An audit is not a full strategy overhaul—it is a clear-eyed check of what worked, what didn’t, and what to adjust. In this episode, Mike (branding/web) and Liz (social strategy) share a practical end-of-year (or any-time) marketing audit you can actually finish. We cover which metrics matter at each funnel stage, how to avoid common audit traps, and when to double down versus pivot—without blowing up what already works.

You’ll learn

• Why an audit comes before strategy changes, and how it differs from a full overhaul.
• Which metrics to review by stage:
• Top of funnel: reach and impressions (especially when you’re starting from zero).
• Middle of funnel: context-aware engagement (saves, shares, comments) and on-platform behavior.
• Bottom of funnel: link clicks, calls, messages, and other conversion actions.
• How to evaluate ROI and avoid gut-reaction pivots (look for quick wins and red flags first).
• How to set or reset KPIs so you are measuring what you meant to achieve.
• When trends warrant tweaks (e.g., AI/LLM search for SEO) versus staying the course.
• What to review annually beyond metrics: messaging, visuals, and service pages so your site matches what you actually offer.
• Why content channels (social/email) need more frequent pulse checks than static assets.

Quick wins

• Write one sentence for each channel: “This year, its job was _______.” If the blank isn’t clear, set a KPI before you look at data.
• Pull a 1-page snapshot: monthly revenue, leads, closes, average time to close. Circle outliers and note one hypothesis each.
• List three keep actions, three fix actions, and three stop actions for Q1.
• Republish two top-performing posts with light tweaks, and retire one underperforming series.
• Update any outdated offers or pricing on your website and Google Business Profile.

Download

• Marketing Audit Checklist: Coming Soon

Key takeaway

Audit first, adjust second. Define what each channel was supposed to do, review the few metrics that prove it, and make focused tweaks. Reach builds the pipeline, contextual mid-funnel signals explain behavior, and conversions (clicks, calls, messages) tell you what to scale.