The Need to Audit Your Communication Channels

To predict the future of your marketing practices you need to evaluate its past. That’s why it’s important to audit your communication channels. In order to move forward in your research and planning process there are several steps that needs to be evaluated to uncover communication strengths and weaknesses. Why move forward with new campaigns if you don’t know if you have been successful in the past? It’s obvious that you don’t want to repeat the same mistakes again.

Here are steps to guide your auditing efforts:

Evaluating past marketing communications

Start by evaluation your past marketing communications on different channels. Refer past analytics to see where your audience reach stood. Weigh what worked in your favour and what missed the mark. Ensure if you had used the right process and see if the resources in hand had been good enough then. Recognize the loopholes and consider the next best alternative for a successful campaign.

Ask your colleagues and check in with your customers

If you are working in a team, be modest enough to approach your colleagues and take their opinion. Ask them how they feel about the whole thing. Try to know how they perceived your earlier marketing communications. For customer’s opinion, take polls to understand what helped them and what didn’t.

Review in what light the media is covering your brand

Understand how the media has portrayed your brand, the products or service that you have offered. Did the media coverage expand the reach from what it was earlier? Did the media channels strike the right tone about your brand and positioned you in a favourable light? Following media coverage is important as it plays a huge a role in predicting where your brand is heading.

Do a SWOT analysis

Create a SWOT analysis. Find out the strength and weaknesses of the campaigns you have run in the past. Look for new opportunities that will prove favourable in your endeavours. Identify threats that may have hindered the process in the past and avoid them as you plan the next. Your ultimate goal is to capitalize your communication success and fix anything that requires your attention.

The last steps of the process is to evaluate the intelligence, strategize and make recommendations for the communication plan moving forward. Whether you do this alone or with your team, your focus should be on delivering more targeted communications that deliver increasing impact.

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