It’s one of the most dreaded terms in the English language, “Audit.”

You’ve got images in your head of a stuffy, short guy dressed in a bland suit asking you to detail every single purchase and sale your SaaS or tech business made in the last eight years. You may want to cringe.

So let’s talk about another use. Instead of focusing on the negative, let’s focus on the positive.

Focus on how you can take control of your marketing with a strategy that lays out exactly what you need to do next.

No more guesswork. No more scratching your head and wondering if this “magical potion” will solve all your marketing woes (or the next trend).

With this method, you’ll be in control of your marketing. And, you’ll be speaking to the right audience, a huge key to success.

Already, you’ve defined the first of four A’s for your marketing-your Audience. This isn’t a general, vague description of Companies with Big Potential. You’ve narrowed down the exact business and, more importantly, people you need to talk to.

You’ve used these definitions to find out what your buyers are Asking. Their most common questions and their deepest fears. Now, it’s time to go on a treasure hunt.

A Treasure Hunt through Marketing

You have your list of buyers and what they are asking. It’s time to ask yourself a question, “How easy is it to find the information they seek?”

While grand quests and round-the-world (or Internet) scavenger hunts sound great in literature, in the reality of business, people want to find information quickly.

Let’s go back to our dreaded word: Audit.

You’re going to audit your marketing and the entire journey customers travel.

How easy is it for customer A to find information about a question? Do you post a sign on the homepage (like a button)?

Do you have a link in the menu?

What about people who don’t land on the homepage of your site?

How Do People Find You?

Unlike an actual store, where usually you need to enter through the front door, people can enter your site from many different entry points. Maybe it’s the basement, the back left window and also through the roof.

Instead of focusing only on the homepage, where else do people enter your site?

• Through a blog post?
• A service page?
• A contact form?
• A link from another website that lands on a landing page?

How easy is it for a person to find information related to their questions on a landing page?

Or maybe an enthusiastic user of your SaaS forwarded an email to their friend. The friend decided the email was useful and joined the email list.

They’ve never been to your site.

They’d never heard of you before checking their inbox.

What’s their first marketing interaction?

The email!

Digital marketing is becoming increasingly interconnected. No part exists alone.

To start, you’ll audit the top three methods people encounter your company for the first time. It may be Home Page, Blog, email newsletter. It may be email newsletter, services page, landing page.

Check your data and follow the new customer path as closely as possible.

Walk with Your Customers

You know more than anyone could probably ever forget about your product. Your potential new buyers don’t. Carefully go through each step the potential buyer follows.

Is the information they want easy to find? Hard?

Does it have a dedicated page?

How many steps do they need to take to find it?

Follow the path a new visitor would have to go through to find their information. Land on the first page or piece of marketing they see. Discover if you can easily go to a different page, sign up for your email or explore the site.

Common Entries

If you’re not sure where to start an audit, or you don’t have the data to look at, consider these three options.

One: Email

You may be surprised to see email instead of a home page first. Email is a more direct interaction, and can carry a lot more weight. It also can be more targeted.

Many people may land on your site and sign up for a freebie-such as a download or quiz. The first message they receive can be targeted to help them find the information they want.

They may explore the site first. Or, they may sign up and immediately check their inbox.

Explore the first few emails people receive first.

Two: Home Page

Many people will enter your site on the homepage. You have 8 seconds to capture their attention. Notice, this is capture, not keep. The first 8 seconds buys the next 8 seconds, buys the next, etc., etc.

Can someone find all the information they want in 8 seconds? Probably not. Can they find a sign or a direction to look in 8 seconds? Yes.

Use your list of common buyers and questions to discover if your homepage has the information people want.

Three: Blog

A blog creates a library of content related to the questions your audience asks. When you’re actively posting, it also creates a sense of trust and authority for your future buyers.

How easy is it to navigate your blog? How fast can someone find information about their questions?

Do they need to scroll? Can they “skim” their options easily?

Choose one of your top questions and starting from your blog homepage try to find information about it.

You’ve started to create a detailed plan for your marketing this year. You have a detailed audience, what they’re asking and you’ve audited your marketing to see how easy your audience can find information about their questions.

The next step may be obvious, and we’ll cover it in more detail in the next article in this series.

Want to start planning your marketing with the Concierge Conversion Method? Want more details about how to implement it yourself? Sign up for the waitlist for the course.