Marketing Audit in Alexandria

Find out what is already being spent before adding to it

Most businesses here that have been trading for a while have accumulated marketing rather than chosen it: a site built by somebody who left, a page a former employee set up, a boosted post budget nobody reviews, a directory listing renewing annually. Nobody has a complete picture, so the first useful output is simply the list. It is frequently the first time the total has been added up.

Who owns the accounts is the question with the sharpest answer

Domains registered to a former developer, advertising accounts in an agency's name, a page whose only administrator has left the company. This is extremely common here and it is the finding that costs most to fix later and least to fix now. An audit that changes nothing else has usually paid for itself on this point alone.

What Wink examines

An audit covers what exists rather than what was planned:

• Everything currently being paid for, with the annual total
• Who legally owns each account, domain and property
• What each channel actually produced, where that can be established
• The website judged on whether a buyer could act on it
• Search visibility for what the business genuinely sells
• Competitors, assessed on what they do rather than what they say
• A prioritized list of what to fix, stop and start

Whether anything can be measured at all

A common finding is that the business cannot tell what any of its marketing produced, because nothing was ever set up to record it. That is not a failure of the marketing so much as a reason nobody could ever manage it. Establishing basic measurement is frequently the first recommendation, since every later decision depends on it.

The website is judged as a buyer would

Not on whether it looks current, but on whether somebody assessing the company could find what it supplies, at what scale, to which standards, and how to start a conversation. Most sites here fail on the specifics rather than on appearance. That test is more useful than any design opinion.

Stopping things is a real result

An audit that only recommends new activity has not done its job in a market where most companies are already spread too thin. Recommendations to stop a channel, cancel a renewal or abandon a platform free the two things a small business is shortest of, which are money and attention. Owners frequently report the stopping list as the most valuable part.

Where inherited work turns out to be sound

Not every audit is bad news, and it is worth saying when something is working. A page with a genuinely engaged local following, a site that performs better than expected, or an agency doing solid work all deserve to be identified rather than replaced by whoever is doing the review. An audit that condemns everything the previous supplier did should be read with suspicion.

Written to be acted on, in order

The output is a short list ordered by what to do first, with what it costs and what it should change, rather than a catalogue of everything imperfect. A business with no marketing staff can act on five things, not thirty. Anything below that line is recorded and left alone.

How often it is worth repeating

An audit is a snapshot, and the useful cadence for most businesses here is once every couple of years or whenever something structural changes: a new agency, a handover, a new market, a website replacement. Running one annually on a business that has changed nothing produces the same document again. Running one after four years of drift means untangling four years of it at once.

Related work

An audit establishes the starting point for everything else. Digital marketing strategy decides what happens next, and website maintenance and support often handles the immediate repairs. Both sit under marketing strategy in Alexandria.