What Is a Marketing Audit and Why You Should Do One Annually
Marketing moves fast, platforms shift, algorithms change, and what worked six months ago might be falling flat today. That’s why regular check-ins are essential. A marketing audit helps you take stock of what’s working, what’s not, and where to focus your energy next.
Think of it as a health check for your marketing activity, helping you get clarity, spot gaps, and ultimately make smarter decisions.
So, what is a marketing audit?
A marketing audit is a deep dive into your current marketing efforts across all channels, digital and offline. It looks at your strategy, messaging, performance data, audience targeting, and more, to see how well everything is working together.
It’s not just about ticking boxes. A good audit gives you honest insights, highlights missed opportunities, and helps you align your marketing with your wider business goals.
Why it’s worth doing every year
Just like an annual review or MOT, a yearly marketing audit keeps you on track and helps avoid costly mistakes.
Here’s why it matters:
- Things change quickly. Platforms evolve, audience behaviour shifts, and new competitors emerge. An audit helps you stay current.
- It keeps your strategy sharp. Even the best strategies need refining. A regular review helps you spot what’s outdated or underperforming.
- It makes your budget go further. By identifying where you’re wasting time or money, an audit can help you reallocate resources more effectively.
It helps prove ROI. When you’ve got a clearer picture of performance, it’s easier to show what’s delivering results and what needs to change.
What does a marketing audit include?
Every business is different, but a typical marketing audit will look at:
- Website performance – Is your site fast, easy to navigate, and converting well?
- Content and messaging – Are you telling a clear, consistent story across platforms?
- Channel performance – Which platforms are driving traffic, engagement, and leads?
- Audience insights – Are you still reaching the right people, in the right way?
- SEO and analytics – Are you being found organically, and are you tracking the right metrics?
- Competitor activity – What are others in your space doing, and how do you stack up?
The goal isn’t to find faults, it’s to find opportunities.
Final thoughts
A marketing audit might not sound exciting, but it’s one of the most valuable things you can do for your brand. It gives you the clarity and confidence to make smart decisions, and stops you wasting time on tactics that aren’t moving the needle.
At TLH, we help brands run honest, actionable audits that lead to real improvement. If you’re not sure where to start, we’re always up for a chat.
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