Time flies when you’re marketing! We’re halfway through the year, which makes it the perfect moment for a strategic pit stop. A mid-year marketing check-in helps you evaluate what’s working, spot what isn’t, and make smart adjustments before Q4 hits you like a pile of unread emails.
So, how do you assess your marketing strategy without the stress? Here’s your guide to staying aligned, agile, and ROI-focused as you cruise through the rest of the year.
Why Mid-Year Reviews Matter 🚦
Think of your marketing plan as a sat nav. You start the year with a clear destination, but halfway through, a few unexpected roadworks (or TikTok trends) might have thrown you off course.
A mid-year marketing review lets you:
• Measure performance against your original KPIs
• Identify emerging trends or shifts in audience behaviour
• Allocate budget more effectively for the second half of the year
• Set priorities for campaigns around seasonal or end-of-year events
This isn’t about starting over, it’s about optimising!
Step 1 – Revisit Your Goals 🎯
Start by dusting off the goals you set back in January. Were they SMART (Specific, Measurable, Achievable, Relevant, Time-bound)? Are they still relevant now?
Ask yourself:
• Have business priorities shifted?
• Are these goals still aligned with wider company objectives?
• Have any campaigns already exceeded expectations — or underperformed?
If you’re smashing your goals already (go you!), it might be time to raise the bar. If not, let’s not panic, just pivot.
Step 2 – Review Key Metrics 📊
This is where the numbers come in. Depending on your strategy, these could include:
• Website traffic and bounce rates
• Email open and click-through rates
• Paid ad performance (ROAS, CPC, etc.)
• Organic social engagement and reach
• Conversion rates
• Lead generation volume and quality
Look at month-by-month trends, not just totals. Are there spikes tied to campaigns? Dips you can explain? This data gives you the story behind your efforts.
Step 3 – Check Your Audience 🗣️
Has your audience changed? Their behaviour and preferences probably have — especially in today’s fast-paced digital space.
Ways to stay in the loop:
• Review customer feedback and reviews
• Analyse social media engagement
• Monitor search trends or top-performing content
• Send out a mid-year survey or poll
Meeting your audience where they are now, not where they were in January, can improve targeting, messaging, and overall performance.
Step 4 – Audit Your Channels 🔍
Not all channels deserve equal attention. Use your data to determine which platforms are delivering value. Questions to ask:
• Are you active on too many platforms with too little return?
• Is your content strategy still aligned with your audience’s expectations?
• Are there new platforms or formats (e.g., Threads, short-form video) you should explore?
Now’s a good time to reallocate resources, double down where you’re seeing results, and streamline where you’re not.
Step 5 – Revisit Your Budget 💰
Marketing budgets aren’t set in stone. If you’ve underspent in some areas or over-invested with little ROI, consider a reallocation. Examples:
• Invest more in channels with high return (email, paid social, etc.)
• Set aside budget for end-of-year campaigns like Black Friday or Christmas
• Allocate funds for creative refreshes or new content formats
Be flexible but strategic!
Step 6 – Realign 🔄⚡
Now that you’ve done the groundwork, it’s time to reset for the second half of the year. Create a refreshed action plan that outlines:
• Updated goals and KPIs
• New or adjusted campaign priorities
• Team roles or outsourced support needs
• A clear timeline and reporting structure
And while you’re at it, celebrate what you’ve achieved! Marketing is a marathon, not a sprint.
Final Thoughts
A mid-year marketing review is a crucial moment of reflection that can set you up for a strong finish. Even if things haven’t gone exactly to plan, there’s still plenty of time to course-correct, innovate, and hit your goals. Use this check-in to ensure your marketing machine is running smoothly — and ready for whatever the next six months throw at you.
Need support with your mid-year strategy? Let’s chat — our team is here to help you refocus and finish the year strong 💪
