Spring Cleaning: Marketing Edition

Spring is here, and while most people are busy cleaning out closets and dusting off neglected corners of their homes, marketers should be doing the same, but for their strategies. Marketing Spring Cleaning is about making sure your digital presence, campaigns, and tools are working efficiently, so you don’t waste time (or budget) on things that aren’t delivering results.

If you’ve been running on autopilot, using the same tactics without assessing their effectiveness, or simply haven’t checked in on your campaigns in months, now is the perfect time to clean up, optimize, and refresh your marketing efforts. Let’s break down the areas that need a little dusting off and how to get your marketing strategy in peak shape for the rest of the year.

Clean Up Your Website

Your website is often the first interaction potential customers have with your brand, so if it’s outdated, slow, or cluttered, you could be losing leads before they even have a chance to convert. A quick website audit can reveal issues that might be hurting your performance.

• Check for broken links – Use tools like Google Search Console to find and fix 404 errors.
• Speed things up – A slow-loading site frustrates users and can hurt your SEO ranking. Compress images, enable caching, and consider a CDN (content delivery network) if necessary.
• Refresh outdated content – If your blog posts and landing pages reference stats from 2018 or earlier, it’s time for an update. Fresh, relevant content improves credibility and SEO.
• Test mobile-friendliness – More than half of web traffic comes from mobile devices. Run a mobile usability test to ensure your site looks great on all screen sizes.

Declutter Your CRM and Email Lists

A messy customer relationship management (CRM) system or outdated email list can lead to wasted resources, lower engagement, and even compliance risks. This spring, take some time to clean out your database and refine your segmentation strategy.

• Purge inactive contacts – If someone hasn’t engaged in over a year, it might be time to remove or re-engage them with a win-back campaign.
• Merge duplicate records – Nothing’s worse or creates more confusion and clutter than having five entries for the same customer. Organize your CRM by merging or deleting duplicate contacts to avoid confusion.
• Update segmentation – Are your email lists properly segmented? If you’re still sending the same message to your entire list, consider segmenting by behavior, purchase history, or engagement level. This allows you to perform targeted campaigns that include personalization features.
• Ensure opt-outs are honored – Check that all unsubscribe requests are properly

Refresh Your Content Strategy

If you’ve been churning out content without a strategy or relying on the same types of posts over and over, now is the time to rethink your approach. It’s important to remember that content marketing isn’t about volume, it’s about delivering value. A well-structured content plan ensures your brand stays top of mind while delivering valuable insights to your audience.

• Audit your best and worst-performing content – Look at analytics to see what’s working and what isn’t. Double down on what performs well and update or repurpose underperforming pieces.
• Add fresh internal links – Updating old blog posts with links to newer, relevant content helps with SEO and keeps visitors engaged longer.
• Diversify your content mix – If you’ve only been doing blog posts, consider adding videos, infographics, or interactive content.
• Optimize for SEO – Ensure all your key content pieces are optimized for today’s search trends. This includes refreshing keywords, meta descriptions, and alt text on images.

Trim the Fat & Refresh Your Social Media Approach

Social media can become cluttered just like anything else. This can include anything from too many unused accounts, outdated branding, or a posting strategy that no longer aligns with your goals. Take a step back and assess what’s really working. A clean and optimized social media presence ensures that your brand messaging is consistent and engaging across all platforms.

• Evaluate platform performance – Are you spending time on platforms where your audience isn’t engaging? If one channel isn’t delivering ROI, consider shifting focus to where the engagement is.
• Update branding – Ensure that all profile images, cover photos, and bios reflect your current messaging and branding.
• Audit past posts – Remove outdated or irrelevant posts that don’t align with your brand’s direction.
• Adjust your posting schedule – Look at engagement metrics to see when your audience is most active and tweak your schedule accordingly.
• Experiment with new formats – If static images aren’t performing well, test short-form video, carousels, or live sessions.

Reevaluate Your Paid Advertising Strategy

If you’ve been running the same Google Ads, Facebook campaigns, or LinkedIn promotions for months without reviewing performance, you could be wasting valuable budget on underperforming ads. A quick audit can help you reallocate spend to what actually works. A well-optimized ad strategy maximizes ROI and ensures you’re getting the best results for your budget.

 

• Analyze ad performance – Pause low-performing ads and allocate more budget to high-performing ones.
• Refine audience targeting – Ensure you’re reaching the right people with your ad sets by checking their performace.
• Update ad creatives – If people have seen the same ad for months, performance can start to dwindle. Meaning, it’s time for a refresh.
• A/B test new ad variations – Experiment with different headlines, images, and calls-to-action to see what your audience responds to best.
• Check tracking and attribution – Make sure conversion tracking is properly set up in Google Analytics, HubSpot, or whatever tool you’re using.

Tighten Up Your Marketing Automation

Automation is a game-changer for marketing teams, but if left unchecked, it can lead to outdated workflows, unnecessary email sequences, or underutilized tools. Now is the time to fine-tune your automations to ensure they’re still serving your goals. A clean and efficient automation setup allows your team to focus on strategy rather than fixing tech issues or untangling messy workflows.

• Audit email sequences – Are your automated emails still relevant? Update messaging, refresh subject lines, and ensure they align with your current goals.
• Streamline workflows – If you’ve created complex automations that aren’t actually driving conversions, simplify them to create a more streamlined journey.
• Ensure lead scoring is accurate – If you’re using HubSpot, Salesforce, or another CRM, check that lead scoring aligns with your most recent data.
• Integrate your tools properly – Make sure all automation tools (CRM, email marketing, social media scheduling) are working together efficiently for a unified process.

A Cleaner Marketing Strategy Means Better Results

Spring cleaning sharpens your marketing efforts by fine-tuning what works, clearing out what doesn’t, and improving overall efficiency. A fast-loading website keeps visitors engaged and boosts SEO. A clean CRM helps teams work with accurate data for better outreach. Updated content ensures your messaging stays relevant and valuable. Refined social media strategies focus on the platforms and content that drive real engagement. Smarter ad spend redirects your budget toward high-performing campaigns instead of underperforming ones.

Tuning up these areas leads to higher engagement, stronger conversions, and better ROI. A well-maintained marketing strategy delivers real results, keeping your brand competitive and your efforts impactful.