As the temperature rises, so does consumer activity. Even if your buyers are planning vacations, your marketing shouldn’t go on autopilot. Summer is a powerful time to optimize your efforts, strengthen your funnel, and fine-tune messaging when inboxes and ad space are a bit quieter. It’s also the perfect opportunity to test new tactics and collect clean data before heading into the fall push. Let’s explore how to dive deeper this summer.
Use Geo-Targeting for Smarter Reach and to Enhance Relevance
Whether you’re B2B or B2C, location matters, and geo-targeting helps ensure your message reaches the right people in the right places. By aligning ads with specific regions, events, or service areas, you can drive more relevant engagement and improve ROI.
- B2B brands can target regions tied to sales territories, industry hubs, or upcoming trade shows while B2C brands can focus on high-intent local markets, store locations, or areas with seasonal demand.
- Combine geo-targeting with behavioral or firmographic filters like job title, company size, or purchase history for more precise targeting across platforms like Google, Meta, and LinkedIn.
- Brands that implement location-based targeting report 25%+ higher CTRs and stronger lead quality across both B2B and B2C campaigns.
Pro Tip: Use A/B testing to compare performance in key markets and adjust your messaging based on regional audience nuances.
Deep Dive: Google’s “AI Mode” Is Making Waves—Are You Ready?
Just beneath the surface of your search traffic, a major shift is underway. Google has started testing “AI Mode”—an AI-powered search experience that delivers synthesized answers right at the top of the page, pushing traditional organic links even lower.
This move mirrors how users now expect information: fast, summarized, and without needing to click. For marketers, this means adapting your strategy before your visibility sinks.
Want the full breakdown? Read the blog HERE.
Keep Your SMS Marketing Timely, Professional & Valuable
SMS isn’t just for ecommerce–it’s a rising tool for client communications, event reminders, and real-time engagement with your core consumer. Summer is an ideal time to streamline your outreach and improve open rates.
- Use text campaigns to nurture lead activity for appointment confirmations, lead follow-ups, webinar reminders, or quick product/service updates.
- Best practice: Keep it concise, professional, and action-oriented. Avoid emoji overload and use them only when it makes sense.
- SMS open rates average 98%, making it a smart channel for important but time-sensitive outreach.
Pro Tip: Always include opt-in and privacy compliance especially in regulated industries.
Tap Into the Summer Mindset Without Losing Focus
Content is still your top driver of traffic, leads, and brand authority. During summer months, your audience may be slightly more relaxed, but they’re still reading, searching, and researching–just maybe from their patio.
- Focus on helpful, seasonally contextual content like “Mid-Year Marketing Checklists,” “Top 3 Tools to Reach Your Core Audience,” or “What Q3 Buyers Are Really Looking For.”
- Explore new formats: Try thought leadership video snippets, industry trend carousels, or re-share top-performing evergreen blogs with refreshed intros.
- Based on research from Demand Gen Report, 62% of B2B buyers engage with 3–7 pieces of content before reaching out to a sales rep and nearly 47% of B2C buyers view 3-5 pieces of content before engaging with a brand.
A Message From Steve Lendino, CEO at YPM
At YPM, we believe that growth isn’t found at the surface–it lives just below it. That’s why we dive deep into data, performance, and audience behavior to uncover the insights that lead to better campaigns and ultimately better business results. Summer offers the perfect moment to experiment, refine, and get clarity. Whether you’re building new audiences, tightening your funnel, or exploring fresh tactics, we’re right beside you, goggles on, prepared to swim the extra mile. Let’s make a successful splash together.
