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.

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 using social media customer service software. This software can help you analyze and understand your customers’ preferences, needs, and behaviors, allowing you to refine your customer profiles and tailor your marketing strategies accordingly.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.