Before we get into the nitty-gritty of different marketing channels in later blogs, I thought it worthwhile to mention ‘marketing audits’. Everyone has heard of audits, right?

Usually the ‘audit’ word is connected to ‘finance’ and is considering a boring nuisance. However a Marketing Audit (or Marketing MOT if you prefer) is seldom mentioned, but is an essential and vital cog in the business machine for both big and small companies on the basis that everything must be regularly assessed, modified and, if necessary, discarded.

Here’s why:

1: To recognise which marketing strategies are working and which aren’t?

2: To become more efficient and cost-effective with marketing activities.

3: To highlight potential marketing opportunities for growth.

4: To maintain a competitive edge over any rivals.

5: To create a more accurate target buyer profile.

6: To see which tools are needed to accomplish targets.

7: To evaluate short and long-term objectives.

8: To better understand the relationship with your customers, your marketing and your product or service.

Good reasons I think to give your marketing plan a thorough ‘MOT’ and recommend revisiting your plan every three months as a minimum … so you know what’s working, what’s not and what needs tweaking to get better results.

Keep an eye out during the next week or so as we get into the detail of the plethora of marketing channels that might or might not work for you.