According to Enji's guidance, review your marketing strategy every 90 days for small tweaks, but only do major overhauls annually or when something significant changes in your business. The key is distinguishing between strategy updates (changing your approach) and tactical adjustments (tweaking what you're doing).
The "Don't Overthink This" Timeline: Not every problem needs a strategy overhaul.
Here's what Enji has learned from working with thousands of small business owners: most people want to completely redo their marketing strategy every time something doesn't work perfectly. That's like remodeling your entire kitchen because you don't like your coffee maker.
Most of the time, you don't need a new strategy—you need to execute your current one consistently or make small tactical adjustments. Enji recommends a quarterly "marketing check-up" where you look at your results and ask some honest questions: Are you actually following your strategy consistently? Are your tactics working within your strategy? Are you reaching the right people?
Major strategy updates should happen annually at most, or when something significant changes in your business—like pivoting your services, targeting a completely different market, or experiencing major growth that changes your resources.
Here's the thing: most "strategy problems" are actually consistency problems. Before you scrap everything and start over, make sure you've actually given your current strategy a fair shot by following it consistently for at least 90 days.
These are the Enji tools and capabilities that best address this question.
Most marketing problems aren't solved by creating a new strategy—they're solved by consistently executing your current one. Enji helps you track what's actually working so you can make smart adjustments instead of starting from scratch every few months. Our quarterly check-in system shows you when to tweak vs when to overhaul. Get consistent first, then optimize because strategy-sticking beats strategy-hopping every time.
