Your Mid-Year Marketing Report Card: How'd You Do?

You know that reminder you get from your dentist’s office telling you it’s time for your six-month check-up? Well, this is sort of like that except we’re going to see how you’re doing with those ambitious marketing plans now that we’re at the year’s midway point.

Since two of the biggest drivers of new and repeat business are email and social media, below are tips for further analyzing your results along with ideas for ending the year with a bang.


You already know to look at open rates and social-sharing metrics, but another dimension to consider is which customers are actively spreading the word about your business. Sending them a personalized note thanking them for their support can go a long way.

On the flip side of having a healthy list of raving fans are those customers that have opted out of receiving your emails. If you’ve revamped your newsletter and/or have a great offer for them, reach out to see if they want to rejoin your mailing list. By focusing on the customer’s benefits of being a subscriber, you’ll be able to revive old connections.

Social media

Don’t fall for the myth that you need to amass thousands of fans and followers to get traction on social media. To assess your progress, forget about quantity and tweak your campaigns based on the answers to the following three questions:

  1. Is your target audience still hanging out in the same places?
  2. How often are you actively engaging your audience with interesting questions, polls, and fresh insights as well as promptly responding to and sharing their posts?
  3. Are your posts relevant to your industry and expertise and mostly non-commercial?

Armed with the knowledge from your marketing self-assessment, here are five ideas to help you start planning your campaigns for the rest of the year.

  1. Brainstorm ideas for great newsletter content based on recent customer experiences, upcoming holidays and events, news and trends.
  2. Identify your top area of expertise and focus your posts on this differentiator.
  3. Meet up with other Chicago business owners to discuss joint marketing activities.
  4. Develop a “back-to-school” curriculum of online and/or in-store workshops where you can demonstrate your expertise while engaging customers.
  5. Plan a private event such as a sneak peek at upcoming products or menu items, or present a special offer to thank your top customers.

Steve Robinson is Constant Contact’s small business expert in Illinois and Wisconsin. A knowledgeable marketing expert with 30 years of experience, Steve has helped thousands of small businesses, associations, and nonprofits develop and implement effective email marketing, social media and online survey strategies. A popular speaker and educator, Steve gives small businesses and nonprofits the tools, techniques, and strategies they need to grow and expand their business and to maximize the power of relationship marketing. Steve’s experience in small business ownership, business development, sales, and fundraising help associations, small businesses and nonprofits achieve success.

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