On a fixed schedule
A light quarterly review and a fuller annual one suits most small businesses.
When the offer changes
A new service, a significant price change or a change of specialism all invalidate parts of an existing plan.
When the audience changes
If the type of client you are winning has shifted, the messaging usually needs to shift with it.
When a channel stops working
A sustained drop is a reason to review the channel choice, not simply to post more.
Before a significant campaign
A short review before a launch is cheaper than discovering the positioning was wrong halfway through.
Where to take this next
If you would like this applied to your own business rather than read in the abstract, the marketing packages cover reviews, campaign planning, content plans and full strategies as fixed-scope pieces of work.