The Mid-Year Marketing Check-Up: Are You on Track to Hit Your 2025 Goals?

Hard to believe, but we’re halfway through 2025. If you haven’t paused yet to assess how your marketing strategy is doing, now’s the time. 

The mid-year mark is a golden opportunity to figure out what’s working, what’s not, and what needs a nudge to get back on track toward your annual goals. Wait until Q4 to course-correct, and you’ll be scrambling. Do it now and you’ll finish the year strong.

Here’s how to take stock, make smart adjustments, and get your marketing running smoothly for the second half. 

Start With Your Goals: Are They Still Realistic?

Take a step back and evaluate the bigger picture: How close are you to meeting the goals you set at the beginning of the year? If progress has slowed, dig into why.

For example, if you’re seeing an uptick in traffic but conversions aren’t following suit, your messaging may need to be refined. Or your calls to action (CTAs) may need more punch. If social media engagement is up, but sales aren’t moving, you may not be nurturing leads properly. Or there could be a disconnect between your audience interest and actual action.

These are just examples of things to think about. The goal is to increase your awareness of measured progress, dial up the intentional decision-making, and (where needed) adjust.

Content and Campaigns: What’s Working, What’s Not?

Not all campaigns stand the test of time. Sure, some continue to drive leads and conversions well beyond launch, but most peak and lose steam at some point. It’s important to identify which of your campaigns is which so that you can take the right action moving forward.

For content that’s still performing well (blog posts, videos, or emails), ask: How can you repurpose or extend that success? Take the content from your high-traffic blog post, for instance, and use it to create a series of LinkedIn updates, an infographic, or a new webinar. 

If certain campaigns aren’t driving results, you don’t necessarily have to give up. Try making small adjustments, like tweaking a subject line, changing the offer, or shifting your audience targeting. See if your performance metrics tick up.

And, of course, if something is outdated, performs poorly beyond repair, or just doesn’t suit your brand, product, or positioning anymore, archive it. Think of anything you stop doing as reclaimed bandwidth to try something new. 

Your Tech Stack: Is It Helping or Hindering?

Marketing tools are an investment that should make your work flow better. The mid-year mark is a good time to perform a quick audit to make sure your tools are doing just that. 

Consider: 

• Are you actually using all the tools you’re paying for? 

• Are any subscriptions sitting around underused or not used at all? 

• Have you allocated seats to employees who don’t need them anymore?

• And are there tasks you could automate, but haven’t got around to just yet?

The goal is to make sure the technology you’ve invested in is increasing your efficiency. If you’re wasting resources or getting unnecessarily slowed down, it’s best to make changes—quickly.

SEO and Social Media: Are You Still Visible?

SEO isn’t a one-and-done task. Search trends evolve. What worked at the beginning of the year may no longer be effective. Check your search rankings and update your keywords. Be sure your content still matches your target audiences’ search intent.

Your social media is another channel to revisit. Are you seeing the engagement you want? Are your platforms of choice working well? Are you posting anywhere that just doesn’t convert? If one channel is underperforming, adjust your strategy or cut back your efforts there. Double down on what works.

Marketing and Sales: Are They on the Same Page?

One of the most common hurdles for teams is a lack of communication between marketing and sales. If your sales team isn’t closing the leads marketing is bringing in, something’s off.

Here at midyear, take some time to check on your leads. Are they really sales-ready or do they need further nurturing before they get handed off? See where conversions are going smoothly, and where prospects are getting hung up. If pauses are happening at a particular stage, could a targeted piece of content (like a case study or a webinar) help things along in the funnel? Add it to your content marketing to-do list and see.

Bottom line, make sure your marketing and sales teams are aligned and working toward the same goals.

Get Ready for a Strong Finish

At your mid-year check up, you’re looking back. But it’s all about setting yourself up well to move forward. With your insights in hand, adjust your strategy, reallocate your budget, and invest effort and intentionality where it works. Before you know it, you’ll be crushing those H2 goals.

Need an outside perspective? Let’s talk. We can make sure you hit your metrics without any Q4 panic this year.