Is Your Marketing Strategy Working? A Mid-Year Audit Checklist
We’re halfway through the year which means it’s the perfect time to hit pause, take a breath, and evaluate whether your marketing strategy is actually working for your business.
Maybe you started the year with a fresh plan, high hopes, and a few big goals. Or maybe you were playing catch-up from the start and haven’t had a moment to slow down. Either way, a mid-year audit gives you the chance to realign your strategy with your current business goals and finish the year stronger than you started.
Here’s how to conduct a simple, effective marketing audit that shows you what’s working, what’s not, and where to go from here.
Revisit Your Original Goals
Start by returning to the goals you set at the beginning of the year. Were they clear and measurable? Are they still aligned with where your business is headed?
It’s common for goals to shift as business priorities evolve, and that’s okay. But your marketing should reflect those changes. If you set a goal to grow your email list by 1,000 new contacts this year, how close are you to hitting the halfway mark? If your focus has moved to nurturing leads instead of acquiring them, is your content strategy keeping up?
This is your moment to check in with the bigger picture and make sure your strategy still supports it.
Audit Your Performance Metrics
Now let’s get into the numbers. Your analytics tell the story of how well your marketing is performing (if you know how to read them).
Take a look at key channels like your website, email marketing, social media, and any paid advertising efforts. Are you seeing growth in traffic? Engagement? Conversions? Which platforms are giving you the most return on your time and investment?
If you’ve been tracking these metrics monthly or quarterly, compare where you are now to where you were in January. Are you trending upward, plateauing, or slipping behind?
This kind of review doesn’t just show what’s underperforming, it can also highlight hidden strengths you didn’t realize were working.
Evaluate Your Content Strategy
Strong content fuels every part of your marketing strategy. But over time, it’s easy for your messaging to get off track or feel stale.
Look at the content you’ve published over the past few months. What types of content are your audience engaging with most? Are your blog posts, emails, videos, or social media captions consistently valuable, or have they lost some energy?
If you’re struggling to stay consistent or inspired, a mid-year refresh could be exactly what you need. Consider repurposing high-performing content in new formats, revisiting your brand voice, or exploring topics that reflect the current needs of your audience.
Review Your Targeting and Audience Segments
Who are you talking to? And are you still reaching them effectively?
Your ideal customer profile may not have changed much, but your audience’s behavior and preferences might have. Dive into your email list performance, social media demographics, and ad targeting settings. Are you still attracting your ideal audience, or has something shifted?
This is also a great time to segment your email list based on how people are interacting with your brand. Sending more relevant content to more specific groups often leads to stronger engagement.
Examine Your Sales Funnel
A beautiful campaign or engaging post means very little if it doesn’t move someone closer to buying from you.
Take a fresh look at your sales funnel. Are leads making it from awareness to conversion smoothly? Do your landing pages support your offers? Are your calls-to-action clear and compelling?
Pinpoint where people are dropping off and explore why. Maybe you need better follow-up emails, more customer education, or clearer messaging on what makes your offer unique. These aren’t necessarily major overhauls, but addressing small friction points can lead to big improvements.
Identify What’s Working (and What Isn’t)
It’s easy to focus on what isn’t performing, but don’t overlook what is.
Identify your top-performing campaigns and figure out why they worked. Was it the messaging? The timing? The format? Look for patterns and see if you can replicate that success elsewhere.
As for what’s not working—don’t be afraid to cut what’s no longer serving you. Or, if you’re not ready to let go, consider how you can pivot the approach. Sometimes a small shift in tone, platform, or design makes all the difference.
Refresh and Refocus
Once you’ve taken inventory, it’s time to update your strategy for the second half of the year. That might mean reallocating your budget, setting new goals, or simply focusing more energy on the tactics that are already working.
Rather than starting from scratch, think of this as a recalibration. The goal isn’t perfection, it’s progress with intention.
Ready to Finish the Year Strong?
A mid-year audit doesn’t have to be overwhelming. It’s simply a chance to slow down, reflect, and get clear on where your marketing is headed.
Let’s make the second half of the year your most impactful yet.
Not sure where to start? Let the Peach help you every step of the way.
Our dedicated team is here to help you level up your business strategy. Schedule a time to speak with us and let us answer your questions to know exactly what you need to get yourself started.
