Do you know the importance of businesses maintaining a presence in the off-season?
As summer winds to a close, many businesses are beginning to prepare for the off-season. Now is the time to reflect on what you can continue to do for the health of your business brand and audience. Just because the summer season of tourism and travel is slowing down, doesn’t mean the management of your content should. Follow these tips to ensure marketing practices are optimized for your business while in the off-season.
What You Can Do For Your Business
How is your information listed and organized online? Regularly updating your business information can easily be overlooked if your services or hours of operation switch between off-season and peak season. In addition to updating hours of operation, uploading the latest images to Google My Business page is key to ensure optimal audience impressions.
If you haven’t already, take the time to review your latest campaign. You can’t manage what you can’t measure - take the time to look over your previous campaign’s successes and failures to find out what will work best for your off-season marketing. After reviewing your previous season, take this opportunity to plan ahead. Summer is the best time to get a jump start planning holiday marketing, next year’s calendars, and branded promotional products for holiday giveaways. Planning your next marketing strategy will help increase productivity and efficiency for your business’s future campaigns. The more you have planned ahead, the more organized your strategy can be!
What You Can Do For Your Audience
What is a business without an audience? Chances are, your audience loves the services you offer. But have you taken the time to listen to what your audience has to say about your business? Gathering feedback and reviews is a great way to gather information on what your business can improve on. When enough reviews come together, your stars displayed on Google My Business, Yelp, and Trip Advisor will also give insight to how your business runs and what kind of experience clients can expect when visiting. When your in-store audience is less, it’s still important to stay in front of your audience. Email marketing is a great way to connect with your online audience anytime but especially while in the off-season. Offering coupons, exclusive offers, and pre-booking sales for the next season can increase your interaction with your brand’s audience. Communication is just as important as any other method of promotion - it gives you the opportunity to inform of changes, offers, and events in real-time through tweets, live streams, posts, and paid digital advertisements.
Why off-season marketing?
With the amount of importance placed on off-season marketing - you might be asking yourself “why”? Why is off-season marketing something to have in mind for my business? The off-season is the time for strategic preliminary and prep work. Marketing campaigns, updates, and email newsletters don’t happen in a blink of an eye. Sufficient time, effort, and planning make successful marketing campaigns. While the audience may be slower with the coming season, now is the perfect time to take advantage of opportunities for growth, improvement, and redirecting focus to areas of your business that may require attention.
With the off-season approaching, review what you can do for your business and audience now. If you find yourself needing help directing these or any other marketing practices back towards your business in the off-season, contact the team at JanMar Agency.
For timely, valuable business advice and marketing help, book a FREE one-hour consultation. We can help get your brand where you want it to be.
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