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How Does Seasonality Affect Digital Marketing?

by India Gumbley

Jul 10, 2020

copywriting services

Seasonal trends present a huge opportunity to drive revenue for your business, and to streamline spend to the periods throughout the year when your messaging will be most effective. Find out more about seasonality and how to adjust your strategy accordingly, here:

How Seasonality Impacts Your Business

For every business, no matter what type of industry, there will be times in the year when you expect to be busier. A camp site will see influxes of people in Summer months, whilst a Christmas tree farm will be busiest in December. Air conditioning units will see their busiest period in the warmer months, whilst a florist may expect their busiest times of the year to fall around key calendar dates like Valentines and Mothering Sunday. Understanding how seasonality affects your brand is a key part of your business strategy, as you may need to account for the quieter months with your cashflow. 

How Can I Understand Seasonality?

There are a number ways to analyse the seasonality of your business and the impact this has on your Digital Marketing. This includes:

  • Keyword Research. In Google keyword planner you can analyse the number of searches each month.
  • Google Trends. Look at the popularity of keyword trends and how this varies over time.
  • Analytics. Monitor the level fo traffic to your website and how this fluctuate throughout the year.
  • Competitor Research. Are your competitors gearing up their marketing around certain times of year? Are they running seasonal campaigns?

Adjusting Your Marketing Strategy For Seasonal Impacts

To get the most from seasonal trends follow some of our easy implementation quick tips:

  • Upweight your budget to the most effective periods of time. Instead of running adverts throughout the year, streamline your spend to focus larger amounts at the times when your customers are most likely to convert.
  • Focus on difference service aspects throughout the year. Pivoting your marketing to different service lines each month will ensure that you’re pushing the most popular products at the right time.
  • Create seasonal collection pages. Make sure that you don’t use the date in the URL (e.g. 2020) meaning that each year you can reuse the page and it will retain the progress you’ve made building page authority. 
  • Include seasonal ad copy in your adverts. Adding in a seasonal messaging will make adverts more relatable to shoppers and create a sense of urgency to buy. 
  • Target your remarketing audiences with tailored adverts. Build remarketing lists throughout the year and then target these pools of users with tailored seasonal messaging at a low cost-per-click. 

Plan Your Seasonal Marketing Strategy Now

Do you need help planning your seasonal marketing strategy? Our specialists can help you analyse and identify the seasonal impact on your business, and plan award-winning campaigns tailored around these. Get in touch with our team today to find out more. 

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