Some businesses only thrive at certain times of the year and then struggle for the rest of the year in terms of leads and sales. Almost all businesses have some seasonality regardless of industry.
If your off-season comes at the same time each year, we have good news for you. Your seasonality is predictable and you can prepare for it. We have some suggestions on how you can tweak your strategies to strengthen your brand during the off-peak season, and hopefully, avoid cash flow gaps.
But first! You need to change your mindset
You should think about your products or brand in terms of one year. In other words, you need to understand your seasonality. It doesn’t matter if your sales peak in some seasons or you are selling all year long. Understanding your seasonality is critical for your campaigns and determining when to schedule important messages like social media posts, SMS marketing, etc., to go out.
It’s alright to spend the bulk of your marketing dollars around your peak season. But don’t forget that marketing shouldn’t take a holiday after “your season” is over. You must always engage with your customers, even your seasonal buyers, during the “off-season”. First, to boost your sales. Second, it’s keeping your products and brand top-of–mind. Third, potential customers don’t usually know what they want or need until they see you are selling.
So, here’s what you can do
Having seasonal customers shouldn’t be a curse for your business. Get into the mindset of your customers and consider what it takes to motivate them to make both large and small purchases at given points in the year. However, if selling throughout the year is not an option for you, focus your efforts on improving your brand during the off-season. Spend enough time forecasting and developing marketing strategies that could put you in an advantageous position when your customers are again ready to make a purchase. Whilst seasonality can present an obvious challenge for your sales, it can also offer many opportunities to improve and prepare your business for the rest of the year through marketing.
Off-season or peak season, we are here to help you make smarter decisions with your marketing.