The Audit
The Audit process is designed to get a detailed look at your current marketing and give you a step-by-step guide to start maximizing revenue. This process looks for gaps and opportunities for each section listed below.
This an affordable first step that can function as a stand-alone service if your team wants to execute on marketing themselves.
If not, we have the resources to fully manage your marketing roadmap!
1. Interviews
The first step is to conduct a few interviews with you. Your company's tribal knowledge is often the most profound place to start.
2. Internal Review
We take a look through your systems to find intelligence and gaps.
3. Independent research
We reach out into the world and identify trend opportunities and threats unique to your company.
4. Presentation
We wrap it all up into a strategic plan for growing your revenues.
The Process
What Do You Get From Our Audit
01.
Customer
& Context
Your customers are unique and not understanding their unique purchasing habits can undo even the most sophisticated marketing activity.
This piece of document will uncover any gaps in your understanding of your customer's purchasing habits as well as a plan for filling those gaps.
03.
Tech
Stack
Too much and too little technology can both cost you a lot of time and money. Like Goldilocks and the three bears your tech stack needs to be "just right".
This section of the audit will make sure the technology you are paying for is saving you time, money, and stress.
This section deals with the financials. Many businesses leave money on the table because they charge too much or too little, or they engage in marketing campaigns that aren't profitable.
This section will uncover how much you can afford per new customer and build a plan for maximizing marginal profit through price testing.
02.
Price, Revenue,
& Ratios
The best place to hide a body is on the second page of Google... no one will ever look there. Getting found online is half the battle, the second half is ensuring the customer chooses you.
This piece of the audit assesses your company's current state for both of those items and builds a plan for moving forward.
04.
Web Presence
05.
Analytics
You wouldn't pay for an order of groceries without knowing exactly how much you're getting. Your marketing should be no different. Setting up analytics means you know exactly how much you're getting, from where, and how much it costs.
This section of the audit looks at what work needs to be done with your analytics and builds a reporting plan that will allow you to understand what to keep and what to cut.
One thing that we have seen cost businesses a lot of money, is advertising in the wrong place.
We will assess the best places to promote your services so your marketing dollar goes the farthest.
06.
Channel
Strategy
07.
Advertising & Promo
Here is where we take a look at all of your existing ad efforts and make sure they are squeaky clean.
Not following best practices or having technical oversites are the worst reasons for campaigns to fail. We have over 12 years of managing digital tools that we will bring to bear to make sure your ads are professionally executed.
Frequently Asked Questions
Is this practical, is it really worth the money?
In short, a resounding yes, and here is why. We have had many clients who have hired an agency to jump right into advertising, only to be met with bad or no results. Many agencies to minimize costs and get you through the door will simply spool up a quick Google ads campaign to make you feel like things are moving quickly. It is true in life and it is true in marketing that haste makes waste. Without a proper look at the entire business, your promotions are very likely to fail. We have seen promotions that were untracked leaving everyone in the dark as to whether they are working, to promotions that were far too expensive for the business to afford, to websites that were undoing all of the ad's hard work. All of these pitfalls can be avoided with proper planning.
This seems like it might go over my head or be unusable for the team.
We build these presentations specifically so that they are approachable by every member of your company. We strip out the jargon and academic speak and provide clear direction around each area of the audit. It will be approachable no matter your industry, educational background, or specialization, while still providing the strategic value of an MBA and decade of marketing experience.
This is great but it seems unaffordable.
We are in the business of helping small businesses and our pricing reflects that. Our audits start as low as $800 CAD and if requested we can add training to help your team start executing on this without extra spend.