Here in Australia, we’re about to head into Spring, one of my favourite times of the year. The weather is warming up, trees are bloom (which also means pollen and snot, by the way. But that’s a different blog) and a time for fresh beginnings and fresh marketing.
Spring, however, isn’t just for decluttering the garage or finally tossing out that mystery Tupperware from 2007. It’s also the perfect time to give your marketing a fresh once-over. Because let’s be real, what worked six months ago might not cut it today.
Think of this as a marketing audit with a broom and a blowtorch. It’s time to get rid of the fluff, sharpen your focus, and make sure every dollar you spend is still driving results.
Here’s how to spring clean your marketing, Orbit style.
1. Revisit your goals (no fluff allowed)
Start by asking: What are you actually trying to achieve? More leads? More sales? More awareness? Something measurable and meaningful? Your business may have changed, your clients’ goals may have changed. The market and the economy have certainly changed and so your goals may need to change too. Maybe your previouos goal was to grow your marketing list, and it’s time to shft gear and set a dollar revenue goal. Or vice versa. Maybe the market is much tougher now and a dollar goal is less realistic, so you turn to growing your list to future proof yourself and your business.
PRO TIP: You can set multiple goals as part of a single overarching strategy and have diffierent plans for achieving each of them. Goals that support one another are often the most effective.
Too many business owners set vague goals like “grow the business” or “do more marketing.” That’s not a plan, it’s a wish. Go back to the basics and set SMART goals (specific, measurable, achievable, relevant, time-bound). For example:
- Add 500 new leads to your email list in 90 days
- Hit $50K in monthly revenue by the end of the quarter
- Launch a new offer and get 100 bookings by October
Without clear goals, your marketing is just noise. Time to change that.
2. Check your stats (I know. You’re doing this regularly anyway right?)
Your data tells a story…if you’re paying attention.
Take 30 minutes to look through:
- Website traffic. Where is coming from? How is it converting? Are your graphs going in the right direction. Ensure you have a robust tracking set up like Google Tag Manager and let Google Analytics guide you.
- Social media engagement. Is your content getting the sort of engagement you’re chasing? Are you being purposeful when you create content, or just posting for the sake of it? Even your posts should be part of your overall marketing strategy.
- Email open rates and click-throughs. Are people still opening your emails? Are they cliking through to your offer pages? Are you even paying attention to this?
- Conversion rates. This is the source of truth. Are your marketing efforts driving sales? If not, what needs reviewing?
If your metrics are flatlining, it’s a sign something needs tweaking. You can find and fix bottlenecks if you know where to look. Is your front end messaging working (Social media posts and ads) and website converting traffic into sales, but repeat sales or sales from your list are slow? Then your email marketing needs to be revived. Are you not even getting enough traffic to your website to start with? The your front end messaging, targeting or initial offer needs work.
whether it’s your content, your offer, or your funnel, your stats won’t lie and they’ll help you make good marketing decisions. Don’t guess. Measure.
3. Dust off your client persona
People change. Markets change and therefore what people want at any point in time can change too. If you haven’t revisited your client persona in a while, it’s probably outdated. If your client persona is outdated, or a little tone deaf to current market conditions, it’s almost impossible to create compelling messaging and irresistible offers.
Ask yourself:
- Do you still need to solve the same problem for the same ideal customer?
- Have your clients’ goals or pain points shifted?
- Are they still hanging out on the same platforms?
- What else has emerged in the market you need to consider now as a competitor?
Use our full persona-building process to dive deep into their lifestyle, values, media habits, and buying behaviours. If your ideal client has evolved but your marketing hasn’t, it’s time to realign. Check it out here
4. Refresh your offer
Here’s the big one: Is your offer still irresistible?
Markets move fast. What felt urgent six months ago might feel irrelevant now. If your customer has moved on, if their immediate needs, wants and importantly, desires, have changed then how you talk about your product and service has to change too. Ask yourself
- Is this still solving a burning problem?
- Does it promise a clear, fast outcome to that problem?
- Is it easy to say yes to?
If you’re still pushing the same promo from last year, it’s almost certainly time for an upgrade. And while you’re at it, think seasonally. Spring is a great time to tie in offers related to new beginnings, fresh starts, or getting back on track.
Even a small seasonal tweak (think “Spring Reset Strategy Call” or “New Season Growth Plan”) can make your offer feel timely and fresh.
As the seasons change, so do our priorities, our focus, our mindset and so our desires change with them. We tend to be a little more active, outgoing and vibrant in the warmer months, so take advantage of that positivity in your messaging.
5. Tidy up your channels and content
Are you still trying to be on every platform? You don’t need to be everywhere, just where your ideal client actually is. Go back to your client persona and make sure your marketing channels are aligned with what your know about the people you’re trying to reach.
Audit your content. What’s performing? What’s getting crickets? Cut what’s not working and double down on what is.
Do a website audit. Do you need to update old content, or fix broken links, and archive anything that no longer reflects your brand or values. Has your team changed but you’ve still got previous staff on the team page? (yep, we’re doing that one ourselves at the moment)
And for the love of results, make sure your messaging is transformation-focused, not feature-focused. People don’t want a service. They want a solution. A result. A better version of their business, themselves or their life. Talk about your product or service in terms of how people’s circumstances will improve once they have bought from you. How they’ll be fitter, more confident, have more time or more money. Talk about the desires you will help people achieve.
6. Automate the follow-up
Once leads come in, what happens next?
This is where most businesses drop the ball. A clean follow-up system of email nurture sequences, SMS reminders and retargeting ads. Yes, SMS. It’s fast, relatively inexpensive and has engagement rates many time more than email. This helps you turn cold leads into hot buyers and really drive results from your marketing spend. If your current system is manual, inconsistent, or non-existent, spring is a great time to fix that.
Bonus: Look ahead
This isn’t just about cleaning your marketing house. It’s about gearing up for the biggest months of the year. Q4 is coming. Christmas. Black Friday and Cyber Monday (if you’re not on that train yet, you need to get busy!) New Year. A perfect time to be top of mind and ready with offers that convert.
So don’t just tidy. Strategise.
Let’s spring into action
If you’re ready to clean up your marketing and finally get a system that delivers consistent sales and growth, without taking your eyes off the ball of running your business, we’re here to help.
Book your free marketing strategy audit today and let’s build a plan that’ll have your competitors wondering what hit them.