How to do marketing in slow season

Every business has slow seasons of the year.

Mine too.

Maybe it’s in the summer, or the beginning of the year, or tax season. When business and sales are slow.

Or maybe you sell seasonal products that really only sell well in one season, such as ice cream in the summer, or ski lift tickets in the winter.

But don’t be afraid of the slow season! There are so many things you can do for your marketing!

Here are 6 tips that you can do when sales slow down:

  1. Be different and stand out from the competition

In order to keep things steady during your slower months, narrow your audience down and focus on a very small niche to sell and advertise to. For example, if you run a restaurant that has slower seasons of the year, try marketing yourself to a gluten-free or dairy-free crowd.

It doesn’t mean you have to offer these foods only; it’s just the audience you focus on.

Start blogging about some recipes, sharing social media updates with pictures of delicious dairy- and gluten-free dishes, and emailing special offers for people with gluten- and dairy-free diets.

Finding a gap in the market that not filled by a competitor can create a huge advantage for you during the slow season.

  1. Be active on social media

It’s important to stay in contact with leads and past customers throughout the entire year, but you have more time during the slow season. Take more time to post, answer questions, and solve customers’ problems on social media.

Consider social media your virtual storefront because even though customers may not be in your store at the moment, they still check their social media news feed. Even if they don’t buy, you can still build your business, and make people remember you when they need your product or service.

  1. Grow your database when the season is still good

Building an email or mailing list is essential for business anytime. But it shows its real value during the off-season, when customers don’t buy, and there is not enough money for advertising.

Build your database when everyone is around. Growing this list is so much easier when you have plenty of traffic. Creating a list of past customers and leads, as well as people interested in your business, will enable you to convert new leads into customers during your slow season.

Make sure your website has plenty of calls-to-action for people to stay in touch with you by subscribing to an email list or a blog.

As long as you have their permission and avoid overuse, e-mail can be a powerful and inexpensive marketing tool.

  1. Send regular email content

Maybe it’s the slow season, but customers can still engage with your company! Just be sure you’re delivering high-value content to their inboxes and show them that you care about them, even if no money is involved.

Spend your energy on sending valuable content to your list during the slow season to establish loyalty with your current audience, and grow your list.

You can always mail them a postcard, coupon flyer, newsletter etc. to keep your brand, products, or services on their mind.

  1. Continue Creating High Quality Content

Write more blog posts, and post more on social media. Off-season or not, you need to use content marketing for long-term success, not quick results.

Just because people don’t buy at the moment doesn’t mean that they are not interested in consuming helpful content. If you continue to create high-quality content that speaks to your target audience, you’ll build solid relationships through your content, and bridge into your peak season.

  1. Create short campaigns

Many of the slow seasons are because of holidays and peak vacation periods. Summer and the beginning of the winter are two of the most noticeable.

Don’t run long campaigns during these seasons, because people are typically focusing on their vacations, don’t check their emails that often, and are not in a “buying mood”.

Running short, exciting campaigns are more likely to get success, because people who see your ad have to buy immediately in order to get the deal. Even if they are on their vacation, or just packing and getting ready – or just came back.

Post later in the day than usual. If you normally send out emails at 7 AM, shift your sending schedule to 9 AM. If you posted on social media at 6 PM, post at 8 PM. People are enjoying their vacations, getting up later, or checking their phone only at the end of a fun day, often just before bed.

Related articles:

4 excuses why customers don’t buy

How to shine on rainy days

How marketing makes sales smooth and easy

What other marketing tips do you have for the slow season? Share your advice in the comments!

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