Updated: Feb 1, 2020
There are quite a few ways to do a marketing audit for your business.
Most of the ones you see floating around online will tell you about the 4 'P's of marketing.
Others will tell you to get objectives, create personas, find competition data, analyze data, create strategic plans, etc, etc.
Those are good things to work on if you are a big organization.
However most small businesses don't need this level of complexity to grow this year. That's why I like to use something more organic to focus on the most important thing...
So take a few minutes to go through each of these sections. At the end you will have insight into where you could do a better job connecting with your customer. Then a few tips to improve that area.
Here we go.
The Customer (2 mins)
Who is my best customer?
Meaning: who buys your stuff most often and then tells other people about it because it helped them out?
How do I know that?
Are you making an assumption based on past experience or a gut feel? Don't overlook the blindness that comes from being the owner and not the customer.
When is that last time I spoke with one?
Ideally you should talk with your customers EVERY. SINGLE. DAY. However talking with your customers on a weekly or bi-weekly basis is a great place to start.
Describe your best customer, how they typically find you, and what they like about your solution.
The Customer Need (3 mins)
Do I have a producer mentality or a consumer mentality?
When we are trying to get better at marketing we can often get in our own way. We are trying to produce content, social media posts, sales pitches and the list goes on. But that means we are thinking like producers, not consumers.
So turn around your viewpoint and look at your approach from the customer's point of view. Here a few ways you can try that:
Read your website like someone trying to find a specific solution.
Can you find the answer on the front page?
Is it easy to understand how the problem is solved?
Does it seem easy to use your solution just from reading?
Are your emails/social media posts selling you or your solution?
Read the first two lines, are you discussing them or yourself?
Does the message talk about the customer success or yours?
Are you sharing your achievements or your customer's possible success?
Only write about your customer for the next 5 social posts or emails.
The Message to The Customer (3 mins)
We often tell customers lots of things about our product and service to show them how awesome it really is. There is nothing wrong with sharing benefits to people, but don't forget the reason they are talking with you in the first place.... a problem needs to be solved.
So focus your messages on that ONE problem they are begging to get solved. Here are a couple ways to check on that.
What is the customers biggest need right now?
Am I CLEARLY telling them how we solve it?
Is there proof of us solving the problem people can see, hear, touch, smell?
Check your website and social media for testimonials and data that SHOWS their #1 problem being solved for others.
Lastly - You (2 mins)
Believe it or not, one of the biggest issues that people who are struggling with growth have is:
No offer that matches the customer problem.
Notice I didn't say that there is NO OFFER.
Most of the time the thing the business is offering does not exactly match the need of the customer. That matters most today because your customer has SO. MANY. CHOICES.
Here is a great example:
I have the need for skin care products that can help me with my eczema in the winter months. Which of these two offers is going to get my attention first?
Pretty obvious that the 2nd product is aimed right at my issue right?
Do I have at least 1 offer/product to fix my customer's problem available right now?
Here is the summary for those that like it all in one place.
1. Who is your best customer? (They buy from you and they tell others about you)
Task: Describe them in 2-sentences or less
2. What is their biggest need? (Am I thinking like a customer or a salesperson?)
Task: Only write about the customer (not yourself) for the next posts.
3. Is my message impactful? (Am I solving something specific and asked for?)
Task: Check your website for testimonials and data that SHOWS you can help
4. Do I have the correct offer? (Too general or really specific?)
Task: Check to see if you current offer matches the specific need of your best customer
Head over here and book a 30-minute call to get answers.