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5 Ways to Do a Marketing Assessment for Your Business 

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5 Ways to Do a Marketing Assessment for Your Business 

A marketing assessment is warranted in a world where customer behavior is always changing, and the tools used for business are constantly evolving. If you spend a lot on digital marketing activities, it makes sense to check whether they are working (or not). 

This digital-marketing-centered assessment can focus on metrics concerning your website, SEO, social media, and online advertising. In that regard, we have put together methods known to be effective and cost-effective in gathering the necessary information and analyzing results. 

With these tools, you can look at your marketing strategy’s strengths, weaknesses, and areas for improvement. Other reasons for routine marketing assessments include: 

  • Better positioning of brand
  • Getting more leads and sales  
  • Remarketing 
  • Maintaining customer satisfaction 

Now that you know the whys, let’s get to the hows of marketing assessment. 

1. Start with Search 

What are people searching? How are they actually doing their searches to complete their tasks? What are the latest changes to Google’s search that will greatly affect your ad placements? 

From automation to ad copy, Google including Think with Google will definitely be your primary destination to answer all those queries. Follow what you’ve read with other insights from key opinion leaders on search engine marketing.

It helps stay ahead of the curve, get the most of your presence on Google search, and make your ads truly stand out. You can also get help from experts in the field in understanding and improving these metrics:

  • Conversions
  • Impressions
  • Clicks 
  • Cost (cost per click, cost per action)
  • Click-through rate

A Google-ads-focused agency can work with you. Get them onboard to help you assess your ad performance based on data and see the results you want.

2. Analyze Customer Reviews

Reading product reviews is a key touch point before a customer makes a purchase, and it’s also when their zero moment of truth (ZMOT) happens. Your business can learn a lot from your customers’ perspective when you check and analyze product reviews.

Some key points: 

  • Positive points (like free shipping, custom packaging, fast customer service)  
  • Negative points (like poorly lit images, inadequate product descriptions, confusing website)
  • Things they mentioned about your competitor and why the other is better

This analysis aims to turn direct and sometimes unfiltered customer impressions into actionable insights, like improving the customer experience and enhancing the website’s interface. 

On the other hand, the lack of feedback (some customers pay attention to bad reviews to weigh things) can drive away potential customers looking for organic information from other customers. So make it easy for customers to leave reviews on your website.

3. Conduct Surveys 

Surveys can influence customers, keep you on the same page with them, and let them know that you are listening by implementing suggestions.

Being one of the most recognizable market research tools for businesses, surveys are even easier to conduct and manage online. It can be as simple as a one-questionnaire, like those posted on your Facebook business page, or can take a few minutes to answer.

So, here are pertinent tips for designing your survey that serves its purpose: 

  • Set a goal for your survey and create related and relevant questions. Use open-ended questions, and skip asking stuff like personal information you won’t need.
  • Make sure your survey objective is clear to the respondents (e.g., for improving product quality and not for selling anything). 
  • Choose the channel for the survey.
  • Keep your survey short.
  • Consider giving a discount code, freebie, or any incentive. 

4. Track Website Metrics 

As a prime asset, your website basically holds together your other assets like blog posts, videos, and landing pages, and strategy encompassing content, social media, SEO, and paid search.

Tracking your website performance leads to a mine of information that is useful in getting to know your audience and prospects, finding where you are winning and losing customers, etc.  

Take a look at some of these metrics:

  • Website traffic
  • Traffic sources
  • Bounce rate
  • Average page views per session
  • Average session duration
  • Average time on page
  • Conversion rate
  • Cost per acquisition
  • Devices used
  • Exit pages
  • Landing pages

You can use Google Analytics to track metrics on your website, alongside Google Ads, although they have different tracking methods. Third-party providers also offer analytics and related services. 

5. Run Competitive Analysis 

No matter how good your results (qualitative and quantitative) are across digital channels, you can strive hard to be better and keep your business competitive. Your competitors are also doing the same. 

It’s when you conduct a competitive analysis that you gain great insights, looking into their successes as something to emulate in selling your products and weak spots as opportunities for you to step in and market your product accordingly. You can utilize those details as metrics for your business performance, as you’ll know what you are up against. 

To do a competitive analysis, identifying your direct competitors is the first step, followed by a detailed study on these matters: 

  • Products
  • Pricing 
  • Sales and marketing 
  • Content strategy and promotion
  • Social media / online presence 
  • Tools and technology

These ways help you understand your customers, competitors, industry, and business. This knowledge, as constantly updated, helps you stay in business and remain relevant. 

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