Look, we all know what January brings. A flood of emails promising transformation, LinkedIn feeds full of people who’ve suddenly discovered 5am gym sessions, and that one mate who’s given up carbs (again).
But here’s the thing: whilst everyone else is scrambling to sort their lives out after three Quality Streets too many, you could already be three steps ahead. Think of this as your business’s health check before you disappear into a festive blur of Baileys and boxsets.
Content
Why Bother Now?
Because turning up on 2 January with a stonking hangover and seventeen browser tabs of “things I should probably fix” is nobody’s idea of a good time.
Plus, Q1 is when budgets reset, competitors wake up from their turkey comas, and your audience is actually paying attention again. You don’t want to spend those precious weeks playing catch-up when you could be playing the advantage.
The Meta Bit (Facebook & Instagram, for the Old Timers)
Audience Check-Up
When did you last look at who’s actually seeing your stuff? Your audience from 2023 isn’t necessarily your audience now. People’s interests shift, algorithms evolve, and that campaign you ran in March might have attracted a whole new crowd.
Quick wins:
- Pop into your audience insights and see who’s actually engaging
- Check if your targeting still makes sense (spoiler: it probably doesn’t)
- Review your custom audiences—are you still targeting people who bought from you in 2019?
Creative Fatigue Diagnosis
If your ads have been running since the summer, they’re probably more tired than you are. Ad fatigue is real, and it’s costing you money.
The test: When did you last see your own ad and think “yeah, I’d click that”? If the answer is “never” or “can’t remember”, it’s time for fresh creative.
Tracking Temperature
iOS updates have made tracking about as reliable as British summer weather. Make sure your:
- Pixel is firing correctly
- Conversions API is set up (if it isn’t, we need to talk)
- Attribution window still makes sense for your business
Think of this like checking your smoke alarm. Boring? Yes. Essential? Also yes.
The Google Zone
Search Console Spring Clean
Your Search Console is basically Google telling you exactly what people want from you. Ignoring it is like having someone whisper the lottery numbers in your ear and going “nah, you’re alright.”
Have a look at:
- What queries are bringing people to your site (are they the right people?)
- Pages with impressions but rubbish click-through rates (they’re doing half the job)
- Any technical issues that have been sitting there like an ignored washing up pile
Google Ads MOT
Pop the bonnet and check your:
- Search terms report (the comedy goldmine that shows what people actually searched for)
- Negative keywords list (because “free” searchers aren’t your target market)
- Ad copy from Q4 (does it still make sense in January, or is it full of “Christmas countdown” urgency?)
Google Business Profile Polish
If you’ve got a physical location or service area, your GBP is working harder than you think. Make sure:
- Your opening hours are correct (especially over the festive period)
- Photos are recent-ish
- You’re responding to reviews (yes, even the weird ones)
It’s like keeping your shop window clean. Basic, but people judge you for it.
The Website Wellness Check
Speed Test (Not the Dating Kind)
A slow website is like a shop assistant who takes five minutes to acknowledge you exist. People won’t hang about.
Run your site through PageSpeed Insights and see what comes back. If it’s red, that’s not festive, that’s a problem.
Mobile-Friendliness Reality Check
Over half your traffic is probably on mobile. Is your site actually pleasant to use on a phone, or does it feel like trying to thread a needle whilst wearing oven gloves?
Content Audit
When did you last update your homepage? Is your “latest news” from 2022? Does your About page still mention team members who left ages ago?
Your website is your digital storefront. Would you walk into a shop with dusty windows and wonky signs? Neither will your customers.
Forms That Actually Work
Test your contact forms. Properly. Fill them in, submit them, check you receive them. You’d be amazed how many businesses are essentially running around with a closed sign up whilst wondering why nobody’s getting in touch.
Product Positioning: The “Do People Actually Know What We Do?” Audit
This is the big one, and it’s where most businesses get a bit wobbly.
The Nan Test
Could your nan explain what you do and who it’s for? If not, you’ve got a positioning problem. And if you struggle to explain it without using words like “synergy” or “solutions,” we definitely need to talk.
Competitor Stalk (Professional Version)
What are your competitors banging on about? Not so you can copy them (please don’t), but so you know:
- What space they’re claiming
- What they’re getting right
- What gaps they’re leaving for you
Value Proposition Versus Reality
Does your messaging match what you actually deliver? Are you promising “24/7 support” when really it’s “eventually, via email”?
Misalignment here is like catfishing, but for business. Nobody enjoys it when they find out.
The Offers and Packages Review
Are your offerings still fit for purpose, or have they evolved into a Frankenstein’s monster of add-ons and “we did this once for someone so now it’s a thing”?
January’s a good time to streamline, rename, or reposition what you’re selling so it actually makes sense to humans.
Your Action Plan (The Bit You’ll Actually Do)
Right, so you’re not doing all of this in one afternoon. That way lies madness and several abandoned cups of tea.
Before Christmas:
- Run your tracking checks (Meta & Google)
- Export your key data (so you can compare in January)
- Book in time in early Jan to do the rest
First Week of January:
- Audience and creative refresh for Meta
- Google Search Console deep dive
- Website speed and mobile check
Second Week of January:
- Content and messaging audit
- Product positioning review
- Set up quarterly check-in reminders (because we’re doing this properly now)
The Bit Where I’m Honest With You
This stuff isn’t glamorous. Nobody’s going to give you a standing ovation for updating your negative keywords list. But it’s the difference between starting Q1 on the front foot versus spending February fixing things that should’ve been sorted in December.
And if you’re reading this thinking “I know I should do this but I absolutely won’t”—that’s fine. That’s literally what we do at The Graygency. We’re the people who actually enjoy Meta Business Manager (I know, we’re weird).
So whether you’re cracking on with this yourself or fancy having someone else sort it whilst you finish off the Celebrations, at least you now know what needs doing.
Here’s to a Q1 that doesn’t start with a panic spiral and three “urgent” meetings about why nothing’s working.
Need someone to actually do this stuff instead of just reading about it? That’s what we’re here for. Drop us a line at The Graygency and we’ll sort you out whilst you’re busy perfecting your Baileys-to-coffee ratio.
