Marketing audit

1. WHAT WE DO

Marketing is not just “more ads” or “launch a campaign”. It is a system: how people find you, what path they take from first click to purchase and loyalty, where they lose interest, how much money is left on the table.

Most companies develop marketing haphazardly. One channel, then another, then a third. No synchronization between them, no understanding of where conversion is actually lost, no systematic view of customer journey. Result: high spend, low return. Traffic exists but doesn’t convert. Email list exists but engagement is zero. Reviews are bad. People don’t come back.

Marketing Audit is our service for comprehensive marketing diagnostics that shows the current state of all key channels, identifies loss points, and provides a concrete improvement plan – from quick wins (1–4 weeks) to strategic projects (a quarter and beyond).

What this includes

Customer needs & positioning assessment: We understand what your customers actually want, how you position yourself now, and why it works or doesn’t. We analyze target audiences, their pain points, motivations, and how they search for solutions.

Brand consistency across touchpoints: We check how your brand “sounds” across all channels: website, social media, email, ads, support, content. Is there unity? Or does each channel sing its own song?

SEO & search strategy audit: We look at search visibility, which keywords you rank for, what opportunities are missed. We analyze SERP, schema.org, technical SEO, and content strategy.

Traffic source analysis: Where does traffic come from, which sources convert, which just burn budget? Google, social, email, partnerships – we review the entire mix.

Landing pages & conversion funnel: We analyze key pages: homepage, product pages, cart, checkout. Where do people leave? Where does conversion drop? What elements improve or block purchases?

Email & SMS communication audit: We review email and SMS programs: strategy, segmentation, personalization, cart recovery, welcome series, unsubscribe rates, GDPR compliance.

Social proof & trust audit: Reviews, ratings, testimonials, case studies, certifications – how do you use them? How visible are Trustpilot, Google Reviews? What impact on purchase decisions?

Customer journey mapping: We build a complete journey map: how customers find you, what touchpoints they go through, what signals help or hinder them, where they get stuck.

Loyalty, retention & repeat purchase analysis: How many customers return? What loyalty programs do you use? How do you communicate with repeat customers? CLV vs. CAC – where is the imbalance?

Competitive & benchmark review: How do you compare to competitors? Where do you lag, where can you win? What best practices are worth adopting?

2. WHAT PROBLEMS WE SOLVE

• Traffic exists but conversion doesn’t, money burns with no results.
• Low email engagement, your list sits dormant.
• Poor reviews and trust, people read reviews and go to competitors.
• No understanding why customers don’t return, churn is high, acquisition is expensive, retention is impossible.
• Fragmented channels, social media, website, email speak different languages, creating confusion.
• SEO doesn’t work, no one finds you in search, everything depends on paid traffic.
• High acquisition cost, CAC doesn’t pay back, advertising ROI has dropped.
• No systemic understanding, what exactly needs to change, where to start.

3. WHY ALMA

1. Systemic view, not point optimization

   We look at the entire customer path: from first click to repeat purchase and loyalty. Recommendations are always about how parts of the system affect each other, not “let’s increase Google Ads bid by 10%”.

2. Tied to design and user experience

   ALMA understands not just marketing but also design, UX, and product. We see if the problem is not strategy but a landing page that “breaks” conversion or a checkout that is too complex.

3. Tech/SaaS/e-commerce focus

   Experience with startups, scale-ups, and mature companies in tech, fintech, marketplaces, and e-commerce. We know the metrics and patterns of these industries.

4. Quick wins plus long-term strategy

   The audit delivers both quick wins (implementable in 1–4 weeks) and strategic projects (for a quarter and beyond). You see immediate results and future direction.

5. Realistic priorities, not a “perfect world”

   We don’t say “rebuild everything from scratch”. We say: “First do X, then Y, then Z. First will give you +30% conversion in a month. Second will improve retention by 15% in a quarter”.

6. Marketing taste and trends

   ALMA understands modern marketing: Answer Engine Optimization, UGC, social commerce, AI, automation. We won’t give you advice from 2015.

4. OUR APPROACH

Phase 1: Alignment & data collection

We meet with the team, learn goals, constraints, and current priorities. We collect data access: Google Analytics, CRM, email platform, ad accounts, social media.

Deliverables: Audit Brief, Data Access Setup, Key Questions Defined.

Phase 2: Audit execution

We conduct deep analysis across all areas: traffic sources, conversion funnels, content, email, social channels, reviews, competitiveness, SEO, customer journey.

Deliverables: Data Spreadsheets, Annotated Screenshots, Problem List.

Phase 3: Analysis & synthesis

We aggregate findings into one picture: where are critical problems, where are opportunities, what impacts what metrics, how problems relate to each other.

Deliverables: Clustered Findings, Impact-Effort Matrix, Opportunity List.

Phase 4: Quick wins identification

We identify “low-hanging fruit”: changes that can realistically be implemented in 1–4 weeks and will deliver noticeable results (usually +10–30% on key metrics).

Deliverables: Quick Wins List (5–15 items), Implementation Guides per Win.

Phase 5: Strategic recommendations

We formulate larger-scale recommendations: content strategy changes, funnel redesign, new channel launches, loyalty program development, platform migration, and more.

Deliverables: Strategic Initiatives, Phased Roadmap (30/60/90 days and beyond).

Phase 6: Report & presentation

We prepare a Comprehensive Audit Report with Executive Summary (2–3 pages), detailed findings and recommendations for each area, benchmarks, metrics, and a yearlong plan.

Deliverables: Audit Report (PDF), Presentation Deck, Detailed Appendices (SEO audit, Brand audit, Customer Needs summary).

Phase 7: Handoff workshop (optional)

We conduct a workshop: present findings, explain logic, answer questions, help embed the plan into backlog and team processes.

Deliverables: Workshop Session, Q&A, Stakeholder Buy‑in.

CONCLUSION

Marketing audit is a diagnostic snapshot of your marketing at a specific point in time. It shows what works, what is lost, and what plan will deliver maximum results with available resources.

ALMA agency conducts audits as a strategic planning tool – tied to business goals, design, and product. For companies that want to understand why marketing isn’t as effective as hoped and need a clear roadmap for improvement, Marketing Audit is the right solution.