Monday Jun 30, 2014 by Kristin Dziadul - Founder, KDMedia
“We should hold this off until fall — no one does this in the summer so let’s start planning at the end of August instead,” said nearly every marketing and product team, ever.
While it’s not the greatest time to launch a product or get a lot of PR, it’s definitely a great time to start planning ahead. That impending product launch? Yup, that needs a lot of planning put into it. That inbound tool your engineer has been working on? That will need a PR plan behind it to give it some leverage.
I personally love summer because it gives us marketers (and anyone, really) time to (a) reflect on progress and (b) decide what you need to accomplish in the next several months. It would be a failure on our part to let these months pass by idle.
While the appeal of suntans, sandy beaches, bonfires and Coronas may be calling your name (and I don’t blame you!), you can still muster up the energy during the day to set yourself up for success this summer.
Here are the top five marketing-related projects you should be focused on the next few (hot and sticky) months:
Progress reviews and metrics reports are a living-breathing thing that should be done regularly anyways. However, the summer months provide you the perfect opportunity to really hone in on some particular metrics and gather actionable insights and ideas from them.
You should also check out this fantastic SaaS KPI Metrics chart, put together by David Skok of Matrix Ventures to help you frame your metrics reports and understand what you should be measuring and reporting on.
If you find that your blog posts are underperforming (in terms of traffic, conversions, etc.) or that more can be done to bring attention to them, it’s time to revisit your editorial calendar. I actually recommend that companies do this every 90 days or so, especially if things are changing fast with your company and product.
You should also check out Janet Aronica’s eight recommendations for blog post topics that should be on your editorial calendar — it’s awesome, seriously.
While the summer certainly isn’t the perfect time to pitch to the media, you can instead start planning for PR-worthy stories.
The lesson here: create news whenever you can.
The summer is also a good time to revise your media list, pitch message, byline topics, etc.
Have your sources for social media content gone stale? Are your followers bored with the topics you’re sharing? When you don’t have blog posts and announcements of your own to share out, it’s always a good idea to share out third party blog posts that relate to your company’s mission and beliefs.
I’m always looking for new content both to share out and learn from — both for my clients and for my own professional development, so I can’t emphasize enough how important this is.
The summer could be just the perfect time to build something new, such as an inbound tool, and have it ready come fall.
They’re a great way to (a) instantly provide value to your target audience in a way they’ll appreciate, (b) collect new leads to later convert to your main product, and (c) leverage for additional PR (as described above).
While you’re at it, get creative with your tool. Start by answering questions such as:
I could go on and on about what you could do in these hot, sticky summer months. In short, don’t want until the fall to cram your schedule with 12-hour days to get done what you should be doing today. If you’re not spending the time actively promoting new products, announcements, tools, or answering influxes of customer emails and tweets, then shift your focus to metrics and planning to set you and your team up for success. And you just might impress your boss with all that you find — especially if they take a nice long vacation, giving you added quiet time to focus :)
Kristin Dziadul is the Founder of KDMedia. You can find this blog post, as well as additional content on Kristin's blog located here. You can also follow Kristin on Twitter (@KristinDziadul) by clicking here.