Marketing strategies can get messy. Fast. That’s where a strategy audit comes in. A lot of people don’t even know what a strategy audit is—but trust us, you f*cking need it.

We’ll show you how to make audits work for your brand. If you’re not auditing, you’re probably flying blind—and that’s a waste of time. Think of it as hitting reset and recalibrating your brand’s direction. At co&co, we’ve seen firsthand how strategy audits can completely transform businesses, to focus on what really matters. Without it? You’re wasting money, time, and energy on stuff that doesn't matter. Let’s change that.

Selecting the Right Audit Tools and Frameworks

What Audit Tools Do (and Don’t Do)

It’s important to know that audit tools aren’t some magical wand. You can have the fanciest analytics platform on the planet, but without a brain behind it, it’s useless.

That said, the right tools can help you dig into data, understand customer feedback, and spy on competitors. Think Google Analytics, customer feedback platforms, or competitor benchmarking software. But don’t rely on tools alone—strategy requires a lot more.

Key Frameworks to Consider

Frameworks are the bread and butter of any audit. Got your SWOT analysis sorted? That’ll highlight your strengths, weaknesses, opportunities, and threats. And PESTEL? That one keeps you clued into external forces like politics and tech trends.

The point? These frameworks stop you from making moves aimlessly and give your audit a structure.

Choosing What Fits Your Brand

Not all tools and frameworks are created equal. Pick ones that align with your business goals, not just whatever’s trending on LinkedIn or TikTok this week. We always say that there’s no set rulebook on what social media channels you should be using. It’s about figuring out what works for you, and what doesn’t.

Brand strategy planning

Strategy Audit Process

If your marketing feels more like a gamble than a game plan, it’s time to dig into the data. A strategy audit helps you figure out what’s working, and fix what’s not. Here’s how to break it down:

Step 1: Define Clear Objectives

Know what you’re aiming for. Whether it’s boosting ROI, growing engagement, or sharpening brand perception, your goals should steer the entire audit.

Step 2: Analyse Marketing Channels

Look at every channel—social media, PPC, email, SEO, and more:

  • Check performance metrics: Are they delivering results?

  • Tie them to goals: Which channels are pulling their weight?

  • Spot gaps: Cut underperformers and lean into what’s working.

Step 3: Evaluate Content and Campaigns

Review your messaging and creativity:

  • Are your engagement and conversion rates strong?

  • Is your messaging consistent across platforms?

  • Does your content feel fresh and relevant?

Step 4: Assess Brand Perception

Get real about how people see your brand:

  • Use customer feedback and sentiment analysis.

  • Benchmark yourself against competitors.

  • Check if your value proposition actually hits home.

Step 5: Evaluate Resources

Make sure time, money, and people aren’t being wasted:

  • Are budgets driving results?

  • What does your team management look like? Is your team focusing on the right priorities?

  • Are your tools effective and up to date?

Step 6: Align with Business Goals

Every strategy move should ladder up to bigger objectives:

  • Cross-check your marketing activities against your company’s goals.

  • Get input from stakeholders to uncover misalignments.

Step 7: Report Findings

Compile a straightforward report:

  • Celebrate what’s working.

  • Call out inefficiencies.

  • Include actionable recommendations backed by data.

Step 8: Create a Plan

Turn insights into action:

  • Prioritise high-impact changes.

  • Assign tasks and deadlines.

  • Track success with clear metrics.

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Analysing Audit Data for Meaningful Insights

👉 Interpreting the numbers: At co&co, we believe ROI isn’t just about sales; it’s about the bigger picture—content downloads, web traffic, engagement—all of it contributes to your brand’s growth. The magic happens when you focus on KPIs that align with your goals, like customer acquisition cost (CAC) or lifetime value (LTV). Tie these insights to your strategy audits, and you’ll see exactly how your efforts are paying off—or where they need a tweak.

👉 Identifying What’s Sh*thot and What’s Not: You’ve got data—now what? Be brutally honest. Spot the strategies that are smashing it and bin the ones that aren’t.

👉 Using Data to Drive Decisions: Data without action is a f*cking waste of time. Use insights to refine your marketing game. Whether it’s reallocating budget or switching up your messaging, make data your best mate.

Top Tools for Data Analysis:

✔️Google Analytics

✔️SEMrush

Analysing data marketing

The Post-Audit: Where to Next?

Turning Insights into Action

A strategy audit might be the revamp your brand needs. But an audit is pointless if you don’t act on it. Take your findings, build an action plan, and actually implement it. It’s all about strategising your marketing for tangible returns.

Prioritising Actions

Not everything needs fixing at once. Focus on high-impact changes that deliver results. Don’t blow your budget on pointless sh*t.


Monitoring and Adapting

Once the changes are live, keep an eye on them. Marketing isn’t a “set it and forget it” gig. Set up feedback loops, monitor performance, and adapt as needed.


A marketing strategy audit is what you need to go from good to mega. It’s the difference between playing and actually winning. Without one, you’re not even in the game. Regular strategy audits keep your strategies sharp, agile, and effective. They cut the sh*t and help you focus on what really drives results. Ready to cut the fluff and get your marketing strategy sh*thot? Contact co&co today to schedule your marketing strategy audit. Let’s work together.

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