How to review and refine your marketing plan

Why Bother Reviewing Your Marketing Plan?

Think of your marketing plan not as a stone tablet, but as a living map for your business journey. When you first started, you made your best guess about how to reach customers. But now you have real-world experience, it's time to check that map. Are you on the right road, or are you stuck in a marketing traffic jam?

Reviewing your plan is all about being smart with your two most precious resources: your time and your money. It helps you stop spending on activities that aren't bringing people to your door and double down on the ones that are. It’s the difference between shouting into the wind and having a meaningful conversation with your ideal customer.

Your Four-Step Guide to Refining Your Plan

Getting this right doesn't require a marketing degree, just a bit of detective work. Follow these steps to see what's really going on.

1. Gather Your Data: Become a Detective

   First, you need to figure out where your customers are coming from. You don't need a supercomputer for this, just a bit of curiosity. Here’s where to look:

   • Website Analytics: If you have a website, tools like Google Analytics (it's free!) can show you how people found you. Did they come from a Google search, a link on Instagram, or your email newsletter?
   • Social Media Insights: Facebook, Instagram, and other platforms have built-in 'Insights' or 'Analytics' sections. These show you which of your posts are getting the most attention, clicks, and engagement.
   • Just Ask!: This is often the most powerful and simple method. When you get a new customer, just ask, "How did you hear about us?". You can do this in person, on your online checkout form, or in a follow-up email.
   • Discount Codes: If you run different promotions, use unique codes for each channel (e.g., 'INSTA10' for Instagram, 'FLYER10' for a local leaflet). This tells you exactly where the sale came from.
2. Analyse the Clues: What's Working and What's Not?

   With your data collected, it's time to make sense of it. Look for patterns and ask yourself some key questions:

   • Which channel sends the most visitors to my website?
   • More importantly, which channel brings in the most actual sales or enquiries? (They might not be the same!)
   • Which social media posts get the most likes, shares, and comments? What do they have in common?

   For example, imagine you sell handmade jewellery. Your data might show that your weekly Instagram posts about your creative process lead to lots of sales, but the paid advert you ran on Facebook didn't result in a single one. That's a massive clue!

3. Do the Maths: Is It Worth It?

   This is about checking your 'Return on Investment' (ROI). It sounds fancy, but it just means: for every pound you spend on a marketing activity, are you making more than a pound back in profit? If you spent £50 on an online advert and it generated £200 in sales, your return is great. If it generated only £10 in sales, it's time to rethink that advert.

4. Adjust Your Sails: Make a Change

   Based on what you've learned, it's time to adjust your plan. This is the 'refining' part. Think about it in three simple ways:

   • Do More: Found a winner? Put more of your time, effort, and budget into the channels that are clearly working. If Instagram is driving sales, maybe post more often or try creating video Reels.
   • Do Less (or Stop): If a channel isn't delivering results, it's okay to cut back or stop completely. Don't fall into the trap of thinking you have to be everywhere. It's better to be effective in one or two places than ineffective in five. That £50 you saved from the Facebook ad can now go towards something that works.
   • Try Something New: Use a small part of your reallocated budget to experiment. Maybe you'll try a stall at a local market, a collaboration with another small business, or a targeted email newsletter to your past customers.

Top Tips for a Smart Marketing Review

• Make it a Habit: Don't just do this once. Set aside a little time each month or every quarter to look at your numbers. This keeps you on track and helps you spot trends early.
• Don't Be Afraid to Stop: Not every marketing idea will be a home run, and that's perfectly fine. The goal is to learn what works for your business and your customers. Cutting a failing activity isn't failure; it's smart business.
• It's Not Just About Immediate Sales: Sometimes marketing is about building awareness. A popular blog post might not lead to instant sales, but it could establish you as an expert and bring customers in later. Just be clear on what the goal of each activity is.

By regularly checking in on your marketing plan, you stop guessing and start making informed decisions. You'll spend your money more wisely, save precious time, and build a stronger, more profitable business.