When your business has new goals or is simply concerned with staying current, it’s the perfect time to do some spring cleaning and consider a digital marketing refresh. As such, we’ve developed this checklist so you can be sure you’ve covered all your bases.
Digital marketing refresh checklist
The following is in no particular order and where you’d begin would depend on your goals. However, it’s usually a good idea to take the time to at least evaluate all of these items yearly or at least when main objectives have changed.
Update your brand identity
- Audit logos, color palettes, and design consistency across platforms
- Refresh outdated graphics or marketing materials
Why it matters
Ask yourself – if someone scrolled past your brand on Instagram, would they recognize it instantly? If not, It’s time for a branding refresh.
Your brand identity is the face of your brand—it’s what people recognize before they ever read a word. Over time, even the most well-designed branding can start to feel dated or inconsistent across platforms. A cohesive and up-to-date visual identity builds brand trust and helps your business stand out in a crowded digital space. If your social media graphics look different from your website or your ads aren’t aligned with your brand vibe, it creates confusion—and potentially mistrust—with your audience.
Plus, design trends evolve quickly. What looked sharp three years ago might now feel tired or off-trend. A small refresh (like updating color tones, streamlining your logo, or introducing modern design elements) can breathe new life into your brand without the need for a full rebrand.
Review and optimize your website
- Check for broken links, update calls to action, and assess loading speeds
- Ensure mobile and accessibility standards are up to date
Why it matters
Pull up your website on your phone right now. If it’s clunky, slow, or hard to navigate – that’s not the experience your audience expects.
Your website is often the first place people go to learn more about your brand—so it should always be working for you, not against you. A quarterly check-in ensures your site is up to date, performing well, and aligned with your current business goals.
A slow, outdated, or hard-to-navigate website can turn potential customers away in seconds. On the other hand, a clean, fast, and user-friendly site builds trust and encourages conversions. Spring is the perfect time to audit key areas like page load speed, mobile responsiveness, and user experience (UX).
It’s also smart to review your calls to action (CTAs)—are they clear, compelling, and aligned with your current goals? Are there any outdated services, team members, or messaging that need to be removed or updated?
This is also a great time to:
- Fix broken links and outdated plugins
- Refresh imagery or hero banners
- Improve on-page SEO with updated keywords and metadata
- Revisit your lead capture forms for usability and clarity
Reassess your social media strategy
- Evaluate your engagement metrics from the prior quarter or even year
- Revisit your content pillars and refresh your visual templates
- Update bios, banners, and pinned posts
Why it matters
Consistency, as we’ve said before, is key. However, that doesn’t mean doing the same thing over and over. Evolve your strategy while staying true to your brand voice.
Your social media channels are often your most active and visible touchpoints. Consistent engagement, high-quality visuals, and strategic messaging help build brand awareness, grow your audience, and drive traffic or conversions. But without regular check-ins, it’s easy for content to get stale or disconnected from your business goals.
Start by analyzing your performance metrics:
- Which posts got the most engagement?
- What type of content is underperforming?
- Are you seeing the kind of follower growth or click-through rates you hoped for?
Then use those insights to refine your approach:
- Adjust your content pillars to focus on what your audience actually engages with.
- Refresh visual templates or color schemes to align with your updated brand identity.
- Update bios, link trees, pinned posts, and highlight reels.
- Experiment with new formats—like Reels, carousels, or user-generated content.
Audit your paid ad campaigns
- Review ad performance and identify underperforming creatives or audiences
- A/B test new copy
Your ad campaigns shouldn’t run on autopilot—especially if you want a strong ROI. Digital advertising platforms like Meta (Facebook/Instagram), LinkedIn, and Google constantly evolve. Audience behaviors shift, algorithms change, and what caught attention last quarter might now be getting scrolled past without a second thought. Without regular audits, you could be wasting ad spend on outdated messaging or targeting the wrong audience.
Here’s what to look at in your audit:
- Reallocate budget: Shift spend toward higher-performing platforms, audiences, or campaign types.
- Review KPIs: CTR, CPC, conversion rate—what’s working and what’s not?
- Assess audience targeting: Are your audiences still relevant? Have you tested lookalike or retargeting options lately?
- Refresh ad creative: Swap out stale imagery, test new headlines, or rewrite copy to reflect seasonal themes or new offers.
- Check landing pages: Are they converting? Is the message consistent with the ad that led visitors there?
Refresh your PR approach
- Pitch relevant, seasonal angles to media
- Update press kits and reintroduce your brand story with new relevance
Your brand story evolves. New partnerships, launches, or shifts in your services may not be reflected in your existing press materials or messaging. A seasonal PR refresh helps you stay relevant, timely, and positioned as a go-to source in your industry.
Start by reviewing and updating:
- Your press kit – Ensure bios, branding, photos, and stats are current.
- Recent coverage – Has it slowed down? Are there fresh angles or stories to pitch?
- Media list – Update contacts and consider adding new journalists or publications.
- Key messaging – Align PR talking points with your latest campaigns, values, or market trends.
Plan for the seasons ahead
- Start planning now for seasonal promotions or events
Your competitors are planning ahead. Don’t let them get to your customers first.
Great marketing doesn’t happen last-minute. Brands that see the strongest results are proactive — not reactive with their digital marketing refresh. Whether you’re prepping for summer product launches, seasonal sales, back-to-school promotions, or fall event marketing, starting early gives you more time to craft strong creative, align messaging across channels, and avoid the chaos of rushed rollouts.
Use this time to:
- Map out your content calendar through the next quarter
- Brainstorm seasonal campaign ideas that tie into upcoming holidays or trends
- Line up photo or video shoots before summer is in full swing
- Schedule time for collaboration with partners or influencers
- Allocate budget for big pushes, ad campaigns, or PR outreach
Even if you’re not planning a major launch, keeping one step ahead of the calendar lets you stay nimble and capitalize on opportunities before they peak.
Need a helping hand with your digital marketing refresh? Call on the Oddballs!
Each quarter is the perfect opportunity for a digital marketing refresh. From visuals and website updates, to social media, ads, and PR, a little maintenance goes a long way.
Need help executing your refresh? Our team of Oddballs can help breathe new life into your brand. Contact us to get started with a no-obligation consultation!
