Promotion is running, but the results are unclear
Ads are running, posts are published and contractors' reports look positive. Yet enquiries are not increasing, and no one can explain why.
Marketing
Marketing audit
We review how your marketing currently works: the offer, website, advertising, content and data. We identify what is holding back results and prepare a prioritised change plan. Instead of guesses, you receive verifiable findings and a clear list of next steps.
What a marketing audit means at Eqvola
A marketing audit reviews your business's current promotion. We examine channels, the offer, website and data, compare them with your goals and explain what should change first.
Diagnosis and a plan, not implementation. An audit produces findings and a change plan. Implementation is agreed separately and may be carried out by you, your contractors or Eqvola.
We agree the review scope at the start. It can cover all marketing or one or two areas, such as advertising and the website.
Findings are based on available data. If data is missing, we clearly state what could not be assessed and how to address it.
We evaluate channels, not people. We are interested in what works and what gets in the way. Finding someone to blame is not our task.
When a marketing audit makes sense
Results have declined, but the cause is unclear. Enquiries were steady until recently, but no longer are. The cause could be advertising, the website, seasonality or competitors.
An audit helps distinguish between these causes.
You plan to increase the budget or change contractors
Before investing more or looking for a new agency, it is useful to understand what works now and should be retained.
Marketing has a new leader
A new marketer or director needs a starting point: what has been done, what works and where to begin.
Before developing a strategy
A strategy without an understanding of the current state often repeats old mistakes. An audit provides facts to build on.
You may need something else
Need to research the market, competitors and customers? → Market, competitor and customer research
Need to set up measurement because data is missing? → Web analytics setup
Enquiries get lost within processes, CRM and spreadsheets → Business process audit
What we review in a marketing audit
Offer and positioning
Whether your materials make clear what you sell, to whom and why people should choose you.
Website and path to an enquiry
How visitors find the information they need, where they stop and how many steps they take before contacting you.
Advertising
Campaign structure, audiences, creative materials, spending and which campaigns generate enquiries.
Social media and content
What you write about, for whom and how often; which materials receive a response and whether they lead to a next step.
Search visibility
How people find your business in search and whether website pages answer customers' questions.
Analytics and data
Whether measurement is configured, the numbers can be trusted and enquiry sources are visible.
What happens to enquiries
How an enquiry reaches sales, how quickly it receives a response and whether sales data returns to marketing.
We choose the scope together: we can review everything or only the areas that currently raise questions.
What you receive after the audit
A prioritised change plan
What to do now, what can wait and what is better avoided, with an explanation of the order.
Implementing changes is not included in the audit price. It is estimated separately if you want Eqvola to handle it.
What an audit finding looks like
Every finding follows the same logic: what we observed, the evidence behind it, its impact and what to do about it.
Example: advertising attracts visitors but not enquiries
Observation: most of the advertising budget goes to a campaign that brings many website visits but almost no enquiries. Evidence: ad account and website analytics data for the last three months. Impact: the budget is spent on traffic that does not turn into enquiries. Recommended action: check whether ads match their destination page; reallocate part of the budget to campaigns that generate enquiries.
What we need from you for the audit
- view-only access to ad accounts, analytics, the website and social media;
- enquiry and sales data, if you record it;
- a conversation with the owner and the people responsible for marketing and sales.
If data is limited
Even without historical data, we can review the offer, website, path to an enquiry, content and campaign settings. Without data, we cannot assess which channels generate sales. In that case, the report identifies the measurement needed to answer that question.
HOW WE WORK
How a marketing audit works
- 01
Goals and review scope
We discuss what is not working for you and which areas to review. The result is an agreed audit scope and cost estimate.
- 02
Access and data
We obtain view-only access and the data you have. The result is everything needed for the review in one place.
- 03
Validation
We analyse channels, the website, content and data within the agreed scope. The result is a list of evidence-based observations.
- 04
Findings and plan
We formulate findings and prioritise changes. The result is a report and change plan.
- 05
Review the findings
We go through the report with you and answer questions. The result is a clear understanding of what to do next and in what order.
Meet the team
What to do after the audit
The change plan is ready. You can then choose whichever option suits you; none requires you to continue working with us.
Implement it yourself
Your team or contractors put the plan into action. It is written to be handed over without our involvement.
Commission individual services
Eqvola handles specific items in the plan, such as restructuring advertising or improving the website. All marketing services
Choose full-service marketing
Eqvola implements the plan and then manages marketing within the agreed scope. Full-service marketing
Bring in a marketing director
An Eqvola director manages the changes, while your specialists carry them out. Outsourced marketing director
Audit formats and pricing
Single-area or comprehensive audit
Single-area audit. For example, advertising only, or the website and path to an enquiry only.
Comprehensive audit. A review of marketing across the agreed areas.
What determines the cost
- the number of channels and areas;
- the volume of data;
- the depth of the review;
- the format for discussing results.
Implementation is estimated separately
If you want Eqvola to handle changes after the audit, we prepare a separate estimate for specific plan items.
Discuss an auditFAQ
Questions about a marketing audit
Can’t find your question?
Send it through the form and we will reply.
Go to formAre fixes included?
No. An audit provides findings and a change plan. You can implement it yourself, with your contractors or through Eqvola. In the latter case, we estimate the work separately.
What can you review without historical data?
The offer, website and path to an enquiry, content and campaign settings. Without data, we cannot assess which channels generate sales. The report will then include a measurement setup plan.
Can you review only advertising or a single channel?
Yes. We agree the scope at the start. A single-area audit is appropriate when the question concerns a particular channel. If the review reveals a problem outside that scope, we note it in the report.
How does a marketing audit differ from a business process audit?
A marketing audit reviews promotion: the offer, channels, website and data. A business process audit examines how enquiries, tasks and data move between systems and people within the company. If enquiries get lost after they arrive, the latter may be more relevant. Business process audit
Will you evaluate our contractors' work?
We evaluate how channels and solutions perform, not people. If a campaign does not generate enquiries, we describe what the data shows and what should change. This is useful for both you and your contractors.
What should we do with the results if we have no team?
You can hand the plan to people you hire, or commission Eqvola to implement it through individual services or full-service marketing. All questions and answers
RELATED EXPERTISE
What else you may need
Marketing · group 01
Marketing management and strategy
- Full-service marketing
- Outsourced marketing director
- Marketing audit
- Market, competitor and customer research
- Marketing strategy development
- Developing and repackaging your commercial offer
- Marketing launches for products and new business areas
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.