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103 Marketing Audit Questions For Local Business Entrepreneurs
GENERAL 1. Do you have an existing marketing plan in place? 2. Do you have a specific person responsible for managing marketing? 3. Is your staff familiar with how you are marketing your company’s products and services? MARKET RESEARCH 4. Do you know what your target market is? 5. Do you have the demographics of this market? i.e. age, sex, income level, etc.) 6. Who are your 3 largest competitors? 7. Do you know what services they offer and what their prices are? 8. Why would someone come to you instead of your competitors? 9. Do you know how much income your business is capable of producing at the level it is currently at right now? 10. Do you subscribe to a newsletter for your industry so that you are aware of what news is happening? Do you stay current with what’s happening in your industry?
Copyright Protected 2010 Cheryl Lynn International, All Rights Reserved Cheryl Lynn International., 1070 Stone Church Rd., E., Suite #32174, Hamilton, On L8W 3L3 email: info@cheryllynninternational.com website: http://www.cheryllynninternational.com
Page 2 of 6 MARKETING METHODS In this section you’ll look at the different marketing methods available to businesses today in the NEW infro-structure, platforms. Your website: 11. Do you have one? The address is: 12. Do you have more than one? The other addresses are: 13. Do you have a keyword list for your business and check it regularly to keep it updated? 14. Is the information on your site current and updated regularly? 15. Is your website easy to navigate and is it easy for visitors to find information from the home page? 16. Does your website collect potential online clients information through a newsletter or sign-‐up offer? (must capture email, phone # and/or cell (optional)) 17. Do you have an autoresponder email series that is sent out when someone subscribes? 18. Do you have a monthly ezine? 19. Is your phone and address listed on the home page and is it easy to find? 20. Do you have a contact form on your site with a map or written directions (if appropriate)? 21. Do you use a tracking phone number on your website to determine what calls are coming from it? Does your website answer the following questions for visitors who may not be familiar with you? 22. An About Us page or something that tells about the company’s history and/or owner. 23. Services and products you offer are easy to see from the home page. 24. Different pages on the site for the different services and products that you offer. 25. Enough information to answer a customer’s questions. 26. Informational articles on your area of expertise,perhaps a blog. 27. Client testimonials that include a picture and name. 28. Photos of your products. 29. A price list of prices for your products. 30. Photos of your personnel. 31. A Clear call to action. 32. Compelling Offer 33. A privacy policy,terms of service, disclosure 34. A FTC policy and/or disclaimer 35. Do you own your own website real estate? 36. Do you host you own website? 37. Is your website HTML or WordPress Copyright Protected 2010 Cheryl Lynn International, All Rights Reserved Cheryl Lynn International., 1070 Stone Church Rd., E., Suite #32174, Hamilton, On L8W 3L3 email: info@cheryllynninternational.com website: http://www.cheryllynninternational.com
Page 3 of 6 Email:
38. Do you have a system in place to collect email addresses for clients and potential clients? 39. Do you use an email marketing service? 40. Do you produce a regular email newsletter for your customers and clients? 41. Do you keep track of the responses to your email mailings (opens, clicking on links, unsubscribes)? 42. Do you occasionally send special mailings to your email list such as special offers or alerts? 43. Do you have special email sequences that you use for events such as a new customer sequence, a tip sequence, etc? Online Advertising Methods: What online advertising methods does your business currently employ? 44. Pay Per Click ads such as Google Adwords 45. Search Engine Optimization – for high search engine ranking for your main key words. 46. Do you have Google Webmaster Tools on your site? Blogs 47. Do you have a blog on your site? 48. Do you have a separate blog ? (Blogger or WordPress) Social Marketing Which of these your business currently has 49. Facebook (Friends and Fan Page) 50. Twitter account 51. LinkedIn account 52. Google + 53. MySpace 54. YouTube 55. Flickr 56. Is your business using these social marketing tools competently? 57. Does your business need help learning how to use these social marketing tools? 58. Pinterest 59. Foursquare 60. Highlight
Copyright Protected 2010 Cheryl Lynn International, All Rights Reserved Cheryl Lynn International., 1070 Stone Church Rd., E., Suite #32174, Hamilton, On L8W 3L3 email: info@cheryllynninternational.com website: http://www.cheryllynninternational.com
Page 4 of 6 Local Search Which search engines you’ve set up and claimed your local search listings on 61. Google 62. Yahoo 63. Bing Mobile Search Check off what you have set up 64. Mobile site 65. Mobile Landing Page 66. Mobile Ads 67. QR Codes 68. SMS 69. Coupons, Discount and/or compelling offer Directories Are you using online directories to market your business? 70. Online Yellow Pages 71. Yelp 72. Other 73. Other 74. Other Facebook Ads 75. Are you using Facebook ads? Banner advertising on other sites 76. Banner network: 77. Other Copyright Protected 2010 Cheryl Lynn International, All Rights Reserved Cheryl Lynn International., 1070 Stone Church Rd., E., Suite #32174, Hamilton, On L8W 3L3 email: info@cheryllynninternational.com website: http://www.cheryllynninternational.com
Page 5 of 6 Other Promotion What offline advertising methods do you use 78. Referral program for existing customers 79. Affiliate program for related business referrals 80. Direct mail 81. Radio ads 82. TV 83. Val Pak 84. Newspapers 85. Craig’s List 86. Flyers 87. Angie’s List Street Visibility and Signage 88. (If physical location is important) Does your business have a sign that is easily visible from the street? Press Releases 89. Does your business use press releases to make announcements Media Kits 90. Does your business have a media kit for media inquiries you might receive BUDGET 91. Do you have an annual marketing budget? 92. Is your marketing budget is based on a percentage of your gross income? 93. What is your average monthly spend for marketing and advertising currently? 94. What are you spending that on? o Yellow pages__________ o Val Pack _____________ o Online Advertising ________ o Radio___________ o TV _____________ 95. What is the annual value of your customers? 96. What is your cost of customer acquisition? Copyright Protected 2010 Cheryl Lynn International, All Rights Reserved Cheryl Lynn International., 1070 Stone Church Rd., E., Suite #32174, Hamilton, On L8W 3L3 email: info@cheryllynninternational.com website: http://www.cheryllynninternational.com
Page 6 of 6 TRACKING How do you measure the effectiveness of your marketing methods? 97. Do you keep track of how a caller or new customer heard about you by asking them and writing it down? Does your staff do this too? 98. Do you have a system to separately track how your different marketing methods are working for gaining new customers? 99. Do you have an automated system to handle your tracking? ROI 100. What percentage are you receiving with your Return On Investment (ROI) advertising cost? OTHER 101.What areas of your marketing strategies and advertising cost would you like to focus on and/or make some improvements? 102. Would you consider your very out outsourcing Mobile and Local Internet Marketing Manager 103. What online reputation management protection do you have for your company?
Copyright Protected 2010 Cheryl Lynn International, All Rights Reserved Cheryl Lynn International., 1070 Stone Church Rd., E., Suite #32174, Hamilton, On L8W 3L3 email: info@cheryllynninternational.com website: http://www.cheryllynninternational.com