Thank goodness for four seasons, otherwise our marketing campaigns would be dull! Seasonal events offer new, refreshing opportunities for businesses of all sizes. In fact, some companies bring in more sales over the holidays than they do the remaining months of the year!
As much as you might try to take advantage of seasonal celebrations throughout the year, the reality is that it takes a lot of time and organization to plan accordingly. With the day-to-day responsibilities that you already have, it’s easy to let other opportunities slip by. Sure, you might post something quick about a summer sale, but this isn’t really using the seasons to your full advantage.
Rather than missing out on key opportunities, we’ve put together some simple, useful tips that will get your campaigns going. Over time, you’ll become more comfortable putting together seasonal campaigns that drive additional revenue to your business.
Tip #1: Choose a Seasonal Opportunity
You certainly don’t need a campaign for every holiday. Choose the ones that align with your products and will engage your audience. For example, if you sell outdoor furniture, you’ll want to capitalize on spring and summer seasons. To get an idea of the types of campaigns that are successful, use a tool like BuzzSumo. Assess what types of content were most effective as well as the tone, messaging and distribution. This will give you insight as to how to launch your own campaign.
Tip #2: Refine the Messaging
The message of your seasonal campaign is very important. Spend time perfecting this message. Here are a few points to consider.
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What journey is the customer going on, and what story do you want to tell?
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What emotions do you want to evoke in your audience?
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What do you want your audience to do next? Encourage the steps in your call to action.
Tip #3: Develop a Schedule
Timing is everything with seasonal campaigns. If you run it too late, people won’t have enough time to make a decision and place an order. If you run it too soon, people might hold off and then forget about your offer. Not only do you have to consider when to launch the campaign but also how each stage will be executed.
We recommend having your content in place at least two months in advance. Seasonal celebrations bring more opportunities for sales, but your customers are receiving more messages than usual. You must be competitive and well-prepared. Also consider the best times and days of the week to reach your audience.
Tip #4: Get Organized
Organization allows you to be most effective with your seasonal campaigns. Consider all marketing platforms – email, social, blogging, SEO – and how they fit into your overall campaign. These marketing platforms should be used to complement each other, not as standalone tactics. Being organized also helps with sending out content at the right time and spacing out your messages appropriately.
We’re already halfway through the year – and inching closer to the 2017 holiday season. It’s not too early to sit down and start thinking about what seasonal opportunities can help your brand pull in more revenue this year.
