STRATEGY

How to Carry Out a Marketing Audit (Internal Checkup) in Growth-Driven Marketing

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Written by Asena Atilla Saunders
11/05/2020
               

In order to achieve sustainable growth, businesses need to build a successful Growth-Driven Marketing structure. This requires an ongoing data-driven approach starting from the very first step, optimizing the whole process constantly, according to gained insights and data-driven results. Building an efficient growth structure is only possible when every process is linked to the other, with a cause and effect relationship. That’s why every stage in Growth Driven Marketing needs to be built and supported with data to lay a solid foundation.

Everything starts with your brand. Whether you are a start-up or an established entity, if you want to adopt a Growth-Driven Marketing methodology, first, you need to prepare your brand check-up by carrying out:

  1. An internal analysis of your business
  2. Competitor research and analysis
  3. Current, potential, or lost customer insights

This initial phase is essential as it creates data and insights for future stages and will determine your strategy.

Internal Check-Up

The main aim of an internal analysis is to define each product, solution, or service under your umbrella brand explicitly by covering the 4Ps: Product, Price, Place, and Promotion. At the end of this stage, you might realize that some of your products or services speak to the same persona or cater to a mutual need, therefore they should be considered as one solution. Or vice versa, you might need to separate some of your solutions when you analyze a wide range of parameters in your product and solution mix. So when you complete your internal analysis, you may end up with an umbrella brand and sub-brands, or different solutions under an umbrella brand, catering to different demands.

In this article, we will go through how you can smoothly carry out the first analysis- internal check-up through our online learning platform: the Growth Marketing Hub. And don’t worry if you don’t have an established brand. The Growth Marketing Hub is designed to give you the opportunity to exercise each module and process so that you can just practice and learn.

Internal Checkup with the Growth Marketing Hub

Our growth journey starts with the “Internal Checkup” menu at the Growth Marketing Hub panel. You can select “Start a New Check-Up” box from the menu to create your product, solution, or service.

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Start a New Check-Up

1- Create Your Brand

We initiate the check-up process by creating our brand. There are a few key points to consider when filling out the information at this stage.

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The Business Model: You need to clarify your business model because your cost structure, revenue stream, customer segments, and distribution channels will vary for each business model. It will also determine your growth strategy, growth funnels, and growth marketing campaigns accordingly. So you need to specify whether your business model is B2B SAAS, B2B Enterprise, B2C Ecommerce, B2C Mobile App,  B2C Marketplace, Publishing/Media Sector, or choose “Other”.

The Revenue Structure: In this area, you will need to identify how your customers are currently paying for your services. You can select multiple revenue structures from the list below:

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The Cost Structure of the Umbrella Brand: This area is to determine the most important costs inherent to our business model. You need to ask yourself: Which key resources and key activities are the most expensive for my business? You can select multiple cost structures from the list below:

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As you can see, in some fields, you can choose more than one option by clicking to the options you want to select. But in some fields like Business Model, you cannot select more than one option.

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Distribution Channels: You can choose your distribution channels from the list below by selecting one or more options:

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Sales Process: Here, you will identify your sales cycle and onboarding process details, clarifying how you close your sales (online/offline, etc.). You can select multiple sales processes from the list below:

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And as the final step, choose the countries you are currently active in from “Currently Operating Markets” and the countries you want to operate in from “Target Markets” You can select multiple countries from the dropdown list in the panel. 

Click “NEXT STEP” Congratulations! You have finished creating your brand.

Once you have finished with the Product, Pricing, and Place, now it’s time to analyze the Promotion part of the marketing mix. At this stage, we will go through the Owned, Paid, and Earned Media Activities you currently perform.

2- Website / Mobile App Analysis 

After you complete the “Create Your Brand” stage, the Growth Marketing Hub will automatically take you to the Website / Mobile App Analysis page when you click NEXT STEP.  

At this section, you will have the chance to elaborate on your current website or/and mobile app promotion activities. Again, if you don’t have a website or an app, just use the hub for the practice. We will also help you with the terminology in some of the questions below.

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A CMS (Content Management System) is a software application that allows you to swiftly create, publish, and modify digital content on your website, without the need of code knowledge. Some of the most popular open-source CMS platforms are WordPress, Wix, Drupal, Joomla, and Magento(e-commerce). 

So, if you are using any software application other than the ones on the list, you can specify it in the “Yes-Other” section.

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SEO (Search Engine Optimization) is the process of increasing the quantity and improving the quality of traffic to a website or a web page through organic (unpaid) search engine results. It refers to increasing the visibility of a website to users of a web search engine. Therefore, SEO excludes direct traffic/visitors and paid activities. There are many SEO tools for different purposes, but some of the most popular ones in the market are Google Search Console, SEMRush, Google Keyword Planner, DeepCrawl, and Moz, etc.

Working for the same purpose as SEO, ASO (App Store Optimization) is the practice of improving the visibility of a mobile app in an app store in “Search” (when users are looking for apps) and “Explore” (when users are browsing). Simply, SEO is for websites and ASO is for mobile apps, and both have the main goal of acquiring organic traffic. Some of the most well-known ASO tools in the market are Mobile Action, Apptweak, Sensor Tower, Google AdWords Keyword Planner, and App Annie.

If you are using any other SEO/ASO activities that aren’t mentioned on the list, you can specify it in the “Other” section.

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A/B Testing is a way to compare versions of a website/ mobile app page by testing users’ response or behaviour by determining which variants are more effective. These experiments give insights on how to optimize certain elements of a website/ mobile app page. There are many things that can be experimented with depending on your goal, such as changing the CTA (call to action) wording, the colour scheme, button placement, navigation menu, pricing display, etc. Some popular A/B Testing tools are Google Analytics Experiments, Optimizely, KISSmetrics, and Unbounce. 

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There are various user engagement tactics for websites (chatbots, pop-ups, automated emails-based on user behaviour/action,etc.) and mobile apps (push notifications, in-app messages/notifications, etc.). They are used to get the users’ attention and encourage them to engage.

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This stage is basically about Content Marketing activities that significantly increase organic traffic but also improve every stage of your customer cycle with relevant, valuable, and consistent content. Content types will differ depending on whether you are a B2B or a B2C brand. For example, blog posts, videos, and guides can cater to both B2B and B2C, whereas infographics, use cases (case studies), ebooks, and whitepapers are mostly created for B2B businesses. 

Let’s go through the content types briefly and see in which circumstances you can serve them to your potential or existing customers.

Blog Post: Whether a business is B2B or B2C, a blog post is the most common content type that businesses use since it’s the best way to generate organic traffic with the right keywords. 

Use Case: Also called “Case Study” or “Success Story”; use cases are used in B2B businesses where you can explain the benefits of your product/solution through a real experience you had with a customer. In a use case, you should address what the customer challenge or objective was, how you solved this problem, or supported the customer to achieve their goals, preferably through real numbers. You can see a use case example here.

E-book & Whitepaper: Usually used in B2B and in some cases in B2C, these content types cover your product/solution in-depth and generally include a detailed analysis of the industry you’re in. Compared to other contents, they are similar to academic articles regarding length and language and offer solutions for a particular problem. While whitepapers are mostly for professionals and include very technical information, e-books teach the reader about something or provide a “how-to” guide with less technical and easy-to-understand content.

Infographic: Infographics briefly cover data on a particular subject through minimum text, more on graphics/numbers, and visuals. The main advantage of an infographic is, it is easier to be distributed and more likely to be published by 3rd party publishers. You can see an infographic example here.

Video: Businesses use videos often for short product descriptions, or to describe a feature of a product. They are really useful for explaining a complex subject rather than text-based content. It is recommended that their length does not exceed 2 minutes.

Podcast: Becoming more popular every day, a podcast is basically digital audio files that users can download or stream to listen to. A podcast episode can feature more than one host and it is a great way to have long discussions about a topic, without boring the listeners.

Try to use your content in your remarketing activities (especially use cases) since they are the best way to engage and convert visitors.

Also here are some content types you can write depending on the growth areas and the customer journey:

  • Reach / Attract: Analyst report, research report, ebook, expert content, whitepaper, educational content, e-guides, “how-to” contents
  • Engage / Convert: Expert Guide, webcast, podcast, video, comparison whitepaper, 
  • Nurture / Close: Vendor comparisons, product comparisons, case studies, product literature, demo
  • Retain / Grow: Account-based contents, content to prevent churn, use cases, guides

If you are performing any content marketing activities, you can select from the menu and/or manually type it/them into the “Other” section.

Web/App Analytics Tools are used to collect information from your website/mobile app and provide you with reports to give you insights on your visitors/users. These reports can include a wide range of analysis from what keywords are bringing the most visitors to your pages to traffic sources and goals. 

If you are using any Web/App Analytics Tools, you can select from the menu and/or manually type it/them into the “Other” section.

Now it’s time to submit your answers by clicking “NEXT STEP”. Give yourself a pat on the back! You have completed quite an important stage.

3- Social Media Analysis

After you complete the “Website / Mobile App Analysis” stage, the Growth Marketing Hub will automatically take you to the “Social Media Analysis” page when you click NEXT STEP. 

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If you are using any Social Media Scheduling or Monitoring Tools, you can manually type it/them into the designated area.

4- Email Marketing Analysis

After you complete the “Social Media Analysis” stage, the Growth Marketing Hub will automatically take you to the “Email Marketing Analysis” page when you click NEXT STEP. 

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If you are using any Emailing Tool(s), you can manually type it/them into the designated area.

Before sending any emails to your user database, make sure you are compliant with the privacy rights and data protection and laws such as GDPR, California Consumer Privacy Act, or any regional data protection laws.

5- Paid Media Analysis

After you complete the “Email Marketing Analysis” stage, the Growth Marketing Hub will automatically take you to the “Paid Media Analysis” page when you click NEXT STEP. 

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If you are using any Analytics Tool(s), you can manually type it/them into the designated area.

6- Earned Media Analysis

After you complete the “Paid Media Analysis” stage, the Growth Marketing Hub will automatically take you to the “Earned Media Analysis” page when you click NEXT STEP.

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Earned Media refers to publicity gained through promotional efforts such as news coverage, word-of-mouth, reviews, comments, feedback, likes, shares, mentions, and various promotional efforts other than paid media activities or owned media branding. 

You can check our article below to have a comprehensive understanding of earned media marketing:

What is Earned Media and How To Use It

Click SUBMIT and Your Check-Up is complete!

You can check your completed check-ups or start a new check-up for another brand from the Growth Marketing Hub

View Completed Check-Ups

You can see your check-ups for each brand you have finalized on this screen.

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When you click on a brand, you can see the whole check-up details for that brand.

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