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Mini Marketing Audit: 7 Things to Regularly Review in Your Business
Path & Compass is a boutique marketing and strategy firm with an intentional & holistic approach. We serve small businesses, specializing in wedding, event & hospitality businesses, wellness professionals, creative entrepreneurs and artists. Services including website design, branding & logo design, content marketing, SEO services, business coaching, sales training, graphic design, budgeting, goal setting and thoughtful growth.
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Mini Marketing Audit: 7 Things to Regularly Review in Your Business

As a business owner, it’s easy to get caught in the day-to-day tasks, problems and fires needing to be put out. In this reactive stance, one can easily lose their way. Building an intentional business and marketing it accordingly requires checking your map every so often to ensure you’re headed in the desired direction. Here are 7 things that you should regularly review in your business during a marketing audit, plus 8 questions to ask yourself to ensure you stay on the path that best serves you.

How Often Should I Review My Marketing?

For most businesses, we find quarterly reviews of your marketing and the elements noted below will keep you on track. It’s also a good time to do an audit after a major change in the market, a major change in your business or life, or if your marketing has simply stopped working. In practice with clients, we like to do an annual deep dive into their marketing strategy and then check in to see how things are working and adjust best practices on platforms like social media once a quarter.

Questions To Ask  Yourself During a Marketing Audit

Before your jump into tweaking your marketing strategy, it’s important to check-in with yourself and/or your team. Asking yourself the framing questions below will often reveal where you are getting in the way, what areas of your business need more attention, and get you thinking about systems for sustainability & growth. Use these questions as your overall starting point and as you review each step below.

  1. How am I feeling?
  2. What am I proud of?
  3. What is not working?
  4. What do I need?
  5. What do I want my life to look like?
  6. Who can I ask for help?
  7. What can I let go?
  8. What can I put into a system?

7 Things to Regularly Review In Your Business

1. Review Overall Goals

When launching your company, you likely created some goals for the business. When was the last time you checked these goals?  Goals will change and evolve as we change as humans, as the market changes, as our perspective changes through experience, as you reach and complete our goals. It is important to ask yourself: Are you still heading in the direction you want to go? Is your business still helping you create the life you want? Focus first on reviewing the goals you have set – where they stand and how they fit into your life right now. Then adjust your goals to those framing questions above, particularly ‘what do I want my life to look like?’

2. Review Your Target Audience

While your target audience will often remain consistent for your business, their needs or problems can shift over time. During a marketing review, it’s important to look to the market and any trends (couples opting for micro weddings) or cultural shifts (more people working from home) that will impact your relevance to your audience. Take note of what has changed and what you see coming as well as any opportunities to expand your target audience. Understanding and adapting to your audience’s needs as well as tapping into new audiences and ways to serve makes for a more responsive & relevant business.

3. Review Services & Offerings

Similar to reviewing your audience, be sure to review your services and offerings. Audit your current offerings and identify what is and is not working so well, and why. What is making money and what’s not? What are your most profitable offerings? Cut out anything that isn’t serving your overall business goals and audience, or rework that offering so it will address your target audience’s pain points. It’s also good to explore creating new services or products that will fit into those previously noted trends and cultural shifts.

4. Review Messaging & Brand

After looking at your services and audience it’s important to make sure that your messaging is still good to go. This includes your Mission Statement, Core Values, Visuals & Images. Are they communicating the relevant (perhaps newly updated) problems you solve and for whom? If not, it’s time for an update. It’s also natural that the voice of your business should change over time, so don’t be afraid to show that your business is growing. However, the phrase “if it isn’t broken, don’t fix it” stands true. Too much tweaking to your brand or messaging will be confusing to the market. Same goes for constant tweaking of your offering or audience. Give things time to work with consistent effort and be intentional about new directions before you shift.

5. Review Client Inquiry/Sales Funnel

During your marketing audit, reviewing your sales funnel is essential. You need to know if it is still effective and working well for you and/or your team. There is also the possibility that it can, or needs to be, streamlined. Evaluate how can improve any automated emails, copy, videos, resources, tips and landing pages. The goal should be less work on you/your team’s part while converting more prospects to buyers. Need help to create a sales funnel in the first place? Read blog on Sales Funnels.

6. Review Your Website

Are you making changes to any of the above? Then plan to make changes to your website. Often these updates will be small – adjusting page copy, adding new promotions or tweaking sales funnels. Be sure to also check your SEO settings, adjusting as needed and take care of back-end updates that can affect website speed and security. If a marketing review has revealed the need for major changes to your business or market shifts, a full website update may be in order. Our Discovery Calls are a good resource to talk through the best plan for your business with a marketing expert.

7. Review the Tools & Platforms You Use

The last step – review the platforms & marketing tools you’re using. Are these reaching your target audience, best communicating your offerings, helping you hit your goals?  Do they need to be updated or replaced? What changes need to be made to adjust to current best practices? Are you getting a return on your investment? What new tools you should consider? Review insights to see what’s working and adjust accordingly. Invest in the tools that are working. Cut any services that you are not or have not been actively using.

Want an expert guide to review your business and help with a marketing audit? Sign up for a FREE coaching session with Krista, our founder and expert sales & business strategist, to re-evaluate your business.