What Successful Marketers Are Doing While Everyone Else Is Taking the Summer Off

by Tom Snyder on Jun 25, 2025

After nearly 30 summers running a digital marketing agency here in Wisconsin, I get it. When the days finally get longer, the sky turns blue, and the patios, parks, beaches and lakes fill up with people and laughter, it's tempting to shift into low gear. We wait all winter for this. Summer’s short, and it feels like we’ve earned the right to do a little coasting.

But here’s the thing: while you’re unplugging, your prospects aren’t. They’re still exploring, still gathering intel, still teeing up decisions they plan to finalize right after Labor Day.

Research shows that B2B buyers stay active even when the season slows. In fact, 97% visit vendor websites before ever reaching out, and 91% already know who they want to contact before the first meeting. Nearly a quarter spend 10–19 hours a month researching potential purchases, and another 9% log over 20 hours. Even if the inbox is a little quieter, buyer intent isn’t. And with 85% of buyers already clear on their requirements before sales gets involved, your visibility during summer matters. Those quiet weeks...when nearly 95% of businesses say productivity dips due to vacations...are often when buyers catch up on content, vet their shortlists, and decide who they'll call when fall arrives. If you wait until September to show up, you’re probably already behind.

The game doesn’t stop. It just shifts into a lower gear. If your brand goes silent too, you’re missing the most strategic window to get on your prospect’s radar.

Summer Isn’t Dead Space. It’s Your Runway.

We’ve seen the numbers: B2B website traffic often holds steady through the summer. Sometimes it even goes up. Podcasts, blogs, and long-form content see more engagement from audiences catching up during slower weeks. Decision-makers, with fewer meetings and less pressure, finally have time to explore ideas and look at their options.

In short, summer gives your future clients space to think. The smart brands show up during that space with ideas, clarity, and value. They don’t pause. They prepare.

Five Things You Can Start Right Now (and Be Glad You Did in September)

1. Keep Creating While Others Go Quiet

This is when your competition hits pause. That makes it the perfect time for you to hit publish. Whether it’s a blog post, an email, a podcast or a quick-hit social series, summer gives you space to stay in front of your audience while everyone else fades into digital silence.

It’s not about going viral. It’s about showing up. Your content doesn’t have to be perfect. It just has to be present when someone’s looking for answers, ideas, or solutions. And odds are, they will be.

2. Refresh Your Website Before Fall Traffic Hits

You know that section of your site you’ve been meaning to fix since 2021? Yeah. That one. Summer is the time to finally tackle it while timelines are flexible and inboxes are light. Whether it’s a full redesign or just a messaging cleanup, now’s your chance.

Because once September hits, decision-makers are back, and every visitor counts. You don’t want a clunky layout or outdated content to be the reason they bounce.

3. Rethink the Plan (While You Still Can)

The year’s half over, which means it’s the perfect moment to pause and take stock. Are your campaigns actually working? Are you hitting goals, or just going through the motions? Summer gives you a rare window to review without the usual chaos.

Use it. Clean up your strategy. Recalibrate your budget. Make sure you’re set up to hit the ground running when Q3 turns the corner into Q4, because by then, it’ll be too late to pivot.

4. Start the Conversation You’ve Been Putting Off

Whether it’s exploring a new agency relationship (ahem), launching that campaign you keep pushing off, or finally doing something meaningful with SEO, this is your window. You’ve got room to think...and make...smart moves without a fire under you.

Start the conversation now, and you’ll be way ahead of the pack when everyone else wakes up after Labor Day and scrambles to get things moving.

5. Listen to Marketing Podcasts! 

Whether you're walking the dog, driving up north, or lounging in a floatie on Okauchee Lake, it's never been easier to stay sharp without staring at a screen. Marketing podcasts...especially the good ones (you know, like the Trivera Deep Dive with Chip and Nova)... are perfect for soaking up fresh ideas while still enjoying your summer.

You’ll hear what’s working, what’s not, and what’s next, all from people who are in it every day. And if you're thinking, "Wait… should my company have a podcast too?" Well, that’s a whole different conversation we’d love to have.

Trivera Is Right Here (With Sunscreen in One Hand and Strategy in the Other)

We’re not taking the summer off. AI doesn't either. We’re ready with our team and our tools to do the same thing we’ve done for three decades: helping brands use this quieter season to sharpen their presence, clarify their message, and build smart marketing that’s ready to roll when the market heats back up. 

Whether you’re ready to:

• Launch something new: like a branded podcast from Trivera!
• Tackle a website refresh: like Trivera is doing this month with ours!
• Or finally find a partner who can guide the whole digital marketing effort: like Trivera!

We’re here. And this is the perfect time to get started. Because when the out-of-office replies disappear and inboxes start filling back up, you’ll want to be the brand that’s already in motion.
 

About Tom Snyder

Tom Snyder, founder, president and CEO of Trivera, a 29-year-old strategic digital marketing firm based in suburban Milwaukee. Tom has been blogging since 1998, sharing the insight gained from helping businesses and organizations reinforce their brands by taking full advantage of digital and web technology as powerful tactics.

Photo Credit: Sora