How to Assess Your Marketing Program & Forecast Potential

    Posted by Paul Roetzer on Nov 12, 2012 8:49:00 AM

    As you embrace 2013 planning, thoroughly assess your marketing program as a means to identity opportunities and gaps in execution.

    With an in-depth understanding of where you are today, and what you have the potential to do, it’s much easier to properly allocate time, talent and budgets, and create strategic plans that propel your program forward

    Wondering where to start? Below, I outline 10 areas within your organization that are worth a critical look during the planning process.

    10 Marketing Assessment Considerations

    1. Business Cores — To build a powerful marketing program and brand, it’s important that a strong business foundation is in place. Consider business cores such as financial health, customer service, product quality and culture, and how they relate to overall marketing efforts. Are there areas to improve or severe roadblocks that hinder your potential?

    2. Audiences — How well does your organization communicate with key stakeholders such as employees, customers, media and prospects? Are there audiences that you are neglecting?

    3. Marketing Performance — How do you track and report success (i.e. content downloads, customer retention rates, lead quality score, profitability, etc.)? How have your campaigns historically performed in these areas?

    4. Marketing Cores — Do you have the foundational pieces in place that are necessary to truly execute an integrated inbound marketing program, or will much of your time be dedicated to builders that don’t drive immediate results?

    5. Lead Sources — Where do you currently get leads? Can you better capitalize on these outlets? Are there other, more effective, lead-gen sources worth investigating?

    6. Marketing Team Strength — How competent is your internal team in all areas of marketing strategy and execution? Do inadequacies justify hiring a new employee or bringing on an agency for support?

    7. Marketing Technology Utilization — What marketing and sales technologies do you currently use? Are there technologies that would make your job more efficient, effective or track-able?

    8. Social Media Marketing — How is your company currently using social media to connect with audiences, generate leads and raise your profile? Where can you improve?

    9. Content Marketing — Is content creation and distribution a crucial piece of your marketing strategy? Do you regularly blog, and publish content like case studies, ebooks, whitepapers and webinars?

    10. Public Relations — What have you historically done in terms of PR, and are there ways to enhance your program through social, speaking opportunities, content and networking?

    Introducing a Marketing Intelligence Engine

    The above categories are derived from PR 20/20’s new marketing intelligence engine, Net Marketing Score. As a free online tool, NMS assesses the strength of your business and marketing foundations, forecasts potential and aligns expectations.

    Learn more about its origins on the PR 20/20 blog, and sign up for beta access.

    Your Thoughts

    What do you consider when planning for the new year? Share your thoughts in the comments below.

    About the Author: Paul Roetzer is the founder and CEO of PR 20/20, a certified Gold HubSpot partner and inbound marketing agency that combines content, public relations, social media and search marketing into integrated campaigns.

    Topics: marketing assessment, internet marketing strategy

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