FREE DOWNLOAD: A Simple Annual Marketing Review Template
- Fondant Marketing
- 2 days ago
- 2 min read
At the end of the year, it’s easy to get caught up in day-to-day marketing tasks without stepping back to evaluate what’s working - and what’s not.
A marketing review doesn’t have to be complicated. In fact, spending just an hour looking at your strategy, content, and results can save you months of wasted effort next year.
Here’s a simple annual marketing review template that any small business can use.
Step 1: Review Your Goals
Start by looking at the objectives you set at the beginning of the year. Ask yourself:
Did I achieve my marketing goals?
Were my goals realistic?
What worked well, and what didn’t?
💡Set specific metrics wherever possible - for example, “increase email subscribers by 20%” or “gain 500 new social media followers.”
Step 2: Know Your Audience
Marketing only works when you understand who you’re talking to. Review:
Who engaged most with your content?
Did your audience change over the year?
Are there new customer needs or pain points you need to address?
💡Use these insights to refine your messaging and ensure your content resonates in the year ahead.
Step 3: Audit Your Content
Take stock of what you’ve produced this year:
Blog posts, emails, social media posts, videos, or guides.
Which pieces performed best (views, engagement, leads generated)?
Which underperformed, and why?
💡Repurpose high-performing content for the new year – there’s no need to reinvent the wheel if you’ve found what works well.
Step 4: Analyse Your Data
Look at your marketing metrics to see what’s driving results:
Website traffic and source breakdown
Social media engagement and reach
Email open and click-through rates
Conversions or leads generated
💡Identify patterns and trends. What’s giving you the best return on effort? What’s a waste of time?
Step 5: Identify Gaps and Opportunities
Once you’ve reviewed your goals, audience, content, and data, ask:
Where are the gaps in my marketing?
Are there new platforms, tools, or campaigns to explore?
What should I focus on next year for growth?
This step is key for turning your insights into action!
Step 6: Plan Next Year
Based on your findings:
Set clear, measurable goals
Decide which channels to prioritise
Draft a rough content plan or themes for the first quarter
Even a simple plan keeps you consistent, focused, and aligned with your business objectives.
Downloadable Worksheet!
To make this easier, we’ve created a FREE annual marketing review worksheet – simply fill it out as you go through these steps.
An annual marketing review is more than a look back - it’s a roadmap for the year ahead.
If you find gaps, lack time, or want expert insight, bringing in an outsourced marketing specialist can help you turn this review into a clear, actionable strategy without the overwhelm.
Get in touch if you’d like my support in 2026!
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