How to Reinvigorate Your Marketing Efforts in Time for Fall

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How to Reinvigorate Your Marketing Efforts in Time for Fall

Summer tends to be a bad time for small business. No matter how hard you try, your marketing outreach efforts are not likely to reach many members of your audience. Vacations, golf outings, and taking care of kids that are home from school pre-occupies the lives of most adults. Send an email, and you’re likely to get an out-of-office reply.

But instead of worrying over diminishing summer returns, it’s the perfect season to start preparing for fall. If you plan for the next season now, you can get a perfect start into a time when consumer interest returns. Here’s how you can reinvigorate your marketing efforts in time for fall.

Analyze Past Results

Your first step should be to take a thorough look at what marketing efforts worked, and which didn’t during the past 12 months. Whether you ran Facebook campaigns or started a business blog, you likely have plenty of data that you had little time to analyze during winter or spring. Now is the time to sit down and do just that.

Simply looking at data, of course, is not enough. Instead, you also need to start to interpret that data while weeding out the noise.

Why did some promotional and nurturing emails work better than others, and why did some of your Facebook posts outperform the rest? Can you find certain patterns that account for the bounces in success?

Start Planning Ahead

Armed with knowledge about your past efforts, you can begin to plan ahead for the coming Fall. Start planning a new marketing strategy that incorporates what works in the past, focusing on your target audience’s wants and needs.

For example, depending on your business, you may want to run a back to school promotion that begins in late August. Individual fall holidays like Labour Day, Thanksgiving, Halloween, and Remembrance Day are also great opportunities to plan specific campaigns and tactics that promote your business.

The goal in planning ahead is clear: have an outline in place that you can execute in the course of the season. During fall, you will want to at least begin to plan your Christmas marketing strategies and efforts, so already knowing what to do and how to promote your brand throughout fall is crucial.

Improve Your Strategic Approach

The above section assumes that your marketing efforts should be based specifically on the efforts that worked for you in the past. But while that is certainly beneficial to your business, you may also want to think about using the doldrums of summer to improve your strategic marketing approach.

For example, have you thought about implementing an inbound marketing philosophy for your business? By pulling interested users to your website through relevant content, and converting them into leads for more specific promotions, you can increase interest in your business in a cost-effective and efficient way.

Many small businesses shy away from inbound marketing, simply because they think it takes too much time and resources to do successfully. And it’s true: this marketing philosophy will not be an overnight fix. But solutions like Inbound Lite help you build and execute an inbound marketing strategy fit for your small business.

And here’s the best part: if you start your inbound marketing planning in summer, you can get it ready in time for fall. Once business and consumer interest picks back up, you’ll be able to effectively reach your audience and optimize your marketing success.

Don’t let summer get you down. Instead, use it as an opportunity to get ahead for your fall marketing efforts.

For help in getting started and getting ahead in your digital marketing efforts this year, contact us.
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