Consumer behavior is not immune to seasonal changes, and your marketing needs to follow suit. Summer means kids home from school, more people on vacation. This can often mean less time spent online. And while that hardly means you should pause your marketing efforts, it does mean you may need to revamp your online marketing strategy a bit. Here are a few tips for a successful summer marketing campaign.
Finetune Your Targeting
The change in seasons can increase competition around certain topics, interests, and keywords. It all depends on your industry, product, and consumer. Take a look at your overall targeting. Then, put yourself in the mindset of your target customer. Where are you browsing in the summer? What are you searching for, what are you reading? Now, go back to marketing. Does your targeting line up with the customer’s behavior? If not, it may be time to make some adjustments.
This is also a great time to try or increase co-registration ads. These double opt-in ads target potential new subscribers on the websites they already know and love. They make it easy for users to click to join your email list, which makes it easy for you to market to a captive audience through your email marketing campaigns. And the best part is, you only pay for the confirmed leads you opt-in!
Retarget Your Subscribers
When people’s attention is spread thin, like in summer, it can be very helpful to have a multi-layered campaign that targets them in multiple places. If they aren’t checking their email, ads on popular websites will keep you top of mind. This can help even if they are checking email, but maybe not as quick to convert this time of year. A secondary reminder on a separate website can help drive them down the funnel.
An untapped potential source of not-so-new customers is your unsubscribed list. No, you can’t email them. But you can retarget them on other websites, just like you retarget current subscribers. Research shows that it is more cost effective to keep a customer than to get a new one. But when you’ve maxed out your pool of current email subscribers, retargeting previous subscribers is almost as effective. They’re familiar with you and likely purchase or considered purchasing before. A compelling co-registration offer is often all you need to get them to rejoin your email list.
These are just a few marketing strategies to help you overcome the summer slump. Looking for more? Get started with a free evaluation today.