What do the words “seasonal marketing” mean to you? Do they conjure up visions of sugar plums and dancing bears? Maybe your favorite season is apple and pumpkin spice season, scarves and hats galore.
Seasonal Marketing not only refers to the holidays and actual seasons, it also refers to the dates on the calendar and those national days of X that align with your business.
Right now, for example, I’m running a 15% off all packages booked by midnight on Friday as a tax refund special. And I’ll bet your inbox is full of offers from big box retailers with the same marketing messaging.
Why does this work?
It works because we are all programmed, in one way or another, to be guided by a calendar. Monthly, seasonal or quarterly, our calendars define periods of growth, success and opportunity.
And it is vitally important, especially for online entrepreneurs and e-commerce companies, to stay connected to these trends and be ready for new ones that may pop up at any given time.
I know you’re probably rolling your eyes right now. Because you’re already trying to stay connected to so many daily trends, and thinking about one more may just put you over the edge, right?
There are two ways to tackle managing these seasonal trends:
- Editorial Calendar: If you don’t have an editorial calendar for your social media marketing, blogs, videos and brand promotions, you are missing out on a massive opportunity. Creating content ahead of time is great, but how do you know exactly what to DO with it once you’ve got it if you’re not planning it out?
- US Holidays: If you’re not based in the US, use a calendar that represents the area where you live OR, better yet, the area where your largest audience resides. Another thing to consider is religious holidays and observations which may not be ideal for every audience. Some audiences may be more receptive to religious trends than others or, if your audience is made up of people who practice a different religion than the one you do, you may want to consider adding some additional religious holidays into the mix.
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