Do you experience seasonal fluctuations with your business? If so, you are not alone! One of the trends that Bath Marketing Consultancy is experiencing right now is enquires from people experiencing just this; a period of downtime in their businesses due to the (supposed!) British summer.
What these people seem to be saying, quite correctly is, “yes, I know the summer impacts on my business, but I am going to lay the marketing foundations for the Christmas period and get in touch with a marketing professional to help me.”
Fluctuations in a business are very hard to predict exactly, but there are times of the year when traditionally businesses will be quieter than others. For example, December and January tend to be quiet as the “silly season” is in place. In addition half terms, school holidays and then summer holidays. In fact, there may well be less of a buzz about in business when major sporting events are on like the Rugby World Cup, Football Cups, Olympics etc.
During these times business is likely to be slower, enquiry rates may well fall and invoices take longer to be paid. We are all in the same boat! The trick is to make sure that you have a consistent marketing plan that will continue marketing your business during these quiet times.
You could look at bursts of marketing activity before these times or incentivising prospects to commit to working with you before they go away or take a holiday. Similarly, there is always the option of you mirroring these quiet times by taking time out too.
One key area I would suggest is do not go quiet yourself with your own marketing or you risk going of radars. Yes, there is a possibility that the markets you appeal to may well become smaller in seasonal fluctuations, but there will still be a market there for you to talk to. So do not stop Blogging, Tweeting, Advertising, Link Building etc as continued marketing and brand awareness activity over a sustained period of time really pays dividends.