Schools out for summer, the weather is warm (ish) and every other email seems to get an ‘out of office’ response, it can start to feel like everyone is slowing down but the same shouldn’t be said for your marketing efforts. I’ve experienced businesses where things seem slower during the summer but it’s largely driven by people and their lack of momentum not by clients, more people are on holiday during summer certainly but have you ever worked with a business or had a client that just kicked back for the whole of July and August?
No, didn’t think so! Business happens in summer, contracts are signed, projects are delivered and when it comes to marketing cooling off because the temperature is rising is a mistake.
Here I share just three benefits of keeping your marketing efforts consistent this summer
Increased Customer Buy-In
Whilst I don’t adhere to businesses completely switching off during summer, things are quieter, as such the customers and clients you do work with may actually be more ‘bought in’ than the ones you work with at other times of the year, they’re still focused on their goals and are engaging with your product/service as a result despite the lure of summer and they're likely to be clearer about their objectives which makes for a great working relationship.
Whilst it may be more difficult to follow up leads and move prospects through your pipeline in the summer months, it’s still important that you continue to follow the same processes for your prospects and existing clients and customers and for your marketing activity as a whole, this includes keeping campaigns running, producing fresh content, keeping up on communications and ensuring it's 'business as usual' with consistent marketing efforts.
I’ve been asked if it really matters if we don’t do any social media for a few weeks? Don’t send our email newsletter - will anybody really notice? YES, and yes again, your engaged audience will almost certainly notice, but not for long, we live in an age of lightning-fast communications which means scaling back or cutting out brand communications is a sure-fire way to get forgotten fast. In fact during the summer months - the opposite is true, there’s actually less noise in email inboxes and across social media making it the perfect time to increase brand visibility
Want to make the most of your marketing this summer and beyond? Let’s talk email@example.com
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