The end of the year is a particularly interesting time for those of us working in the digital marketing industry. On the one hand, we may be looking forward to some much-needed time off. However, on the other hand, we (along with our clients) tend to reflect on the year that has passed and the goals we are formulating for our digital campaigns & website in the coming 12 months.
It’s a natural and predictable dynamic that always comes around this time of year. As you get a break from the day-to-day distractions of work, it gets easier to start thinking more strategically. You consider what’s gone right or wrong recently, as well as what you might be able to do to improve results and performance going forward.
With that in mind, today I want to share five tips you can use to make the most of website & digital campaigns in 2026 and beyond. In case you’re new to our company or need a refresher, we created a framework called the G³ Framework where we position your website at the core of growth and at any time after a website has been set up properly, the goal is to either get the right eyes to your website & landing pages, then give them knowledge to help them convert while finally and ultimately all this to help grow pipeline for your company. To run our G³ Framework in a clear & optimal way, we break down the strategies & tactical items into 90-day sprints.
Now that I can be sure we’re all on the same page, let’s look at what you can do to lock in your digital & website strategy for the coming 12 months.
Tip #1: Get Back to the Basics
The first step toward better digital campaigns & using your website is to simply go back to the basics. That means revisiting your ideal customer profiles (or personas if you prefer that terminology) to make sure the intel you have on file is as accurate and detailed as it possibly can be to ultimately serve the most value to your marketing & website decisions.
It’s easy to assume you know all you need to about your buyers, but if you get these details wrong then nothing else you do will work. So, this is a good time to ensure that your information is accurate and current. It’s also a smart idea to think about your company initiatives & brand positioning and how that aligns with what you know about your target market. Are the two in sync?
It’s the mixture of the right message and the needs of a specific target market that make every B2B website campaign successful. Take the time to think about both.
Tip #2: Check Your Progress
Ask yourself: what went right or wrong over the past year? Were there some quarters that were better than others? Did you make progress on your goals or did all of your plans fall by the wayside? As a side note, setting big targets and then failing to make progress is extremely common (more on that in a moment).
Basically, you want to think about which digital campaigns worked and which ones didn’t. Why were they successful or unsuccessful? And, just for good measure, consider whether your competitors did anything that was noteworthy and how you might duplicate their success or avoid making the same blunders they did.
It’s hard to get where you’re going if you don’t know where you’ve been, or why you arrived there.
Tip #3: Focus on Something Doable
The essence of running digital campaigns begins with the obvious and necessary. The reason we break things into 90-day sprints is that it keeps our steps actionable and doable. That doesn’t mean we start small; it just means we begin with a very defined goal.
To look at this from the other side of things, if you can’t perfectly define what you want to accomplish in the next 90 days, then it’s highly likely that you won’t reach your target at all. You won’t know what you’re aiming for or which activities will move you in the right direction. That’s a prescription for failure.
Consider where you want your website’s success metrics to be in three months, and then select something that will make a meaningful difference and can actually be achieved. That puts you in a position to start off on the right foot.
Tip #4: Execute on Your 90-Day Website Campaign Strategy Sprint
Execution is key to any plan, of course. It doesn’t matter what you intend to do if you never take action. It’s amazing to think about how many great ideas and campaigns probably never got off the ground because they simply weren’t followed through with.
Generally, when companies fail to run websites and digital campaigns effectively, it’s for one of two reasons. Either they haven’t actually defined the right 90-day target (as described above), or they might lack the internal resources to implement their plans effectively. Common sense dictates that you won’t find success if you aren’t sure what to do.
That brings me to our final tip, which is possibly the most important one.
Tip #5: Avoid the One HUGE Mistake
Running website & digital campaigns isn’t complicated but it’s nearly impossible to pull off on your own. That’s partly because you might lack important pieces of expertise related to things like search engine optimization, website optimization, video integration, testing or design & development (as examples). It may also be because you lack the right background or experience to correctly choose your perfect 90-day website campaigns.
So, I hope you’ll avoid the most common digital campaign blunder, which is trying to implement your plan alone. This entire process gets much, much easier when you have a committed team of B2B website design & optimization specialists on your side. Then you can get help designing your digital campaigns & website optimization, along with measuring the results, and then ensuring that you’re able to compound those improvements again and again with each successive sprint.
Running 90-day digital campaigns works, but only if you have the right planning, execution, and follow-through. One key way to help ensure you’ll get all three is by having the right digital website optimization experts & partners working alongside you.
Need Help With B2B Website & Digital Campaigns?
If you want to help ensure you get better results in 2026 than you did in the past year, then this is the perfect time to start reviewing. Learn more about our website campaigns service or get in touch to connect with a GoingClear team member to see how we can help.
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