Endorse Mark Template with airSlate SignNow

Endorse mark template

this is a brand audit template that i have created for advertising agency owners and staff and this will allow you to create an audit on the fly fairly quickly in about a couple of hours so there's over 40 slides here and this is actually version 2.0 i've done another video on a previous version but i've added more data more updates so i thought i'd create another video here and if you want to get the template it's free it's in the description for this youtube video so you can just go to the description the link is there no sign in required i'm literally just giving you the powerpoint file and you can pull that and there are notes in the slides so it'll help you with pulling the data that i'm talking about here if you'd like to listen to the commentary let's go through it so this is the cover page of the brand audit and this is going to help you this entire audit is going to help you land a client maybe it'll help you with a prospect meeting so there's a number of ways you can use this audit and it's really helpful for uncovering revenue opportunities maybe new marketing campaigns it's just excellent data to have and everything can be customized so this is the cover page i would swap out the nike logo so nike is going to be the brand here this is going to be great for fortune 500 companies or any kind of business that you want to pull data for this is the nike logo you can swap it out swap it out for whichever client you're working with you can change my name to your agency's name so you can customize the the black coloring change it to coloring that's related to your brand and let's get into it this is the details page and this is where we kind of talk about the five c's which consumers content community competition conversions and these are questions that we're going to be answering throughout the slides that we're pulling who is buying your products and services what is working on social and what needs optimization who is engaging with you and what are they feeling who is competing online in your space what brings you business success so these are questions that as an owner staff member of the advertising agency these are questions you're going to answer in these slides consumers this is the first c that we're going to cover brand perceptions how do consumers feel about your overall brand let's have a look and then this is a slide that goes into the popularity of nike okay interesting data again you can pull this data easily in the show notes so it'll be in the template in the description you just download the powerpoint and then it'll have a link to this so you can pull this then you have demographics again more data which demographic segments should you be targeting do you see any surprises this is incredible professional data that you can easily pull and again nothing requires a login you can pull everything just by typing in like the brand name or even the brand's website that you're auditing so nothing requires this expensive monthly fee so if you're a new agency owner this is going to be helpful even if you're an established agency owner this is going to be tremendous data and maybe something you can add to your audit right and you have consumer interests are your products and services align with the interests of your consumers and then you know we're looking at hiking as the top fitness activity for people who like nike oh that's an interesting segment maybe you can create a campaign around hiking nike has maybe an opportunity there and some of this data is kind of surprising i would think that running should be higher but again maybe this is an opportunity that's untapped so something to consider popularity this is like a google trends graph so you can get this from google trends it's consumer interest around the brand in the past 12 months what content can be created to spark conversations the graph is kind of flat so maybe there's an opportunity to get some sort of a boost and then maybe look at what was happening just prior to december 2017 there's a bit of a spike there so what happened something to look at again you might be talking to a marketing team and they can pull the data so you'll be having a conversation right and then if you are auditing your own brands so maybe you're not an agency owner but you're just the entrepreneur you're the ceo and you're doing the audit of your own brand then again this still kind of applies to you you can pull the data and do the research here's consumer search these are the most searched topics and queries related to the brand again nike footwear i'm not surprised that's up there nike air not surprised that that is right up there those are pretty huge segments for nike i'm just going to go back here so you can actually look at the ones that are number four number five and maybe look at oh maybe there's some opportunities here or even like nike factory store oh wow there's a bit of a bit of activity there maybe something to talk about in a meeting maybe there's a campaign that you could do around nike factory stores okay because again you're looking at opportunities for revenue growth you're looking at opportunities for new marketing campaigns this is what this data will give you next we have product alignment how cohesively your product offering aligns with consumers again these are just comments that consumers are leaving through social media so this is stuff that i physically go in and pull i go on to the social media accounts of nike and i pull what people are saying right oh i always buy women's nike air that's what laurel says interesting uh then you've got you know some some negative comments here like he's a horrible company you know you want to maybe look into is there a common trend are we seeing a lot of comments like that so again something to analyze you want to look at what people are saying and that's going to help you because is your product offering what consumers want right they have a certain level of expectations you want to deliver next is content if you're looking at video and video investment is a priority as it should be 2020 and beyond it might be useful to think like a broadcaster in terms of creating series content right and scheduling consistently to generate recurring views nike has several viral videos using athletes nike is known as celebrity endorsement for marketing you know that that's the brand that really uses celebrity endorsement so you have all these celebrities and they've generated views what does that indicate well maybe continue on with celebrity endorsement look at up and coming athletes and endorse them and create videos around them create viral campaigns around them written in images what are your themes across written and image content so i'm looking at youtube here instagram and i'm just looking to analyze on the blogs i'm looking to see what kind of content nike is creating here so i can get an idea of any consistency any sort of themes and i'm going to put this all on this slide just like a a screen capture and we're seeing celebrity endorsements but what i want to look at is an opportunity again to written images to continue along a line that maybe works maybe something that is happening on video that could be somehow repurposed for written images or vice versa you're just getting an idea of what they're doing on social next is content quality so this is just a little circular graph here a mix of long form unique posts and reshares are critical to your content marketing strategy here's what we discovered with your recent efforts again you've got a big portion of duplicate content which you know i'm not really big on duplicate content i believe in creating unique content for every sort of platform but overall i like the the balance between these three you've got common content unique content duplicate content it's a fairly good balance considering how enormous the nike brand is then you have content questions i love this slide your consumer is asking these questions and more and okay these are amazing questions that you can repurpose for future content ideas okay our nike is nike ethical our nike trainers big fitting i mean some of this again it's not going to be perfect right well but you're just you're pulling all this data to give sheer information to work with right this abundance of information you can kind of pare down and say hey here are the different content pieces that we can create can nike sneakers be washed that could be an interesting content piece around throwing the nike shoes in the in the dryer it's like is that allowed interesting you know you can you can get a lot of information from this so the link for this slide i think it's called answer the public i'm just thinking off the top of my head here it's a wonderful site and gives you plenty of data for this it's all free advantage what makes your content stand out from the crowd advantage is really important it's like your unique selling proposition honestly when i think of nike i'm thinking of big athletes and victory and winning and that's really what it's all about and no other brand do i associate with top end athletes like like i do with nike so if you ever dreamed of playing for millions around the world now is your chance it's like just this epic athlete persona that they're pushing and i love it i love what nike's doing there they've really owned this area and i would suggest continuing with it it's what makes them stand out from all the other brands in the athlete world in the fitness athlete world boost where can you gain more visibility for your content okay podcast and series content with top athletes would be more popular yeah i mean podcasting is a big trend especially you know last five years it's just really growing and we're seeing continued growth a form of audio content would be really helpful and if you publish on youtube are you going to get the same boost as you used to no so you need to start looking at these other platforms audio being a big one and capitalize with athletes maybe taking your youtube videos repurposing it for audio could be really helpful that's just another example you want to look at boosts areas where you can jump in as an advertiser to really assist the brand now we're going to look at community reviews how do you feel about this community response to your brand so you're gonna look at some good reviews and you look at some bad reviews and say hmm is this really what you want 499 reviews a 3.9 out of 10 that might be an opportunity to go in look at these reviews and maybe respond to them maybe answer them maybe figure out what's going on here it's a little bit concerning glass door reviews would be related to your internal process so your employees are leaving these reviews 3.9 out of 5 based on over 3 500 reviews that's actually pretty high for a big corporation i don't mind that review rating so internally it seems like staff are raving about nike nothing wrong there but you want to look at those customer service reviews and really look at those as opportunities to improve your brand image next is engagement on facebook above one percent engagement rate is good okay so that's what you really want to kind of aim for and you're sitting at one percent that's pretty good and you got over 31 million page likes so that's an incredible number and you have plenty of people talking about this i think as far as facebook it seems like you're doing pretty well here and maybe you want to look at what's going on with your facebook account and saying hey what's working here that we can use on other social media platforms and is what we're doing on facebook going to work on those other platforms something to look at this is the instagram engagement rate calculator an engagement rate between 0 and 1.64 is considered to be low interesting nike is 0.66 so it's a bit low we want to get above 1.64 and you know instagram is a little tricky because engagement these days isn't as good as it used to be so a company with a low rate on instagram could expect between 0 to 16.4 reactions for every 1 000 followers so engagement rate engagement rates between 1.64 3.48 are considered to be good you know we should be aiming for like three percent this is where you could go in analyze their social media and say hey this is what you need to do for your instagram this is how you're gonna get more engagement why because look at the percentage that adidas is doing or look at the percentage that somebody who's doing really well like you could you could duplicate this slide and then bring up a competitor such as adidas or under armor and say look at their engagement rates and look at what content they're doing right you can always just expand this audit you want to get really competitive analytical then you could do that so that's engagement rate top influencers what are you doing to maintain relationships with your top influencers you've got cristiano ronaldo on the top and you have foot locker uh what's going on here what are you giving them what are you working towards in terms of a partnership here word clouds executives love word clouds so again these are word clouds and again you can pull this data from the notes in the slide okay and you can get this fairly easily so you've got shoes is the common one no surprise there then you've got adidas mentioned there so there's a competitor thing right there maybe you want to look at what adidas is doing and figure out how you can kind of take away their shine sentiment and this is a really interesting graph on feelings from the twitter community you've got lots related to excitement you have relaxed serene a lot of it seems fairly positive and away from the other side the left side's like tense depressed most of the dots are away from that so i think that's a good it's a good thing to mention social shares what are your expectations for share count right now you've got over 403 000 total shares the majority is basically all of them from facebook so again something to look at maybe you could do something with pinterest and reddit and linkedin you know competition industry ranking here's how you rank online for your industry any surprises you got some of these companies here they're not really directly related to nike but they're still clothing brands right somebody's shopping instead of buying fitness apparel they might be going to h m or macy's to get clothing so now nike could probably be in macy's but what you might want to look at is how can you appeal to maybe more of these fashion type brands without diluting what you're doing you don't want to affect where you're going as a brand but maybe look at what html is doing because they're number one right here and their bounce rate is incredible so people are staying on their website interesting visit duration they're staying on there longer nike is only four minutes something not something to kind of improve on is how can you get people staying on nike longer to continue to shop and buy more competitor search here are your competitors based on organic and paid search any surprises so on organic you got like foot locker adidas under armour no surprise i would say then you've got you know on the right yeah these wholesale companies are using paid advertising to get ahead so maybe you'd want to look at what you can do to kind of fight them off keyword competition this is the overlap for shared which is shared organic on the left and then paid right keywords for keyword competition this is the overlap for shared organic on the left and then paid on the right keywords so again it's just basically a summary of the previous slide you've got like the top three on each side sort of how things compare so you seem to be more dominant on the organic for the left and then for paid you got finishline.com there it's kind of overtaking nike so interesting to look at competitor social interesting things your compel your competition is doing on social media so again we're looking at adidas under armor and what's going on here what are they creating uh what kind of content could you not so much copy but get inspired from i believe you inspire your brand through others so have a look conversions this is the seo overview several key stats for your site what stands out to you you've got organic keywords you've got you know inbound clicks from google nike we're seeing here is really dominating organic which is great but maybe you can look at the paid end of it pbc you know maybe there's an opportunity there to kind of grow because as we mentioned before you got the first lane there it's kind of overtaking things so something to look at then you have email reputation the quality of your domain reputation affects email spam and deliverability so everything seems fairly normal pretty decent email volume and you can kind of explain this a little bit better by going into the link in the show in this slide notes here and you can kind of look into it and understand what these terms mean but essentially you're looking at kind of a richter scale of email volume based on like one to ten and it's based on like world share so there's a number of different factors here so you're kind of sitting but then you know you've got a little bit of a volume change so you might want to look into that overall there's no red flags here which is good for spam and deliverability next is email volume again it's looking at that kind of richter scale so we've got this consistent graph here it's a percentage of the world's total email sends nothing that looks like an earthquake to me which is good page speed page speed equals revenue it's a critical factor most websites lose half their visitors during page load alone so what do you think about this website speed you know it's an 81 out of a hundred it's based on mobile here is that is that good enough i mean i would say it's decent there's opportunities for growth whether it's well let's look at the checklist here here's your speed checklist to improve things leverage browser caching minimize redirects optimize images i think optimizing images is a huge one simple easy to fix reduce server time talk to your host server fix the server time minify your codes put css at the top and js at the bottom reduce dns lookups so a lot of this is just technical terminology that you would have a developer take care of site stats this is where you're looking at the connection of social media to the website to the nike website you know i notice here you know the facebook page isn't properly linked through nike twitter pages and properly linked printability is somebody wanting to print a nike page and which actually could be very common for e-commerce you could have maybe an elderly person that wants to print a page to review so no printability so you can actually adjust that with a line of code no analytics setup and then meta tags there's a few opportunities here to improve the connectedness this all has an effect on your ranking amount of content 5.4 again this can be boosted through maybe long-form blog posts a lot of this just analyzes like five pages of the nike site and then it says okay of these five pages how's everything looking so while it might not find good amounts of content on your five pages it could find them in pages that are a little bit more hidden so some of this you kind of have to take with a grain of salt but in the link in the slide notes there's more data like there's more detail that you can do you can look into before you do like the presentation so you can figure out what all this kind of means and then really self-educate yourself and then communicate hey here are the different things that are really affected i'm i'm telling you this but it might just some of this there's a lot that i'm describing here right there's plenty of slides or nearly 50 slides so you can't go over everything but it would be good that you educate yourself so that you understand oh hey it's a zero on facebook page what does that mean well it means that the linking could be better and that gives you an opportunity to maybe go in and fix that for them keyword research here are suggestions for keywords related to the brand you got nike shoes there then you got adidas up there too so how what does this mean well it could have an effect on how you're creating your content down the road long term what can you capitalize on around these terms you got all black nike shoes maybe something to look at for a next campaign positioning are these top market suggestions aligned with your internal brand positioning what would you add or remove with this list got sports and fitness apparel wholesalers liquidators running and walking running shoes i mean that all seems fairly aligned with what nike's all about do you see anything it's maybe a red flag i mean wholesalers are liquidators that's interesting that kind of goes back to that factory store keyword that we saw before opportunity size so now we're looking at countries and we're looking at opportunities oh france is right there so how are you doing with france it seems like everything's going well there right up there with the united states i'm surprised france is number two you think canada would be next but i'm kind of biased because i'm canadian so ease of doing business you know it's number eight so it's looking at all these different product categories from the previous slide and saying how you kind of rank certainly there's an opportunity with france there's an opportunity with many countries here backlink overview success of your website on search engines is influenced by backlinking how do you feel about these numbers i think these numbers are actually quite high and this is due to the fact that you're doing so well in organic search that you have all of these backlinks it's been created over time traffic sources nope no surprise search is the number one and direct there you got social mail referrals so maybe there's some opportunities here to boost up social to boost up referrals those are the next two in line you have pricing look how pricing options may affect conversions 2014 nike initiated a new pricing strategy company determined for market analysis as customers appreciate the value that the brand provided which meant that it could charge a higher price for its products now he began to raise its prices four to five percent a year okay so this is kind of interesting in looking at pricing and is that maybe affecting how many customers are buying maybe it's affecting how much time is spent on your website what are people saying about the prices distribution again where more purchasing can happen i look at amazon here and i see some opportunities lots of reviews on amazon hey maybe keep going with having a nike store a nike option through amazon just that additional reach that you can capitalize on being amazon's the monster in this game why not analytics last month it's kind of again looking at your average visit duration pages per visit bounce rate so some of this data might be redundant that's okay because you can go back and say oh look you know we've been talking about the visit duration you kind of look at all this total visits pretty high you can kind of go into this or you can also delete some of these slides right everything's customizable you don't need to have everything i'm giving you as much as i can so you can give the best presentation possible partners ooh opportunities now converse is part of nike hurley i believe is part of nike as well but you also got paypal here facebook a lot of these are just connected to nike through the e-commerce the nike talio i believe that's like an hr kind of setup so that means people are looking at careers on nike and they're going through there and then you have facebook these are just websites that are kind of interconnected with nike is the final discussion like a q a where you can have the discussion with the client what questions do you have around this data how do you feel about the brand overall what's the biggest surprise to you campaign ideas that came to mind with this data what is one action item you would like to make by next week you want to get an action item set up whether it's maybe experimenting with a new campaign you don't want to leave something on the table you want to schedule something for next week get the ball rolling don't let this audit just sit in a dusty folder you want to look at the data and say hey here's how we can present x y and z but you want to let them talk as well get their thoughts get them to talk you've just done all the talking get them to talk now figure out what's on their mind now what's interesting and you know what maybe let them discuss with you along the way as you're presenting get them to jump in to chime in along the way see their expressions and that's it and final slide customize it as you wish i hope this helps this has taken me many many years actually of refinement and i've worked with a number of fortune 500 brands to put things like this together so i've done a number of these types of audits there's no right or wrong way to actually do an audit what i've noticed with advertising agencies is everyone has a custom way of doing it so that means you're basically putting this data together and giving out an amazing presentation filled with data that is actionable right that's essentially what you're doing okay so hopefully this helps and best of luck on your advertising and your marketing journey cheers