Key Takeaways
- Automation is helpful, but not bulletproof. Even the best systems need regular human oversight.
- Audits help you catch what’s broken, outdated, or no longer working.
- The best marketing isn’t ‘set it and forget it’, rather it’s ‘set it, monitor it, improve it.’
Read More: What You Know Doesn’t Count, It’s What You Do With It
It’s the 21st century, and I think we marketers can be honest enough with ourselves to admit that automation has spoiled us a little.
There are all sorts of fancy tech tools at our disposal, from scheduling platforms to automated email sequences and AI-powered content creation platforms. It’s tempting to believe our marketing efforts can run like a slow cooker where you just throw everything in, press start, and come back when it’s “done.”
But the truth? “Set it and forget it” can be a trap. A very convenient one, but potentially equally dangerous. And if you’re not careful, it can quietly undo all the good work you’ve been doing.
A Marketing Lesson From the Trading World
A while ago, I did some contract content strategy work for Nurp, an algorithmic trading company based in Miami with super smart folks, using brilliant tech to help clients automate their forex trading. But what stood out was that they never stopped reminding clients to check in on their accounts.
Their software handled a ton of the heavy lifting, but they knew that even the best algorithms couldn’t predict everything. Market volatility, unexpected events, or even client-side settings gone wrong could throw things off. In that world, failing to monitor your account could mean real money lost, even when automation was doing its job.
Now swap “trading account” with your marketing funnel, content strategy, email campaign, or ad spend. The same principle applies.
Why Marketing Audits Matter
Marketing audits sound boring until you realise they’re often what saves your business from slowly bleeding out behind the scenes.
Here’s why they’re worth doing:
- Things break silently.
Maybe your website’s lead form stopped working. Or your Facebook Pixel isn’t tracking properly anymore. You won’t know unless you look.
- People change.
Your audience might be responding differently now than they were 3 months ago. Maybe your messaging feels stale. Maybe your offer isn’t resonating anymore. An audit helps you catch that before results dip.
- Tech evolves.
The platforms you use are constantly updating. Something that worked perfectly last quarter might now require a new integration, setting, or approach.
- You grow.
As your business scales, strategies that used to work might not cut it anymore. Audits help you assess what still fits, and what’s now holding you back.
In Summary: Set It and Keep Checking
It’s not that you shouldn’t use automation. That would not be sensible, considering how much of a difference automation can make.
But you should also schedule regular check-ins, which could be monthly, quarterly, whatever works for your business. Walk through the customer journey. Run test campaigns. Audit your content. Review your analytics. Talk to your audience. Make sure the engine is still humming.
Because great marketing isn’t just about setting up systems. It’s about making sure they’re still doing what they’re supposed to do, especially when you’re not watching.