Marketing Audit and Diagnosis
Before we propose a plan, we read your business and your numbers. The output is a short written diagnosis you can keep, whether or not you hire us.
What we look at
| Area | The question we are trying to answer |
|---|---|
| Audience | Who actually buys, and how do they decide? |
| Numbers | What do the analytics and sales records say, and are they trustworthy? |
| Past content | Which posts and videos did anything, and which were noise? |
| Ad accounts | Where does spend go, and what does it return? |
| Website | Do visitors know what to do, and does it work on a phone? |
| Competition | What are competitors saying, and where is the gap? |
What you receive
A short, written diagnosis in plain language: what is working, what is not, and what we would do first. It is meant to be acted on inside the week. If we then work together, the diagnosis leads into a strategy document and a 30 day sprint. If not, you still have a clear picture, and can hand it to any team.
How long it takes
One to two weeks, depending on how quickly we get access to your data. Access to an ad account or an analytics property is the usual cause of delay, so please tell us early who holds it.
What we ask for
- Read access to ad accounts, analytics and social pages.
- A conversation with whoever handles enquiries, because what happens to a lead is part of the diagnosis.
- Sales or booking records for the same period, even if rough.
- The plans and promises already made, so we do not contradict something in progress.
What a diagnosis usually ends up saying
Every business is different, but diagnoses tend to fall into a small number of shapes. The account is fine and the page is the problem. The page is fine and enquiries are being answered too slowly. The tracking is wrong, so nobody knows what is working. The offer is unclear, so every channel underperforms. Or the marketing is working and the business simply has not measured it. We write down which shape we see, with the evidence behind it, so you can check our reasoning.
What happens next if we work together
- The diagnosis becomes a strategy document: what to change, in what order and why.
- That turns into a 30 day execution sprint, with named tasks and measures.
- Campaigns, pages and content go live, with a weekly stand-up and an open work board.
- A weekly report and monthly review keep the plan honest, and a quarterly reset asks whether the plan is still right.
Who should be in the room
The person who signs off on budget, the person who answers enquiries and the person who manages the website or social pages, if they are different people. A diagnosis is most useful when the people who can act on it hear it together, and it prevents the common situation where marketing and sales hold different pictures of the same problem.
You can take it elsewhere
The diagnosis is written to be useful on its own. You can hand it to an in-house team, another agency or a freelancer. We would rather you make a good decision with clear information than a rushed one, and a diagnosis that only makes sense if you hire us would not be worth writing.
What one finding might read like
To show the tone, here is an invented finding in the style of a diagnosis. "Enquiries from the website average a few a week, but the contact form sends to an address that is checked once a day. The ads bring people at all hours, and replies arrive the next morning. We recommend a phone number and WhatsApp link on every page, a same-hour reply during working hours and an automatic acknowledgement outside them. We expect this to matter more than any change to the ads." Notice that it names a cause, cites evidence and proposes an action in order of importance. That is the standard we aim for.
What the diagnosis does not cover
- Legal, financial or regulatory advice for your industry.
- A full redesign of your brand or website. The diagnosis says what to change, not the change itself.
- A forecast of leads or sales. We describe what is likely to matter, not what will happen.
What an audit will not do
It will not guess results without data. If tracking is missing, the diagnosis says so and treats it as the first finding. It also will not tell you to spend more. Sometimes the correct answer is to fix what exists before adding a rupee. Read our view on how much to spend on digital marketing.
Request a marketing diagnosis
Tell us what you sell and what you have tried so far. We will confirm the access we need and how long it will take.
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