Fix What’s Not Working & Double Down on What Is With a Mid-Year Marketing Audit
Running a business is demanding, time-consuming—and lets be honest—exhausting. But skipping strategy and regular audits can lead to costly mistakes.
In this tactical, data-driven webinar, host Angela Arnold covers ways to review your goals, finances, marketing, and more—without burning out.
Section 1 - 1:36
Take a Breath and Know Your Numbers
Get a full picture of where you stand
Monthly numbers just tell you the picture in time, not where you’re trending.
What to do with your tracking data
Step 1:
- Compare your benchmarks – are you meeting expectations, or are you exceeding them?
- Compare it to last month
- Compare Q2 with Q1, then do those versus the previous year
- Compare 1H with 1H last year
Step 2:
- Consider what Q3 and Q4 typically look like
- Set goals for those numbers
Identify and track your most important number
- We use an excel spreadsheet to track our scorecard numbers
- Our MIN is Net Profit which we have highlighted in yellow
- MINs are unique for each business and depends on the age of the business
Section 2 - 6:11
Where are you leaking profit?
Where’s your oil leak?
Marketing spend adds up in the same way that an oil leak does: Even if there’s only a drop of oil, neglecting to fix the problem causes further leakage overtime.
A huge leak source: subscriptions
- Shake the team and gather all those subscriptions together in one place
- Decide on what you can cancel or downgrade
- If there is a tool you only need sometimes – cancel it between uses
Section 3 - 9:44
Where are you wasting profit?
How to Spot Wasted Spend in Your Ad Budget
Identify underperforming areas now, so you don’t burn through Q4 budget when acquisition costs spike.
What to Look for When Performing an Ad Audit
- High spend, low-return campaigns: Campaigns that are getting impressions/clicks but not driving revenue or high-quality leads
- Mismatch between audience and offer: Ad targeting that doesn’t match the messaging or funnel stage
- Overfunded branded campaigns: Overspending on branded keywords or retargeting
- Frequency fatigue: Retargeting campaigns that are driving the frequency of delivery too high
- Underperforming placements/platforms: Spending on platforms or placements that never deliver conversions
- Dead funnel stages: Campaigns that don’t have an effective funnel in place
Where Most Wellness Brands Lose Money in Marketing
- Ignoring lifetime value (LTV): Optimizing for CAC alone
- No differentiation: Promoting generic wellness products without strong positioning
- Weak landing pages: Sending ad clicks to generic or confusing pages that don’t convert
- Focusing on product and not transformation: Describing the features, not the end result or emotional benefit
- Over reliance on discounts: Trains customers to wait for promotions and kills margins
- Retargeting not matched to buying cycle: Discussed in previous webinar
- No funnel sequencing: Running single-touch campaigns and expect multi-touch results
- Agency bloat or DIY trap: Overspending on bloated agencies or attempting DIY without necessary expertise
Section 4 - 16:25
Keep, Cut, Optimize
What is the “Keep, Cut, Optimize” Technique?
The “Keep, Cut, Optimize” technique helps you hone in on what’s necessary and what isn’t.
There are two ways that you can use it during your marketing audit:
- Yearly and Quarterly Rocks
- Using a Quadrant
Method 1: Yearly and Quarterly Rocks
- We set our “Rocks” (goals) for each year and each quarter
- Each quarter’s goals ladder up to the year’s goals
- We review each quarter and ask ourselves what we can re- or de-prioritize from our yearly Rocks
Method 2: Quadrants
Put everything on a Quadrant (or do a spreadsheet) and separate between long-term payoff vs short; level of effort; level of value
If you got value out of this webinar, you'll love what we have coming up
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