06 Feb The Importance of Seasonal Marketing
As January comes to an end and we see 2019 begin to take shape, it is worth planning ahead for the rest of the year, if you’ve not already done so. In marketing, it’s always a good idea to maintain some seasonal awareness when running campaigns across your year. Today’s blog is going to explore why it is important to incorporate some form of seasonal marketing in to your strategies.
Before we get in to it, it’s probably best if I give you a bit of information on what seasonal marketing actually is, in case you aren’t already aware. Seasonal marketing is the promoting of products or services to align with certain times of the year. What this doesn’t mean is selecting every national holiday or recognised event throughout the calendar and reducing the cost of your particular product/service, far from it! What it involves is carefully selecting specific intervals throughout the year that you can use to better market your business and its offerings. This will look incredibly different depending on the company size, the budget available for marketing, as well as the industry itself and the type of target audience your business is aiming for.
For example, if you run a confectionary shop that sells handmade chocolates and other items similar to this, it would be fair to say you’d likely see a rise in sales around Valentine’s Day and Easter, due to the giving of such gifts on each of these occasions. It would then be wise for you to plan some of your marketing around these events. Running special offers and designing themed graphics to distribute both in-store or online for example, would be positive ways of letting people know about your products, as they’ll likely already be considering purchasing similar products, and with some seasonal marketing will be more inclined to select your product.
This works for a number of reasons, and most specifically because of the scenario demonstrated above. Choosing a specific time of the year where it’s typical for customers to be consuming and buying gifts, means you already have an active and engaged market to work with. Now hopefully your strategy thus far has meant you’ve began to build a connected and positive relationship with your customer base, and by seasonal marketing, you are simply catching them when they’re already on their way to sourcing their required products.
This of course may appear more geared toward a B2C business, but seasonal marketing works time and again in B2B environments as well. By tapping in to the seasonal trends already spreading like wildfire across the internet, B2B marketers have a real opportunity to boost SEO and have content be re-shared because of its relatability and impressionability. Related content will always perform better than content which is in no way relevant to the current climates and conversations, particularly on social media.
So give it a go, if you feel there’s a particular holiday that your business may benefit from relating to – whether that’s Halloween, an annual sporting event or even just a bank holiday – why not try it out!
And if that seems all too overwhelming to consider, then perhaps you best get in contact and let us lend a helping hand!