Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.
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5 Small Business Marketing Strategies for Navigating Seasonal BusinessA remarkable number of small businesses are seasonal. Retail and service-based businesses in tourist destinations seem like the most obvious seasonal business. However, many B2B and service-based businesses often see orders dry up at certain times of the year, leaving them navigating a complicated "feast or famine" rhythm. However, running a seasonal business doesn’t have to mean part-time profits. With a bit of strategy and planning, it’s possible to set your small business up to make the most of your best seasons so you can navigate the "down" season with ease. 1. Understand and manage expenses year-round It’s critical for all small business owners to manage their cash flow year-round, but this is especially critical for seasonal small businesses. Take the time to understand your year-round expenses so you can understand your offseason costs and look for clever ways to minimize or cut expenses during those downtimes. There are also creative ways to expand your sales into the slower periods of the year. For example, offering monthly payment plans can help clients afford your services while also building a more consistent year-round cash flow. While it’s tempting to cut seemingly unnecessary costs during this time, many experts don’t recommend dramatically reducing your marketing and customer retention efforts. Those investments will ensure you reach your sales goals during the peak season. 2. Use the off-season to invest in your business During the busy season, your focus is on delivering quality products and services to your clients. The off-season is an excellent opportunity to shift focus and invest in your business. Whether you want to add alternative forms of income or use this time to strategize, plan, and train employees, the slower season is the ideal time to accomplish these things. Use the slower season to spruce up your web presence. Make sure your website is updated, and your social media pages stay fresh. Even if your business closes its doors during the off-season, your online presence should remain active and vibrant. 3. Stay in touch with clients year-round Develop a contact list of your seasonal customers and create a monthly email newsletter and social media content. These strategies keep your name at the forefront of their minds, so they remember you when they’re ready to make another purchase. Consider offering off-season discounts or "welcome back" discount coupons for past clients who haven’t purchased in a while. 4. Consider developing a counter-season line Many small businesses find success in finding a service or product that customers will want during the slow season or "counter-season." For example, a lawn care company might offer snow removal during the winter months. Your counter-season offerings might not be as profitable or popular as your primary products. Still, if it helps keep things balanced through the off-season, it can be a valuable addition to your business plan. 5. Start your seasonal advertising early The earlier you start your seasonal advertising, the more likely you will stand out and get noticed. Waiting until your competitors begin advertising means you might get lost in the shuffle. Pay attention to when your key competitors (and complementary businesses) start their seasonal marketing efforts and aim to begin your campaign a week or two earlier. Seasonal businesses can bring some unique challenges and obstacles. But with the right strategy, planning, and preparation, you can navigate the ups and downs with confidence. Your marketing and communication efforts can be a crucial tool in this effort. By staying in touch with your customers throughout the year, you can help your business grow during the next peak season. Works Cited http://social.selective.com/articles/6-marketing-tips-to-grow-a-seasonal-business https://www.businessnewsdaily.com/7394-seasonal-business-stay-profitable.html https://nevadasmallbusiness.com/seasonal-business/ https://10to8.com/blog/tips-for-all-seasonal-businesses/ |
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