The holiday season is the busiest time of the year for most businesses. Your marketing plan was no doubt crafted and tailored with the holiday season in mind, and there is no doubt that your offline and online marketing efforts really made a difference, particularly as businesses of all shapes and sizes can capitalise on the holiday season to create stunning marketing campaigns.
But once the holiday season is behind us it’s not uncommon to experience a slump as people fall back into their routines. Sales and promotions are well and truly behind us while seasonal messages and offers are now redundant.
So how can you tailor your marketing plan to ensure it is aligned with the new post-holiday season?
Get into your Customers’ Shoes
The first step is to get into your customers’ shoes to establish what their ongoing needs are. Just because the holiday season is behind us doesn’t mean your customers want to stop buying - it just means that their buying patterns and habits have shifted slightly.
By getting into their shoes, you can better understand exactly what your clients’ needs are right now, to ensure that your updated marketing plan adjusts with the season.
Think about Timing
Another significant factor is timing. What are your customers doing now that the holiday season is over? What are their latest needs? Look back on previous email marketing campaigns to establish what worked and what didn’t. Create campaigns that address their specific, current needs.
For example, although the holiday period is behind us, this doesn’t mean that people are not receptive to certain types of content now (such as diaries, planners or calendars). Likewise, depending on your line of business, you can now begin to plan for the next holidays – Valentine’s Day and Easter.
Shift your Focus
If this is undoubtedly a quiet time of year for you, then think about crafting content that addresses this slump. Create How-To emails or useful guides that keep your followers in the loop until the post-holiday period is behind you.
This is also a good time to revise your marketing plan for the year ahead, by assessing which of last year’s marketing campaigns were successful, and which were not. This will enable you to develop a solid plan for the year ahead that to create marketing campaigns your customers will love.
About 8 Ways Media
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