Do you know that feeling? The one where warmer weather hits and all you want to do is grab a bucket and a mop and start getting rid of everything in your closet? Well,  the same is often true for your digital marketing strategy. 

When you’ve been using the same digital marketing strategy for months, even years, it’s natural to ask, ‘why change something that’s not broken?’ The digital marketing landscape is constantly evolving – can your business keep up?

While spring coincides with the flowers blooming and spring cleaning season, it’s actually the perfect time to review what’s working and what isn’t before the busy holiday season hits. Refreshing your digital marketing strategy now, allows you to ensure your business and its goals are sharper and better positioned for year-end campaigns.

This is why tweaking your strategy throughout the year can be a great idea. Here’s why:

Stay Ahead of the Competition: New algorithms are constantly being updated, new social media platforms get added, and consumer behaviour is constantly evolving. If you’re letting your strategies run on autopilot because your mentality is “if it’s not broken, fix it,”  then you may be giving your competition the edge. Refreshing your strategies allows you to create sharper targeting, better messaging and better results.

Audiences Change: Customer behaviour, intention, expectations and platforms are always changing. Updating your approach ensures you’re meeting their expectations and demands.

Fresh Energy: It’s very easy to let clutter creep in, even when it comes to your marketing strategies. A refresh allows you to determine what’s working and what isn’t. This allows you to make informed decisions.

Here are a few ways to give your strategy a spring clean:

Audit Your Digital Dust Collectors

Before you start switching off campaigns and scraping your content strategy, it’s important to review your analytics to see what’s working and what isn’t. Perhaps how-to blogs are doing really well on your website or carousel images on your Instagram. It’s always a good idea to identify your best-performers and consider updating or repurposing this content to maximise your reach. One of the biggest mistakes we see businesses make is pouring financial resources into marketing channels that are not working for them. Our advice? Let go of the dead weight and pour more resources into high-performing channels that you know are working

Seeing what your audience has to say is one of your biggest resources, so when it comes to analysing underperformers, look for pages or posts that aren’t getting clicks, shares, or client feedback. Rework ad campaigns to address customer pain points, keep an eye on what competitors are doing and repurpose content where relevant.

According to our Digital Marketing Manager, Michael, he has a tip: Email automation is one of the most under-utilised organic channels. Most businesses stick to basic newsletters, but automated flows can deliver some of the best ROI if set up correctly. This type of “flow” is based on a subscriber’s behaviour, action or stage in their customer journey. For example, a customer has abandoned a cart… this is usually a great time to send that email to remind a customer there are still products in their cart.

Refresh Your Audience Insights

A mistake many brands make is thinking their audience will remain the same. As the AI boom takes hold of search and social behaviour, the way customers find and interact with brands is shifting almost monthly. It’s not just about age and location anymore, businesses will need to intimately understand their audience in order to succeed in an ever-shifting digital landscape. 

As priorities and behaviours change, now is the perfect time to analyse audience behaviours. Ask questions like: Are they searching differently? Are they spending more time on platforms like TikTok or Instagram? Listen to your audience through polls on Instagram or LinkedIn, use Google analytics to track changes and look at engagement metrics on social media. 

For example, with some of our clients we notice that carousels do well on Facebook and Instagram while other client audiences prefer aspirational language. Regarding this, Michael notes that platforms like Reddit can be an overlooked goldmine for niche audiences, and is perfect for driving awareness in highly targeted communities.

By revisiting these shifts regularly, you’ll ensure your marketing strategy stays aligned with how your audience actually behaves, not how you assume they do.

Declutter Your Content Calendar

What’s that old saying? Quality over quantity? When it comes to content calendars, a common misconception is that more content equals more traffic and better results. Search engines want to ensure your website’s content is valuable. This often means that relevance to your target audience is far more important than the quantity of your content – a simple rule you can apply to social media and blogs. Analyse your content and prune any irrelevant content ideas that don’t align with your audience or business goals. Build evergreen content pillars for future campaigns and blog ideas. These are content ideas that don’t go out of date and topics that your audience will frequently search for. This can drive organic traffic for months and even years. 

At SOMS Digital, an evergreen content piece that does really well with our audience is “What is a cms?” This is not only relevant to our audience, but it also provides useful information that addresses our audiences’ pain points and interests. 

Polish Your Website & SEO Housekeeping

An effective SEO strategy is often the foundation for a strong digital house. Even when you have the best strategy, it’s irrelevant when your website is slow, clunky and has too many 404 errors. The last thing you want is for search engines to view your website as low quality and spammy. Make sure that when you’re refreshing your strategy, you’re also running a link audit and fixing or redirecting dead links. Update meta titles and descriptions by adding current keywords that are relevant, and fix messy navigation to ensure users are reaching the correct pages. 

This quality check should apply to content too! Your website should reflect what’s happening today, not five years ago. Take down expired promotions, discounts or events as this can often leave customers frustrated, especially if it’s a high-ranking webpage. If your business focus has shifted, prune or rewrite outdated content so that it matches your current services and customer needs. 

Renew Your Automation & Ad Funnels

According to Michael,  “You can’t improve what hasn’t been measured. Start with your tracking setup — Tag Manager, Analytics, Search Console. Once you know which campaigns are delivering ROI, then tweak your ads, content, and creatives. 

Here are a few ways you can put this into practice: 

Check Your Tracking Setup

First things first, ensure Google Tag Manager, Analytics, and Search Console are installed correctly. Once you’ve done that, it’s best to double-check if bookings, purchases or thank you forms are being tracked accurately. 

Audit Your Funnels

Remember, your audience is changing, their needs are evolving, and your content should evolve with them. Whether it’s your email automation flows or Google Ads, if your content feels outdated, it’s time to switch things up. It’s always a good time to review audience behaviour and make adjustments. 

Another helpful tip is ensuring you’re checking your retargeting audiences. Are you targeting warm leads, past customers or lookalikes effectively? 

Update Your Creative

The next obvious step is to swap out tired ad visuals or copy that’s been running for too long. Our recommendation? Where possible, refresh these every three months or to reflect seasonal changes. While you may know your audience quite well, A/B Testing is still essential to finding what works and what doesn’t for your audience. Do they like short-form videos? Carousels? Or interactive email elements? Testing helps you identify which formats truly engage them, so you can focus your efforts where they’ll have the most impact

Close the Loop

Your ad may be generating 50 leads a day, but how many of those are high-value customers? Make sure your sales and marketing data align, ensuring you tie campaign performance back to revenue, not just clicks.

The Takeaway

A good digital marketing strategy is always a work in progress. However, small, regular updates keep your strategy effective and aligned with your marketing goals. While spring may feel like the perfect time to do a few tweaks, especially before the festive season craziness, tweaking your strategy throughout the year can actually save you from running around like a headless chicken when seasonal shifts hit. 

Don’t let your marketing go to waste. Chat with us today and let’s help you build a strategy that hits your goals.