The dog days of summer may inspire you to do little more than stretch out in the sun with a cool drink and a good book. Blue skies and warm breezes have you running to the beach, not to the office.
The hottest time of year weather-wise can often be the coolest time of year business-wise. Whether your slow season falls during the summer months, the colder season, or somewhere in between, extra time on your hands can be a great opportunity to invest in your business.
Less business may seem like a bad thing. In fact, slower times are a welcome chance to revisit and revise parts of your company, like your marketing strategy, to ensure busy times will come around again.
Reach Out to Your Customers
One of the most important things to remember, especially during slow times, is to create consistent content. If your business is only open certain months of the year, don’t market your business only during those months. Your goal is to keep your company relevant and in people’s minds, so that when you open for business again, customers are excited about it.
Get into the habit of creating and sharing content on a schedule, that is consistent during busy and slower times. Social media is always in season. Keeping up with social media accounts ensures that your followers regularly receive content from your brand. Your content is likely to change throughout the year. Yet the most important function of social media is to engage with your clients and customers, regardless of how busy your company is.
One way to utilize social media is to share content you create, like marketing offers or blog posts. If you can find a way to translate your content across seasons, you can show the relevance your product or service holds at all times. What interests your audience? Work to carry that interest throughout the year.
Producing content consistently ensures that you can be seen not only as a source for products and services, but as a source of knowledge. Providing your customers with relevant, helpful information means that consumers will be more likely to look to you when making a purchase.
Reconnect with Clients
When you’re so busy working with clients that you barely have time to take a breath, it can be hard to find the time to follow up on potential leads. During a busy period, you’re focused on all of the opportunities that are coming in to you, and not thinking as much about lead generation. When slower times do come, they are a great chance to connect with leads. Look to individuals that have expressed interest in your products or services, but were previously not ready to follow through with a purchase. Having allowed some time to elapse, these leads may now be in a position to work with you. And, you’re able to devote more time to making their experience with you the best it can be.
Evaluate your client list as well, and get in touch with clients you haven’t heard from in a while. These customers could be in the process of creating new business for you. In reaching out to them you can show how you value the relationship you have with them, and help ensure they follow through with their purchase.
Slower times for your business could mean taking the time to develop materials for reaching out to a new niche market, in order to generate fresh leads. If you’ve seen a trend of a certain industry or demographic that frequently uses your services, you can create a campaign to generate more leads from that niche.
Another way to utilize slower periods is to organize and host an open house or an off-season sale. You’ll create a chance to talk and connect with your customer base. Everyone loves a sale! Your past customers will be drawn back by the quality and deals they’ve come to expect from your business. An event also attracts new business from those who are interested in your company but would welcome the chance to learn more.
Reinvent Your Marketing Plan
Slow business is a good time to rethink your marketing strategy. The marketing goals you set a year ago may have been surpassed. Or, they may no longer fit the direction of your business. Now, you have the opportunity to set new, relevant goals.
These goals could include developing a plan that makes marketing easier when you have a lot on your plate, so your strategy can stay consistently strong. This may involve implementing a marketing automation campaign. That way you can develop compelling content now to be used as business picks up.
Consider any new projects or systems you want to bring to your marketing strategy now:
- Want an upgrade to your website? Research new templates or services to make your site more appealing.
- Are there broken links or a lack of pertinent information available to your customers? Clean up your web pages and make your content clear and accessible.
- Can potential customers find your site easily? Adjust your language to increase the SEO value of your web page. That way, potential customers will be more likely to find you.
- Do your print campaigns need a boost? Consider giving your direct mail, posters, business cards, and more a redesign to keep things fresh.
- Thinking about adding promotional products to your marketing? Explore your options for creative promo campaigns.
While assessing your marketing plan, you may find that tactics you once relied on have simply become dead ends. Eliminating them now will allow you to focus your efforts on more lucrative enterprises.
A slow time for sales doesn’t have to mean a slow time for your business. Make the most of the down time to evaluate your business strategy. Develop new approaches to marketing so your busy period becomes even busier!
Whether you’re going through a slow time or a busy one, Paw Print & Mail can help you find the printing, mailing, and promotional product solutions to enhance your marketing strategy.
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