Having a seasonal business is really challenging, as in the peak season you boost your revenue, conversion rates, and sales, but when the high season ends, you end up with an unstable income stream, as you don’t have anything to offer. But the good news is that you can take advantage of running a seasonal business by spending your time wisely during the off-season days.
Here is a guide for you on when and how to market your seasonal business, let’s dive into it.
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Table of contents
1. Take Advantage of Off-season
The off-season is the perfect time to start noticing your business advantages and flaws and make adjustments based on your research. To ensure better results, check the following tips:
Research Competitors
If you want to stand out with your seasonal business, you need to research your competitors and see how they market their brand, how they reach customers, what tools they use, and what campaigns they have. Don’t copy their campaigns, instead, stand out with your unique marketing strategies to attract your prospects.
Related Reading: How to Spy On your competitors.
Plan Your Marketing Strategy
Many businesses make the common mistake of planning their marketing strategy a month before the peak season comes. A rushed digital marketing campaign strategy will lead to failure. On the other hand, taking advantage of the off-season and strategizing earlier to have a carefully planned marketing strategy will lead to success. With that in mind, examine your previous marketing efforts to determine what worked well and what can be done differently in the upcoming season to achieve greater results. Remember, you have more downtime and can work on marketing projects that you will not manage to do during the peak season, such as making your website more user-friendly and navigable.
Provide Off-season Discounts
Offer off-season discounts for your services to keep your customers engaged. In this way, you’ll also get extra money to prepare your next season’s campaigns. For example, you can consider making a one-day sale.
Opt for Marketing Services
Professionals in marketing agencies, like PR, digital marketing, and SEO specialists will help you understand how to plan your marketing campaigns. The benefits of PR for your business are building trust and credibility and boosting your image and reputation. SEO, content marketing, and SMM increase conversion rates and sales, driving more traffic and helping you get higher rankings on Google. That’s why marketing providers can help you have success in your seasonal business before the peak season comes.
2. Encourage Seasonal Bestseller
If you are thinking of effective ways to market during the peak season, consider promoting your seasonal bestsellers across your social media platforms, especially the ones that your target audience uses the most. For instance, if your customers are more active on Instagram, then share your items through your stories, posts, and ads to boost more sales on them.
3. Request Customer Reviews and Feedback
Those who use your services know best what your business lacks and how you can improve it. Ask your clients to give you some feedback about your seasonal business. You can send them a link by email, making everything much easier and having the relevant data. Ensure to read the feedback and consider each detail not to disappoint your customers. Pay special attention to negative feedback to improve your business the way your customers expect. And see what other products they may want you to sell, that you don’t have at the moment. Your customers give you the best ideas for improving your business.
Also, you can request them to leave some reviews regarding your seasonal business on social media platforms. Keep in mind that you drive more leads by reviews because now most people don’t consider buying from the businesses that don’t have any reviews. Use your high-traffic season for customer feedback and reviews.
4. Concentrate on Content Marketing
Update your email campaigns, social media posts, and blogs to share with your customers during the off-season. In this way, you’ll remind your customers that you are still there and plan to prepare for them something special in the next season. Also, your content will build brand trust and make your clients feel that you are on top in your industry. Your social presence will keep your customers engaged. Consider preparing your content calendar for the high season as well, as, in this season, you won’t have enough time for making high-quality content. You can create a newsletter with insider tips, tutorials, and helpful blogs to stay on your clients’ radar. Keep in mind that all your content should be SEO-friendly to rank higher in search results.
5. Run a Contest
Everyone loves to receive something for free. That’s why running a contest or giveaway is one of the most effective ways to engage customers and bring new leads. When implemented correctly it can help you boost brand visibility and increase conversion rates.
You should start by choosing the type of contest you want to host and which social media platforms are best for it. You need to have specific instructions and a deadline. Also, it is essential to have a branded hashtag that customers will use.
In this way, you’ll boost engagement and reach a broader audience. Make the contests simple and inform people about the winner at the end. Use the contest to have an email database of prospects who agree to receive emails from you regarding your new offerings. Your contest rules may include:
- following your account
- liking the post
- tagging three friends
- posting the contest on their stories with your branded hashtag.
Contests are great ways to generate more leads so put them to the test during your high-traffic season.
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6. Improve Your Website
Keep all your contact information up to date. Imagine that you’re a customer. If you enter your website, does it load quickly? Does your website look professional? Is it easy to order your services? Making your website SEO-friendly is essential. If your website provides a good user experience, you’ll get a higher ranking.
Recommended; Do an SEO Site Audit
7. Organize an Event for Your Loyal Clients
Increase customer loyalty by hosting a fun event or simply a thank-you party for your seasonal customers. It may be a sneak peek at next season’s items (with the ability to purchase ahead of time at discounted prices). For having some money to spend for the next season, you can provide discounts to those who will pay early. For instance, if you have a market where you sell all Christmas-related stuff, you can offer discounts to those who will buy your products starting from September.
8. Market a New Product
Consider adding new products in your seasonal business, especially by paying attention to the feedback your customers give. If your customer wants to see new products, then meet their expectations. Let’s say you have a Christmas market. When the high season completes, you end up with nothing to sell anymore. To keep your income steady, you may think of offering products for other holidays as well, such as products for Valentine’s Day, Mother’s Day, Father’s Day, Thanksgiving, and so on.
9. Get Referrals
Contact happy customers and ask them to recommend your service or product to their family members or friends that may be interested. As a reward, you’ll give them a gift card or discount coupon.
These were the essentials for marketing a seasonal business. Use your off-season smartly, make every effort during your peak season, and hit a home run.
Recommended: If you are B2B SaaS looking for referrals, check out affiliate management tool.