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Taking a Seasonal Approach to Marketing

8 October 2017 No Comment

With Halloween almost upon us, now might be a good time to think about how incorporating seasonal celebrations into some of your marketing could enhance your customer satisfaction, engagement and retention.

As a lone trader or small business, it can be a constant struggle to find ways, or viable excuses, to contact clients on a regular basis. However, if you were to use seasonal milestones such as Halloween, Thanksgiving and New Year’s Day as an opportunity to make contact with your clients then not only will this bring your company to the fore in a natural way but it will also be associated with the good times and celebrations that such days evoke.

However, it may be a good idea to steer clear of any religious or possibly contentious dates as you have no idea of the effect these may have on the recipients. With this in mind, this article will focus on general remembrance days instead.

Make a regular date with your marketing plan

You’ve got a marketing plan, right? It’s always a good idea to update the plan on a regular basis by evaluating the success, or otherwise, of various marketing avenues. Using the seasons as a guide, you could schedule mini quarterly marketing audits in spring, summer, fall and winter. You’ll soon get a picture of what’s gone well and what has bombed.

If you have a website, you can use the analytics function to observe the fluctuations in reader engagement and the number of click-throughs. This will tell you which posts really grabbed your readers’ attention and which posts barely registered on the scale. You should be able to drill down into the data surrounding keywords. Which keywords were the most successful in attracting traffic to your site? Which keywords resulted in the most customer contact, queries and sales? Which keywords yielded negligible results? How many hits did your landing page have and did the traffic continue to other pages? All of this will help you to construct your content in a more targeted way.

It’s much the same with Twitter. You may be surprised at the reach of a Twitter post. It’s also much quicker to write 140 characters than a meaningful blog post. Be sure to add a photograph as these are the tweets that get the most attention.

Edit your photographs well. Try and make them as clear and beautiful as possible. Today’s smartphones enable most people to take half decent photographs, and it’s a well-known fact that Twitter posts with photographs garner more interest than those without a picture

Once you’ve worked out what type of marketing is having good results, you can use this information to increase your client contact through the most effective medium, whether that be via emails, Tweets or writing blog posts. Using national celebration days as a trigger will give you a valid excuse to make contact even if you don’t have any other news to impart.

Below is a list of monthly celebrations that could be used to good effect to contact your existing clients and possible new ones. For a full list, click here.

January

January 1: New Year’s Day

February

February 3: National Wear Red Day; February 14: Valentine’s Day

March

March 2: Read Across America Day; March 3: Employee Appreciation Day; March 20: March equinox

April

April 6: National Tartan Day; April 18: Tax Day; April 27: Take our Daughters and Sons to Work Day

May

May 6: National Nurses Day; May 14 Mother’s Day

June

June 14: Flag Day; June 21: June solstice

July

July 4: Independence Day

August

August 21: Senior Citizens’ Day

September

September 4: Labor Day; September 10: National Grandparents’ Day; September 11: Patriot Day; September 22: September equinox

October

October 31: Halloween

November

November 23: Thanksgiving Day

December

December 21: December solstice; December 31: New Year’s Eve

As you can see above, each month has at least one day when you could modify your marketing to send apposite messages via social media and your website. If we take February as an example, you could add red hearts to your website for Valentine’s Day or upload a picture of yourself at your desk in your fetching red socks for National Red Day! You could also include a discount code on your website, to increase sales. Why not also make your own logo with red lettering too?

Capitalize on the mood

You may already be aware that seasonal changes can have profound effects on a person’s mood. Some people feel low in fall and winter as the light diminishes and temperatures plummet. Take this into consideration, and try and keep your social media posts as upbeat as possible during the fall and winter months and steer clear of re-Tweeting bad news stories and anything gloomy. Why bring the mood down when you can raise people’s spirits with messages of hope and joy?

It shouldn’t be too hard to change small aspects of your marketing on a seasonal basis. You could add weather photographs to your website posts when it’s March (spring flowers) and September (trees in fall) equinoxes, for example. It really is this simple. By changing aspects of your visual marketing, you will keep your branding fresh and unpredictable.

It’s also a good idea to include added value to your site. For example, on Halloween, you could add recipes for toffee apples or instructions on how to carve a happy face into a pumpkin. These may have absolutely nothing to do with your business but, through SEO you may get extra website hits or re-Tweets which all help to promote your goods and services.

So, how are you going to celebrate Halloween, if at all? Even if you’re not inclined to dress up as a witch or Freddy Kruger, at least pay homage to the day through your marketing and social media. Halloween has lots of spooky props to make this easy: pumpkins, ghouls, ghosts, flickering candles, bats, cats and broomsticks.

The real challenge will be how you manage to send positive, uplifting messages to your clients on April 18: Tax Day!

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