The Octopus Audit
The Octopus Marketing Audit is a free workbook for small business owners who've been doing a lot and quietly wondering whether any of it is actually working.
You'll work through your mission and values, your customer's path to buying, what's actually moved the needle, and what to stop doing. Each step comes with a worked example and a few reflection questions.
It's the same audit method we use with our own clients before any planning work, because good plans only come from honest audits.
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A marketing audit for numbers and mindset.
If you've been posting, emailing, updating the website and wondering whether any of it is working, you're in a good place to run a marketing audit. It usually means you've done enough to have something worth looking at.
The Octopus Marketing Audit is a free workbook that walks you through eight steps so you can look honestly at your last twelve months and decide what to keep, what to change, and what to let go of.
It's written for people doing their own marketing. No team, no agency, and no four-figure marketing audit that arrives as a report you read once and file away.
What a marketing audit is for
A marketing audit is a structured look backwards so you can plan forwards with something firmer than a hunch. Most small business marketing gets decided in the moment — whatever's loudest that week wins. That's understandable, and it's also how businesses end up with five channels, no clear picture of which one earns its keep, and a tired founder.
A good marketing audit doesn't grade you. It gives you your bearings, so you choose the next three months instead of reacting to them.
What's inside
Eight steps, each with a short explanation, a worked example from a fictional small business, reflection questions with space to write, and one common trap to watch for.
Before You Start - A mindset check-in to see how you’re feeling about your business and your audit.
O — Origin. Your mission, vision and values, and whether they still show up in what you put out.
C — Channel Performance. A light-touch look at your analytics. One or two things you didn't already know, rather than a full data project.
T — Target Audience. Who you're really speaking to, and whether they'd recognise themselves in your marketing.
O — Obstacles. What got in the way this year — the practical hurdles and the quieter ones.
P — Path to Action. How easily a customer gets from finding you to buying from you, and where the friction sits.
U — Uplift. What moved the needle commercially, and what gave you energy. Both matter.
S — Stop or Simplify. What to let go of, and what to make easier.
The workbook finishes with a summary page that pulls everything into three lists: keep, change, stop.
How to use it
There's no right pace. Some people work through the marketing audit in one afternoon. Most take a step a week. Print it and write by hand, or fill it in digitally — the writing lines work for both.
You'll need your marketing from the last twelve months to hand, access to your platform analytics, and a cup of tea.
Who it's for
Small business owners, founders and side-hustlers doing their own marketing, roughly one to three years in. It suits you especially well if you've been busy but can't quite point to what's working.
Who it probably isn't for
If you're pre-launch with nothing to audit yet, this will feel abstract — start with the business itself and come back in six months. And if you already have a marketing manager and monthly reporting, you'll find this too gentle. We'd rather say so now.
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