5 Tips for a Spring Tune-Up
Open a closet, and the things you really need are usually right in front. Lurking in the back are stretched-out sweaters, worn shoes and a box of grandma’s knickknacks. The same may be true of your brand “closet.” Over time, marketing strategies, visuals and messaging can become cluttered, leaving behind outdated elements that weaken your brand’s impact.
A little spring cleaning will help clarify your brand message, enhance the customer experience and ensure your marketing efforts align with your business goals. Here’s how to tune up your marketing strategy this season:
1. Refresh visuals: website, social media and brand assets
First impressions matter; your brand’s visuals capture attention and build credibility. If your website, social media graphics or branding elements feel outdated or inconsistent, now is the time to reset.
- Website: Ensure your design is modern, mobile-friendly and aligned with your visual identity. Update images, refine layouts and improve navigation for a seamless user experience. Consider downloading axe DevTools (even the free version is helpful!) to run an accessibility test for a list of quick improvements.
- Social media: Refresh your profile, cover images and post templates (double-check sizing so your images display properly on each channel) to maintain a cohesive and branded look across all platforms.
- Brand assets: Reevaluate your logo, color scheme, fonts and other visual elements to ensure they still reflect your brand’s personality and message. Swap out older images for new ones, avoiding stock imagery if possible.
2. Audit and clean up underperforming marketing strategies
Not every marketing effort yields the desired results; some campaigns may have outlived their effectiveness. Conduct a marketing audit to identify what’s working and what needs to be retired or recast.
- Review analytics: Examine key performance indicators (KPIs) across all marketing channels. Identify overperforming ads, emails or social media posts to focus on what works, generating more engagement.
- Eliminate what’s not working: Stop investing time and money in strategies that fail to drive results. Instead, focus on high-performing tactics and explore new trends that align with your audience’s needs. Feeling uncertain? Ask your audience what interests them most.
- Refine messaging: Since most people are skimming, not reading, make your core message understood in three seconds or less. Think small but impactful. Social captions, in-feed videos, bulleted lists and website pop-ups are opportunities to connect quickly and memorably.
3. Optimize SEO and keep evolving
Search engine algorithms constantly evolve, making SEO optimization an ongoing task. Scheduling regular “message maintenance” can improve search rankings and enhance user experience.
- Revise past blogs: Update statistics, refresh outdated references and add new insights to keep content relevant.
- Improve on-page SEO: Optimize meta descriptions, headers and keywords to align with current search trends.
- Check for broken links: Ensure all website links are functional and direct users to accurate, up-to-date resources.
4. Prioritize purpose and authenticity
Today’s audiences, especially Gen Z and millennials, care deeply about values. Be transparent, mission-driven and real. If you’re doing good in the world, say it — without sounding like you’re patting yourself on the back. Social media is a powerful tool to illuminate your brand philosophy.
- Spotlight real people: Feature your team, clients or partners in a natural, unscripted way. Behind-the-scenes photos or “day in the life” reels add authenticity.
- Be transparent: Share lessons learned, not just wins. Audiences appreciate vulnerability.
- Engage in causes you care about: Partner with nonprofits, volunteer as a team or highlight causes in your industry — but only if it’s authentic to your brand.
5. Plan for what’s next
Once your brand feels refreshed, it’s time to focus on the next season. Summer brings opportunities for creative and engaging marketing campaigns.
- Create themed promotions: Develop campaigns that tie into summer activities, holidays or trends.
- Leverage seasonal content: Incorporate summer-related topics in blogs, social media posts and email marketing.
- Host events or giveaways: Engage your audience with contests, in-person or virtual events and limited-time offers. Bonus points if your promotions positively impact local businesses!
Spring is the perfect season for renewal, and your marketing strategy should be no exception. Get started and watch your brand blossom.