Your customers change their behavior depending on the season, which impacts the content they interact with and the keywords they use for search. (Hint: this also means how, when, and what they decide to buy will change.)
Before you click away thinking that seasonality doesn’t apply to your business, stick with us. You may think you don’t have a season. Although buying trends can be harder to see when your business isn’t centered around a commonly recognized season (such as the holidays), the truth is that every industry has some version of a season.
However, business owners are often at a loss when it comes to adapting their marketing strategy to the seasonal shifts in buying behavior. Which is why it’s crucial to track your trends for more insight.
Yes, You Have a Busy Season–Trust Us
At this point, you may be thinking that you’re in an industry where people will always need what you do with some minor peaks and valleys. It’s true that you may not get all of your business exclusively during your busy season, but you definitely have one.
Here are a few examples of businesses that you would not traditionally associate with seasonality:
- Divorce lawyers. More people file for divorce right after the holidays. Why? They didn’t want to ruin the holidays with divorce discussion or the holidays confirmed their decision to end the marriage.
- Emergency vets. Emergency vets will see more dogs the first week of July. Why? It’s super hot, fireworks scare pets into unsafe behavior–including running away–and big parties are an opportunity for pets to eat dangerous foods and objects.
- Plumbing companies. The day after Thanksgiving is the busiest day of the year for plumbers. Why? Food scraps and turkey grease can clog sinks. In addition, several guests staying at a home can overwhelm the plumbing system, leading to problems.
However, keep in mind that seasons are not limited to holidays. For example, spring can bring hail storms, leading to a surge in calls to windshield repair companies, roofers, and exterior contractors. When these businesses run ads around this time, they can optimize their busy season.
How to Adjust Your Game Plan for Your Season
Once you’ve taken the time to track your trends and identify your busy season, here are some ways to adjust your game plan to fit your season and make it convenient for your customers to hire you or purchase from you.
Busy Season
- Google Ads. Ads show up when someone searches for what you offer. They are looking for you. Don’t hide from them!
- Facebook Ads. Ads show up based on demographics and self-proclaimed interests. They told you they love animals. Show them your animal-related services or products!
- Email marketing. Give them a reason to choose you over your competition by being visible, available, and easy to buy from. Touching on their most important reasons to buy in your email will encourage them to buy from you.
- Direct mail. Depending on your industry, this can be one of the most effective ways to connect with your audience during your busy season.
Slow Season
- Upsell and cross-sell existing clients. Slow season is a great time to upsell or cross-sell your current clients to help maintain your revenue.
- Work on getting referrals. Contact satisfied clients and ask them to refer you to someone else who might want your services. You can offer a reward for referrals, such as a gift card.
- Grow your online reviews. Ask past clients to review your business online. Make it easy by emailing them a link so all they have to do is click and type. Then, be sure to pay attention to your reviews and deal with any negative or fake ones.
- Promote early payment specials. To keep cash coming in, try offering discounts for early payments for next season.
- Educate your clients. Teach clients how to make the most of your products or services. Focus on low-cost marketing methods like in-person networking, email, and social media. Stay in front of them even when they’re not ready to buy. They will be soon enough. Create the association with your brand, even if they aren’t looking for you right now.
Learning when to mitigate expenses and maximize ROI can vary, even for businesses within the same industry. For example, some companies use Google Ads during their busy season so they are visible when people search for them, but use Facebook Ads as more of an awareness or educational tactic when people are not yet in need.
Get More Insight Into Your Long-Term Marketing Strategy
Following the trends within your industry and examining your own peaks and valleys are the best ways to know when and how to adjust your marketing efforts. If you’re ready to take a more advanced approach to your long-term marketing, set up a strategy session with GoBeyond SEO. It’s free, customized, and informative.
