This article is based on a recent JDR Group webinar where we shared how to run an effective marketing audit. Many business owners we speak to feel frustrated with their marketing results, unsure what’s really working and overwhelmed by all the moving parts. In the webinar, we broke down a structured way to review your marketing so you can clearly see where you stand, identify the gaps, and take practical steps to build a marketing system that consistently generates leads and sales.
Below, we’ve broken down the key areas you can review and start improving right away, and if you want to watch the webinar in full, the replay is available here: How To Audit Your Marketing.
Your website is the foundation of your digital presence. It should be a reflection of your evolving business, so it's vital to keep it refreshed and updated. If your site hasn't been touched in years, it likely needs a redesign.
A modern, agile website that's easy to edit allows you to make changes quickly and test new ideas to improve results. The number of pages on your website is also a key indicator of its performance. A higher page count correlates with more website traffic, as it increases the number of search queries your business can be found for.
Finally, you must use website analytics, like Google Analytics, to measure your website's performance and track traffic.
A successful marketing machine is built on a clear strategy. This should be a documented plan that outlines your target audience, channels, and KPIs. Having a clear strategy allows you to make informed decisions and build a consistent brand.
Brand guidelines are an essential part of this, documenting everything from your logo and tone of voice to colours and fonts. They ensure that every piece of marketing you create is consistent and on-brand.
A unique selling point (USP) is also incredibly powerful, as it makes you stand out from the competition and can lead to faster, more profitable growth. An ideal customer persona is also fundamental, giving you a clear picture of who you’re trying to reach, their pain points, and how your business can solve them.
Lastly, conduct market research, including competitor analysis, keyword research, and using tools like SWOT or PEST analysis, to gain the insights you need to make smart decisions for your business.
Consistent content is essential to a successful marketing machine. We recommend publishing blog posts at least weekly, as this helps drive significant website traffic. You should also be active on social media platforms like LinkedIn and produce regular video content, as it's a powerful way to build authenticity and connect with your audience.
A key takeaway from our audit process is that relying on a single traffic source, like paid ads, is extremely risky. The most successful businesses drive traffic from multiple channels, including SEO, paid ads, social media, email marketing, and more.
Once you have traffic, the goal is to convert it into leads. You can't rely solely on a contact form; you should offer multiple conversion points like quizzes, calculators, gated PDFs, and live chat to maximise lead generation.
Once you have a lead, a successful follow-up strategy is essential for converting them into a sale. A minimum requirement is an email, but we strongly encourage using the phone for a faster and more effective connection.
Using automation and social media outreach, like a direct message on LinkedIn, is also a powerful way to stay in touch. Data shows that it can take up to 13 touchpoints to make a sale, yet many businesses give up after just two. The more you follow up proactively, the higher your chances of converting leads into sales.
Auditing your marketing gives you a clear picture of where your business stands and highlights the areas that need improvement. Reviewing your website, strategy, content, traffic, and lead conversion is just the start: what matters is turning those insights into action.
If you want to build a marketing system that consistently gets you results, don’t wait. Speak to one of our experts today and discover how a tailored audit and strategic plan can help your business attract more customers, generate more leads, and convert them into sales.
And if you’d like to see the full walkthrough and practical examples, watch our on-demand webinar here: How To Audit Your Marketing Webinar.