Optimise Your Marketing - Free Resource
The BIG12
Self-Audit
Scorecard
Rate your business honestly across all 12 marketing pillars. Your total score tells you exactly where to focus next.
How this works
1
Read the five score descriptions for each pillar. Be honest - rate where you actually are, not where you'd like to be.
2
Write your score (1–5) in the box at the bottom of each pillar. If you're genuinely between two scores, round down.
3
Add up all 12 scores. Write your total in the final box. That number is your starting point.
4
Read your results band at the end. Your lowest-scoring pillar is almost always the one most worth fixing first.
The scoring scale - what each number means
1
Not in place
Nothing exists here. No system, no strategy, no consistent activity.
2
Started
Something exists but it's inconsistent, incomplete, or not working yet.
3
Working
Active and producing some results - but not optimised or fully consistent.
4
Strong
Working well, measured, and producing clear results. Minor gaps only.
5
Optimised
Performing at a high level, measured, tested, and consistently improving.
Pillar 01
Lead Generation
Do leads come to you - or do you chase every one?
1
Not in place
No system at all. Every new client comes through a personal contact, chance, or word of mouth. When referrals dry up, there is nothing else. No lead magnet, no campaign, no funnel.
2
Started
You've tried something - a campaign, a lead magnet, a networking push. It generated some leads but didn't stick. Nothing runs consistently without you pushing it personally.
3
Working
You have one or two lead sources that work - maybe paid ads, maybe a content channel - but it depends heavily on you. Volume is unpredictable month to month. No backup if one source dries up.
4
Strong
Multiple lead sources running consistently. You know roughly how many leads to expect each month. You could take a week off and leads would still come in. Quality is generally good.
5
Optimised
Predictable lead flow from multiple channels. You know your cost per lead, your lead-to-client conversion rate, and which sources produce the best quality. You're actively testing improvements.
Be honest - where are you actually, not where you want to be?
Pillar 02
Social Media
Does your content stop scrolls and start conversations?
1
Not in place
No consistent presence. Profile exists but hasn't been posted on in months. No strategy, no content plan, no engagement. Might as well not be there.
2
Started
Posting occasionally - when you remember, or when something happens worth sharing. No consistent schedule. Content is mostly promotional or generic. Low engagement. No DMs or enquiries from social.
3
Working
Posting consistently but content is similar across all platforms. Getting some likes and follows but rarely DMs, saves, or direct enquiries. No clear strategy behind what gets posted and when.
4
Strong
Consistent posting with a content strategy behind it. Different formats for different platforms. Regular saves, shares, and DMs. Content occasionally generates direct enquiries. Growing audience.
5
Optimised
Social generates regular enquiries and DMs. Content is planned, platform-specific, and tracked. You know which formats perform best. Audience is engaged and growing. Social is a measurable lead source.
Think about the last 30 days of your actual output - not your intentions.
Pillar 03
Website
Is it converting the traffic it gets - or just existing?
1
Not in place
No website, or a website so outdated it doesn't represent the business. You wouldn't send a prospect there. It loads slowly, looks broken on mobile, or hasn't been updated in years.
2
Started
Website exists and is live. Basic information is correct. But the headline doesn't clearly explain what you do, the CTA is vague, there's little or no social proof, and it's rarely updated. You don't know the conversion rate.
3
Working
Website looks professional and loads reasonably well. Gets some enquiries but conversion rate is unknown or under 2%. Social proof exists but isn't prominent. Mobile experience could be better.
4
Strong
Clear headline, strong CTA, visible social proof. Loads in under 3 seconds. Works properly on mobile. Conversion rate tracked and above 2.5%. Generates a reliable flow of enquiries from organic traffic.
5
Optimised
Conversion rate above 4%. A/B tested. Page speed excellent. Every key page has a specific purpose and is regularly reviewed. You know which pages generate the most enquiries and you actively improve them.
If you don't know your conversion rate, that alone means you're no higher than a 3.
Pillar 04
SEO
Can your ideal customer find you without knowing your name?
1
Not in place
No SEO activity at all. Website has no optimised pages, no meta descriptions, no keyword strategy. You only appear in Google when someone searches your exact business name. Invisible for all relevant search terms.
2
Started
Some basic SEO done - maybe titles and descriptions filled in, maybe a few blog posts. But no clear keyword strategy, no consistent content, no backlinks. Google Search Console set up but rarely checked.
3
Working
Ranking for some relevant terms - probably branded and long-tail. Getting some organic traffic. Publishing content occasionally. But not ranking for the most commercially important short-tail keywords. Google Business Profile basic.
4
Strong
Ranking on page 1 for several commercially relevant terms. Google Business Profile fully optimised. Regular content published against a keyword plan. Organic traffic growing month on month. Generating leads from search.
5
Optimised
Ranking page 1 for primary commercial terms. Technical SEO healthy. Content strategy covering full search funnel. Regular link acquisition. Organic is a major, measurable lead source. Tracked and continuously improved.
Search your most important keyword right now. Where do you appear? That tells you your score.
Pillar 05
Brand
Would anyone miss you if you disappeared?
1
Not in place
No clear brand identity. Inconsistent visuals across platforms. No defined tone of voice. Cannot articulate in one sentence what makes the business different from competitors. Looks generic.
2
Started
Logo and colours exist but applied inconsistently. Some platforms look different from others. No written brand guidelines. Messaging varies depending on who wrote it. Doesn't stand out in the sector.
3
Working
Reasonably consistent visual identity. Clear enough messaging on the website. But no strong differentiation - could be any agency, any consultancy, any supplier in the sector. Brand doesn't create instant recognition.
4
Strong
Consistent identity across all touchpoints. Clear and distinctive positioning. Clients and prospects could describe what makes you different. Brand guidelines exist and are followed. Recognisable in your market.
5
Optimised
Brand is a genuine asset. Strong recognition in your market. Prospects mention your brand when they enquire. Consistent across every touchpoint - online, offline, proposals, emails. Brand actively attracts the right clients.
Ask a client to describe you in three words. If the answer surprises you, that's your score.
Pillar 06
Google / Paid Media
Do you know which campaigns are working and which are burning budget?
1
Not in place
No paid media activity at all. Never run Google Ads or paid social. No pixel installed on website. No retargeting audiences built. Starting from zero.
2
Started
Running or have run paid campaigns. But no proper conversion tracking in place. Don't know which campaigns are generating leads. Spending money but can't attribute results to specific campaigns. Probably wasting budget.
3
Working
Campaigns running with basic tracking. Know roughly which channels perform better. Getting leads from paid but cost per lead is not precisely known. No systematic testing. Budget allocation based on instinct more than data.
4
Strong
Full conversion tracking in place. Know cost per lead by campaign. Retargeting audiences built and active. Regular review of performance. Budget moved to what's working. Paid is a reliable, measured lead source.
5
Optimised
Paid delivers a known, profitable ROI. Active A/B testing on ads and landing pages. Full funnel tracking from click to closed client. Retargeting sequences in place. Budget optimised based on real performance data.
If you can't state your current cost per lead from paid media, you're no higher than a 2.
Pillar 07
Local Marketing
Does your area find you when they search?
1
Not in place
Google Business Profile unclaimed or empty. Not listed in any local directories. Not appearing in the map pack for any local searches. No local SEO activity. Invisible to people searching nearby.
2
Started
Google Business Profile claimed and basic info filled in. Fewer than 10 reviews. No photos or very few. Never posts on GBP. Not in the map pack for key terms. Listed in one or two directories but inconsistently.
3
Working
GBP reasonably complete. 10–25 reviews. Appearing in map pack for some local terms but not the most competitive ones. Some local directory presence. Getting some local search traffic but not consistently.
4
Strong
GBP fully optimised - photos, posts, Q&A, all categories set. 25+ reviews with consistent new ones coming in. Appearing in map pack for main local terms. Listed accurately across key directories. Local search generating regular enquiries.
5
Optimised
Dominant in local search for all relevant terms. 50+ reviews, actively managed. Weekly GBP posts. Local landing pages for multiple areas. Backlinks from local businesses and press. Local search is a major, tracked lead source.
Search "[your service] [your town]" right now. Where do you appear in the map pack?
Pillar 08
Influencer Marketing & Partnerships
Are you reaching new audiences through people who already have them?
1
Not in place
No partnerships or collaborations in place. No referral relationships beyond personal contacts. Never considered influencer marketing. All reach comes from your own channels only.
2
Started
One or two informal referral relationships. Maybe appeared as a guest somewhere once. No formal partnerships, no structured collaboration, no influencer activity. Occasional cross-promotion but nothing consistent.
3
Working
A few active referral partners. Occasional collaboration with complementary businesses. Maybe one or two guest posts or podcast appearances. Generating some leads this way but it's not a structured channel.
4
Strong
Active partnership programme with 5+ complementary businesses or individuals. Regular collaborations generating referrals and reach. Structured approach to finding and maintaining partnerships. Measurable leads from this channel.
5
Optimised
Partnerships are a significant lead channel. Formal programme with incentives, tracking, and regular review. Multiple active influencer or creator relationships. Appearing in front of new audiences consistently through others' channels.
How many leads in the last 3 months came via a partner or collaboration? That tells you your score.
Pillar 09
AI Tools
Are AI tools saving you meaningful time every week?
1
Not in place
Not using AI tools at all. Everything done manually. No experimentation with ChatGPT, Claude, or any AI-powered tool for content, research, analysis, or communication.
2
Started
Tried AI tools a few times. Used ChatGPT to write something once or twice. But no regular workflow, no consistent use case, no meaningful time saving. AI is an occasional experiment, not a business tool.
3
Working
Using AI tools regularly for one or two tasks - maybe first-draft content, maybe research. Saving some time. But not embedded across the business. Team members mostly not using it. Not being used strategically.
4
Strong
AI tools embedded in several workflows. Saving meaningful hours per week across content, research, reporting, or communication. Team using them with clear guidance. Specific tools chosen for specific tasks.
5
Optimised
AI is a genuine competitive advantage. Custom tools or workflows in place for your specific needs. Significant time saving measurable in hours per week. Team fully trained and comfortable. Continuously exploring new applications.
How many hours a week do AI tools save you right now? Less than 2 hours is no higher than a 3.
Pillar 10
CRM
Do you know the status of every active lead right now?
1
Not in place
No CRM. Leads managed via email inbox, memory, and sticky notes. No record of where leads came from, what was said, or what the next step is. Leads regularly fall through the cracks.
2
Started
Something exists - a spreadsheet, a basic CRM - but it's not used consistently. Some leads tracked, others not. Notes incomplete. No follow-up reminders. Conversion from lead to client is not measured.
3
Working
CRM in use and reasonably up to date. Most active leads tracked with some notes. Follow-up happening but not always systematic. Conversion rate vaguely known. Some leads still managed outside the system.
4
Strong
CRM used consistently. Every lead tracked from first contact. Notes on every conversation. Follow-up reminders set. You know your lead-to-client conversion rate. Team uses it reliably. Pipeline visible at a glance.
5
Optimised
CRM is a genuine business intelligence tool. Full pipeline visibility, automated follow-up sequences, conversion tracked by source. You know your average deal value, close rate, and sales cycle length. Nothing falls through the cracks.
Without checking anything - how many active leads do you have right now and what's the next step on each?
Pillar 11
Algorithms
Do you create content for the algorithms on the platforms you use?
1
Not in place
No understanding of how any platform algorithm works. Same content posted everywhere. No awareness of what formats get pushed, what times perform better, or what signals matter on which platform.
2
Started
Some basic awareness - know hashtags matter on Instagram, know LinkedIn is different from TikTok. But not applied consistently. Content is not formatted or timed for algorithmic performance. Reach is unpredictable.
3
Working
Understanding of the main algorithms on two or three platforms. Using some best-practice formats. Posting at better times. But not testing systematically. Some posts reach far more than others with no clear understanding of why.
4
Strong
Clear understanding of what each main platform rewards. Content created specifically for each platform's algorithm. Using the highest-reach formats (carousels on Instagram, native text on LinkedIn, Shorts on YouTube). Reach growing consistently.
5
Optimised
Algorithm performance tracked and optimised for every platform used. Regular testing of formats, timing, hooks, and content types. Consistently outperforming industry benchmarks for reach and engagement. Algorithmic reach is a measurable growth driver.
Can you say, for each platform you use, what format gets the most reach right now? If not, that's a 2.
Pillar 12
Test & Measure
Do you know which marketing activity generated the most leads last month?
1
Not in place
Measuring nothing. No Google Analytics, no conversion tracking, no call tracking. No idea how many leads came from which channel. Marketing decisions based entirely on gut feeling and guesswork.
2
Started
Google Analytics installed but rarely checked. No conversion tracking on the website. Can see page views and sessions but nothing that connects to revenue or leads. No regular reporting. Testing nothing deliberately.
3
Working
Tracking some key metrics - website traffic, some social metrics, rough lead volume. Monthly review happens occasionally. Know which channels are broadly working but don't have precise numbers. Some decisions data-informed.
4
Strong
Five or more key metrics tracked monthly. Know leads by source, cost per lead, website conversion rate, social performance by platform. Monthly review built into the calendar. Decisions regularly backed by data. Some A/B testing.
5
Optimised
Full marketing dashboard reviewed weekly. Every channel tracked from impression to revenue. Regular testing running on ads, emails, landing pages, and content. Data drives every significant marketing decision. Continuously improving based on results.
Which channel generated the most leads last month? If you're not certain, that's a 2 at best.
Add up your scores
Lead Gen
Social
Website
SEO
Brand
Google
Local
Partners
AI
CRM
Algorithms
Measure
Your BIG12 total score
/
60
Under 30out of 60
Significant gaps - but a clear map of where to start
Most businesses score here on their first honest audit. It doesn't mean you're doing badly - it means there are several levers that haven't been pulled yet. The good news is that the pillars sitting at 1 or 2 are often the ones with the most straightforward fixes.
Don't try to fix everything at once. Look at your lowest scores and ask: which one, if improved, would have the biggest commercial impact? That's where to start.
- Pillar 3 (Website) at a 1 or 2 almost always has the fastest ROI on fixing
- Pillar 7 (Local) at a 1 is often free to fix and can move rankings within 30 days
- Pillar 12 (Test & Measure) at a 1 means you're flying blind on everything else
30–45out of 60
Solid foundation - growth areas are identifiable
You're doing more things right than most businesses your size. You have real activity across most pillars. The question now is which two or three pillars, if moved from a 2 to a 4, would have the most commercial impact.
At this level, the biggest wins usually come from optimising what already exists rather than building from scratch. Your website might be working - but could it convert better? Your social might be active - but is it generating DMs?
- Look for the pillar where you're a 2 that's directly connected to a pillar where you're a 4 - fixing the 2 often amplifies the 4
- Pillar 12 (Test & Measure) - even at a 3, getting this to a 4 or 5 improves every other pillar
- Pillar 1 (Lead Generation) under 3 at this score is usually the priority unlock
45–60out of 60
Strong position - time to optimise what's working
You're in genuinely good shape. Most of your marketing is active, measured, and producing results. The work at this level isn't fixing broken things - it's compressing the timeline on what's already moving.
Look at the gap between your highest and lowest scoring pillars. A business with ten 5s and two 1s still has weak points that could be undermining the rest. The 1s at this level are usually the ones you've been avoiding.
- Test and Measure (Pillar 12) - at this level, marginal improvements in tracking drive outsized results across all other pillars
- AI (Pillar 9) - if this is still under 4, you're leaving hours on the table every week
- Partnerships (Pillar 8) - often underdeveloped even in strong businesses
Watch the full BIG12 breakdown on YouTube
Stuart walks through all 12 pillars in detail - what each one means, the most common mistake businesses make, and what to fix first. 10 minutes. Free.
youtube.com/@optimiseyourmarketingBased at Cromford Mills, Derby, serving businesses across Derbyshire, Nottingham, Manchester and the UK