June 2026Marketing Audits
This project includes two comprehensive marketing audits: a Competitor Audit and an Internal Audit for Snap-on Business Solutions. Together, these analyses provide a full view of the current competitive landscape and identify actionable opportunities for improvement.
The first phase of this project focused on conducting a detailed audit of two sister companies, Dealer-FX and Mitchell 1, to establish an internal benchmark for digital marketing strategy and execution.
The analysis began with a comprehensive evaluation of each company’s website, examining both design and functionality. This included visual layout, navigation structure, and branding consistency, as well as user experience elements such as information accessibility, clarity of calls-to-action, and overall ease of use. Messaging and positioning were also assessed to understand how each company communicates value, along with content quality, SEO presence, and conversion strategies such as the use of demos, testimonials, and lead capture elements.
In addition to qualitative analysis, quantitative performance data was evaluated using tools such as Rival IQ and SimilarWeb. This included reviewing search visibility, branded versus non-branded keyword performance, traffic volume and reach, traffic sources, and overall traffic trends. These insights provided a clearer view of how each company attracts and acquires digital traffic.
The audit also included a detailed social media analysis, with a primary focus on LinkedIn as the dominant platform within the industry. This involved evaluating posting frequency, engagement levels, content types, and overall activity. Additional platforms including Facebook, Instagram, X (Twitter), and YouTube were reviewed to assess consistency, engagement, and content strategy across channels.
To further strengthen the analysis, video content and marketing collateral were reviewed to understand how each company communicates product value and supports its broader brand positioning.
Throughout the audit, all findings were continuously benchmarked against Snap-on Business Solutions, allowing for direct comparison across website performance, digital presence, and content strategy.
This analysis identified both strengths and gaps in how these companies approach digital marketing, highlighting opportunities for Snap-on to improve areas such as content consistency, engagement, platform utilization, and overall digital strategy execution.
Sister Company Audit
Following the sister company analysis, I conducted a comprehensive competitor audit across key industry players including OEConnection, Infomedia, Xtime, CDK Global, and Tekion to evaluate digital marketing strategies and identify opportunities for Snap-on Business Solutions.
The audit began with a detailed website comparison, where each company was evaluated on design, layout, navigation, branding consistency, and user experience. This included analysis of calls-to-action, demo availability, testimonials, contact forms, and overall conversion strategy. Search visibility was also assessed by reviewing how each company appears in search results.
To complement this, I conducted a data-driven website analysis using tools such as Rival IQ and SimilarWeb. This included evaluating traffic volume and reach, user engagement behavior, traffic sources, and search performance, including branded versus non-branded keywords. All findings were benchmarked directly against Snap-on Business Solutions to identify relative strengths and gaps.
The audit also included a LinkedIn competitive analysis, given its importance as the primary platform within the industry. Each company was evaluated based on posting frequency, engagement performance, content strategy, and use of platform features such as events, product pages, and employer branding. Key best practices were identified to inform improvements for Snap-on’s LinkedIn strategy.
Beyond LinkedIn, I analyzed cross-platform social media performance, including Facebook, Instagram, X (Twitter), and YouTube. This involved both high-level comparison and company-specific breakdowns, evaluating channel usage, posting consistency, engagement levels, content style, and brand positioning. Performance data was supported by insights from Rival IQ and SimilarWeb.
In addition, I reviewed each company’s video and marketing collateral, focusing on content formats, messaging approach, and how video is used to support product communication and overall branding.
The audit concluded with an analysis of paid advertising and search strategy, including search traffic share, paid performance and efficiency, keyword strategy, campaign activity, and overall media execution. This provided insight into how competitors acquire traffic and where paid strategies are underutilized across the market.
