1) Analyze your situation
To successfully face the summer months, the first thing
you have to do is analyze what type of product you sell and what
its demand pattern is like :
If you have a product traditionally associated
with the summer season , such as travel or beachwear, you know you're in
luck. These are probably the months with the busiest marketing activity
and budget investment. Since it is credible that there will be a peak in
demand and sales of your ecommerce, it is necessary to give everything a good
review to make sure that your website and your payment systems work perfectly
before the key months. techqueer
Another case may be that of ecommerce with a very wide catalog , which includes products suitable for different times of the year. In that case, you need to be alert of it to update your website and your marketing channels and highlight the products that concentrate your ecommerce sales during these months. digitalknowledgetoday
It is also possible that you have a non-seasonal
product . In that case, what is expected is that there will be a
decrease in traffic and sales of your ecommerce in July and August, since users
spend less time on the computer and also spending is concentrated on activities
related to vacations. But since each brand is unique, I recommend that you
check if this is true by analyzing the historical data of your ecommerce and
that you apply the advice in this article so that the bump is less pronounced. healthnutritionhints
Finally, you may have a seasonal product whose
demand is concentrated in the coldest months of the year. In this case,
you can think of ideas to diversify your offer for the summer, or take
advantage of these months of low activity to make improvements to your website
and company systems.
Another aspect to take into account are the resources
available during the summer months. If a large part of the staff goes on
vacation, we must be aware that we will have fewer resources to manage
large
2) Plan and test
Being clear about our situation in the face of the summer
months, the next thing is to do a good planning of
the marketing actions and have a calendar programmed for
the months of July and August.
For those companies where workflow slows down during the
summer months, this can be a great time to try out , for
example experimenting with a new social network or a different approach to our
campaigns. healthfitnesschampion
It can also be a good time to A / B test different
aspects of our marketing: landing page design, text and images from the web,
calls to action in email marketing campaigns and a long etcetera. All this
information will help us to get more and more right with our marketing actions
and progressively improve the results.
3) Adapt
There is no doubt that in summer our habits
change , and a lot, compared to the rest of the year. Therefore, the
most logical thing is to adapt our marketing to respond to the changing needs
of consumers and continue to boost ecommerce sales. Here are some options:
Create special landing pages
for summer , with messages adapted to this season and
photos with a summer theme. This way you will be able to empathize much
more with your target audience.
Create a series of "evergreen" content for the
summer that you can share again each year during these
months. Thus, you will be able to generate interactions and connect with
your audience with very little effort.
Launch special summer
offers. Seasonal discounts can be a very good idea
to stimulate your ecommerce sales at times of low demand. Summer has
traditionally been the sales season, so you have no excuse not to take
advantage of it.
Run SEM campaigns
with seasonal keywords . Think about
what your potential customers need during the summer and how they would search
for it. It may even be a good idea to raise your budget for SEM during
these months to stand out from the competition.
Think mobile. It
is true that in July and August we spend less time in front of the computer,
but it is also true that the mobile is our inseparable companion, if only to
pose with photos of the beach. For your summer marketing campaigns to
work, they have to be perfectly mobile-friendly.
Power social networks. Summer
is a time of leisure and free time, so it is very likely that users spend time
on the networks, so do not stop publishing content adapted to the time. To
even get more out of it, you can launch a holiday-themed contest or giveaway.
4) Prepare for what is coming
You already know that after the summer, "back to
school" is just around the corner. Therefore, as part of your summer
assignments, I recommend that you take the time to make sure that everything is
ready to start the course:
Your website should be up-to-date
and ready to swap your summer landing for more timeless or September-specific
ones.
If you've launched special SEO and SEM campaigns for
the summer, you should also have your keywords and ads ready to get back to
normal.
And if you've done A / B testing or other summer
experiments, it's time to draw conclusions and add everything you've learned to
your next marketing plan .