Each year, summer rolls in and B2B brands brace for what they call “the slump.” But while user behaviour shifts, attention doesn’t vanish – it just moves. The brands that understand this don’t go quiet. They use summer to test, optimise, and build real traction.
Whether you’re facing a patchy pipeline or simply unsure how to engage during the holidays, this guide offers practical strategies to help you stay visible, add value, and keep momentum going – even when it’s 30 degrees and everyone else is logging off.
Here are 7 ways B2B brands can use the summer season to stay visible, valuable, and one step ahead:
1. Revisit and refine your strategy
Use the seasonal lull to take a clear-eyed look at what’s working, and what isn’t. Audit your campaigns, dig into performance data, and adjust your tactics ahead of Q4. This is your reset window.
What to do: Review your audience segments, lead journey, and messaging. Align it with the current market needs – not last year’s.
2. Shift your messaging, not your momentum
People’s routines change in summer, but their attention doesn’t disappear. Adjust your content tone to reflect a more relaxed mindset without losing professional relevance.
Try this: Focus on mid-year reviews, light insights, or helpful resources that don’t require deep time investment.
3. Build evergreen content while it’s quiet
Create the content you’ll wish you had when things get busy. Summer is ideal for writing guides, FAQs, videos, and thought leadership pieces that will serve you in Q4 and beyond.
Think ahead: Prep now for autumn campaigns, new product rollouts, or seasonal events like Black Friday.
4. Keep email marketing active (and smart)
Email performance doesn’t crash in the summer, but habits change. People read more on mobile and at different times of day. Keep campaigns going, but tailor timing and tone.
Pro tip: Experiment with more personal, relaxed messaging and send times like early evenings or weekends.
5. Stay present on social (just show up differently)
Your audience may be on holiday, but they’re still scrolling. Share lighter content, behind-the-scenes glimpses, or seasonally relevant tips to stay top of mind without the hard sell.
Post ideas: Summer checklists, team updates, helpful how-tos, or quick polls to drive engagement.
6. Optimise the tech you’ve been ignoring
Now’s the time for those website updates, shop audits, and performance tweaks. A faster, cleaner, more user-friendly site could mean major gains in Q4.
Action point: Run a full site audit, test speed, update copy, refresh product pages, and fix broken journeys.
7. Plan (or pre-plan) your events
From webinars to networking, use summer to host smaller events or prep for larger activities later in the year. Planning now = stronger launches and fewer last-minute scrambles.
Ideas: Offer early-bird access, tease upcoming launches, or run soft promotions to gather interest ahead of time.
Final thoughts
Summer isn’t just a quiet season to coast through, it’s your strategic breathing space. It’s the perfect time to pause, take notes and make thoughtful improvements to your marketing approach. Use these months to test new ideas, plan your upcoming campaigns with intention, and deepen your connections with your audience. By investing your energy wisely now, you’ll ensure that when september arrives, you’re not just catching up – you’re ahead of the curve and ready to lead your market with confidence. Embrace the season as an opportunity for growth, and watch how it sets the tone for success in the months to come.
At FDRY, we support our clients in building impactful marketing strategies from strategy and planning to implementation. As a leading digital marketing agency, our approach is creative and grounded in data-informed insights. Our team of marketing experts would be happy to have a discovery session with you to discuss your digital marketing needs, or alternatively, send us a brief or get in touch at [email protected]
