Seasonal Marketing - Is it Worth It?
When it comes to marketing, people tend to overcomplicate things to try to outdo the competition. Going against the grain can often help you to stand out from the crowd but there are also times when it can be detrimental to your success.
Seasonal marketing can be seen by many to be lazy or uncreative. On the surface, it makes sense – it doesn’t take long to realise that a Christmas themed post would probably do well in November and December.
But is a seasonal strategy really something to avoid?
What Is Seasonal Marketing?
Seasonal marketing is a strategy that involves tailoring your marketing campaigns to the current season. The purpose of this is to drive attention and traffic to your brand by leveraging the market throughout a range of ongoing events.
For example, blog content and marketing can become focussed on themes of love around Valentine’s Day, back-to-school in September, Halloween in October, Christmas in December, and so on.
Why Is Seasonal Marketing a Good Idea?
The key to running a successful business is to work out what problems your customers have and to provide a subsequent solution. This is the driving force behind blog topic research – there is no benefit to writing about topics that nobody cares about.
The fact that seasonal events provide an easy way to leverage the market is a good thing. The calendar is doing the hard work for you. Understanding that consumers are interested in savings when Black Friday comes around isn’t lazy – it’s smart.
How Do You Plan for Seasonal Marketing?
Planning is an important part of seasonal marketing. The first thing to consider is that there are two kinds of seasonal marketing and making use of both is a good idea:
- Long-term – this kind of seasonal marketing involves content, products, and offers that relate to longer term seasonal events. For example, a football related business could run a long-term seasonal marketing campaign throughout the Champions League tournament.
- Short-term – On the contrary, this kind of seasonal marketing involves content, products, and offers that relate to shorter term seasonal events. For example, a bespoke greetings card business could run a short-term marketing campaign focussed on Easter.
To plan for these seasonal opportunities, each business will need to consider the expectations of their customers around specific times of the year and one-off events. For example, a clothing business must plan for long-term summer clothing content as well as short-term Black Friday clothing sales.
It’s important to make sure that seasonal content is effective as it tends to have a short window to deliver results. Content Conga’s Copywriting Service is a fantastic option for marketing as professional copywriters understand how to create high-impact, well-written content that hits the seasonal sweet spot.
How Do You Create Content for Seasonal Marketing?
Once you understand that seasonal content is a good idea, it’s time to put thought into action. Firstly, it’s important to realise that there are lots of seasonal opportunities beyond Easter, Halloween, Christmas, and New Year.
Every niche will have its own set of seasonal content – holidays, beach visits, festival season, markets, clothing seasons, fragrances, and so on.
You should treat seasonal content as you would any other. What you’re looking for is a mix of evergreen content that can rank well for a long time and new or refreshed content that keeps up with current trends. Further to this, you should plan to create your seasonal content a fair while before it becomes relevant as it can take time for search engines to rank it.
Of course, it can be difficult to balance the creation of everyday content, seasonal content, marketing, and social media requirements without sacrificing quality. Outsourcing content to professional copywriters allows you to maintain high standards across the board while generating enough content to satisfy both seasonal and regular consumers.