Does your marketing work? A do-it-yourself marketing audit

A presidential election combined with an economic roller coaster — I know lots of us feel relieved to have one less thing competing for our attention. So now we can just worry about the economy . . .

I think often of a friend’s story about a business owner who survived and thrived through repeated recessions while other businesses did not, because he invested in his business during each downturn. Whether a new piece of equipment, a new employee, or adding a service, his investments increased the value or quality of his services, and helped his business stand out from its competitors.

How are you investing in your business? Tuning up your marketing is one way. The do-it-yourself marketing audit offers some questions to help gauge where your marketing is on track, and where it needs work.

Do-it-yourself marketing audit
Effective marketing is always relevant, but especially during a slow economy. Good marketing carries clear messages telling our target audiences how we can meet their needs in distinct ways, and so encourages them to work with us.

Ideally, we have been marketing throughout our busy times, and have a steady flow of clients and projects to carry us while we evaluate our changing economy.

But what if we haven’t?

Delivering excellent service and maintaining good client relationships is still the first and most important way to promote your business.

As we look ahead to next year, it’s a great time to review your existing marketing activities, to see what works, and what needs tuning up. Answering the questions below will give you some quick ideas about where to focus.

1. Do you have on-going ways to meet new people who might become clients or refer you to potential clients? Every business loses some clients to natural attrition. How do you replace them
2. Do you regularly take time to build relationships with your contacts? It takes several contacts to create a relationship from an acquaintance. In the process, you generate familiarity, trust, and eventually, referrals or work.
3. Do you nurture your existing client relationships and sources of referral? Do they know you appreciate their business and referrals? Everyone likes appreciation!
4. Do you understand your clients’ business from the inside? If not, how can you learn?
5. Do your clients know why you are different? Do they know the full range of services you provide? Don’t assume — and make it easy for them to find out.
6. Does your business have a clear brand to support these efforts? Besides a visual identity, your brand promotes messages that help sell services through all your marketing activities: web site, mailings, publications, presentations, brochures, and proposals.
7. Does your business have a mission statement? A purpose (or description of what you do for your clients, including unique qualities) guides your marketing. It tells people why you are in business.
8. What is your position in the marketplace among your competitors? Size, type of clients or projects, and location all contribute to how you differentiate yourself, as does mission, message, services, and your most unique asset: you and your people.
9. Do your marketing materials (web site, brochures, press releases, etc.) clearly tell your story — incorporating your message and position? Consistent messaging throughout your marketing proactively tells the marketplace what your business stands for. Repeated exposure produces results: people remember your business and what you promise to do.
10. Do you have a clear outline of proactive marketing activities? Call it a marketing plan or a to-do list for the coming months; it will help focus your efforts beyond the day-to-day demands of business.

There is a back-to-basics mood in the air these days. This is a great time to look at your marketing with fresh eyes, and get ready for the coming year.