the industry by monitoring relevant keywords and phrases and social media channels, where customers talk about their needs and concerns.

Why is it important to analyze the market?

It helps you understand what your customers are looking for, how they go about finding it, and the language they use when discussing their needs. This information helps you shape your marketing strategies and create content that resonates.

Kontrolni seznam trženjske revizije

How to analyze the market?

Check how your industry and competitors are doing. What are people saying about your competition online? Are there any new services or products that you should be aware of?
Look for ways to set yourself apart from your competitors and attract more customers.

What tools to use for market analysis?

  • Google alerts
  • social listening tools
  • online surveys
  • focus groups

One of the most effective ways to determine what you should be doing with your marketing is by conducting a SWOT analysis. The Strengths, Weaknesses, Opportunities, and Threats are factors that affect how well you can market your business or product/service offering.

Why is a SWOT analysis important?

It helps focus your efforts and allocate resources most effectively.
Identifying weak and strong areas and consequent threats and opportunities creates a realistic view of your current situation. It serves as a starting point for deciding what can and should be done about it.

open laptop with analyses on screen

How to do a SWOT analysis?

List all relevant factors that could affect you and then rate them as strengths, weaknesses, opportunities, or threats.

Your SWOT analysis should include a detailed review of each area, including how they relate to your marketing strategy.

You should also come up with strategies for improving your company’s weaknesses and capitalizing on all opportunities. For example, you may want to focus on developing new products to make the most of any gaps in the market.

What tools to use for your SWOT analysis?

  • survey software
  • SWOT worksheets (you can easily find these online)
  • word processing document
  • spreadsheets
  • business planning software
  • market research reports and data sets

Determine how well you’re currently reaching your target audience. This includes evaluating the effectiveness of all your current marketing efforts, from your website and online presence to your social media campaigns and email newsletters.

Why evaluate the effectiveness of your efforts?

It helps you identify what’s working and what’s not so that you can focus your efforts on the activities that are bringing in the best results. It also allows you to determine if you need to make any changes to your current marketing strategy or tactics.

How to evaluate marketing channels?

Look at your website traffic, conversions, social media followers, email opens, and click-through rates.

Without these metrics, it can be challenging to determine how effective your marketing is and whether or not any changes should be made.

Survey illustration

What tools to use for evaluation?

  • Google Analytics (for website traffic)
  • online surveys
  • email open and click-through rates software
  • social media engagement metrics

If you were able to conduct a detailed competitor analysis, then you should also have developed an understanding of what your unique selling point (USP) is.

Why is it important to know your USP?

Your unique selling point sets you apart from the competition and attracts customers who are looking for something that no one is else offering. In your marketing audit, you should analyze your USP and come up with a plan for how to make the most of it (if you don’t already).

How to identify your USP?

Come up with a list of all the ways you differ from your competitors and then figure out how to communicate those differences to potential customers. This can be done through your website, social media posts, email newsletters, and even sales materials. Develop a clear and concise statement explaining your unique selling points and refer back to them.

USP
source: ogno.io/unique-selling-proposition/

What tools to use for USP?

  • word processing documents
  • online surveys
  • email open and click-through rates software (if using them)
  • viral marketing campaigns (social media, email newsletters, etc.)
  • blog posts or articles on your website
  • sales brochures and flyers
  • press releases
  • eBooks or whitepapers

Now that you have a good understanding of your target market, USP, and current marketing efforts, it’s time to verify your marketing budget. This will ensure that you have the funds available to allocate towards activities that are likely to deliver.

Why is setting a marketing budget important?

It’s essential to have a realistic idea of how much you can afford to spend on marketing to achieve your desired results.

Marketing budget illustration
source: paldesk.com/how-to-set-a-marketing-budget-for-a-small-business/

How to decide on a marketing budget?

Review your current budget and figure out how much you can allocate towards marketing activities each month or quarter. You should also develop a plan for allocating marketing budgets based on the approaches you prioritize. For example, if social media marketing is your highest priority then you should allocate funds towards activities such as paying for ads or growing your follower base.

What tools to use for setting a marketing budget?

  • word processing documents
  • online surveys
  • email open and click-through rates software (if using them)
  • spreadsheets (for creating budgets)

It’s inevitable to outline the specific actions to take in order to achieve your business goals.

Why is it important to have a marketing strategy?

It will help you focus your efforts, allocate resources in the most effective way, and track progress over time.

How to come up with a marketing strategy?

Include a detailed plan for each of the steps outlined in this guide. Specify how long you’ll give each activity to produce results and set goals for what you’d like to achieve.

Kontrolni seznam trženjske revizije

What tools to use in this step?

  • customer relationship management (CMS) software
  • search engine optimization (SEO) software
  • social media
  • online advertising

One of the most effective ways to improve your marketing is by developing a content strategy. This will outline the types of content you’ll produce and how often you intend to publish.

Why is a content strategy important?

Quality content is essential for any successful marketing strategy. It encourages buying decisions, helps educate potential customers about your business, and builds trust.

Customer Relationship Management - vector illustration

How to do a content marketing plan?

Start by creating a list of the types of content that you want to produce, including blog posts, social media updates, and videos. Also, develop an editorial calendar for each platform so that your schedule is clearly defined.

What tools to use in this step?

  • blogging platform software and CMS (if using them)
  • social media management tools like Kontentino to help you manage content effectively

Be sure your customers can easily reach you and get important information without any hassle.

Why is getting closer to your potential customers important?

Because it helps build better relationships. They trust you more when they know that they can depend on you whenever they need your help.

How to get closer to your potential customers?

You can use many different methods to streamline your customers’ ability to contact you. They range from those that are visible to your clients, such as live chat widgets, to those that help your agents manage their workload more efficiently, which in turn increases customer satisfaction.

LiveAgent offers them all – you can use a built-in call center software, capture more leads with the fastest live chat on the market, and manage all chats, messages, emails, calls, etc. from the one inbox.

Connect Twitter with Help desk software - LiveAgent

Which tools to use for getting closer to your potential customers?

  • Call center software
  • Live chat
  • Social media support software

Now that you have a plan for your content, it’s time to build out the digital assets necessary to make it happen.

Why do you need to buildout digital assets?

It’s essential to ensure that all of your social media profiles and website pages are up-to-date so that they can attract visitors and keep them engaged with your brand. This will also help your business look more professional and credible.

LiveAgent - Facebook homepage

How to handle a buildout?

You should start by creating or updating your website and social media profiles. This includes adding relevant information such as a description of your business, contact details, and images or logos. Also, ensure that all of your pages are linked together so that visitors can easily navigate between them.

What tools to use for a digital asset buildout?

  • website builder software
  • social media management tools (like Hootsuite or Kontentino)
  • graphics design software (eg. Adobe Photoshop)
  • video editing software (such as Adobe Premiere Pro)

After gaining a solid understanding of your business and the market, it’s time to create an action plan for improving your marketing strategy. This will outline specific steps you need to take to improve ineffective aspects of your marketing.

Why is an action plan important?

It helps detect room for improvement and make a plan for appropriate changes.

How to make an action plan?

Your action plan should include a detailed review of each ineffective aspect of your marketing strategy, along with steps that you can take to improve them.

Decide Commit Repeat - wooden letters

What tools to use in this step?

  • digital marketing strategy template or worksheet
  • action planning software like Trello
  • report templates (like marketing reports) for tracking progress over time and sharing with your team members and boss, etc.

Bistveni elementi trženjske revizije

Cilj revizije

Določite namen vaše revizije. Cilji trženjske revizije se razlikujejo, vendar običajno vključujejo:

  • Vrednotenje učinkovitosti preteklih digitalnih marketinških kampanj.
  • Določanje prednosti in slabosti vaše trenutne marketinške strategije.
  • Preiskava povratnih informacij in pritožb strank.
  • Spremljanje aktivnosti vaših konkurentov.

Obseg revizije

Ko ugotovite cilj, je čas, da določite obseg vaše revizije. Odločite se, kaj boste vključili in izpustili. To vam bo pomagalo ostati na pravi poti med izvajanjem analize. Nekateri dejavniki, ki jih je treba upoštevati, vključujejo:

  • Časovni okvir revizije – Ali gre za celo leto, 6 mesecev ali samo 1?
  • Geografski obseg – katere države/regije bodo vključene v vašo analizo?
  • Osredotočenost na izdelek – katere izdelke ali storitve boste preučili?
  • Ciljni trg – kdo je vaše ciljno občinstvo?
Filter dnevnika revizije v programski opremi za pomoč uporabnikom – LiveAgent

Revizijske metode

Ko veste, kaj boste gledali, je čas, da določite najboljši način za zbiranje informacij. Na voljo so različne revizijske metode. Izberite tistega, ki bo najbolje ustrezal vašim potrebam.

Nekatere standardne revizijske metode vključujejo:

  • Pregled dokumentov podjetja – finančna poročila, marketinški načrti, podatki o strankah.
  • Anketiranje strank – prek intervjujev, fokusnih skupin ali anket.
  • Spremljanje spletne dejavnosti – analitika spletnega mesta, meritve družbenih medijev itd.
  • Primerjava s konkurenco – preučevanje njihovih marketinških strategij in taktik.
  • Analiza finančnih podatkov – rast prihodkov, stopnje dobička itd.

Analiza in ugotovitve

Ugotovite, ali so bili vaši cilji izpolnjeni ali ne in kakšne spremembe, če sploh, je treba narediti. Svoje ugotovitve predstavite jasno in jedrnato, da jih bo vodstvo zlahka razumelo.

Nekatere standardne analizne metode vključujejo:

  • Izdelava SWOT analize – prednosti, slabosti, priložnosti in grožnje.
  • Izdelava analize PESTEL – politični, gospodarski, socialni, tehnološki, okoljski in pravni dejavniki, ki bi lahko vplivali na vaše podjetje ali industrijo.
  • Izdelava akcijskega načrta s priporočili za izboljšave.
Funkcija pregleda analitike v programski opremi za pomoč strankam – LiveAgent

Priporočila

Ko gre za priporočila, boste želeli vključiti posebne korake, ki jih je mogoče sprejeti za reševanje težav, ugotovljenih v vaši reviziji. Tako boste vedeli, kaj je treba storiti in kakšnemu načrtu slediti. Poskrbite, da bodo vaša priporočila dosegljiva in realistična, da jih je mogoče enostavno izvajati.

Izvedbeni načrt

Sestavite načrt izvedbe. Opišite, kdo je odgovoren za vsak korak, kateri viri so potrebni in časovni načrt, kdaj je treba naloge dokončati. Dobro organiziran izvedbeni načrt bo pomagal zagotoviti, da se spremembe izvedejo pravočasno in učinkovito.

Vrednotenje

Ko so spremembe narejene, je čas, da ocenimo njihovo učinkovitost. Tukaj boste ugotovili, ali so bili vaši cilji izpolnjeni ali ne in ali so bile na poti kakšne neravnine.

Meritve trženjske revizije

Stopnje konverzije

Stopnje konverzije so najbolj natančno merilo učinkovitosti vaše marketinške kampanje. Stopnje konverzije lahko izračunate na podlagi:

  • Prodaja – sledenje nakupom in prodaji na spletnem mestu prek platforme za e-trgovino ali sistema CRM bo pokazalo, koliko strank je opravilo nakup po ogledu določenih strani/vsebine.
  • Potencialne stranke – merjenje, koliko potencialnih strank je bilo ustvarjenih kot rezultat vaših trženjskih prizadevanj, in nato sledenje, koliko od njih je privedlo do prodaje.
  • Prijave – spremljanje števila ljudi, ki se prijavi na vaš e-poštni seznam ali prenese belo knjigo ali e-knjigo itd.
  • Kliki – merjenje števila klikov na vaše oglase (prikazi) in števila konverzij, ki izhajajo iz njih.
Graf vedenja pridobivanja

Stopnja obiskov ene strani

Stopnja obiskov ene strani je meritev, ki se uporablja za spremljanje števila ljudi, ki obiščejo vaše spletno mesto in ga takoj zapustijo. Lahko vam pomaga razumeti, ali privabljate pravo občinstvo ali ne.

Stopnja obiskov ene strani se določi tako, da se vzame skupno število obiskovalcev, ki zapustijo vaše spletno mesto po ogledu ene strani, in se deli s skupnim številom obiskov. Če je ta odstotek visok, je na vašem spletnem mestu morda nekaj, kar ljudi odvrača ali odganja, preden bodo imeli možnost nadaljevati raziskovanje. Če želite zmanjšati stopnjo obiskov ene strani, poskusite:

  • Odstranjevanje nepotrebne vsebine s ciljnih strani – preizkusite, kateri elementi povečajo konverzije, ne da bi povečali stopnjo obiskov ene strani, preden jih popolnoma odstranite.
  • Naredite, da bodo vaši pozivi k dejanju bolj prepričljivi – natančno pojasnite, kaj bodo obiskovalci prejeli v zameno za svoj čas in trud.
  • Dodajanje signalov zaupanja – razmislite o uporabi varnostnih značk, logotipov strank, pričevanj itd., da povečate zaupanje obiskovalcev.
Google Analytics – stopnja obiskov ene strani

Razmerje med prikazi in kliki

Razmerje med prikazi in kliki (CTR) je meritev, ki se uporablja za merjenje števila klikov na vaše oglase in tega, koliko ljudi obišče vaše spletno mesto. Sledenje vam lahko pomaga ugotoviti, katere oblike oglasov, umestitve ali omrežja najbolje usmerjajo promet na vaše spletno mesto. Za izboljšanje CTR:

  • Preizkusite različne oblike oglasov in umestitve – poskusite uporabiti mešanico besedilnih, slikovnih in video oglasov, da vidite, kateri ustvarijo največ klikov.
  • Spremljajte promet na svojem spletnem mestu – poiščite skoke prometa, ki sovpadajo s povečanjem porabe za oglaševanje, da ugotovite, kateri oglasi delujejo najbolje.
  • Prilagodite svoje ponudbe – če ne dosegate želenega RPK, zvišajte ali znižajte ponudbe, da izboljšate ali zmanjšate svojo vidnost.
Primer CTR

Prizadevanja za socialne medije

Socialni mediji so močno orodje za trženje vašega podjetja. Lahko vam pomaga doseči nove stranke, zgraditi odnose s trenutnimi strankami in ustvariti potencialne stranke. Če želite kar najbolje izkoristiti družbene medije:

  • Ustvarite zanimivo in privlačno vsebino – delite objave v spletnem dnevniku, infografike, slike in videoposnetke itd., da pritegnete pozornost ljudi.
  • Sodelujte v pogovorih – pridružite se ustreznim razpravam, da povečate zavedanje strank o vaši blagovni znamki.
  • Merite in spremljajte rezultate – spremljajte analitiko družbenih medijev (npr. vpogled v Facebook), da vidite, koliko ljudi sodeluje z vami na posamezni platformi in vrste objav, ki vračajo največ prometa na vaše spletno mesto.

Prodajna prizadevanja

Prodaja je končni cilj vaših marketinških prizadevanj. Sledenje prodajnim meritvam vam bo pomagalo ugotoviti, ali vaše akcije privabljajo nove stranke in povečujejo stopnjo zadrževanja strank. Sledenje prodajnim meritvam se lahko izvede prek:

  • Platforme za e-trgovino – uporabite orodja, kot so Shopify, Bigcommerce itd., za spremljanje nakupov izdelkov v več trgovinah/spletnih mestih.
  • Orodja za trženje po e-pošti – uporabite orodje, kot sta Mailchimp ali Constant Contact, za spremljanje števila prodaj, ki izhajajo iz e-poštnih kampanj, pa tudi življenjske vrednosti strank in donosnosti naložbe za vsako oglaševalsko akcijo, ki jo izvajate.
  • Partner s svojo finančno ekipo – tako da lahko delijo podatke o novih strankah, ki ste jih pridobili s svojimi prizadevanji, pa tudi o tem, koliko povprečno prodate.

Meritve prepoznavnosti blagovne znamke

Izboljšanje prepoznavnosti blagovne znamke je stalen proces, ki zahteva čas in stalen trud, da bi videli rezultate. Če želite spremljati svoj napredek:

  • Primerjava meritev podobno za podobno – primerjajte podatke iz istega meseca/četrtletja v prejšnjem letu (ali starejšega) s trenutnimi podatki, da vidite, kakšen napredek ste dosegli.
  • Uporabite raziskave o učinku blagovne znamke – to so vprašalniki, ki sprašujejo ljudi, ali so slišali za vašo blagovno znamko in če so, ali imajo o njej pozitiven ali negativen vtis.
  • Spremljajte omembe v družbenih medijih – uporabite orodja, kot sta Hootsuite ali Mediatoolkit, da izmerite, kolikokrat je vaša blagovna znamka omenjena na spletu.
  • Spremljajte položaj vaše blagovne znamke v rezultatih iskanja – spremljajte, kako pogosto se vaše podjetje pojavlja na vrhu Googla, Binga itd., da vidite, katera ciljna ključna beseda usmerja promet in prodajo na vaše spletno mesto.

Povzetek kontrolnega seznama trženjske revizije

  • Določite svoj ciljni trg
  • Postavite si cilje
  • Analizirajte celoten trg
  • Izvedite SWOT analizo
  • Ocenite učinkovitost trenutnih marketinških prizadevanj
  • Identificirajte svoj USP
  • Potrdite svoj marketinški proračun
  • Ustvarite marketinško strategijo
  • Razvijte načrt vsebinskega trženja
  • Približajte se svojim potencialnim strankam
  • Ustvarite digitalna sredstva (spletno mesto, profili v družbenih medijih)
  • Ustvarite akcijski načrt za izboljšanje neučinkovitih vidikov tržne strategije podjetja

Bistveni elementi trženjske revizije:

  • Cilj revizije
  • Obseg revizije
  • Revizijske metode
  • Analiza in ugotovitve
  • Priporočila
  • Izvedbeni načrt
  • Vrednotenje

Meritve revizije trženja:

  • Stopnje konverzije
  • Stopnja obiskov ene strani
  • Razmerje med prikazi in kliki
  • Prizadevanja za socialne medije
  • Prodajna prizadevanja
  • Meritve prepoznavnosti blagovne znamke

Marketing audit checklist FAQs

What should I ask in a marketing audit?

A marketing audit ought to cover all aspects of your marketing activity, from brand awareness to sales process. It should also include a review of your website, eCommerce platform, and social media presence. As you can see, there are many aspects to cover and working with teams is recommended, including your finance and accounting departments. Our checklist summarises all of the key points you need to cover in your audit.

How do I recover from failed marketing campaigns?

If you're not achieving the desired results from your current campaigns, try A/B testing different ad formats and placements (e.g, text vs. image ads). In addition, monitor website traffic for spikes in inactivity and look for trends to determine which ads bring in new customers. It may also be a good idea to review your website's design, content strategy, or SEO keywords to see where you can improve.

How do you prepare for a marketing audit?

The best way to prepare for a marketing audit is to gather all of the relevant data and have it ready for review. This includes analytics from your website, eCommerce platform, social media accounts, and email marketing tools. You should also have any branding or design assets ready for review, as well as an overview of your current campaigns and their results. You can download our free marketing audit checklist PDF, which includes a summary of all the key points you need to cover in your audit.

How do you format a marketing audit?

There is no one-size-fits-all answer to this question, as the format of a marketing audit will vary depending on the size and complexity of your business. However, most audits will include: Executive summary - a brief overview of the key points from your audit, including any recommendations or next steps. Current marketing activity - an outline of all ongoing and completed marketing campaigns, as well as how successful they were in driving sales. Marketing goals - details about your business objectives for each type of campaign you run to give a clear understanding of what you're trying to achieve. Marketing activities review - an assessment of e.g. your website's design, user experience, content, SEO, social media, and email marketing strategy. Financial review - an examination of how much you're spending on marketing and whether or not this is generating a good return on investment (ROI). Next steps - recommendations for ways to improve your marketing activity based on the findings from your audit.

How much time do I need to successfully complete a marketing audit?

Again, there is no definitive answer to this question. However, you should allow enough time to review all the data and make recommendations for improvement. By using our digital marketing audit checklist, you can reduce this time to a minimum because you won't need to make any additional changes nor miss anything crucial.

What is the role of email marketing audit in digital marketing audit?

Email marketing is one of the most important channels in digital marketing. It's a great way to connect with customers and keep them updated on your latest products and services. Auditing your email marketing is an essential part of maintaining a successful campaign.

Naša spletna stran uporablja piškotke. Z nadaljevanjem uporabe te strani soglašate z uporabo piškotkov, kot je navedeno v našem pravilnik o zasebnosti in piškotkih.

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