With summer, comes festivities, vacations, and getaways… and a lot of companies will put their marketing strategies on hold. Some companies will hold off on their digital advertisements and relocate their marketing budget until September because they fear that it is a “dead” season.
First, consider that some seasonal sectors, such as landscaping, are in full bloom during this beautiful season and they are generating most of their revenue right now. Then, consider that some businesses may be the total opposite and generate sales during the winter moths only.
Whether your company may be generating revenues all year long or only during a specific season, we have put together a list of recommendations to boost your sales during the slow months. Take what mostly applies to your business.
Marketing Strategy For Slow Months
IMPROVE YOUR MARKETING STRATEGY
If your company’s industry is less busy during the summer season, so are most of your competitors. This is the perfect time to get ahead of the curve and focus your efforts on a new marketing strategy. In fact, most companies take this time to not only revise their marketing efforts but also analyse their data and performance reports. Then, crunch all those statistics and create a new marketing strategy roadmap and advertising plan for the upcoming new year.
EXPAND YOUR AUDIENCE BASE
If one of your major competitors is advertising while many are welcoming the change of pace, it’s because they see that they’ve piqued the interest of potential customers. If there was no real reason for him to have advertisement running, he would probably have waited for the return of the high season. So, you don’t want to miss this window of opportunity. This gives you the perfect reason to be running Google Ads, Facebook campaigns, or Instagram campaigns.
And while it’s best to focus on a specific target audience for the best ROI, you can take advantage of your slow season to identify potential customers outside of your typical demographic using all that data you collected. This is the time to expand your audience with new creative campaigns and ads!
SEARCH ENGINE OPTIMIZATION
On average, businesses should expect to pay $1-$2 per click to advertise on the Google search network. However, during low seasons, this amount is lower, giving you the chance not only to save money on your monthly Google advertisement but also to create more diverse ads or allocate your unspent marketing budget to different avenues, such as Local Listings, Reputation Management, and even SEO.
While it’s absolutely accurate to say there’s no set answer to how long it takes before you start seeing organic improvements from your SEO efforts, most SEO experts agree that it typically takes four to six months. Therefore, for your business to rank better in search engines, such as Google, Bing or Yahoo, during your high season you need to start your SEO services during the low ones.
Not only will SEO help your website organically and locally rank higher, but it can also significantly reduce your PPC monthly spend when time comes. A slow sales season doesn’t mean you should simply wait for things to pick up.
EMAIL NEWSLETTERS & CAMPAIGNS
According to a HubSpot survey, when asked what types of content they’d like to see from brands, 63% of consumers over age 45 said they want more emails, compared to only 31% of Millennials. It is also known that more you see an ad for a specific product, more you have the desire to purchase it. By creating email newsletters, you not only peek interests of your customers with a message, you also stay in their hearts. Boost your email signups by offering a contest or a discount code and then send creative newsletters and promotions to that audience to get them engaged.
Email marketing is good for more than just customer engagement. Relevant email marketing content could lead your audience onto your website or Facebook page, increase your Online sales, and improve your search engine ranking as well. And with new privacy laws in place, we may see a huge strategic shift towards SEO and email marketing.
RENOVATIONS AND MODIFICATIONS
Were there any projects that your company was too busy to do during the busy season? If so, now is the perfect time to get them done. In many cases, these renovations take place in your physical storefront in the form of repairs, maintenance, or new décor. But beyond the location that customers visit in person, you can also make improvements to your website and Online store.
By keeping your website fresh and updated, you not only keep Google coming back to index your website more frequently, but you also get your Google rankings higher. It also helps earn new visitors too.
It’s not only your content that you want to keep fresh and interesting. The appearance of your site will get stale over time, too – specially to frequent visitors. You may want to consider a web design makeover. While you want to visually cue visitors into the fact that you’ve made big changes, make sure to be keeping up with the latest technical standards, like fast-loading pages mobile-friendly design, and SEO-friendly templates, so you are helping with your site’s search results performance.
Turn Your Marketing Up During Seasonal Downturns
Perhaps the greatest benefit to understanding how seasonality affects your business sales is that it clues business owners into what they can and cannot control. Which means you can allocate your energy and resources where they can make a difference.
By using the AIDA model, you can trace the customer journey through Awareness, Interest, Desire and Action. It is perhaps the best-known marketing model to this date. An effective advertising should be able to attract consumers’ attention, peek interest with a message, arouse desire towards a service or product advertised and obtain an action.
When shopping for a house, we also shop for insurance, telecommunication services, furniture, and contractors for some of the renovations we probably want to get done. But not all purchase a house at the same time. Some of us will start shopping for a property in summer, some of us in fall, meanwhile some will purchase in winter. And while there may be known factors for this, many realtors advertise year-round. Therefore, even though it’s your “quiet” season, that doesn’t mean you cannot attract customers and peek their interests ahead of time.
Another marketing model we love to use is PESTLE, which stands for Political, Economical, Social, Technological, Legal, and Economic. It is used to assess the impact of macroenvironmental factors on a product or brand. With the pandemic having changed most of customer’s buying behaviors, a lot of retailers turned to Digital advertisements instead of tradition print and created Online stores. So, if you were looking to buy shoes, you would start your search on Google instead of heading into your favorite physical store. But the major issue of the smaller retailers was that they did not update their Google My Business listing or other important online directories with their website link. Their business hours were also not modified to reflect their current status so old information kept showing up. These were some of the reasons why your potential customers are now shopping at more big names, who distribute their yearly marketing budget year-round!
As you can see, marketing during slow season opens plenty of new doors for businesses, whether it is to broaden your audience or update your brand’s image. Our marketing consultants can assist with every kind of digital marketing; from SEO to PPC, social media to local listings management, and web design. If you’d like to know more on how we can improve your Online presence, get in touch with the experts of iQuest Media at 1 866-795-0644.