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Marketing Audit
Marketing Audit
zmoney
2012-11-27T16:50:20+00:00
Marketing Audit
Step
1
of
5
- Reputation
20%
Name
First
Last
Email
Phone
Reputation
Do you have a proactive system for creating positive content about your business and disseminating it on the web?
No
Yes
Do you have a system for monitoring what is being said about your business on the web and social media?
No
Yes
Do you have a reliable system of collecting and creating client testimonials and success stories?
No
Yes
Do you effectively and powerfully use your testimonials in all the marketing, advertising and sales efforts you do?
No
Sometimes
Yes, Always
Do you have respected people in your field, market or industry who will endorse you and your company without hesitation?
No
Yes
How many endorsements do you have?
None
1-3
4-9
10+
Do you have a continuous system/approach/program actively in place to continually secure more prominent endorsements?
No
Yes
Has your website been effectively optimized for search engine results?
No
Yes
Has your website been kept current with news/awards/changes?
No
Yes
Is your business currently ranking on page 1 of search engine results for competitive keyword phrases?
No
Yes
Do you have complete business listing profiles in the major search engines?
No
Yes
Do you have an active social media presence?
No
Yes
Do you conduct PR/media relationships/radio/newspaper/magazine interviews/event participation in your industry and local community?
No
Yes
Do you hold or run special events such as educational seminars, new product introductions, end of the year promotions, private sales, meet the management events, meet the manufacturer events, client appreciation events, etc.?
No
Yes
Reach
Do you have a written marketing strategy and tactical implementation plan that you continuously apply and follow?
No
Yes
Have you identified the sources where all (or at least most) of your business is coming from and how to stimulate more people from those specific sources to purchase from you?
No
Yes
Do you know your allowable cost of acquiring a new prospect and/or clients?
No
Yes
Assuming you know your allowable cost of acquiring a new prospect and/or clients, do you invest up to that amount in your marketing efforts to acquire new buyers?
No
Yes
Do you know the average lifetime value of your clients?
No
Yes
How many different marketing activities do you have in place to attract prospects/clients/revenue flow?
2
3-5
6-8
9+
How much do you invest in marketing activities each month?
$0
<$1000
$1000-$2500
$2500-$5000
$5000
Do you have a direct response-formatted website?
No
Yes
Do you perform effective (meaning successful at both attracting and converting) search engine optimization that builds more prospects, buyers or business?
No
Yes
Do you have a target prospect list of strategic partners? (i.e., companies that either already have a strong relationship with the same people you want to sell, or new, competitive organizations that have more to gain than you do by seeing you sell your product/service to more people/companies)
No
Yes
Do you have any strategic alliances actively in place right now that are generating you new prospects/clients/revenue flow?
No
Yes
Resell
Have you identified complementary cross-sell offers for all of your products and services?
No
Yes
Is your staff trained in identifying and offering up-sell, cross-sell and down-sell opportunities?
No
Yes
Is your staff compensated for up-sell, cross-sell and down-sell sales success?
No
Yes
Are you up-selling all customers at the initial point of purchase?
No
Yes
Are you communicating offers to your existing customers at least once per month?
No
Yes
How many different media are you using to make your offers (SMS, email, direct mail, etc.)?
None
1
2-4
5+
Do you have a comprehensive database of your prospects and buyers that identifies everything from names, contact numbers, type of buying, what they buy, where they originated from, quantities or past purchases, etc.?
No
Partial
Yes on all issues
Do you have a method to build a continually growing prospect/client list?
No
Yes
Do you actively use all of the data above to target different categories of prospects/buyers in different ways for different products or services?
No
Yes
How many complementary (upsell/cross-sell) products/services do you currently add to your sales proposition?
None
1
2-5
6+
Do you currently offer bonuses (either tangible or intangible) as an incentive to purchase your product or your service?
No
Yes
Do you ethically (but effectively) prepare buyers from their very first purchasing experience with you to keep coming back to purchase over and over again?
No
Yes
Do you have an active, systematic, ongoing follow- up system for every prospect and first-time buyer you acquire?
No
Yes
How often do you follow up with past buyers/clients by phone, mail, email or in-person?
Never
Once every 6 months
Once every 3 months (Qtr)
More often
Do you know what your attrition rate is and why a client may stop buying from you?
No
Partially
Yes in both cases
Do you have attrition reduction or client conservation program in place to minimize inactive buyers?
No
Yes
Referral
How many formal referral-generating systems do you currently have with prospects or potential partners?
None
1
2-5
6+
Is your staff trained in identifying referral generation opportunities?
No
Yes
Is your staff compensated for generating referrals?
No
Yes
Does at least 25% of your business currently come from referrals?
No
Yes
Is the average number of referrals you get every month increasing or decreasing?
No
Yes
Do you hold or run special events such as seminars, new product introductions, end of the year promotions, private sales, meet the management events, meet the manufacturer events, meet the creator-type events, etc. to encourage referrals?
No
Yes
General Activities
Do you have someone working on the marketing of your business that has training in marketing?
No
Yes
Do you have someone at your business spending at least 50% of their time dedicated to marketing?
No
Yes
Do you have a growth mindset at your business?
No
Yes
Do you have a “sales and marketing culture” at your business?
No
Yes
Do you have a powerful, unique value proposition that you communicate consistently to your market?
No
Yes
Does your marketing make irresistible offers to your prospects or potential buyers?
No
Yes
Have you formally surveyed your clients to find out exactly why they buy from you versus the competition?
No
Yes
Do your marketing, sales approaches and advertising activities focus on benefits or features?
Features
Benefits
How do you feel after completing this questionnaire?
Same or hopeless
Excited and I know I need help, can you help me?
