Are you a seasonal business struggling to figure out the best digital marketing strategy to keep your business in front of prospects and customers all year? As we move into the fall and winter seasons, some business owners find themselves wondering what to do until it warms up again, while other businesses are preparing to ramp up business.
Use these three tips to market your seasonal business year round.
1. Build a Solid Online Presence
A solid online presence comprising of SEO, social media management, and managed local listings can help set you up for success year round. A good SEO strategy, including a mobile-optimized website, relevant content, and well-researched keywords is important no matter when searchers are looking for your products and services. And, you can build an online community on your social media sites to keep current customers updated about your business so when it’s time to get their pools cleaned or hang holiday lights, they know who to call. These ongoing digital marketing efforts are important to long-term success and shouldn’t be neglected at any point throughout the year.
2. Don’t Slow Your Spend on Search Engines
When you’re running a PPC campaign, it takes time and effort to get where you want to be on the search engines. So, if you completely stop running PPC campaigns when your season is slower, you’re giving up valuable spots your competitors will be happy to fill. The good thing about running paid ads during your slow season is that fewer clicks equals less spend on your end, so you’re not wasting budget, you’re just prepping for the on-season!
3. Complement Your Basics with New Marketing Tactics
Once you have the basics of a successful digital marketing strategy down, you can add additional tactics to increase success when your season starts to pick up. For example, trying out geofencing for your HVAC company around a local hardware store or adding Facebook advertising to invite prospective customers to visit your business’s booth at a holiday festival are great ways to test out new strategies to reach more customers. Get excited about playing around with newer activities to stretch your marketing dollars even further when your business is busier.
Marketing your seasonal business doesn’t have to be difficult. Outlining a comprehensive plan that can be scaled up or down depending on the season but is built on a solid foundation can help you stay top of mind with customers when your business is slower and get new customers when your business picks up.