Checklists provide stepwise to-do lists to ensure every important task is completed. They help NZ SMEs follow best practices systematically – ticking off items from planning through to launch and review. Using checklists can prevent oversight, which is crucial for small teams where marketing is one of many hats worn. Below are 20+ checklists covering a range of marketing activities:
Strategy & Planning
Marketing Plan Checklist
A checklist to develop a marketing plan from scratch. Guides users through key steps: defining target audience, setting SMART objectives, doing a SWOT analysis, selecting marketing channels, setting a budget, and defining metrics. Ensures an SME’s marketing plan covers all bases before they start executing.
Weekly Marketing Routine Checklist
A checklist for ongoing marketing tasks each week. Could include: review analytics dashboard (note any spikes/dips in web or social metrics), post at least X times on social media, respond to all comments/reviews, check ad campaign performance and adjust if needed, engage in one community networking or partnership outreach. This gives time-poor NZ business owners a structured routine to stay on top of marketing in small bites.
Branding & Positioning
Branding Checklist
Ensures a consistent and strong brand identity. Items include: logo in various formats, defined brand colors and fonts, a tagline, brand story, updated business profiles (website, social media) with the new branding, and brand guidelines document. Especially useful when (re)branding a NZ SME to maintain a professional look across all touchpoints.
Marketing Collateral Checklist
Useful for new businesses or product launches to ensure all marketing materials are ready. Includes: business cards, brochures or flyers, product photos, pitch deck, updated website content, price lists, and any signage. For NZ SMEs, it might also include listing on local directories or community bulletin boards as collateral for local presence.
Digital Presence (Website & SEO)
SEO Audit Checklist
A step-by-step list to review a website’s search engine optimization. Includes technical checks (XML sitemap, robots.txt, SSL security), on-page SEO (title tags with NZ-relevant keywords, header structure, keyword usage, internal links), off-page factors (Google Business Profile listing for local SEO, backlinks), and content quality. Tailored so even non-experts can systematically improve their site’s visibility on NZ Google search.
Website Launch/Revamp Checklist
A checklist for launching a new website or updating an existing one. Covers: mobile-friendly design test, fast load speed check, SEO basics on each page (meta tags, keywords, alt tags), clear contact info, integration with Google Analytics, and compliance with NZ privacy laws. Helps ensure the website is marketing-ready on day one.
Content & Social Media
Content Publishing Checklist
To maintain quality and consistency for blogs or videos. For a blog post: verify grammar/spelling, SEO optimization (keyword in title, meta description written, internal links added), images with alt text, formatting (headers, bullet points) for readability, and a call-to-action at the end. For videos: check audio quality, captions added (important for accessibility), and include a clear message and branding. This helps SMEs publish professional content that performs well.
Social Media Campaign Launch Checklist
For running a new social media campaign or contest. Steps include: defining the goal and KPI (likes, shares, leads), creating a content calendar for the campaign duration, preparing visuals/videos, scheduling posts at optimal times, engaging with comments daily, and monitoring analytics. Ensures a structured approach to social campaigns, which is helpful given the high social media usage in NZ.
Social Media Profile Optimization Checklist
Ensures all company social profiles are fully and consistently set up. Items: use of logo and brand imagery, compelling bio/description with target keywords (and mention of NZ location or service area), contact details and website link added, call-to-action buttons configured (e.g., “Call Now,” “Email”), and review of profile for completeness. This helps SMEs make a strong first impression on social channels.
Advertising & Campaign Execution
Email Campaign QA Checklist
Before sending out a major email campaign or newsletter, this checklist verifies: subject line is catchy and spam-checked, personalization tags work, all links are correct and UTM-tagged for analytics, images load properly, mobile responsiveness, unsubscribe link included (legal compliance), and test email sent to multiple email clients. Prevents mistakes that could harm an SME’s professionalism or legal compliance.
Paid Advertising Setup Checklist
A generic checklist for launching a PPC campaign (e.g., Google Ads or Facebook Ads). Items: define campaign objective and budget (in NZD), conduct keyword research (for search ads) or audience targeting (for social ads), create compelling ad copy and visuals, set up conversion tracking (pixels or Google Analytics goals), review ad policy compliance (e.g., with ASA guidelines in NZ), and schedule launch. This helps SMEs properly set up ads for success and compliance.
Launch & Events
Event Marketing Checklist
If hosting or participating in an event (e.g., a local expo or workshop), this checklist covers: event listing on event directories (like Eventfinda), creation of an event page on Facebook, local press outreach, flyers or posters distributed in the community, email invite to customers, on-site branding (banners, booth setup) prepared, and post-event follow-up emails or surveys scheduled. Ensures maximum ROI from event participation by not missing any promotional opportunity.
Product Launch Readiness Checklist
Ensures all marketing aspects of a product/service launch are covered. Items: product/service descriptions finalized, pricing strategy set, website landing page live, press release written, email announcement prepared, social media teasers scheduled, staff briefed on key messages, and launch-day logistics confirmed. This holistic list helps orchestrate a smooth launch in the NZ market.
Customer Engagement & Retention
Customer Engagement Checklist
Focused on post-sales engagement and retention. Items: send a thank-you email after purchase, request a review or testimonial, share user-generated content (if customers posted about the product), reach out to inactive customers with a special offer, and respond to any customer inquiries within 24 hours. By following this, SMEs ensure they continuously nurture their customer base – crucial in small NZ markets where word-of-mouth is powerful.
Analytics & Optimisation
Analytics Review Checklist (Monthly)
Guides business owners through a monthly marketing performance review. Items: log into Google Analytics (or other analytics tool) to check website traffic sources (ensure NZ geographic traffic is as expected), review conversion rates and sales numbers, examine email open/click rates, review social media follower growth and engagement, calculate marketing ROI per campaign, and document insights to inform next month’s plan. This keeps marketing data-driven and aligned with goals.
Conversion Optimization Checklist
A list of best practices to improve conversion on key assets (website or landing pages). Covers: clear headlines that address customer needs, prominent call-to-action buttons, minimal form fields for lead capture, trust signals (testimonials, NZ client logos, secure payment badges), A/B testing one element at a time, and using analytics to identify drop-off points. It helps SMEs methodically improve marketing effectiveness and ROI.
Seasonal Campaign Prep Checklist
For planning seasonal promotions (e.g., Christmas sale, Black Friday, NZ School Holidays). Steps: research seasonal trends or past sales data, set a clear goal (increase December sales by X%), create holiday-themed creative assets, update website banner or homepage with promo info, schedule email marketing for key dates, adjust ad targeting or budget for seasonal interest, and ensure inventory/service capacity for potential uptick. Following this ensures an SME is fully prepared to capitalize on seasonal opportunities.
Compliance & Risk Management
Compliance & Privacy Checklist
Ensures marketing practices comply with relevant laws/standards. Items: comply with NZ Unsolicited Electronic Messages Act for emails (obtain consent, provide unsubscribe), follow Advertising Standards Authority (ASA NZ) guidelines for truthful advertising, include privacy policy on website (especially if collecting customer data), and secure storage of customer data per NZ Privacy Act. This checklist helps avoid legal pitfalls while marketing.
Crisis Comms Response Checklist
A list to handle negative incidents (PR issues or social media backlash). Steps: acknowledge the issue promptly on the same channel, use a prepared holding statement if needed, inform all team members of the situation and approved responses, respond empathetically and factually, and take offline action to remedy the situation. Having this checklist ready can save an SME’s reputation by ensuring a swift, measured response aligned with best practices.
Marketing Task Outsourcing Checklist
When budgets allow hiring a freelancer or agency for marketing tasks, this checklist helps SMEs prepare. Includes: define the scope clearly (e.g., Facebook ad management or SEO blogging), set a budget or hourly rate, check references or portfolio (preferably with NZ market experience), outline deliverables and deadlines, ensure access to necessary accounts (Facebook Business Manager, website CMS), and set up a contract. This way, SMEs can effectively leverage external help without missing critical prep steps.