The holidays are the most wonderful time of the year…for some. For others, the holidays may mean the slow season is here. If your business slows down during the holidays, you may think of cutting your digital marketing budget, or even worse, stopping your campaigns all together. While your digital marketing campaigns may seem like something you can turn on and off like a light switch, this isn’t the case, and stopping your campaigns sporadically throughout the year can be detrimental to the health of your online marketing.
1. Search Engines Don’t Go On a Break
Over the years, a number of our advertisers have asked us to pause their campaigns from Thanksgiving through the New Year in the hopes of saving money when things can get a bit tight. Unfortunately for those businesses, the search engines do not take a holiday break. Google, Yahoo, and Bing are providing consumers with the best results to their searches year round. When you pause your campaign, it means that high-converting spot we’ve been working toward all year is now open, and your competitors will be happy to take your place on the search engine results page as well as your customers.
2. Effective Digital Marketing is Constant, Not a One-Time Event
Getting to the top position on a search engine results page, whether for SEO or SEM, is a difficult process that takes time and constant care. Securing that top spot is only one piece of the puzzle; keeping your top spot can almost be more challenging at times, especially if you’re in a very competitive industry where there is a war for that number one spot at all times. The best way to reach this top spot, and maintain that position, is to make gradual and calculated changes over time without lapses in your campaigns. By keeping a constant presence on the search engines, you show legitimacy, which can improve quality score, costs, and strengthen your presence online.
3. Short-Term Savings vs. Long-Term Effects
Taking a break from digital marketing is exactly what your competitors want you to do. When you stop making strategic changes to improve your presence online, you allow your competitors to overtake you on search engines. This can have long-term negative effects to your business as a whole, not just your online rankings. The great thing about the off-season is that all of your competitors are experiencing an off-season as well. When an entire industry goes through the same changes year after year, the whole search landscape is affected. For PPC campaigns, this can be the time of year when cost-per-clicks are at their lowest. If search results are low, you’ll see fewer clicks anyway, so you’re spending less money overall, which still helps you tighten the purse strings a bit. For SEO, you can never take a break from optimizing your presence online. You’ve most likely heard the analogy SEO is a marathon and not a sprint – you can’t take a nap halfway through the race. We want to reach the finish line strong.
In closing, the search engines have a huge impact on your business – whether you’re actively running your campaigns or not. This impact can be positive or negative depending on the level of care put into your digital marketing efforts. The best way to ensure you’re getting the greatest results during your peak season is to have a consistent year-round presence online and make strategic changes throughout the year to help your business grow.
If you have questions about keeping a year-round presence online, give us a call. We’re here to strategize with you and help you get more customers all year.