Adjusting Your Digital Marketing To The Seasons

Shy of an unexpected (but always welcome) periodic return of the summer sunshine, the autumn season is once again on our doorsteps. And just as we are required to adapt to the changing seasons in our everyday lives, the same also applies to digital marketing.

One of the biggest mistakes a business can make is the assumption that consumer behaviours, retail trends and the general business landscape remain static through all four seasons. They don’t and it’s only by acknowledging these seasonal shifts that you can not just align your business with them, but capitalise on them.

Why Adjust Your Digital Marketing Strategy?

At this time of year – and when looking ahead to the coming months – it’s vital to reconsider your digital marketing strategy for the following reasons:

  1. Consumer Behaviour Shifts

As the days grow shorter and temperatures drop, consumer behaviour changes in a big way. People tend to spend more time indoors, leading to increased online activity. They research products, shop online and seek entertainment and information through digital channels. Adjusting your marketing strategy to align with these changing habits can yield better results.

  1. Seasonal Promotions and Holidays

Autumn and winter are rife with holidays and events, from Halloween and Bonfire Night to Christmas and New Year's. Tailoring your digital campaigns to coincide with these occasions can capitalise on the festive spirit and drive higher engagement and sales.

  1. Weather-Related Needs

The onset of colder weather brings specific needs and desires. Consumers are more likely to search for winter clothing, home heating solutions, festive decorations and comfort foods. By adjusting your content and advertising to address these seasonal needs, you can connect with your audience more effectively.

How to Adjust Your Digital Marketing Strategy

While there’s no one-size-fits-all rule to seasonal strategy adjustments, there are several good practice SEO guidelines that apply in most instance.

These include:

  1. Seasonal Keywords:

Start by conducting keyword research to identify autumn and winter-related search terms. Incorporate these keywords into your website content, blog posts and pay-per-click (PPC) campaigns. For example, if you sell winter coats, optimise for terms like "warm winter jackets" or "cosy autumn outerwear."

  1. Festive Content Calendar:

Create a content calendar that aligns with the seasons and relevant holidays. Plan blog posts, social media updates and email campaigns around festive themes. For instance, you can share gift ideas for Christmas or provide tips on preparing homes for winter.

  1. Email Marketing Campaigns:

Utilise email marketing to deliver personalised promotions and seasonal offers to your subscribers. Craft compelling email subject lines and content that resonates with the spirit of the season. Encourage recipients to take advantage of limited-time discounts or exclusive holiday deals.

  1. Social Media Engagement:

Engage with your audience on social media platforms by sharing visually appealing and seasonally relevant content. Run contests, polls, or giveaways related to the current season or upcoming holidays. Use appropriate hashtags to increase the discoverability of your posts.

  1. Paid Advertising Adjustments:

Modify your PPC advertising campaigns to target seasonal keywords and create ad copy that highlights the value of your products or services in the current weather or holiday context. Consider offering special promotions or discounts to entice potential customers.

The Value of Seasonal Adaptation

Whether you outsource the above tasks or handle them in-house, the potential benefits of effective seasonal adaption will more than justify the outlay and effort:

Enhanced Relevance:

By aligning your digital marketing with the seasons, your brand becomes more relevant and relatable to consumers.

Increased Engagement:

People are naturally drawn to content and promotions that resonate with the current season or holiday, leading to increased likes, shares and conversions.

Improved ROI:

Seasonal campaigns tend to be more targeted and focused, resulting in a higher conversion rate and a more efficient use of marketing resources.

Builds Brand Loyalty:

Consistently adjusting your digital marketing strategy to reflect the changing seasons demonstrates your commitment to meeting your customers' evolving needs.

The extent to which you’ll need to adjust your strategy will vary in accordance with the type of business you run, but it’s an essential transitional task that every business should prioritise.