Blog Post

Year-Round Marketing for Your Seasonal Local Business

Amber Blevins • May 24, 2024

If you’re a seasonal local business owner, you probably look forward to your off season as a time to catch up on things that may have been neglected when your calendar was full. Maybe you use the downtime to work on your financials, do some recruiting and hiring, or simply get things re-organized before your next busy season.

You may even scale back or suspend your marketing efforts during this time, thinking it’s unnecessary in off-peak months. This is a common mistake among seasonal local businesses. Reducing your marketing activities during the off season can lead to a decline in brand visibility and customer engagement, making it harder to attract and retain customers when your peak season returns

If you want to retain your existing clients and gain new customers, it’s imperative you keep up with your digital marketing strategy, even in your off-peak season. Continuously engaging with your audience helps maintain brand awareness and keeps your business top-of-mind for when they need your services again. It also provides a great opportunity to build and strengthen relationships with your customers, making them feel valued and appreciated throughout the year, not just during your busy season.

Check out these three marketing tactics that are perfect for engaging clients off season.

Get Involved

During your slow season, it can seem challenging to get in front of your potential customers. But in fact, the off season is an opportune time to connect with your client base because you have more flexibility and can engage in activities you wouldn’t otherwise have time for.

Use your downtime to get involved with your community. Represent your company at job fairs, do volunteer work, or participate in local chamber of commerce projects. Taking part in area activities is a fantastic way to get your brand in front of potential customers and establish your company as a solid part of the community.

Share Helpful Content

Posting valuable content is one of the basic building blocks of digital marketing. Content marketing will help you attract customers all year long, not just during your busy season.

Don’t make the mistake of assuming your client base doesn’t care about your services because it’s the off season. Sharing relevant, helpful content will not only establish you as an expert in your field, it will also get your brand in front of more eyes.

Post an article about snow removal in June or swimming pool maintenance in January. Your client base will consume the information any time of the year and when they eventually need those services, they’ll remember your article.

Sweeten the Deal

Depending on your location, your customers probably don't require lawncare in the middle of winter and most people don't need tax advice in July. But the goal is to keep consumers engaged with your brand, even when they don’t need your services at the moment. Contests, discounts, and special deals are an easy way to drive engagement with existing customers and gain new clients.

Offer early bird discounts for clients who schedule and pay for their services ahead of time. Or lock in customers for your upcoming season by offering bonuses with the purchase of a particular service package. Even better, run a contest for free services – everyone loves getting something for free, and contests always lead to valuable word-of-mouth marketing.

Digital Marketing is a Year-Round Endevour

Closing out your busy season means you have a chance to take a deep breath, reflect, and maybe even take a well-needed vacation. But the off season doesn’t mean there’s no work to be done.

Keep up with your digital marketing during your company’s downtime. Effective marketing in your off season will continue to grow your business—even if you’re not actively servicing customers.

Interested in boosting your off-season marketing efforts? Locallogy can help! Give us a shout and we'll tell you how.

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