A quarterly check-in is a crucial part of tracking business success. Every 90 days, you should be checking in on your marketing goals, how you’re tracking to them, and adjust as needed. Here is a checklist to analyze your marketing going into Q2.
Review your KPIs
I find the best way to track goals is identifying key performance indicators that measure success of the goals you set in your marketing plan. Common marketing KPIs include return on investment, customer acquisition cost, lead to customer conversion rate, and return on ad spend.
Assess Your Q1 Campaigns
Assess how your marketing campaigns performed in Q1. What worked well and what didn’t? What could you improve in Q2 or the rest of the year?
Review Each Marketing Channel
KPIs are also crucial to measuring the success of each marketing channel, which can help you analyze where to allocate your budget. For example, for email marketing, look at metrics like open rate, click to open rate, subscriber growth, and churn. When analyzing Google Ads, analyze return on ad spend and cost per conversion.
Consider Internal & External Disruptors
We’re all familiar with external disruptors after the volatility of the pandemic, but think about internal disruptors, as well. Often these might occur in the form of resource gaps or shifts in leadership.
Did you achieve your Q1 goals? What insights did you gleam from reviewing your campaigns and channels? Identify successes and failures and plan how you will move forward in Q2.