A regular marketing performance review is absolutely essential for small businesses looking to make smarter, more strategic decisions. If you really want to get the most juice from your marketing budget, you need to know what’s working and what isn’t.
A marketing performance review gives you all the insights you need so that you can refine your strategy, save resources, and focus on the marketing efforts that truly drive results. But how do you get started? What questions should you be asking to uncover actionable insights?
Here’s a guide to the key questions small business owners should ask when analysing their marketing performance, along with tips on how Davison & Brain Digital can support you in this process.
Why should you analyse marketing performance?
Effective marketing is never a guessing game. Digital marketing allows us to use informed insights to make data-driven decisions. Regularly reviewing your performance allows you to:
- Identify campaigns that generate the most return on investment (ROI).
- Spot areas where you’re overspending without seeing results.
- Adapt quickly to changing customer behaviours.
- Set realistic, measurable goals for future efforts.
Strategic reviews turn raw data into meaningful insights, helping you make better business decisions and allocate resources more effectively.
5 key questions to ask in your marketing performance review
1. Are my goals still relevant?
Marketing without clear goals is like setting off on a road trip without a destination. And your marketing goals should align with your overall business objectives. Ask yourself:
- Am I clear on my business objectives?
- Have my business priorities changed this quarter?
- Are my marketing campaigns focused on achieving these updated goals?
For example, if your business goal is to increase customer retention but your campaigns are primarily acquisition-focused, then there’s a mismatch and it’s time to realign your efforts.
2. Which marketing channels are driving results?
Understanding where your traffic, leads, or sales are coming from is crucial. Ask:
- Which platforms (e.g., social media, email, SEO) are delivering the highest ROI?
- Are there channels where I’m investing resources but seeing minimal impact?
- Are there channels where I have zero presence but that I know my customers inhabit?
This analysis ensures you’re not wasting time or money on underperforming platforms. Or missing out on opportunities to engage with your customers.
3. How is my audience engaging with my content?
Engagement metrics reveal how well your message is resonating with your audience. Ask:
- Which types of content are receiving the most interaction (e.g., likes, shares, comments)?
- Are email open and click-through rates improving or declining?
- How long are visitors staying on my website? Do they bounce right off or visit several pages in one session?
If a certain blog post or campaign outperforms others, consider what made it successful and replicate those tactics. We’ve found many opportunities for clients to gain more leads or build their email lists as a result of understanding why a particular page on their website is gathering an unexpected volume of traffic.
4. Am I meeting my conversion goals?
Conversions are the ultimate measure of success. It’s all well and good driving traffic to your site with a great campaign, but what happens when they get there? If they’re not responding to your call to action, you need to know why. Consider:
- How many leads, sales, or enquiries did my campaigns generate?
- Is my conversion rate improving or declining?
- If there are no conversions, is there a problem with the page?
- Do I need to test some different image or copy on my landing pages?
Track the customer journey to identify any drop-off points where potential customers lose interest.
5. What does my data tell me about my customers?
Marketing data can offer incredible insights into your audience. Over time you can really start to understand what motivates your customers and who they are. Ask:
- Are there trends in customer behaviour this quarter?
- Are there seasonal trends for my business?
- Has my audience demographic changed?
- Is there a particular day or time when people are more likely to respond to my product?
For example, if your data shows an increase in younger customers, you might adjust your messaging or platform focus to better engage them. Maybe it’s time to think about switching your focus from Facebook to Instagram.
How Davison & Brain Digital can help
At Davison & Brain Digital, we specialise in helping small businesses demystify marketing data. We guide you through the process of analysing performance, ensuring you understand what the numbers mean and how to use them to improve your results.
Our services include:
- Marketing Performance Reviews: We’ll assess your current efforts and highlight areas for improvement.
- Data-Driven Strategy Development: Using your data, we’ll help you craft a strategy that aligns with your business goals.
- Ongoing Support: Whether you need monthly insights or a one-off review, we’re here to provide the guidance you need.
Asking the right questions is the first step to improving your marketing performance. By regularly reviewing your efforts and focusing on actionable insights, you can build a strategy that works for your business, not against it.
Ready to take the guesswork out of your marketing?
Contact Davison & Brain Digital today for a free consultation and let us help you make sense of your marketing data.
