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Optimization Checklist

Systematically optimize marketing systems by gathering client feedback, measuring performance, and continuously improving based on data and insights. Complete tasks in order to establish a sustainable optimization cycle.

Phase 1: Gather Client Feedback​

  • Survey Clients for Insights - Survey clients to understand their selection criteria, satisfaction levels, and unique value perception. Use Client Feedback Survey Template to structure questions.

  • Conduct Client Experience Meetings - Personally meet with recent clients to gather qualitative feedback and understand their experience. Use these meetings to identify improvement opportunities and validate what's working.

  • Set Up NPS Survey System - Implement Net Promoter Score survey using GatherUp or similar tool. Configure routing so 10/10 reviews go to Google My Business, while 9/10 or lower receive feedback request. See NPS Survey Guide for setup details.

Phase 2: Measure Performance​

  • Check Conversion Rates - Monitor and evaluate website conversion rates against industry benchmarks. General rule is around 5% for opt-ins/subscriptions/purchases, but refer to industry benchmarks where available. See Conversion Rates Reference for guidance.

  • Review Full Funnel Coverage - Ensure marketing addresses prospect needs across all stages: awareness, consideration, decision, and post-purchase. Verify content and campaigns exist for each stage.

Phase 3: Optimize Systems​

  • Document Systems and Processes - Actively document all repeatable marketing systems and operational processes. Create clear documentation that enables consistency and scalability.

  • Optimize Based on Feedback - Use client feedback and performance data to identify and implement improvements to marketing systems, messaging, and processes.

Phase 4: Maintain Relationships​

  • Send Client Gifts - Offer occasional small gifts (like chocolate) around the holidays or after project completion, if appropriate. Maintains relationship warmth and shows appreciation.

Reference Documents​