The end of peak season can be dreadful for a seasonal business’ profits. From pool cleaning services to ice cream shops, certain businesses with products and services that rely on a strong seasonal component are susceptible to experiencing inactivity after a particularly successful sales period. This can be disheartening, but there are still ways to keep your business afloat all-year-round. These effective marketing solutions ensure that your seasonal business can continue making a profit and keep customers coming back for more even during the off-season.
Expand your season
You can start your selling season as early as one to two months before the actual season begins. For example, if you’re in the business of selling gutter protection systems, you know that these products sell well during the rainy season and the wintertime, but you can always start marketing as early as summer, stressing the value of the product as a proactive solution to the leaves, mulch, and dirt that tend to accumulate on gutters.
Accentuate the versatility of your products and services
Just because your business does well during a particular season doesn’t mean you have to pigeonhole yourself as a seasonal business. Think about how your products and services can accommodate your clients’ various needs throughout the year, and emphasize that in your marketing materials.
Offer off-season promos and specials
Incentivize people to buy early by offering sales, promotions, and specials during the off-season. You can also offer early-bird discounts. For example, if your business provides swimming lessons, you could offer discounts to people who sign up for a class and pay in full before the end of spring.
Arrange contests and giveaways
Social media contests and giveaways are a free and easy way to build a bigger following, boost engagement, convert new leads to sales, and expand your visibility.
Take advantage of a niche audience
No matter what your business offers, there will always be a niche audience for it. This kind of customer base will always need your products or services to address their specific needs regardless of the season. You can identify who these customers are by building a customer persona. Once you figure out exactly who these niche customers are and what they need, reach out to this audience and optimize your marketing to target and engage them.
Approach your past clientele and ask them to leave your business a review online. Make sure the process is simple and hassle-free by including a link to a page where they can write their review and submit it at the click of a button.
Broaden your reach
It may be summer where you live, but it could be winter somewhere else. Try targeting a new market in a different area, particularly one that experiences the opposite weather or season as you.
Make use of no-cost marketing strategies
Cut down on your expenses during the off-season when you aren’t earning as much. One of the best ways to do this is to employ no-cost marketing strategies such as email marketing, social media, and content creation. You’ll be able to maintain a dynamic online presence that attracts potential leads without having to spend a dime on your marketing efforts.
Your seasonal business can thrive all-year-long if you know how to market it well. Keep these tips in mind to weather the off-season without any difficulty.