Make the most of quieter periods to sharpen your strategy and spot new opportunities. Whilst not the case for all industries and businesses, for many, summer is often associated with slower business cycles, lighter calendars, and a collective exhale as clients and customers head off for some well-earned rest. While some see this seasonal lull as a reason to pause marketing efforts, savvy brands recognise it for what it really is: a golden opportunity.
If you’ve been putting off a digital marketing audit, summer is the perfect time to take stock of what’s working, what’s lagging, and where untapped potential lies.
Here’s why this is the ideal season to sharpen your strategy – and how to make it count.
Fewer Campaign Pressures = More Strategic Thinking
With fewer major launches or time-sensitive campaigns on the calendar, your team can finally step back and think about the big picture. A marketing audit allows you to assess performance across all channels – SEO, PPC, email content, social, and more – without the added day-to-day noise.
Use This Time To:
- Review key KPIs and trends from the past 6-12 months
- Identify content gaps and underperforming campaigns
- Realign digital efforts with business goals
Spot Hidden Opportunities Before Your Competitors Do
When your competitors slow down, you can get ahead. An audit helps uncover overlooked keywords, ad audiences, or automation tweaks that could boost results. You may also discover emerging platforms or trends just beginning to gain traction.
Look For:
- Underutilised channels like Pinterest or TikTok (if they suit your business)
- Shifts in audience behaviour or engagement patterns
- New keyword clusters to build out future content
Get Technical While You Have the Time
No one likes dealing with backend issues mid-campaign. Summer is the perfect time to roll up your sleeves and dig into the technical side of your digital presence. A thorough audit can help identify broken links, slow-loading pages, outdated tags, or tracking issues that hurt performance.
Don’t Skip:
- Site speed and mobile responsiveness checks
- SEO audits and schema markup review
- User Experience (UX) audits to ensure a smooth user journey on your website
- CRM, analytics, and tracking tag accuracy
Clean Up and Refine Your Messaging
Over time, messaging can drift or grow stale. A strategic audit lets you assess whether your brand voice, visuals, and content are still resonating with your target audience, or if it’s time for a refresh.
Questions To Ask:
- Is our tone consistent across platforms?
- Are we speaking to the right pain points and desires?
- Is our visual branding aligned with where we are now?
Set the Stage for a Strong Q4
Let’s face it – autumn and winter are busy seasons. Christmas campaigns, end-of-year sales, and annual reporting can make it hard to pivot. Auditing your digital marketing in the summer gives you a proactive head start, so you’re not scrambling later.
Build The Following Now:
- A strategic calendar for Q3 and Q4
- A refreshed content pipeline
- A prioritised list of marketing tests and ideas
Final Take: Audit Now, Win Later
Summer doesn’t have to be slow – it can be smart. By conducting a digital marketing audit now, you give your team the breathing room to reflect, regroup, and rev up for the months ahead. It’s not about doing less – it’s about doing what matters more.
Make the most of quieter periods to sharpen your strategy and spot new opportunities. Your future self (and your Q4 results) will thank you.
Need a second pair of eyes? We offer comprehensive UX audits tailored to your business goals as well as a range of digital marketing services to help you approach the second half of the year head-on and with a great strategy. Let’s dig into the data and uncover your next big wins. Start your journey with DBS Digital with an initial meeting with our Digital Consultant, so we can learn more about your business and how we can help you. Get in touch here.
