5 ways companies can use their downtime wisely.
Whether it’s a landscaping business in Minnesota, an HVAC company in Nevada or an electrical company in Florida, many small businesses have experienced the challenges of the off-season.
After peak season ends, a seasonal slump kicks in. But, as business begins to slow, there’s no time to kick back and relax. Instead, it’s time to start tackling the small business brand-building tasks that may have been put off during the busiest months of the year.
Let’s explore how to use this off-season time wisely and keep your business growth top of mind:
Evaluate the Marketing Metrics
During peak season, business is abuzz. So, when there’s finally an opportunity to catch a breath, take time to analyze website metrics and digital analytics, and dive deeper into the data. In doing so, a small business is able to precisely identify what worked and what didn’t, in terms of digital marketing efforts and its effect on ROI. Then, make appropriate changes to the digital marketing strategy in order to boost performance for the coming season. Of course, if a business is unable to calculate ROI from its marketing efforts, the off-season should be used to explore technology options that will allow for metrics tracking and ROI analysis.
Revamp the Website (If It’s Needed!)
Consumers are no longer relying on Yellow Pages to find their next contractor or small business partner. Instead, they’re turning to Google, social networks and online review sites.
Consumers are no longer relying on Yellow Pages to find their next contractor or small business partner. Instead, they’re turning to Google, social networks and online review sites. And if a small business has a poorly designed website or a site that’s not optimized, these consumers are headed elsewhere—perhaps, even, to a competitor. To help searchers better find your business (and to, then, turn them into leads), start the initial stages of a website revamp during the busy season. Then, when you have more breathing room in the off-season, get the revamped website into development, add the finishing touches and complete the site project. This way, a well-developed launch campaign can be put together ahead of the next busy season.
Develop Marketing Calendars—And Stick to Them
When busy season kicks in, it’s easy for a small business to throw marketing plans aside. But for a business that is serious about growing, this is not an option. Luckily, the more planning and prep work that is handled in the off-season, the easier it is to stay on task when business picks up. So, take some time to develop marketing calendars. From email marketing to blog calendars to social media campaigns, every marketing effort should be well thought out—with set deadlines, topics, and important details.
Continue Creating Compelling Content
Off-season or not, it’s still important to produce compelling content that speaks to a business’ target audience. In doing so, a small business is able to boost brand awareness, establish an identity, and build solid relationships with consumers that will sustain business year-round. Even more, content helps search engine optimization (SEO). And since SEO takes time to generate results, if done in the off-season, the impact of such efforts will be seen long-term—well into the height of busy season.
Since SEO takes time to generate results, if done in the off-season, the impact of such efforts will be seen long-term—well into the height of busy season.
Stay in Touch via Email Marketing
Email is vital, year-round. And even more important is keeping a consistent schedule. Consumers grow accustomed to receiving information from a company on a routine basis, whether it’s daily, weekly or monthly. When communication is sporadic, it does not reinforce brand authority or keep the brand top of mind. This is where building an email marketing calendar in the offseason can be of value—to keep a company on track all year long.
With business hours back to normal and a more manageable workflow, it’s certainly tempting to relax a bit during the off-season. However, don’t give in to temptation. Once you’ve taken a moment to catch your breath, it’s the perfect opportunity to analyze your business and determine what’s working (and what needs to be changed). Use your downtime wisely, plan ahead and make your next busy season the start of your most productive, profitable year yet.