The Small Business Owner’s Guide to a Mid-Year Marketing Reset
Somehow, we’ve blinked and found ourselves halfway through the year. If you're a small business owner, this is the perfect time to slow down for just a moment and think about whether your marketing is still working or if you're just going through the motions.
Here at Express Strategic Services, we’re big believers in giving your marketing strategy a good check-in several times throughout the year, but especially right now at the mid-year mark. Whether things are going great or feel a little stale, it’s always worth reevaluating what’s helping your business grow... or what might be holding it back. If you want to check on your marketing strategy but aren't sure where to start, we’ve put together a helpful list to guide you through a quick (but meaningful) review of your brand, socials, website, and more.
To begin, start with your brand and messaging. Is your voice still consistent across all platforms? Have you updated your bios, about sections, or services lately? What about your logo, colors, and design elements - do they still reflect your style and values? A lot can shift in six months, and your brand should grow with you.
Next up: social media. Are you posting consistently, or has that taken a back seat? Look at what kind of content your audience is responding to - do you know your top-performing posts? Have you tried more of that? Are you showing up in stories, engaging with comments, and staying on top of trends or algorithm changes? Social media is constantly evolving, and your strategy should too. (Not sure where to start? We’d love to do a social audit or SWOT analysis to help you get back on track.)
Let’s not forget email marketing. Are you sending out newsletters or promotions regularly? If so, are people opening them and clicking through, or are they going straight to the trash? Take a minute to review your stats, clean your list, and check in on your lead magnets. Are they still attracting the right people?
Be sure to show your website some TLC, too. Does everything still work - forms, links, buttons? Is your content fresh and accurate? If your business has changed or grown, your site should reflect that. When was the last time you updated your keywords or checked your SEO? Small tweaks here can lead to big improvements in traffic and conversions.
Of course, none of this matters if you’re not reviewing your analytics. Are you tracking what’s actually working, and where your leads or sales are coming from? It’s easy to get caught up in vanity metrics such as likes or views, but the real question is: Are people taking action? If not, it may be time to adjust your strategy.
Finally, check in with your goals. Did you hit your Q1 or Q2 benchmarks? If not, it’s okay - now’s your chance to reset. Set realistic, intentional goals for the rest of the year. If you’re feeling stuck, overwhelmed, or just unsure where to go next, this is exactly where a strategic partner like us can help.
You don’t have to figure this all out on your own. We love helping small businesses clarify their message, clean up their social media, and step into the rest of the year with confidence. If you want a second pair of eyes on your marketing - or just someone to guide the way - reach out. Let’s make sure your marketing is working for you, not against you, as we head toward 2025.
