Many businesses experience quieter periods over summer, but this can be a golden opportunity to get ahead.
While it’s tempting to treat summer as a digital off-season, smart marketers know this is actually one of the best times to level up. With fewer urgent campaigns and slightly more breathing room, summer provides the space you need to fine-tune your digital presence, experiment with new tools, and lay the foundation for a powerful second half of the year.
Here’s how to make the most of the summer slowdown – and turn up the heat on your digital marketing strategy.
Refresh Your Website Content
Your website is often the first impression your brand makes – and summer is the perfect time to give it a glow up. Outdated pages, broken links, and stale content can drag down your SEO and frustrate users.
What To Focus On:
- Update your homepage with seasonal messaging or promotions
- Refresh blog content with current stats, links, and keywords
- Review metadata (titles, descriptions) for improved click–throughs
- Check site speed, mobile performance, and accessibility.
DBS Digital’s Top Tip: Don’t just update for the sake of it though – analyse your top performing pages and make them even stronger.
Review Your Digital Ad Performance
With less media noise in the summer months, it’s an ideal time to evaluate your PPC, display, and social ads. Are your paid campaigns driving the right ROI? Are there platforms or formats you haven’t tested yet?
Audit your ad accounts for:
- Underperforming keywords or audiences
- Wasted spend on non-converting placements
- Opportunities for better creative or landing page alignment
- Seasonal offers or messaging to test in real time
DBS Digital’s Top Tip: Try A/B testing summer-themed ads to gather insights for higher-stakes Q4 campaigns.
Tidy Up Your Email Marketing Lists
Your email database is only as powerful as it is clean. Use the summer months to segment, prune, and re-engage your subscribers to improve email deliverability and open rates.
Clean Up Checklist:
- Remove inactive subscribers or hard bounces
- Create targeted segments for seasonal campaigns
- Test new subject lines and content formats (GIFs, video, polls)
- Set up automated nurture flows in preparation for Q3/Q4
DBS Digital’s Top Tip: Run a summer “check-in” campaign to re-engage dormant contacts and collect updated preferences.
Test New Platforms
Summer is a great time to explore emerging platforms with less pressure. While Threads and TikTok might not be your current go-tos – especially if you’re B2B – however, they’re proving that they can be valuable places for thought leadership, quick tips, and brand storytelling.
Try To:
- Repurpose existing content into short form video or carousels
- Follow and learn from peers already thriving on new platforms
DBS Digital’s Top Tip: Ensure you are updating your social channels regularly. If there are channels you haven’t used in months or even years, use the summer months to decide whether to continue or stop and concentrate on less channels that you can be more consistent on.
Get your Christmas Campaign Groundwork Started
You may already be in full Christmas mode, but if not and Christmas means an increase in sales for your business, make sure you put the groundwork in now.
What You Can Do Now:
- Review last year’s campaign data and performance
- Create campaign timelines, creative briefs, and initial concepts
- Build out landing pages and email flows for early shoppers
- Start coordinating with product, sales, and operations teams
DBS Digital’s Top Tip: Identify which platforms or segments to retarget based on summer engagement.
Final Thought: Summer Is a Strategic Advantage
If your competitors are coasting, you can be climbing. Use the quieter summer period not to slow down, but to sharpen your edge. By proactively auditing, updating, testing, and planning, you’re not just “keeping busy”- you’re building a smarter, stronger marketing machine for the rest of the year.
Need help making the most of summer? Our digital marketing team at DBS Digital can help audit your site, refresh your SEO, optimise your paid ads, help create email campaigns and much more for the seasons ahead. Let’s turn your summer into a strategic springboard.
