It’s important to be aware of new digital marketing tactics and channels as they evolve and fall in and out of favor, so you can stay ahead of the competition and gear your brand toward growth. We’ve spoken before about possible digital marketing trends to look out for in 2021. But what about trends that change seasonally?
Seasonal marketing takes advantage of the differences in consumer behavior that occur depending on what time of year it is. An obvious example would be spending tending to ramp up around the holiday period between October and December. A pattern that’s perhaps less well-known would be the annual spending surge that occurs in spring each year.
Web searches for all sorts of things, from garden equipment to sundresses tend to spike in spring. Read on to find out how to use the latest digital marketing tactics to take advantage of this spring shopping frenzy.
Make Spring-Specific Content
When you’re making your content calendar for the upcoming months, if you don’t deliberately tailor your content to the season, you’re missing a beat. This means everything, from blogs to PPC ad text to visuals on Instagram.
Each season demands its own, well-thought-out collection of content. For spring, think pastels for visuals, themes of birth and new beginnings for content, and offers surrounding Mother’s Day and Earth Day for promotions.
Target Different Spring Personas
For different people, spring will mean different things. For students, it will be the excitement of spring break, for homeowners, it’s time for spring cleaning, and business owners might only have the looming deadline for tax returns on their minds.
You’ve probably already created several buyer personas for your brand. If so, all you need to do is take the information you already know about them and extrapolate that to determine the best way to market to them for spring.
While you’ll likely already have much of your content planned well in advance of the months in question, as a brand it’s important to stay relevant and topical. Always leave yourself some wiggle room to create ad-hoc content as different situations arise throughout the seasons.
Who could have predicted last March the havoc COVID-19 would eventually reap on the world? Who knew that Texas of all places would be covered in snow for several weeks this past February. The point is: things change fast, and your content has to be ready to change, too.
Look to the Future
Although these are campaigns you’ll be running in spring, consumers are likely already buying with Summer in mind. So while it’s great to do short-term campaigns—like for April Fool’s day—it’s also good to think a few steps ahead and make some campaigns relevant for a little down the line, as well.
Want to Get to Grips With Seasonal Marketing? We Can Help
Here at APS, we’re passionate about delivering and executing only the best digital marketing campaigns to our clients. Whether it’s winter, spring, summer, or fall. If you’re in the midst of planning your next big seasonal marketing campaign, get in touch today and see how we can help.