Getting Your Marketing Ready for Summer 2026

“Only 41% of businesses have a documented marketing strategy.” (Smart Insights 2026)

Summer is supposed to be a time to enjoy the heat and a few mocktails outdoors, so none of us want to be bogged down with business “stuff”. But after 29+ years working in branding and marketing, I know this: for many business owners, especially those working alone, summer is also where things can start to slow down, visibility drops and sales feel inconsistent.

The reality is, if you don’t have a clear plan in place, it’s very easy for your marketing to become reactive during this period. That’s why I always advise my clients and community to plan ahead properly. I’m not referring to scheduling a year’s content in half an hour or downloading templates to feel organised, I’m talking about structured, intentional activity that directly impacts your sales. If you’ve been here for a while, you already know I don’t teach fluff. Real results do matter.

You don't need to be doing the most!

As a solopreneur or startup, you don’t need to be online all day to get results, but you do need to be more intentional with what you’re doing. One of the first things I review with clients is their goals. Be clear on what you actually want from your online activity over the next few months. Whether that’s more traffic, enquiries, sales or visibility, having something defined makes it much easier to focus your time and measure what’s working.

Another area I regularly see issues with is audience clarity. Is your audience behaving the same way during summer, or are their habits shifting? Understanding where they are spending time and how they are engaging online will help you adjust your approach rather than continuing with what you were doing earlier in the year.

I often find that a business’s online presence is where confusion starts. Your website, social media platforms and overall brand presence should make it easy for people to understand what you do and how to buy from you. If something feels unclear or outdated, it will impact your results.

Content is another area where I see a lot of inconsistency. It’s not about posting more, it’s about posting with intention. A simple content plan that aligns with your goals will always outperform random activity. Marketers who document their strategy are 313% more likely to report success (CoSchedule), not because they are doing more, but because they are doing the right things consistently.

Be present where it matters. Focus on the platforms where your audience is already active. Share valuable content, engage with your followers and build relationships. This is what keeps your business visible, even when you’re not constantly online.

What tactics are you using?

Get stuck in with email. Do you use email marketing? If you do, or you’re considering it, your email list is one of the few things you fully own. Regular communication, whether that’s value-led content or offers, helps you stay connected and drive consistent engagement.

Keep an eye on what’s working. You don’t need to overcomplicate marketing, although many business owners do, doing far too much with very little to show for it. Reviewing your analytics will help you understand what is driving results and where you may need to make changes. This is why I always recommend a proper audit to get clarity and improve your results.

Online marketing is always evolving, but the fundamentals don’t change. Over 20% of small businesses are spending ten hours or more each week on social media marketing (Statista), often without a clear structure behind it. That’s where a lot of time is lost.

And I see the difference when structure is put in place. A previous client shared that after 30 days of focused work, they not only improved their website and content, but also gained the confidence to show up live on social media and saw real progress in their business. Another described the support and strategy as “Absolutely phenomenal”, highlighting how having clear direction helped them build campaigns they can now confidently execute. That’s what happens when you move from guesswork to structure.

Remember, building results online doesn’t come from doing more, it comes from doing the right things consistently.

If you’re busy this summer and don’t have the time to review, test and adjust your marketing properly, this is exactly where support can make a difference. If you need a structured way to review and reset your marketing, you can work with me at The Visibility Lab, take part in Your Brand and Marketing Reset, or email to book a 1:1 consultation.

Don't waste time this year!