Marketing success is rarely a “set it and forget it” game. Even the best strategies require regular fine-tuning to deliver optimal results. As markets evolve and trends shift, your messaging and approach must keep pace.

That’s why it’s essential to revisit how you present yourself and your business at least once a year. By ensuring your message is on-brand and consistent across all platforms, you’ll stay ahead of the curve and keep your audience engaged.

Watch Your Competition

Understanding your competition helps you stay relevant and innovative in a crowded market.

• What are your direct competitors saying to market their products and services?
• How do similar businesses in other cities and countries market their offerings?

Know Your Customers

Your customers’ needs and mindsets evolve. Regularly evaluate whether your messaging reflects their current reality.

• Does your messaging clearly show you understand your customer’s current needs?
• How has their mindset changed over the past year?

Evaluate Your Offerings

Keeping your products and services fresh is crucial for maintaining customer loyalty and attracting new clients.

• Are there any products or services that should be updated or removed?
• Is there anything you can add that would better serve your customers?

Review Your Content

Your content is the voice of your brand—keep it engaging, accurate, and persuasive to capture attention and drive action.

• Are your marketing messages still accurate?
• Do your headlines grab attention?
• Are you sharing the benefits without using platitudes or clichés?
• Have you tapped into your prospect’s emotional triggers—their fears, frustrations, and concerns?
• Are you using persuasive marketing techniques?
• Does the “voice” of your content fit your brand?
• Do images work in harmony with the content?
• Have you shared customer stories?
• Is it time to get more testimonials and recommendations?

Call To Action (CTA)

Clear, compelling CTAs make it easy for prospects to engage with your business and take the next step.

• Have you made it easy for someone to contact you and buy from you?
• Do you offer a specific, low-risk, easy-to-take action that helps prospects take the first step?

Update Your Bio & About Pages

Your bio and about pages are powerful tools for building trust and connection—ensure they’re accurate.

• Is your website bio still current?
• Have you shared how prospective clients will benefit when working with you?
• Is it interesting? Have you shared the story of how you got to where you are today?
• Are your bios consistent across all social platforms, service directories, associations, etc.?

Check Your Numbers

Your data reveals what’s working and what isn’t—use it to make informed decisions and improve your marketing strategies.

• Is your audience engaged? What’s your email opening rate?
• Is it time to create a new free offering and/or autoresponder follow-up messaging system?
• Check your website analytics to see what’s happening on your site.
•  Are all the links working? Here’s a quick and free online link checker.

Free Publicity

Publicity can amplify your reach without increasing your budget—capitalize on opportunities to shine.

• Have you reached out to local media with a story idea or applied for industry awards?
• What can you do to spin up publicity for you and your business?

Social Engagement

Consistent and authentic social media engagement builds relationships, strengthens your brand, and keeps you top of mind.

• Are you posting regularly on the social platforms where your prospects hang out?
• Do you engage with your readers?
• Do your blog posts share your expert status without selling?
• Are you re-purposing posts and blogs to use in other formats?

Marketing isn’t a one-and-done task; it’s a journey of continuous improvement. Use this checklist as your guide to ensure every part of your strategy stays impactful, engaging, and aligned with your business goals.

By regularly reviewing and refining your efforts, you’ll position yourself for long-term success. Start today—your future self will thank you!