How to Take Stock of Your Current Marketing Strategy
An Easy Marketing Audit for Small Businesses
Running a small business in Cumbria means wearing multiple hats. Whether you're based in Keswick, Kendal, or along Britain’s Energy Coast, you're likely juggling everything from customer service to accounts, often with little time left for marketing.
Are you ready for the (not-so-scary) news? Your marketing strategy deserves more than a panicked scroll through social media when you remember, or a hasty blog post written at midnight. Taking stock of what's working (and what isn't) could be the difference between treading water and making real progress.
If you've never sat down to properly review your marketing efforts, don't worry. You're not alone, and it's never too late to start. I do it myself! Which means you can, too.
Why bother reviewing your marketing strategy?
"I'm already busy enough without adding another task to my list." Fair point. But without regular reviews, you could be pouring time and money into marketing activities that simply aren't delivering results.
A proper marketing review helps you:
Identify what's actually bringing in customers
Stop wasting resources on things that don't work
Spot opportunities you're missing
Stay ahead of your competition
Make informed decisions rather than guessing
Think of it like maintaining your car. You wouldn't drive from Carlisle to Barrow without occasionally checking your oil and tyres, would you? Your marketing deserves the same attention.
Start with what you've got
Before you can move forward, you need to understand where you stand right now. Gather everything you're currently doing: social media posts, email newsletters, website content, printed materials, local advertising, networking events. Yes, absolutely everything.
Create a simple list. It doesn't need to be fancy, a notebook or spreadsheet will do the job perfectly. Write down each marketing activity, how often you do it, and roughly how much time or money it costs you.
You might be surprised by what you discover. Many Cumbrian businesses I work with find they're doing more than they realised, just without any real strategy tying it all together.
Ask yourself the tough questions
Now comes the interesting part. For each marketing activity on your list, ask yourself -
Is it working?
Look at your numbers. Are you getting enquiries from that Facebook page? Are people actually reading your blog posts? Is that advert in the local magazine bringing in customers?
Is it consistent?
Marketing works best when it's regular and reliable. If you're posting on social media three times one week and then nothing for a month, you're not giving it a fair chance to work.
Does it reflect your brand?
Your marketing should tell a cohesive story about who you are and what you do. If someone sees your Instagram posts, visits your website, and reads your brochure, would they recognise the same business?
Are you reaching the right people?
You could have the most beautiful marketing materials in the Lake District, but if they're not reaching your target customers, they're not doing their job.
What's your brand voice saying?
“Lots of small businesses overlook consistency in tone and messaging. Your brand voice is how you communicate with customers, and it should be recognisable across everything you do.”
If you're friendly and approachable on social media but formal and stuffy on your website, you're confusing potential customers. They won't know which version of your business to trust.
Read through your marketing materials as if you're a customer seeing them for the first time. Do they sound like they come from the same business? Do they make you want to get in touch? If not, it's time for a refresh.
Check out your competition
I know, I know. You're busy running your own business without spying on others. But understanding what your competitors are doing can reveal valuable insights.
Take a look at other businesses in your sector, both locally in Cumbria and further afield. What are they doing well? Where are the gaps you could fill? What makes your business different?
We’re not talking about copying what others do. It's more about understanding your unique position in the market and making sure your marketing communicates that clearly.
Listen to your customers
Your existing customers are a goldmine of information. How did they find you? What convinced them to choose your business? What do they value most about what you offer?
You don't need to conduct formal surveys (though you can if you want). Sometimes a casual conversation reveals exactly what you need to know. Pay attention to the questions people ask, the concerns they raise, and the compliments they give you.
This feedback should shape your marketing strategy. If customers consistently tell you they chose your business because of your personal service, that needs to be front and centre in your marketing messages.
Be honest about your time and budget
There's no point creating an elaborate marketing strategy if you don't have the resources to execute it. Be realistic about how much time you can dedicate to marketing each week and what budget you have available.
If you're a one-person operation trying to post on five social media platforms, write weekly blogs, send monthly newsletters, and attend networking events, you're setting yourself up for burnout.
It's better to do fewer things well than to spread yourself too thin and do everything badly. Choose the marketing activities that give you the best return on your investment of time and money.
What happens next?
Once you've taken stock of your current marketing situation, you'll have a clearer picture of what needs to change. Maybe you need to focus your efforts on fewer platforms. Perhaps it's time to refresh your website copy or develop a consistent social media schedule.
You might discover that you're actually doing some things brilliantly, which is fantastic! Do more of those. You might also realise that some activities aren't worth continuing, and that's fine too. Stopping things that don't work is just as important as starting new things that do.
If you're feeling overwhelmed by what you've discovered, or you're not sure where to start making improvements, you're not alone. Many small businesses across Cumbria find themselves in exactly this position. That's precisely why I do what I do.
Ready to move forward?
Taking stock of your marketing is the first step towards building a strategy that actually works for your business. But you don't have to figure it all out on your own.
If you'd like to chat about what you've discovered and explore how professional copywriting and content creation could support your business growth, I'd love to hear from you. Whether you need help with specific services like website copy or social media management, or you're not quite sure what you need yet, let's have a conversation.
You can read more about how I work or check out my FAQs if you have questions. When you're ready, get in touch and let's start your journey to a better brand.
