Small Business Marketing Audit
The problem
Small businesses are inundated with marketing services companies offering to sell them something. Not surprisingly, most if not all these firms end-up recommending what they have to sell - be that a new website, traditional advertising or logo and identity solutions. Very few small businesses are able to access a truly holistic and objective review of their marketing situation. Fewer yet
ever see a comprehensive recommendation that prioritizes what to do about it.
The solution
Karlson Consulting provides small businesses with a way to quickly and affordably
upgrade their marketing efforts. The Karlson Consulting Small Business Marketing
Audit (SBMA) evaluates all aspects of a company’s current marketing practices and
compares them to current industry best practices. It also includes a comprehensive
recommendation for improvements that will drive growth and profits.
How it works
The following topics illustrate some of the areas covered in the audit:
- Competitive situation
- Customer acquisition model
- Database
- Search engine optimization/Paid search
- Website
- Advertising
- Outbound email
- Direct mail
- Community/social networking
- In-store signage
- Promotion
- Customer retention/repeat tactics
The SBMA boils everything down into a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis.
A map for growth
The heart of the SBMA is a comprehensive recommendation detailing the changes and upgrades that will have the most significant positive impact on sales and profitability. Recommendations are listed in order of priority enabling the business owner to tackle the most important issues first.
Unbiased and comprehensive
Like an independent financial advisor, Karlson Consulting is not wedded to a particular solution or discipline in execution. The
audit is designed to allow the business owner to implement many of the
recommendations on their own, through existing vendors or through
resources provided by Karlson Consulting. Often, many of the most impactful ideas don't require big expenditures or outside resources to implement (That's why most agencies won't take the time to recommend them as they can't make money executing).
Audits can generally be completed within two weeks. The process begins with a site visit and review of all current marketing materials and practices. The SBMA also includes an analysis of digital practices for the client and key competitors. The audit and recommendations are presented in person at which point a detailed write-up is also provided.
SBMA costs are based on the size of business and complexity of the situation. Contact me today to discuss how an audit could grow your business. Let me know if you'd like to speak to a client who has invested in a Small Business Marketing Audit. You can hear for yourself the impact one could make on your business.