It takes a great deal of work to run a successful company today.

Especially for SMEs, in addition to developing a fantastic product or service, you need to develop a marketing plan that will attract customers. That means coming up with incredible marketing ideas. Sometimes, this could be a little bit overwhelmed for owners. 

There is, however, a way to ensure that your marketing campaigns don’t lag behind.

You should review both your interior and external factors to ensure that you're getting the results you’re looking for. In other words, a regular internal marketing audit is necessary to maintain your success.                                     

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What is an internal marketing audit? 

The main purpose of a marketing audit is to analyse your promotional environment ranging from social media marketing to SEO. In short, the audits will show you which of your campaigns are working and which are wasting your money, whether you are investing in direct mail, email marketing, or in-person events.  

An external marketing audit focuses on what’s happening outside your company that might affect your campaigns. In contrast, internal marketing audits allow you to see what is happening inside your company that might affect the outcome.  

Throughout an internal marketing audit, firms, including SMEs, can examine the business goals, strategies, objectives, and marketing mix to accomplish their goals. Since marketing audits are so detailed and comprehensive, some companies choose to review only one aspect of marketing at a time. For example, you might review your content strategy before moving on to your email and social media campaigns.  

So, what is the ideal time to invest in an internal marketing audit checklist for your company?

Well, that’s not an easy question to answer. In the marketing world, scheduling your internal analytics doesn't have any concrete rules. 

In order to keep your campaigns profitable, you need to remember that audits are there to help you. Preventative maintenance is not a reaction to crises after they occur, but rather preventative maintenance. Putting off an audit until you have severe problems with your promotional campaigns may cost you a lot of time and money. 

We believe that there are a few great times to schedule a marketing audit in your business, including: 

  • When you’re just starting a new promotional campaign, and you want to make sure that you’re focusing on the right areas. 
  • When you’ve completed one of your new marketing campaigns, and you want to determine where you should be concentrating on next. 
  • Every 6-12 months to ensure that you’re not falling behind when it comes to marketing trends and industry performance. 
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In general, the more marketing efforts you ramp up, the more frequently your internal and external marketing audits will be conducted. Since you will be gathering more data from your target audience and your internal analytics, you will be able to make more informed decisions. You will be better able to plan your organisation's future if you collect more data through auditing and analysis. 

Ideally, you should think of marketing audits as akin to reviewing your employees’ performance regularly. Employee reviews usually help business leaders give their staff members feedback on how to improve their work and get more from their careers. Nevertheless, marketing audits will serve the same purpose for entrepreneurs. They can tell whether you have met your milestones and the potential changes you need to make.  

Our internal marketing audit checklist will help you to ensure your marketing efforts get the maximum return on investment. Download and use it for free today.