Marketing Audit & Reset
For small businesses without dedicated marketers or larger businesses that aren't seeing the ROI they would like to from their existing marketing. Hire Sojourn Collective to run a full audit of your business and provide an analysis of the best course of action to grow your business through changes to your marketing team, strategy, or focus.
Part 1: The Marketing Audit
Bring in an unbiased third party expert to analyze all marketing activities currently in place. Receive a detailed audit covering what is working well, what isn't, and areas of opportunity for improvement. Part 1 of the marketing audit and reset package begins with a deep dive into your business and your marketing operations, performance, and execution.
This phase can take anywhere from 1-week to 1-month.
Interviews
This audit will only go as deep as you will. We'll start with up to 5-hours of expert interviews with leaders across your business. These interviews will establish a framework for how the audit is performed and how the results will be presented. They will be held with functional leaders, frontline staff, and ideally, a customer and/or partner.
Messaging & Positioning
Next we will review your foundational documentation plus all live messaging across external assets including your website, social presence, paid ads, live and virtual events, sales team's content, and other relevant channels. We will evaluate if you are clearly, successfully, and consistently communicating who you are to your ideal customer targets and current customers.
Competition
The basic package includes an analysis of your competition using your existing battle cards or research. If none exists, a simple analysis can be performed, but a deeper analysis is available as an add-on service, and recommended if competitor analysis has not been completed within the last two years.
Paid & Organic
Next, we'll analyze how you're using your paid and organic channels today. Is there a clear strategy? Is the message consistent? How or why are there discrepancies, and how this may be harming your brand.
KPIs & ROI
If you aren't able to measure the impact of your marketing activities, why are you doing them? Let's be honest about what is actually working for you today, how it is being measured, and where there may be gaps. From adding tags to measuring multi-touch attribution to lifetime value: Be sure you're measuring what counts. And that it's providing the needed ROI to keep your business growing.
Team & Tools
Finally, an audit of the existing team and tools in place today. Do you have the right tech stack and skill set in place to help you grow in alignment with your goals? When and where is the right time to lean on AI vs. spending on a high-skill employee or specialized tool? With our audit, feel confident in your decisions, and make the most with the budget you have available.
Part II: The Marketing Reset
After the above deep analysis report, the next step is proposing changes to up level and streamline your marketing department. This assessment and proposal will outline a multi-point plan of action to optimize your marketing efforts.
Building findings as part of part II will take approximately 3 weeks.
Team & Tools
An outline covering skills gaps or talent gaps. Recommendations to include how to solve by adding AI agents, outsourced or agency services, or changes in tech stack. If you would like assistance crafting job descriptions, interviewing candidates or sourcing agency talent, assistance is available as add-on services.
Messaging & Positioning
High-level recommendations to tighten up messaging and positioning will be provided. If you would like to enter into a messaging and positioning reset, this is available as an add-on service. A recommended package may be suggested dependent upon findings.
Measurement
After evaluating what is in place, and taking into account recommendations for additional marketing programs or campaigns, this step will outline recommendations to ensure you are measuring marketing impact accurately and effectively.
Marketing Strategy
Finally, a 1-year marketing strategy will be outlined with Keep, Start, Stop recommendations for each area of the marketing function. This will include operations, go-to-market, organic, owned, and paid media, plus any specific considerations unique to your business model. Add-on services to help you achieve this strategy are available.