• Magnifying Glass and U.S. Fifty Dollar BillAre YOU sure your online marketing is as streamlined as it needs to be?

    Let me take that question a step further … have you considered marketing audits for all of your offerings and revenue streams?

    Do you have a system in place to monitor communications and make sure your team (current or previous) sets up your online communications properly?

    I am seriously asking this and for a very good reason. AND part of that reason is I learned the hard way that you must personally spot check the work your team is doing (or enlist the support of someone you trust) to make sure it’s done properly and in some cases, that it’s done at all…

    Remember how I share that each of your online offerings needs to have its own strategy (that means external marketing and internal marketing).

    I often teach by example and this valuable lesson can save you time, money and lost clients. I double checked on an auto-responder email series for a specific offering and I found that the AR’s were set up but the content was NOT loaded. WHAT?!!

    This means that my clients who ordered that specific product were not receiving the intended follow up marketing messages to let them know how I can best support them. They had been getting blank messages with only a subject line. YIKES!!!.

    This should have been ready to go and tested by previous team members and it WASN’T. I wrote the copy and sent it off to be proofed and loaded and it didn’t happen. I have to take some responsibility because I should have been spot checking and insisted that the test email series were sent directly to me for final approval. I’ve since set up a system to monitor all communications for all new products and services (and we’re double checking all the current ones, too). Needless to say, it was a BIG surprise to find this error and an opportunity to improve systems

    AND this experience is exactly why online marketing message and strategy audits are necessary (we shouldn’t have to micro manage but clearly there needs to be some additional quality control and systems in place). How long has it been since you checked your email sequences, opt in offer and follow up correspondence?

    I’m so glad I checked this myself (albeit a bit disappointed that the job was NOT done as reported). I wonder how much potential business that team mistake cost me? I wonder if similar mistakes are costing you business?

    Sadly this isn’t an isolated situation. Not in my business and likely not in yours unless you already have systems in place and are regularly reviewing content and strategy. If so, good for you! It’s important and if you’d like some support, I can help.

    During our marketing audit, we’ll customize the following to support your business model and:

    • Review revenue streams and projections to make sure they are realistic and attainable not just based on someone selling you “hope”
    • Make adjustments and suggestions for new direction as necessary and in alignment with YOUR big vision
    • Revisit your strategy to plan for success based on creating a lifestyle that fully supports you
    • Update web content, strategies and packages to ensure you’re connecting genuinely with your ideal prospects and moving them to paying customers (This is often where unrealistic web expectations are uncovered, and this is a really good thing, because it could mean uncovering additional revenue streams and/or ways to increase profits)
    • Review your opt in offer and follow up email sequence to make sure it’s in alignment with your goals and what your clients want (this can include review and update of email sequences for each of your offerings)
    • Create an Internet marketing editorial calendar so your marketing efforts strategically support your revenue goals (I call them content strategy plans and you can read about some of the results my techniques have generated for clients here) to support your projections and revenue goals
    • Consistently review and monitor your results for a mutually agreed upon amount of time(6 months is often optimal and then you can reassess what you really want, need and have achieved before you renew)
    • Clearly outline the benchmarks you want to achieve during your contracted time (This is personalized based on YOUR goals.)

    Because this is detailed, one-on-one work, I’m only offering this to select businesses. To be considered for the marketing audit,  including a customized version of the 7 core components outlined above and direct access to me to help you fine-tune your marketing message and strategy, schedule an Exploratory Consultation or visit my coaching, consulting and mentoring page here to see how I can support you (you might also consider a Manyon Marketing Web Makeover as a stepping stone to your full marketing audit).  AND, when you’re a member of the Write On Creative Community, you can request a Complimentary Get Connected call with me for no charge – – Join here.

    Is it time for a marketing audit? When was the last time you fully reviewed your marketing funnels?

     

    Lisa Manyon

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog

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    10 responses to “The Importance of Marketing Audits”

    1. I’ll be working on a brand new site in 2014 so this list comes in handy! thanks!
      Trudy

    2. Sue Painter says:

      Good idea, this marketing audit. I see people who fail completely to put autoresponders in place all the time!

    3. Jessica says:

      Wow! That sounds like a very powerful audit. And I recommend you to anyone who knows or thinks they need one!

    4. Mitch Tublin says:

      Lisa,
      Great description with the steps to follow to make certain things are working for you and not against you in your efforts to prove your value to your clients and prospects.

    5. Ei-ei-ei….the pains of proper info not going out! Been there and know the importance of reviewing this regularly! How great that people get to work with you to correct this so that they can stop leaving money on the table:)

    6. This was not something I had heard of or contemplated. It’s getting added to the list for the new year. Thanks!

    7. Jenny Fenig says:

      Oy! I so feel your pain on this one, Lisa. As online biz owners, we can’t fall into the Internet abyss and assume everything is done the way we want it to be … UNLESS we have systems and checks in place.

      Thanks for the reminder!

    8. Great reminder for everyone, Lisa! You always have to make sure your marketing and other systems are running smoothly in your biz. Things are bound to happen, but having a process in place to review and catch the mishaps is key.

    9. Heidi Alexandra says:

      What a great article to start off the new year and a great reminder of why it is so important to have systems and checks in place. WE’re only human afterall.

    10. Lisa this is SO true. I know I have been guilty of setting and forgetting. What worked for me at one point might not make sense anymore. Thanks for the reminder to revisit decisions I’ve made in the past.

      Carrie

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