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DIY Marketing Audits: What You Can Do In-House and When to Call in Experts

As a business owner or managing partner, the idea of marketing audits may seem like something best left to the experts. However, conducting a basic in-house audit can provide valuable insights into your current marketing efforts and help you identify areas that need improvement. A DIY marketing audit can be a great starting point, allowing you to take control of your marketing strategy without immediately incurring the costs of external consultants. That said, there are times when calling in the experts is the best move.

In this blog, I’ll guide you through the process of conducting a basic in-house marketing audit, discuss the limitations of going it alone, and help you decide when it’s time to bring in professional support for deeper analysis.

The Limitations of Internal Marketing Audits and Common Oversights

While a DIY audit can help you get a sense of how well your marketing is performing, there are some limitations to what you can achieve in-house. The key issue is that it’s easy to overlook certain areas, especially when you’re deeply involved in the day-to-day running of the business. Some common oversights include:

Lack of objectivity: When you’re too close to the business, it’s harder to see areas of weakness or stagnation in your marketing strategy. An external viewpoint can offer fresh, unbiased insights that are hard to achieve internally.
Limited data analysis: Unless you have access to advanced marketing tools and know how to interpret the data, you may miss out on crucial performance metrics. Professionals often use specialised software to analyse trends that aren’t immediately visible.
Missing the bigger picture: A DIY audit tends to focus on immediate problems or areas that are easy to assess. However, you may miss out on more strategic issues, such as whether your messaging is resonating with the right audience or how you’re performing against competitors.

Step-by-Step Guide for Conducting a Basic In-House Audit

If you want to tackle a marketing audit in-house, here’s a straightforward guide to help you get started. This process won’t provide the depth of a professional audit, but it will help you identify quick wins and areas for improvement.

Review your marketing goals
Start by revisiting your marketing objectives. Are they still aligned with your overall business goals? If they’re outdated or no longer relevant, it’s time to refine them. Clear goals will give your audit focus and direction.
Analyse your target audience
Check whether your current marketing efforts are reaching the right people. Look at who your audience is, how they engage with your content, and whether they fit the profile of your ideal client. If there’s a disconnect, it’s a sign that your targeting needs adjustment.
Audit your website
Your website is often the first impression potential clients have of your business. Use tools like Google Analytics to assess key metrics such as page views, bounce rate, and conversion rates. Also, evaluate your SEO performance – are you ranking for the right keywords?
Evaluate your content marketing
Take a look at the performance of your blog posts, case studies, and other content. Are they driving traffic and generating leads? Check if the content is up to date and aligned with your audience’s interests. Consistency is key, so if your blog hasn’t been updated in a while, it might be time to refresh your content strategy.
Assess social media presence
Look at your engagement levels across your social media platforms. Are you getting the interactions you expect? Compare the performance of different platforms and decide whether it’s worth continuing to invest in all of them, or if your efforts are better concentrated on one or two key channels.
Review your email marketing
Analyse your email open rates, click-through rates, and conversion rates. Is your messaging engaging enough? Are you sending out the right amount of content without overwhelming your subscribers? If email campaigns are underperforming, it may be time to revisit your approach.

When to Bring in External Support for Deeper Analysis

While a DIY audit can be incredibly useful for spotting quick wins and getting a handle on your current marketing efforts, there comes a point when professional help is needed to dig deeper. Here are some signs that it’s time to call in external support:

Complex data needs: If your marketing involves multiple channels and complex data, such as large advertising campaigns, it can be hard to track and analyse performance effectively. An external audit will provide the data-driven insights needed to optimise these efforts.
Benchmarking against competitors: A professional audit can help you see where your firm stands in relation to competitors. You’ll gain valuable insights into market positioning and areas where you can differentiate yourself.
Developing a new strategy: If you’re looking to overhaul your entire marketing strategy or scale your efforts significantly, a professional marketing audit will provide a strong foundation for building a data-informed plan.
Unclear ROI: If you’re struggling to assess the return on investment (ROI) from your marketing efforts, a professional can help you connect the dots between your activities and results, offering actionable recommendations to improve ROI.

Cost-Benefit Analysis of Professional Marketing Audits Versus DIY

It’s important to weigh up the costs and benefits when deciding whether to conduct an audit in-house or hire an expert. While a DIY audit is free and gives you direct control, there are clear advantages to bringing in external support, especially if you’re facing complex marketing challenges.

DIY marketing audits: The main benefit of a DIY audit is cost-effectiveness. You won’t have to pay for external services, and you’ll gain a hands-on understanding of your marketing performance. However, the limitations in objectivity and data analysis mean you might miss out on critical insights, potentially costing more in the long run if key problems go unresolved.
Professional audit: A professional marketing audit requires an upfront investment but often yields more thorough and actionable insights. By identifying blind spots, inefficiencies, and opportunities for growth, a professional audit can significantly improve your marketing ROI. It’s a particularly wise choice if you’re looking to make strategic, long-term improvements.

Final Thoughts

Conducting marketing audits in-house is a great way to get a quick snapshot of your current marketing efforts, but it’s important to recognise the limitations of a DIY approach. If you’re struggling with complex data, lack of objectivity, or strategic challenges, it might be time to bring in external support to ensure you’re getting the most from your marketing investment.

Whether you choose to conduct a DIY audit or hire a professional, regularly reviewing your marketing performance is essential for staying on track and achieving your business goals.

Need help?
If you would like help with your marketing, then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK, and Europe, as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.

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