Businesses that thrive seasonally understand the importance of tailoring their marketing and advertising efforts to make the most of that season. It’s clear that a downhill ski resort in Minnesota is going to put their marketing efforts toward attracting customers during the winter season while a golf pro shop is going to focus on the summer business, even though both places may have some business in their down seasons. These are obvious examples of seasonal marketing and sales, but many industries have a seasonal curve that is not as clear or as easily defined. If you want to make the most of your online presence, it’s key that you not only look at your analytics but that you apply a seasonal filter too to see if there’s a way you can maximize your ROI.
Hopefully everything mentioned above makes sense and you realize the importance of looking at your business from a seasonal perspective. But let’s take that a step further and acknowledge that an online business may not reflect the same results that a brick and mortar business does. Take the local golf pro shop referenced above for example. We can assume that the brick and mortar business is selling a lot of equipment in the summer, but it may sell next to nothing during the winter months. What the potential of an online golf supply store? They could be raking in sales during the Holiday season in addition to the typical golf season. This additional sales “season” would not only increase the company’s annual revenue in general, but it would help bridge off-season financial gaps as well. By understanding their seasonal strengths and what items sell more during various seasons, they can tailor their SEO to attract the right audience in each season.
So let’s dive deeper into this online pro shop. It’s is very common for golfers to get small golf items as gifts for the holidays, i.e. golf balls, clothing, gift certificates, etc. It’s not as common for them to get golf clubs (if the golfer is a serious player) because those are personalized items and they can be quite expensive. The savvy online sales shop will tailor their holiday marketing for the smaller items. They’ll advertise holiday golf ball sales and emphasize the gift aspect to appeal to the gift giver. Then during high season, they’re going to target the serious golfer directly.
This means your seasonal SEO approach needs to have a keyword refocus. Your content probably needs a rewrite – or at the very least a refresh to appeal to seasonal specifics. You may also want to look into your placement. Your homepage may also need an entire seasonal rework to focus on the needs and interests of your target group at different times of the year. The cornerstone of all of this is your SEO analytics which will give you the data necessary to understand your online seasonality.
Maximize your seasonal marketing with Filament. We’ll help you craft content that reaches the right audience at the right time.
