For many small business owners, summer can feel like a lull. Customers go on vacation, client calls slow down, and revenue may dip depending on your industry. But instead of seeing this seasonal slowdown as a setback, savvy businesses view it as an opportunity to reset, plan, and grow in ways that are often hard to prioritize during busier months.
At Sprout Media Lab, we help local businesses use the summer season not to survive, but to strategically thrive.
Here’s how to turn those quiet summer weeks into a launchpad for long-term growth, using smart digital marketing moves like strategic planning, SEO content creation, and email list building.
Use Summer to Revisit & Refine Your Marketing Strategy
Summer = Time to Work On the Business, Not Just In It
Busy seasons can trap business owners in the day-to-day. Use the slower pace of summer to:
- Audit your marketing performance: What’s working? What’s underperforming? Where are you leaking leads?
- Update your buyer personas: Have your customers changed? Are there new pain points or trends to respond to?
- Plan your next 90-day marketing sprint: What campaigns will you run in Fall? What offers will you promote? What events will you attend?
Pro Tip: Create a quarterly “Marketing Scorecard” with clear metrics for lead gen, conversions, social growth, and ad performance.
Create Evergreen & Seasonal SEO Content
Google Loves Fresh Content… So Feed the Machine While It’s Quiet
Summer is the perfect time to create blog posts, city landing pages, and service content that will work for you year-round. Focus on:
- Blog topics that answer summer-related queries (e.g., “How to Prep Your HVAC for Summer” or “Best Outdoor Lighting Ideas for Entertaining”).
- Evergreen articles that build SEO authority (e.g., “Top 5 Benefits of Working with a Local Service Business”).
- City-specific landing pages for each area you serve – great for improving local search visibility and Google Maps rankings.
- Service FAQs and internal linking improvements to help guide both users and search engines.
Pro Tip: Don’t just write – optimize! Use structured headers, metadata, and keyword placement to make your content AI and search-friendly.
Build or Refine Your Lead Magnets
Summer is a great time to create compelling lead magnets that attract the right kind of prospects. Think beyond generic newsletters – create high-value downloads like:
- Seasonal checklists (e.g., “Your 10-Point Summer Home Maintenance Guide”)
- Service-specific guides (e.g., “What to Know Before You Repaint Your Home’s Exterior”)
- Exclusive coupons or limited-time offers
Pro Tip: Promote your lead magnets on your website, social media, and in your email signature to drive passive lead gen.
Run a Summer Flash Sale or Limited-Time Offer
Create urgency and spike short-term revenue with a seasonal promotion:
- “Summer Special: 15% Off Any Outdoor Service Booked in June”
- “Backyard Bundle Deal – Get Power Washing + Gutter Cleaning at a Discount”
- “Free Consultation Fridays: Limited Spots Available”
Pair your promo with social ads, email blasts, and a dedicated landing page for maximum conversion.
Pro Tip: Use scarcity and deadlines (“Only 5 Spots Left!” or “Expires July 15”) to increase action-taking.
Shoot Fresh Video Content While the Weather’s Good
Use the bright, sunny weather to:
- Capture before-and-after service videos
- Interview happy clients on location
- Record short explainer videos to use in ads or your website
Video is one of the most effective forms of content marketing – and summer gives you a natural backdrop to make your brand shine.
Pro Tip: Upload videos to YouTube (boosts SEO), embed them on your site, and chop them into bite-sized clips for social media.
Partner with Complementary Local Businesses
Form summer alliances with businesses that serve the same customers but aren’t direct competitors. Examples:
- A landscaper partners with a pool cleaner for a “Backyard Refresh” package
- A fitness studio teams up with a healthy meal prep company for a summer challenge
You’ll cross-pollinate your audiences, double your exposure, and potentially cut marketing costs in half.
Pro Tip: Co-host a summer giveaway or live social event to build buzz and mutual trust.
Double Down on Email List Building & Nurture Campaigns
Your Email List is a Growth Asset – Treat It Like One
Your email list can become your most profitable marketing channel—if it’s healthy and active. Summer is a great time to:
- Build your list through gated content, website pop-ups, and social lead gen ads.
- Segment your audience into categories like past customers, new leads, or promo responders.
- Create nurture sequences to re-engage cold leads or upsell existing customers.
- Test new offers or “flash sales” to generate quick wins and keep your audience warm.
Pro Tip: Use automated email tools like Mailchimp, Klaviyo, or Go High Level to build out campaigns that run while you’re at the beach.
Bonus: Refresh Your Digital Assets
If your marketing is still wearing last year’s clothes, now’s the time for a glow-up:
- Update your website photos with summer-relevant visuals.
- Refresh your Google Business Profile with summer hours, promos, or new service listings.
- Revamp your social profiles with a seasonal theme and consistent branding.
A polished digital presence helps convert that curious visitor into a real customer – before your busy season picks back up.
Smart Businesses Don’t Sleep on Summer
Yes, business might slow down—but that doesn’t mean your growth has to stop. When others are coasting, you can be creating, optimizing, and building a stronger marketing foundation.
At Sprout Media Lab, we help small business owners take advantage of these off-peak seasons to gain a real competitive edge.
Ready to Grow Smarter This Summer?
If you’re ready to stop waiting for the busy season and start building real momentum, let’s talk. Whether you need help with SEO, lead gen, or a full marketing strategy refresh—we’ve got you covered.
Schedule a Free Marketing Strategy Session »
Let’s make this your most productive summer yet.