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Changing your communications strategy without a detailed audit of your current strategy, its strengths and weaknesses, and a thorough review of your organization’s objectives, is likely to lead to a dead end. Here you’ll find all our advice for a successful audit.
According to a study by Juristes Associés, « the majority of law firms devote 2 to 3% of their sales to their marketing/communications budget. Those devoting 3 to 4% of their sales to marketing/communications have grown significantly in recent years… The budgets of the top 100 firms exceed 5% of sales ». Money is undoubtedly one of the sinews of war, but it has all the more impact when used wisely. That’s why it’s important not to rush headlong into a decision, but to analyze the existing strategy to identify any inconsistencies between the desired image and the perceived one.
ONE AUDIT OR SEVERAL ?
Depending on the specifications defined by the client and the needs expressed, several types of audit can be carried out separately or together. The so-called 360° audit brings these different types together, providing an exhaustive overview.
Internal communications audit
The aim of this audit is to measure how your messages are being communicated internally, as well as how your employees communicate (particularly on social networks). A consistent message is essential for your brand image.
Customer relations audit
This seeks to identify how the strategy is deployed towards current and prospective customers, and covers areas as varied as customer management software (CRM), the events organized for them, the frequency of exchanges, the availability of their contacts, price transparency… It can be particularly useful for this to conduct customer satisfaction surveys. Indeed, the image of a structure seen from the inside is often incomplete and biased, and gathering external perceptions can enable you to adjust your offer to your customers’ real needs.
The digital audit
Now a must, the aim of this audit is to measure the quality of your brand’s presence on the Internet. This includes your site’s search engine ranking, the liveliness of your social networks, the time spent visiting your site, etc. This audit is generally based on numerical data or performance indicators, but also on a qualitative comparison with competitors.
Reputation audit
Even a word-of-mouth prospect will look for information about your structure beforehand, and bad reviews left by disgruntled customers on Google can dissuade them from contacting you. This aspect is sometimes overlooked, even though it can make all the difference.
Press relations audit
Legal and accounting professionals can sometimes find it difficult to stand out from their peers. Maintaining good relations with journalists in the sector, placing articles demonstrating your expertise in local/national newspapers, being present in rankings and directories, etc. is essential. The audit enables us to identify whether all aspects of press relations are covered, whether publications are reaching the desired target and whether the spin-offs are commensurate with the investment. The results of the audit are then used to fine-tune the strategy accordingly.
Brand audit
An organization’s identity is defined both in visual terms (logo, graphic charter, etc.) and in terms of content. This type of audit aims to ensure consistency between the structure’s positioning and objectives, and the way it presents itself to the world. It also seeks to measure the level of awareness of the brand in the surrounding ecosystem.
The competitive audit
Often caught up in our day-to-day work, we tend to operate in a vacuum. Yet comparing ourselves with others is essential if we are to progress. This type of audit begins by mapping out the competition according to geographical criteria and offerings, and then identifies the strengths and weaknesses of each in terms of positioning, communication and organization. It is by combining the best practices of each that we can perfect our communication and strategy.
Each of these audits can be rendered in the form of a SWOT matrix, i.e. a presentation that summarizes the strengths, weaknesses, opportunities and threats weighing on the area under consideration. Solutions can then be proposed, either by an outside consultant or by in-house staff, to alleviate the problems identified.
AND THEN ?
Carrying out an audit is important. Implementing the recommendations is even more important. Indeed, an audit can involve the active participation of customers and staff alike. If nothing is done afterwards to change the direction of the structure, disappointment can lead to disengagement in day-to-day work or in the relationship with management.
Organizing a meeting with your customers/collaborators to report on the results of the audit and the actions taken is a must. This meeting will showcase you as a dynamic organization ready to challenge itself.
It may be worth repeating this type of audit at regular intervals to measure your progress and the impact of strategy changes on your sales.
TO GO FURTHER
How to measure customer satisfaction, Eliott & Markus
8 ways to improve your firms customer service, Lawyerist
Rethinking your digital strategy, Eliott & Markus
Benchmark your firm, LJA
