You are investing thousands of dollars in the marketing activities of your jewelry store. Thus, it is essential to know how your investment is working and what your return on investment is.
Implementing a marketing audit gives you a complete view of which marketing strategies were worth your investment and which were not over the past year. A marketing audit can also help pinpoint how to spend your budget in 2024 to increase your return on investment.
Reviewing the previous year’s marketing strategies and campaigns can create new ideas and excite your sales and marketing team for the coming year.
How to do a Marketing Audit
A marketing audit consists of four parts:
- The Year-end Report
- What were last year’s marketing strategies and goals?
- What marketing channels were used during the year, and how did each drive traffic to your jewelry store and website?
- How much was spent for each marketing channel?
- How did your website perform? (heatmaps and site audit reports reports) regarding user activity and experience.
- Which marketing efforts were effective during the slow seasons?
- Which marketing collateral materials resulted in more sales?
2. A Review of Last Year’s Marketing Goals
Marketing goals are specific, measurable, and time-bound results your jewelry store aims to achieve (e.g., increase brand awareness, increase revenue by 20% from last year’s, or acquire 200 new customers within three months).
Reviewing last year’s goals assesses your store’s performance and helps plan for the following year.
3. An Analysis of Marketing Strategies
Marketing strategies are detailed plans of action to achieve marketing goals. They outline how to achieve marketing goals.
- Which marketing campaign generated the most revenue?
- Which type of content gained the most customer engagement?
- Which type of ads produced the most click-through rates?
- Which marketing activities brought the most customers to the store and the website?
4. Creating an Action Plan for 2024
The marketing action plan for your jewelry store outlines specific steps, tasks, and activities required to achieve your marketing goals and objectives.
Your marketing action plan should include:
- Specific marketing goals and objectives.
- The target audience for your marketing efforts.
- Strategies to reach your marketing goals.
- Timeline for each marketing activity
- Budget allocation
- Key Performance Indicators
- Monitoring and Reporting
A well-structured marketing action plan helps ensure coordinated and effective marketing efforts that align with your overall business goals.
Marketing Audit Checklist
A marketing audit checklist helps assess the effectiveness of your marketing efforts across various strategies and channels.
Evaluate the performance and user experience of your website.
- Site speed
- Content quality
- SEO optimization
- User interface
- E-commerce functionality (loading times, broken links, cart abandonment rates).
Social Media Presence Audit
Your social media presence directly extends your brand, allowing you to connect with your audience and promote your products and services.
Examine the profile of your social media platforms.
- Content quality
- Engagement levels (Likes, shares, and comments)
- Follower growth
- Brand consistency
- Impact of a specific post
This audit allows you to refine your social media marketing tactics to build a stronger online presence and determine the most effective platforms for your specific audience.
Content Creation Plan Audit
Your website’s search engine optimization (SEO) performance is vital for online visibility.
- Content quality, consistency, and relevance (blog posts, videos, infographics, and social media content)
- SEO performance (keyword rankings, organic traffic, and backlink profiles).
Ensure your content aligns with the interests and needs of your target audience and supports your marketing objectives.
Paid Online Advertising Audit
Paid online advertising includes pay-per-click (PPC) campaigns, display advertising, and sponsored social media content. Asses your ad campaign’s performance based on the following:
- Click-through rates
- Conversion rates
- Return on ad spend (ROAS)
This audit can help you determine the effectiveness of your budget allocation to specific paid online advertising campaigns.
Email Advertising Audit
Email marketing is a valuable tool for jewelry stores. Examine your email campaigns in terms of:
- Click through rates
- Conversion rates
Identify the successful campaigns and which ones need improvement.
In-person Marketing Audit
Your jewelry store should also engage in in-person marketing strategies. An in-person marketing audit includes:
- Evaluating the storefront and window displays for attractiveness and relevance to the target audience.
- Assessing the store’s interior layout for easy shopping, highlighting key products, and creating an inviting atmosphere.
- Reviewing product placements to ensure that high-market margin, featured products for the season, or new products are in strategic places to attract attention.
- Reviewing how products are communicated through store materials, signage, and staff interaction.
- Evaluating the staff regarding product knowledge, friendliness, sales techniques, upselling strategies, and willingness to assist customers.
- Evaluating the store’s participation in trade shows and local community activities.
- Reviewing the effectiveness of print marketing collaterals (flyers, mailers, billboards, and print ads) in improving brand visibility and overall sales.
Outlining a Marketing Schedule
Your marketing audit clearly shows your business’s successes, failures, and pain points. Using the data, you can outline a marketing schedule for your jewelry store for the year 2024.
Your marketing schedule should include online and offline activities throughout the year to attract and retain customers.
List the data from your marketing audit to see how much marketing effort you made the previous year. Adjust the marketing schedule, considering what activities worked well on specific periods, and make adjustments based on the outcomes. You can then Insert more specific information in your marketing calendar.
Outlining a Marketing Schedule
Allocating the resources and budget for your proposed marketing budget is the final stop of your marketing audit. Your budget includes the timelines and key performance indicators to measure the success of each marketing activity.
Guy has been building websites and helping companies online for over 15 years. He has worked in the jewelry industry for close to 30 years now. As the CEO of Jewelry Store Marketers, Guy leads the company to provide excellent services in website design and development, search engine optimization and more.