Brandarchway | Free marketing review guide

Work through these questions with your team. Record what you can show, what is missing and what is unknown. An unknown needs investigation; it is not proof of failure.

1. Can a buyer understand your offer?
Open your homepage and the page you send prospects to. Read them as someone who does not know your business yet.

[ ] The first screen explains who you help and with what problem.
[ ] The offer says what the customer receives and what happens next.
[ ] Your claims have evidence that a buyer can inspect.

Try this: Ask a colleague outside marketing to explain the offer after reading the page. Note where their explanation differs from yours.

Evidence / missing / unknown:

Possible action:
Owner:


2. Does the journey lead somewhere useful?
Follow one real route from a campaign, search result or social post to an enquiry.

[ ] The message matches the page the visitor lands on.
[ ] The next step works on a phone as well as a laptop.
[ ] Someone is responsible for responding to each enquiry.

Try this: Test your own enquiry route with clearly marked test details. Check where the message arrives and who will pick it up.

Evidence / missing / unknown:

Possible action:
Owner:


3. Can you see what is working?
Put your campaign spend next to the enquiries and sales conversations it helped create. Note what you can and cannot trace.

[ ] Your team can access the campaign and reporting accounts.
[ ] Reports distinguish an enquiry from a qualified opportunity.
[ ] Sales feedback informs the next campaign decision.

Try this: Choose a recent enquiry and trace what you know about its source, follow-up and outcome. Write down any gaps.

Evidence / missing / unknown:

Possible action:
Owner:


4. Could your team run the next step?
Choose a recurring task, such as reviewing a campaign or preparing a post. Look at what the person doing it needs.

[ ] The task has an owner and understandable instructions.
[ ] Playbooks include the audience, brand guidelines and review steps.
[ ] AI-assisted work is checked by someone who knows the business.

Try this: Let a colleague follow the instructions. Record what they still need to ask, then improve the playbook together.

Evidence / missing / unknown:

Possible action:
Owner:


CHOOSE ONE THING TO IMPROVE

Start with a broken enquiry route or a missing follow-up owner. If those work, choose the gap that most directly blocks your next campaign or your team's ability to run it. Check an unknown before investing in a fix.

The gap we observed:
One task to improve it:
Owner and backup:
Review date:
What we will check to decide whether it helped:

Worked example: An enquiry reaches a shared inbox, but nobody owns the reply. Assign an owner and backup, document the response step, then review the next enquiries together. Check whether each received a response and whether sales had the information it needed.


LET AI HELP WITH A TASK YOU UNDERSTAND

Use a short playbook as the starting point. For a campaign draft, record the audience, offer, approved facts, tone and next step. AI can prepare a version; the person responsible checks it against the instructions.

Example brief:
Help me prepare a campaign draft using the brief below. Use only the facts I provide. Ask about missing information instead of making it up. Return a draft and a list of points I need to check.

Audience and their situation:
What we offer and what happens next:
Facts and evidence we may use:
Brand voice and example:
Who reviews the draft:

Use only material you are allowed to share with the tool. Check the claims, tone and destination link before using the draft. Keep the useful instructions in your playbook.

This is a starting exercise. A connected AI system can carry more of that context into recurring work, while your team stays responsible for the result.

You can put the review into practice yourself. If you would like a second pair of eyes, request a free marketing check at brandarchway.com/free-check and bring the gaps you found. We reply by email to agree a time. In a 45-minute call we look at your marketing together and agree three priorities your team can act on, with or without us. Free, with no obligation.

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