The calendar might say summer, but in the marketing world, June marks a critical checkpoint: the halfway mark of the year. It’s the perfect time to step back, zoom out, and take stock of what’s actually working and what might need to change.

At ICS, we’re all about being agile, intentional, and results-driven. A mid-year marketing review helps ensure that your time, budget, and creative energy are aligned with your bigger-picture goals as we head into Q3 and beyond.

Whether you’ve been crushing your KPIs or flying by the seat of your content calendar, let's dive in to why a mid-year reset is so valuable and what to focus on as you do it.

Ask the Big Questions

Before you get into the nitty-gritty numbers, pause and take a step back. Data is important but it only tells part of the story. Your team’s insights, creative instincts, and real-world experiences are just as valuable in shaping a strong second-half strategy.

Start by asking the big-picture questions:

• What campaigns or content performed better than expected?

• Are there any platforms or channels that have slowed down or plateaued?

• What kind of feedback are you hearing from customers or your online community?

• Has your team experienced unexpected roadblocks—or surprising wins?

This kind of reflection is where strong strategy starts. By getting clear on what’s truly working (and what’s not), you’ll be able to pivot with purpose instead of just reacting.

Review the Right Metrics

Once you’ve done your reflection, it’s time to dig into the data. Numbers don’t lie, but they do need context. A mid-year review isn’t just about tracking performance; it’s about understanding what the data is telling you, so you can make smarter decisions going forward.

Not every business needs to measure the same things, but here are a few key areas we recommend keeping an eye on:

Social Media: Are your posts actually engaging your audience? Look at reach, engagement rates (likes, comments, shares), follower growth, and story views to see what’s resonating and what’s not.

Website: Dive into traffic sources, bounce rates, your top-performing pages, and conversion paths. Is your website supporting your goals, or are users dropping off too soon?

Email Marketing: How are your emails performing? Review open rates, click-throughs, list growth, and unsubscribes to assess whether your messaging is landing.

Digital Ads: If you’re running paid campaigns, take a close look at your click-through rate (CTR), cost-per-click (CPC), return on ad spend (ROAS), and overall conversion performance.

Feeling unsure about how to interpret your metrics or what they mean for your next steps? That’s exactly where our team can help, whether it’s through a performance audit or a collaborative planning session.

Set Smarter Goals for Q3 and Q4

Once you’ve taken stock of where things stand, the next step is to look forward with intention. What does success look like for your business in the second half of the year? What needs to happen between now and December to feel like you made real progress?

Now’s the time to refocus your efforts and set clear, measurable goals that align with both your business objectives and the insights you’ve gained from your mid-year review. Here are some examples to get you thinking:

• Grow your email list by 15–20% with helpful resources or exclusive offers in exchange for sign-ups.

• Boost website conversions with clearer calls-to-action, updated landing pages, or improved user experience

• Launch a fall campaign with sharper creative, better storytelling, or a seasonal promo strategy

• Test a new channel or reallocate ad spend based on performance (hello, TikTok or YouTube Shorts!)

• Enhance brand consistency across platforms, especially if your visual identity or messaging has evolved

Remember: your goals should be realistic and achievable, but still bold enough to create momentum. Use what you’ve learned in the first half of the year to refine - not repeat - your strategy moving forward.

Let’s Make It Happen

You can do this. A mid-year review doesn’t have to be overwhelming it just takes a bit of focus, curiosity, and a willingness to adjust course. Reflecting on your progress and realigning your marketing goals is one of the most impactful things you can do to set your brand up for success in the second half of the year.

But if you’re not sure where to begin or want a partner to walk through it with you - we’re here for to help! Whether you’re after clarity, momentum, or a fresh strategy, we’ve got you!