Just as retailers plan and set out attractive displays to take advantage of seasonal spending, you need to keep seasonal interests in mind for your online marketing. Granted, you reach a worldwide audience, so you don’t need to be too specific. But there are certain “seasons” for buying that are universal.
New Year’s – The start of the year causes people to make those pesky New Year’s resolutions. They promise to lose weight, start exercising, clean out clutter in home and office, establish better time management skills and begin regular savings programs.
The search engines are buzzing with these keyword topics the week before January and throughout the month. You need to be ready with information products to turn those resolutions into workable strategies. But do it fast, because resolutions don’t last much past February.
Spring – When tiny flowers and green leaves peek out from winter weary branches, there’s a sense of renewal. People start to think about planting a garden, fixing up the patio or landscape and beginning outdoor sports. Package information products on early gardening and join affiliate programs that ship flowers and buds.
Summer – This is prime family vacation time - parents looking for activities for children who are out of school and outdoor entertainment. You don’t have to compete with the big travel sites. What you have to offer is ideas for summer fun - family friendly resorts, how to choose a summer camp and creating lush outdoor spaces on a budget.
Back to School – At least a month before school starts, parents are shopping for school clothes, supplies and electronics. Present reviews that are informative and connected to affiliate programs for back to school products. Don’t forget the homeschool families and add products for them, too.
Fall, Harvest, Thanksgiving - The change of seasons brings last camping opportunities, team sports, school events and family travel for the traditional Thanksgiving holiday. Put a new twist on information products, such as how to prepare a vegan feast or helping your child cross-train for multiple sports participation.
Winter, Christmas - The colder weather brings winter sports, family gatherings, shopping and decorating for holidays in December. Prepare a list of less crowded, budget friendly winter sports vacations, and how to save time shopping online and decorating using what you already have at home. It’s also leading into the year-end time of reflection when people think about what they enjoyed and what they want to change next year.
As you make seasonal marketing plans, remember that the seasons arrive at different times on each side of the equator. So if you’re marketing outside of the United States, what you consider spring may be fall elsewhere.
Winter break can be prime ski resort time in Aspen, Colorado and sun-bathing on the beach in Sydney, Australia. The good news is that you can use “spring” for both sides of the equator with different timing and slight tweaks of the information.