For many businesses, summer brings a welcome slowdown. Clients take vacations, campaigns pause, and the inbox isn’t quite as full. While this seasonal dip might feel like a lull, it’s actually one of the best opportunities to step back and take a strategic look at your marketing funnel.
An audit isn’t just about fixing what’s broken. It’s about identifying opportunities, streamlining inefficiencies, and ensuring your business is set up for strong performance when it matters most. With Q4 typically being one of the busiest times of the year, summer is the smart time to prepare. Here’s why.
1. Ad Performance: Review, Refine, Reallocate
With ad costs fluctuating and consumer behaviour shifting in the summer, it’s the ideal time to dig into your paid media performance. Are your campaigns aligned with your goals? Are there keywords or demographics underperforming or overperforming? Are your creatives still converting, or are they due for a refresh?
Use this time to review your ROAS (Return on Ad Spend), test new messaging, and experiment with audiences. Small tweaks made now can lead to major gains when your full Q4 campaigns ramp up.
2. Content Gaps: Refresh, Repurpose, or Retire
When was the last time you looked at your blog, lead magnets, or evergreen content with a critical eye? Summer is the perfect season to conduct a content audit. What’s still performing? What’s outdated? Are there gaps in the customer journey where your content could better support education or conversion?
This is also the time to repurpose high-performing content into new formats, such as turning a blog into a carousel, or a case study into a short-form video. An organized, optimized content library sets the stage for scalable marketing later in the year.
3. SEO Health: Rebuild the Foundation
SEO is a long game, and summer is a great time to reset your foundation. Use quieter months to review your site’s technical SEO, page load times, metadata, and backlink strategy. Has your keyword targeting kept up with industry trends? Are there quick wins you can implement, such as fixing broken links or improving page titles?
These improvements may not pay off overnight, but they can lead to significant increases in organic traffic by the time fall rolls around.
4. Automation: Work Smarter, Not Harder
When things are busy, we often set up automation quickly just to get things running. Summer gives you breathing room to revisit your marketing automation with intention. Review your email sequences, lead scoring, and CRM workflows. Are they personalized and relevant? Are you following up effectively after someone downloads a resource or fills out a form?
Updating automation now can mean fewer missed opportunities and a smoother customer experience later.
Final Thought
Summer isn’t a season to slow down your strategy. It’s the season to sharpen it. Use the quieter months to audit your marketing funnel from top to bottom. When fall and winter bring higher traffic and buying intent, you’ll be ready to scale with confidence.
Need help with your funnel audit? The team at SocialEyes Communications is here to make your Q4 marketing smarter, faster, and more impactful. Let’s get to work.