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Find Your Path
About
Portfolio
Work with Us

Home
Find Your Path
Portfolio
About
True North Blog
Work with Us

LET’S FIGURE OUT WHERE TO START.

The Marketing Visibility Scorecard.

Get your free Visibility Scorecard and find out exactly where your marketing is working – and where it’s quietly costing you bookings. Your email will be used to follow-up with additional insights and recommendations on your scorecard – all free, no strings attached.

Step 1 of 8

12%

Name(Required)

First Last

Email(Required)

Business Name(Required)

Business Type(Required)

Strategy Snapshot

Who is managing your marketing?(Required)

No one, or whoever has time

Divided between a few team members, but no dedicated owner

Working with a person/agency, but not seeing results

We have a dedicated marketing person or team

We have a dedicated team AND a documented strategy they execute against

How would you describe your marketing strategy and team?(Required)

No marketing strategy, no team (It’s just me figuring it out!)

We have loose marketing goals and inconsistent marketing

We have a decent marketing strategy, but I don’t know if our efforts are getting us results

We have a solid marketing strategy and define ideal clients, but things need refreshing with all the tech & AI changes

We have a written marketing strategy tied to real business and revenue goals that we regularly update and review with our team

What’s your top marketing goal for the next 12 months?(Required)

Create or refine your brand & website - we are launching/relaunching our business this year!

Generate more leads – we need more inquiries coming in!

Attract better leads – we’re getting interest, but not from the right people.

Offload marketing tasks – we want to focus on clients and big-picture growth.

Optimize our current marketing - we need a marketing system that sets up our digital marketing efforts for the future and keeps us growing

Path 1 — Brand & Website Foundation

How well does your current branding reflect who you are and who you serve?(Required)

Outdated or inconsistent - doesn't feel like us

Somewhat reflects us but inconsistent across platforms

Decent but messaging, colors or marketing look similar to our competitors

Solid & consistent, mostly reflecting our key differentiators and resonating with our ideal client

Distinct & consistent with professional images & unique messaging that clearly differentiate us from competitors and converts ideal clients

If someone landed on your website right now, how fast could they tell where you are located, what events/clients you serve, what are your services/offerings and what sets you apart in your market?(Required)

We don’t have a website

Takes some digging - not all of this is clear on my website

Clear-ish - most of this is covered throughout my website

Clear - all of this is covered as you scroll the home page

Instantly clear (no scrolling), with an obvious next step or call to action

Is your website oriented to your ideal client/s and guiding them naturally to the next step?(Required)

We don’t have a website

We don’t have a defined ideal client/our website is confusing to navigate

Our website mostly focuses on one event type - but we serve more than that

Our website has specific content for each our capabilities and offerings but we’re not sure if that resonates with

Fully mapped funnel: with custom pages for each audience/market we serve, consistent calls to action and tracking

Path 2 — Search Optimization & Visibility (SEO/AEO/GEO)

How often are you creating content on your website that answers what your ideal clients are Googling (or asking AI)?(Required)

Never / not sure what that means

Rarely — maybe once or twice a year

A few times a year, no real plan

Monthly, with topics tied to client questions

Consistently, optimized for search AND AI answer engines (SEO/GEO)

When did you last review or update your website's optimization (SEO titles, meta description, broken links, search indexing, schema, accessibility)?(Required)

Never

More than 2 years ago

Within the last year

Within the last 6 months

Ongoing — we monitor and adjust website regularly

Are you regularly creating content on multiple platforms that is optimized with keywords and search best practices (Pinterest, social feeds, etc.)?(Required)

No - we don’t have time to create content

We post when we can but there is no strategy

We post regularly on a couple platforms - not sure if the content is optimized for search

We post strategic content consistently on multiple platforms - but not sure if this is optimized for search

We have documented strategies for all my platforms that we consistently post aligned & optimized content

Path 3 — Digital Advertising (Amplification)

What results have you seen from past or current digital ad campaigns?(Required)

Never run ads

Ran ads but have no idea if they worked

Ran ads with mixed or unclear results

Ads perform reasonably well, room to improve

Ads consistently deliver strong, trackable ROI

How clear are you on exactly who you're trying to reach (pain points, values, decision-making factors)?(Required)

Not clear at all

General idea, nothing documented

Some clarity, but not tested

Clear personas we target consistently

Documented personas we test and refine regularly

How are you measuring the success of your paid ad efforts?(Required)

Not tracking/measuring anything

If leads and revenue feel good, I figure things are working

My ad person sends me reports, but I don’t always review or understand them

We review basic stats occasionally, but they don’t generally affect ads we’re running or how much we’re spending

We regularly review key metrics determined by our goals as well as ad spend and weigh decisions based on ROI

Path 4 — Lead Nurturing & Sales Engagement

How do you follow up with new inquiries? What happens in the first week?(Required)

We don't have a consistent process

We reply when we can, no set timeline

We reply within a day or two, nothing after that

We have a follow-up sequence for the first week

Fully automated, personalized nurture sequence

How often do your email subscribers hear from you, and what do they get?(Required)

Never / we don't have a list

Rarely, and mostly just promotions

Monthly, mixed value

Regularly (2–4x/month), with real value

Consistent, segmented, valuable content on a set cadence that aligns with your audience engagement

What sales tools/resources support your process (brochures, decks, guides)?(Required)

None

Outdated materials that don't match our brand

Some materials, but used inconsistently

Solid, on-brand materials used consistently

Polished, on-brand materials mapped to each stage of the sale

Which best describes your sales strategy & team?(Required)

No sales strategy, no team (It’s just me figuring it out!)

Reactive sales strategy and inconsistent results, couple of people handling sales

Loose sales strategy and decent results, small sales team

Set sales strategy/goals and steady results, steady/growing sales team

Defined sales goals/targets including revenue and business development that our sales director & established team regularly revisits

Path 5 — Online Presence & Reputation

What does your Google Business Profile + reviews look like?(Required)

No profile

Profile exists, but under 3 stars or very few reviews

3–4 stars, inconsistent review flow

4+ stars, steady stream of new reviews

4.5+ stars, tons of reviews, responded to all

How often do you check and respond to reviews across platforms (Google, Yelp, The Knot, etc.)?(Required)

Never

Rarely, only when reminded

Occasionally, no real process or system

Regularly, with a process that ebbs and flows

Consistently, with a defined response process/templates

Where can someone find accurate, consistent info about your business online (name, address, phone, bio, hours)?(Required)

Not sure / never checked

Usually accurate across 1-2 key listings

Mostly accurate across most of my online listings

Accurate across all listings

Fully accurate with consistent branding across all listings - we regularly audit & update across all platforms

What do AI Tools like ChatGPT & Gemini say about your company?(Required)

Not sure / never checked

Inaccurate or negative info - if the company shows up at all

Inconsistent across platforms - we show up on some but not others

The basics are covered on most platforms accurately

In-depth info on all platforms that is aligned with our ideal clients and services

Final Discovery Questions

How are your most ideal clients finding you today?(Required)

What's the most common reason a potential client chooses not to work with you?(Required)

What's your biggest marketing frustration right now?(Required)

What do you invest in your monthly marketing budget and ad spend?(Required)

Number - Strategy Snapshot

Number - Path 1

Number - Path 2

Number - Path 3

Number - Path 4

Number - Path 5

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Path & Compass is a certified women-owned business and holistic digital marketing agency. We believe in sustainable growth, creating inclusive spaces, defining success on your own terms, and that joy, beauty & celebration are uniquely crucial to human thriving.

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