With summer in full swing, you may have noticed a slight drop in interactions and sales as consumers are in “vacation mode.” During the summer months, people are increasingly drawn to the outdoors to enjoy the warm temperatures and sunny weather. Time is spent on outdoor activities, whether it’s a relaxing day at the beach, a barbecue with friends or a hike in the mountains. As a result, people spend less time on their phones or laptops and are less receptive to online marketing messages.
Despite the lower activity, you can make the most of summertime by generating more interactions with these marketing tips. Plus, the summer months are a great time to lay the foundation for strong, successful campaigns in the months ahead.
Is the summer slump a myth or real?
Of course, there is never a blanket answer to whether seasonal fluctuations influence business or not. If you are a tour operator, you will have enough to do in the last-minute business – also with regard to your online marketing. However, most industries and target groups perceive a more or less big lull in high summer. This has various reasons:
- Customers are on vacation for weeks and thus deviate considerably from their usual consumer behavior.
- Spending on vacations and during the travel period noticeably reduces consumer spending for a short time.
- The summer months offer little opportunity to run promotions due to seasonal occasions such as Christmas, Carnival, Easter and more.
You will know from experience a certain drop in traffic on the website or in the number of orders in the online store. However, this does not mean that you should take a break from online marketing over the summer. On the contrary, it is precisely the small breather that gives you the opportunity to take a look at your business and gather new strength for future actions and campaigns.
With advance planning against the stressful time
Your marketing department may have to work particularly hard depending on the season. Why not create some relief during a phase of the year when things are a little quieter? Even if you don’t know today which special offers and products you will be marketing at Christmas. The majority of the associated campaign with advertising materials for online marketing can already be put together today.
Systematic work such as creating digital advertising media or writing posts for the blog or social media can make good use of time in the marketing department.
Boost business with summer sales
Of course, you shouldn’t leave your sales entirely to chance during the summer months. The weeks leading up to the big trips of the summer are ideal for a Summer Sale. Here you will be able to attract customers with strong offers, who calculate a little more carefully before they travel and are happy for every bargain.
Promotions of this kind are ideal for a conversion that is not directly aimed at a purchase. Those who currently prefer to invest their money in vacation funds will still be happy about a voucher with a long term after signing up for the newsletter. If the travel season is over and the voucher is still valid, a successful deal can be expected somewhat belatedly.
Opening up new channels – the perfect time
In addition to special promotions, summer lends itself to basic, systematic planning in online marketing. Out of habit, many companies carry out the same actions over and over again via the same communication channels. Here it offers itself in a calmer phase to rethink the approach in marketing.
One of the most important starting points: The incorporation and use of new social media channels. With each passing year, the potential target group is creeping younger. A maturing generation of consumers brings with it different lifestyles and consumption habits. For example, in terms of media use and finding out about products and brands on the Internet.
Old-established companies in particular are shy about using social media for marketing purposes. Here, working with an online marketing agency can help them get started and make the most of these platforms for their own advertising purposes. This also applies to the Google Ads network or the insertion of ads in YouTube videos. After all, almost everyone uses these web offerings every day.
Technical optimization in the summer months
Summer brings with it a lower level of online activity. This time can be optimally used to perform technical optimizations on your website or online store. While visitor numbers may be slightly lower, you can use this phase to perform both OnPage and OffPage optimisations and improve website performance.
One important aspect is to improve the loading speed of a website. By optimising the website, you can ensure that it loads quickly and efficiently. This will lead to better user satisfaction and potential customers will not be deterred.
In addition, you can also perform OffPage Optimisations to increase the visibility of your website during the summer months. This can be done, for example, by building high-quality backlinks, promoting guest posts on relevant websites or participating in industry-specific online communities. These measures will help make your website more attractive to search engines and potential visitors.
Social Media Marketing
During the summer months, it’s quite possible that engagements will drop. However, don’t let this discourage you and scale back your posts. Try to incorporate that happy summer feeling into the feed and create creative content that encourages the audience to interact. This could be calls to action, summer-related hashtags, seasonal videos, or running a contest.
Participate in festivals, events and fairs
Many festivals, events and fairs take place in Switzerland during the summer, where companies can often rent a booth or sponsor. Find out about the events in your region and see if you can participate. This will not only help you reach existing customers, but also attract new potential customers who may not have known about your company.
Strike when the competition is asleep
Are you up for a challenge and still have some budget left for a marketing campaign? Then realize that your direct competitors are also rather hesitant when it comes to online marketing during the summer. It’s a great opportunity to reach out to customers when your competitors aren’t. Even with small means and a clever idea suitable for the vacation season, you may be able to land a surprise success in marketing.
Online marketing in the summertime
Even if the high temperatures lead more to the beach and less to your online shop, your online marketing does not have to rest. With an experienced online marketing agency like ONELINE, you can easily find the right mix of preparation, analysis, technical development of the website and more.
