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Have you noticed that certain times of the year you may see an increase or decrease in your traffic on your social platform, specifically Pinterest or your Blog? One reason you may see this can be related to seasons, holidays, and events. Many call this Seasonal Marketing.
What is Seasonal Marketing?
Seasonal marketing is pretty much what it sounds like: throughout the year, many brands will adjust their marketing strategy to align with upcoming seasons, holidays, and events. Consumers change their behavior based on these seasons, holidays, and events scattered throughout the year. So brands will change their marketing strategies to incorporate these behaviors so they can capitalize on these seasons, holidays, and events.
For instance, this past weekend I was out shopping and I noticed stores are starting to carry Fall, Halloween, and Thanksgiving items. IT’S ONLY JULY! Brands will see an increase in traffic due to these events or holidays so they have to plan ahead in order to capitalize on the interest. I do feel it’s a little early to see pumpkins on the shelves but many brands are looking to capitalize on every season, holiday, and event. This is called Seasonal Marketing.
Now you might be thinking, “Is seasonal marketing really for me?”
I would say yes! Of course it depends on your niche but for most niches you should absolutely be using Seasonal Marketing strategy in your business. You will need to plan out your Seasonal Marketing strategies efficiently and effective as many of these seasons, holidays, and events are timely.
When I first started implementing Affiliate Marketing in Pinterest a year ago, I was constantly analyzing the data and trends so I could maximize my earnings. I wanted to make sure I was pinning content that was trending. I remember reading you should start posting seasonal items 6-8 weeks BEFORE the holiday. I followed this method for the most part but some bigger holidays (such as Halloween and Christmas) I start even earlier than 6 to 8 weeks. To be honest with you, I actually Pin Christmas and Halloween decor all throughout the year. Thanks to Tailwind and Pinterest analytics, I can see that I get a small amount of traffic all year long for these two holidays and my traffic explodes the few weeks leading up to the holiday. Other holidays (like St. Patrick’s day and Valentine’s day) don’t do much for me throughout the year, so I only focus on those holidays the weeks leading up to the holiday.
Timing is Key
Seasonal marketing is not just about putting holiday decor on the shelf and offering holiday sales. It’s also about the timing of marketing for these holidays, seasons, and events. It is also about the unique content and how you set up your marketing campaign that earns engagement and sales. It is definitely important that you plan out your seasonal marketing strategies. Whether you pin on Pinterest or write blog posts, you want to make sure you market them effectively for every season and holiday. It can be a lot of work but it has paid off so well for me. As I mentioned in my other blogs posts, I started making an income from pinning on Pinterest about a year ago, before I created my blog. I implemented Seasonal Marketing from the get-go and it helped me to reach 5M monthly viewers on Pinterest.
Back to timing is key – when implementing seasonal marketing in your marketing strategy, you want to come up with a plan, a schedule. If you want to promote it on Pinterest, you want to make sure you start posting weeks before the holiday.
Reason One –
Many people do prepare weeks in advance (or at least start thinking about it even if they wait until the last minute)
Reason Two –
It can take a few weeks for your pins to get out there and go viral. So you want to make sure you give your pins enough time to gain traction before the holiday.
How to use Seasonal Marketing to Increase your traffic
There are four Seasons every year: Winter, Spring, Summer, and Fall. I start planning for a season 2 to 3 months before the season starts. For my seasonal marketing strategy for seasons, I follow the schedule clothing stores use. This way I will know what the hottest trends are and I can promote accordingly. It’s pretty common to see bathing suites on the racks in January and sweaters in the middle of July. This is because stores need to prepare and market for the season before the season actually hits. Many people want the latest trends so as soon as stores release, people are out shopping to see what the trends are. You’ll also notice other brands/niches outside of fashion implementing the same seasonal marketing strategy. I can go to Home Depot (home improvement stores) and see that they start putting outdoor furniture and patio items on their sales floor in February and March. They are gearing up for the warmer weather even though there is usually snow on the ground in February.
There are so many holidays throughout the year. Depending where you leave, you may have additional holidays that other places to not observe. I live in Massachusetts, so I usually market the major US Holidays: Valentine’s day, St. Patrick’s Day, Mother’s Day, Memorial Day, Father’s Day, 4th of July, Halloween, Thanksgiving, Christmas, and New Year’s.
I usually start planning for holidays about 8 to 10 weeks before the holiday. I start promoting the material 6 to 8 weeks before the holiday. During the 6 to 8 weeks before the holiday, I heavily promote. After the holiday has passed, I let my campaigns run for another 2 weeks because my traffic drastically decreases.
I always watch my analytics and as the holidays get closer, my traffic increases. After the holiday passes, the traffic slows down. Unless it is Christmas and Halloween, for some reason I get traffic all year round. It is not a ton of traffic, but it is enough to keep me engaged with posting material.
There are so many events throughout the year that it is hard to market them all. So I only do the ones that interest me or events that have a large interest in consumers. Some of these events are timely and some are not. I don’t follow any sort of schedule for these events (unless it is a timely event). If it is a timely event, I post material about 6 weeks before the event. Here are the events I usually market:
Events (not timely): Birthdays, anniversaries, weddings, bridal showers, baby showers, new baby
Events (that are timely): Graduation (May to June), Back to School (August to September) Black Friday (the day after Thanksgiving), Cyber Monday (the first Monday after Thanksgiving)
I am sure I am missing some of these events but this list gives you an idea of the events I am referring to. Some of these events are not relevant to my real life but I still market for them.
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