Conduct a Growth Marketing Audit

Written by Nick Stamoulis

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Does your company have a growth marketing mindset? If not, now is a good time to start. Growth marketing is all about using data to look for new opportunities to reach your target audience. This means that there could be some up front work and analysis that needs to be done before you proceed with adjusting your strategies. In other words, conducting a growth marketing audit is the first step to assessing the situation enough to know how to proceed with your marketing.

Know Why You Need the Audit

What, exactly, do you hope to gain from the growth marketing audit? If you clearly know your objects, you can proceed and find the information that you need to perform the proper analysis. Your objects could range from observing data under the lens of a business goal, or you can simply perform the audit from the perspective of getting an overview of the current state of your marketing. Here are some reasons why you might need the audit:

  • To assess progress in achieving a business goal, such as getting more leads.
  • To get data on a specific metric or data point, such as organic website traffic or even conversions.
  • To simply get a big picture overview of the current status of your digital marketing.

Your audit can also serve a variety of purposes – you don’t need to pick only one objective to pull it off. However, you should outline what you are looking for before you get started, or else you won’t get out of it what you need. The goal will serve as a roadmap.

Gather Data from All Your Current Marketing Channels

No matter what your goal is, you will want to make sure you analyze every marketing channel you are currently using, otherwise your analysis at the end of the audit might be flawed. Look at all the data you can find from various channels, such as Google’s resources, data directly from social media platforms, from which ever email marketing platform you use, and also from third-party sources if you have access to that information. The goal is to find information such as traffic, keywords, conversions, demographics, country data, and more.

What are you looking for, exactly? Well, you should gather the data first without really thinking about it. It’s better to gather all the data you can, and then perform your analysis later. You don’t want your assumptions to bias how you find the data and which data you use.

Analyze with the Expectations You’ll Use the Information to Grow

Sure, it’s a good idea to set goals and then gather a comprehensive set of data before you perform your analysis. After you have all the information in one place, you can begin to think about what you see. What should you look for? Some questions to ask yourself:

  • How is your business performing overall (big picture analysis)?
  • If you are looking at a specific goal or outcome, how did your business perform?
  • Do you see any glaring deficiencies?
  • Can you find patterns in the data that will help you make changes?

These are just some questions to ask, and no matter what you do, just remember that the most important detail is that you use the information and insights obtained from the audit in order to make changes that will help your business grow.


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