Reviewing your performance for the past year is crucial for the next. Here’s how to audit effectively so your holidays are less stressful.
Look at the Previous Budget (and Results)
Examine the amount of money you spent on marketing this year and use your KPIs and analytics to determine whether it was a wise investment. Think of one or two ways that you believe you may make that money go even farther for the items you feel have worked. Think of ways to use the money for the items that didn’t work out.
Scrutinize the Year’s Campaigns
Examine every marketing effort you made this year. Which ones were successful, and what might you consider doing again the following year? Which ones failed and should either be thrown away and never seen again, or perhaps given another chance with a few tweaks?
Did You Reach Your Goals?
Examine your current year’s goals and objectives and consider what you achieved, what you are currently working on, what simply slipped your mind, and what you would like to set and/or carry over to the following year.
How Did Your Channels Perform?
Examine all your marketing channels, or the locations where you advertise. Examine any channel-specific KPIs you monitored, delve deeply into the data you have access to on each platform, and assess your strategy for each. After that, stand back and simply pay attention to your intuition regarding what you accomplished and what you can improve. Make decisions about how best to spend your time, take notes, and generate content ideas.
Did You Have an Optimized Website?
Examine your webpage. Go through everything by clicking. Go through everything. Test your checkout procedure and forms. Basically, make sure everything is current and functional, and note anything that needs to be changed. Run SEO reports on your website, examine your Google Analytics, and scope out your findings in Google Search Console if you want to go further.
Take a Hard Look at Your Brand
Examine your brand. And by this, we mean to look at your branding anywhere you’ve “put” it. locations such as your website, social media profiles, profiles on other websites, etc. Make sure any material is current and written in your brand voice, and that the right logos are being used.
Keep this conversation going by commenting below, liking this piece, sharing this article, calling me directly at (812-336-1727), or e-mail me at (andrew@lambertconsulting.biz).
