Pay Attention to Timing With Digital Marketing Your Business

Written by Nick Stamoulis

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When it comes to digital marketing for  your business, it is important to pay attention to seasonal fluctuations. If you offer your products and services to your audience at the wrong time, it really won’t do much good. However, the opposite is true when you present your offer at the right time. This is especially true if you have a seasonal business, but nearly every business has a set pattern. Here’s more information about this:

Think About Seasonal Patterns

Keep in mind that you don’t have to actually have a seasonal business in order to honor your patterns in your digital marketing strategy. Every business has a pattern to it, and this is how the year is structured. Sure, certain business are seasonal, such as those involving landscaping or anything outdoors, or a manufacturer of sporting equipment. Chances are these products and services will be purchased during the seasons they are needed.

However, all businesses, have some sort of pattern, even B2B companies where there might be a long sales cycle. If you look at your data, you may notice that you tend to generate more leads during a certain time of year. Once you identify your pattern, no matter what your business is, it can make your life a lot easier.

Determine How to Reach Customers

Once you know what your pattern is, the next step is to think about how you can use these patterns to your advantage. In particular, you need to figure out the best way to connect with your potential customers when the time is right. When it comes to digital marketing, there are some things that you should keep in mind:

  • Social Media. Begin posting for your customers in advance of your busiest season. You need to find a way to get yourself in front of your customers’ minds ahead of the rush so that you can be top of mind when the time is right. Social media offers a great way to do that because you can schedule posts well in advance and on a consistent schedule.
  • Content Marketing. If your business depends on a seasonal pattern, this needs to be considered when developing your content strategy. Keep in mind that your content plan should take into account your sales cycle, and seasonality will absolutely impact your sales cycle. Give your audience what they want at the right time and those could boost sales and leads.
  • Advertising. Your seasonal cycle may present opportunities in terms of advertising, such as through social media or pay per click advertising. This could offer you an easy way to give your brand a boost during your busiest season.

Seasonality is absolutely a factor when it comes to digital marketing. Every business has a seasonality to it, even if it isn’t obvious. You should take the extra time to discover your seasonal patterns so that you can figure out how to best use them to your advantage. They will be a factor when creating your digital marketing plan.


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