During the business lull often brought by summer, B2B marketers have a unique opportunity to plan for fall and the rest of the year. Summer is the perfect time to rev up marketing efforts, polish or complete marketing projects, plan for post-summer promotions or events, and gear up to better engage and interact with customers come fall. Here are some summer projects you can tackle that will make a big difference in your day-to-day B2B marketing.
Develop and stockpile content
Create a library of turnkey content that can be accessed when demands are high or inspiration is low. Develop evergreen blogs, social media posts and emails that are always relevant and of interest to readers. Examples include lists, top tips, “how-to” topics and customer success stories. Examine existing content and look for ways to repurpose it, give it new life and reach new audiences. Some ways to refresh old content includes transforming lists into multiple blog posts, updating old articles or blogs, and creating an infographic out of a collection of statistics. Work with thought leaders to brainstorm ideas for new articles, white papers and case studies.
Evaluate company branding
Even the best branding evolves over time. Take a look at your website, print and digital marketing materials, and email campaigns to ensure they represent your organization’s most current messages and offerings. Does your website display your most recent accomplishments? Is your brand identity (color palette, typography, logo, and imagery style) consistent across all collateral and channels? Are your testimonials up-to-date and reflective of your current products and services? If not, take the time to update these critical branding elements.
Review your marketing plan
Summer is the perfect time to review your marketing plan and determine which initiatives are working and which aren’t. Even if the company is achieving its goals, summer is a good time to assess, evaluate and make course corrections. It you discover marketing projects are falling through the cracks, it is especially important to go back to the drawing board and revitalize, modify or make a conscious decision to abandon them. Consider available resources, evaluate progress and ensure alignment between the plan and overarching enterprise goals.
Recruit an intern
It’s not too late to bring in a no-cost or inexpensive intern who can help tackle the tasks that never seem to get handled during the year. Turn to team members and local colleges for leads on reliable, smart and trusted resources who can fill the gaps when staff and resources dwindle during the summer months.
Enhance your skill set
Take advantage of the slower pace by dedicating time to professional development. Read a book on marketing, sign up for an online course, or attend a weekly webinar. The more adept marketers become in understanding the latest marketing techniques, trends, and technologies, the more they can contribute to organizational success.
One of the best ways to change the direction of summer marketing is to adjust expectations. Take advantage of the summer lull by evaluating marketing initiatives and developing skills. Try new tools and develop new strategies that can make a stronger impact once team members and prospects return from summertime activities. Ultimately, the warmer months provide an opportunity to refine efforts that can lead to profitable third and fourth quarters. To learn more about how to develop marketing strategies that drive year-round results, contact Trade Press Services today.
