Shops and boutiques execute swift changes to replace one seasonal display with the next. Thankfully, May Day cards are no longer popular but the annual barrage of Father’s Day commercials are just around the corner.
Point being, there is huge potential for businesses that include seasonal shifts in their marketing plans and you don’t have to be a card manufacturer to profit.
For example, small business owners are typically most affected when schools let out in small towns with large student populations. Having the ability to reach out directly to their customers during the summer can be the difference between survival and failure during the slow season.
Even if your business or town is not dependent on revenues from student shoppers, the heat is likely to keep your prospective clients at home or at the local air-conditioned malls. Keep in mind that if your business isn’t where your customers are frequenting during the hot summer months, it may be a very long summer ahead.
The following are five tips for outstanding blogging during the summer season:
1. Embrace the season
This is particularly beneficial if your content is relevant to the ocean, a lake or a popular downtown spot, where related traffic is going to spike dramatically during the summer season. Promote those items that are most appealing in hotter weather and write relevant content that appeals to your customers’ interests for the summer.
You know your business well enough to know what will and won’t fly with your customer base.
2. Hit the press
Your local paper will likely write a story about summertime business. It’s inevitable, because smaller papers need stories and content just as much as blogs.
So why not become part of the story and get some free exposure? Reach out to papers, bloggers, and television and radio stations in your area and let them know about what you and your business are doing this summer. This is one of the most effective ways to get free exposure.
3. Offer value over the hard sell
The best email campaigns typically contain 25-30% sales content, while the rest of the content offers intellectual value to the prospective customer. Avoid sending emails that are filled with just your sales pitch, and offer them some hot summer tips on topics relating to your products.
For example, a beach-cruiser bicycle company could talk about the value of making sure tires are properly inflated, balanced, and rotated and then explain how these tips can save money. This type of information legitimizes your brand, creates trust, and increases the chances that customers will make purchases from that business.
4. Make your emails relevant
If your business sells tires, but you’re an affiliate/partner for a furniture store, don’t email your furniture campaigns to your tire customers. Make sure that the content sent out to your lists is relevant to what the recipients are actually interested in.
This will reduce unsubscribes, and maintain a positive rapport with your subscribers.
5. Make your campaigns fun
All too often, businesses are so focused on selling products and services that they’ve forgotten to make them fun. Simple things like contests, drawings, and ways to highlight customers and partners are a great way to spice up your email marketing campaigns.
With the mainstream adoption of social media, it’s easy to launch these types of marketing campaigns, while collecting valuable contact information like email addresses and other contact information for future campaigns. Take advantage of these hot tips to get the most out of your summer blogging.
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