Marketing Audit

Nobody can tell you what to do next without knowing what is happening now

A marketing audit is a structured evaluation of everything a business is currently doing to market itself, which is the only honest starting point for any recommendation.

Agencies that propose a plan before examining the account are proposing their standard plan. The audit is what makes the recommendation specific to you rather than to their capabilities.

Wink evaluates current marketing efforts to identify strengths, weaknesses, missed opportunities and areas for improvement.

What a Wink audit examines

Wink reviews every channel and asset a business is currently using.

• Marketing performance audit
• SWOT analysis
• Competitor analysis
• Customer experience review
• Digital presence evaluation
• Website analysis
• Social media audit
• Content audit
• SEO performance review
• Campaign analysis
• Marketing channel assessment

The most valuable finding is usually what is missing

An audit finds absences as often as faults, and absences are harder to notice because nothing is visibly wrong.

A business can have a working website, active social accounts and running campaigns while having no measurement, no follow up on enquiries and no content aimed at people still deciding.

Nothing in that list announces itself. It only appears when somebody compares what exists against what the funnel actually requires.

Competitors are evidence, not a benchmark

Competitor analysis in an audit is about finding what has already been proven in your market rather than about matching activity.

If several competitors invest consistently in one channel, that is evidence of demand somebody has already paid to test. If none of them address a specific customer question, that is an opening.

Copying a competitor's activity without knowing whether it works for them is how businesses inherit somebody else's mistakes.

Data over impression

Wink transforms data into actionable insights rather than into observations.

Most internal assessments of marketing are impressions: a campaign felt successful, a platform seems to work, a page looks fine. Impressions are formed by whoever looked most recently.

An audit replaces that with what the analytics, search data and campaign records actually show, which frequently contradicts the internal consensus.

Every finding ranked by what it costs to leave alone

The audit output is a prioritized set of recommendations rather than a list of problems.

A list of thirty issues is not actionable. Ranked by impact and effort, the same thirty become a sequence, and the first three usually account for most of the available improvement.

That ranking is also what makes the audit defensible internally, since it shows why the recommended first step is first.

What the audit is measured against

Wink assesses against brand visibility, customer engagement, lead generation, marketing return and long term growth.

Those are business outcomes rather than channel metrics. A channel performing well against its own metrics while contributing nothing to any of them is a finding the audit is designed to surface.

Who a marketing audit is for

• Businesses spending on marketing without clear results
• Companies about to increase budget and wanting to know where
• Startups, small businesses and enterprises alike, since the requirement is a decision rather than a size
• Organizations changing agency or bringing marketing in house
• Businesses whose marketing grew channel by channel with no overall plan

What a marketing audit connects to

An audit is the entry point to marketing strategy, and its findings usually lead into digital marketing strategy.

Where it identifies gaps in market knowledge, market research fills them, and technical findings are executed through SEO.

Where to start

Give us access to your analytics, ad accounts and social profiles. The audit tells you what those already know about your marketing and nobody has read.