Marketing has been a staple of business models for centuries. But companies often find it difficult to examine their established marketing strategies and how these strategies fit into the larger business plan. Auditing inbound marketing strategies by identifying strengths, weaknesses and opportunities for improvement and growth can pay dividends.

One of the primary concerns of a marketing strategy is setting clear goals. Whether it is to obtain new clients or get the word out to existing ones, a marketing plan without clearly defined goals tends to waste both time and money. But it goes deeper. When identifying goals, it is crucial to identify the targeted audience for your marketing strategy. When the goals and audience are realized, all aspects of your business, not just marketing, can be tailored to suit the needs of your clients.

Once goals are established, the approach to meet them needs to be defined. An audit of an inbound marketing strategy would not be complete without examining a company’s virtual presence. Taking a unbiased, analytical look at websites, blogs, email marketing campaigns and the like will enable a company to customize their message for their targeted audience.

Inbound marketing is key to driving sales. Defining your target audience and assessing just how well you are reaching them drives optimization efforts and effective plans for the improvement of your inbound marketing strategy, ultimately making the business model more successful as a whole.

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