For many businesses, summer tends to slow down and revenues decrease. Don’t panic! Take advantage of the slower pace in your business and get some of marketing done that you normally would not have time for.
The content marketing component of inbound marketing is important to do regularly and consistently.
- When using a content plan, create your content for a month in advance.
- Use old blog posts that would benefit from an update, work those into the content plan to ease the burden of coming up with a lot of new content.
- Since people have even less time to read in the summer, add a few pieces of content on the lighter side. Not all your content has to be in-depth articles.
Knowing your business is maintaining visibility even while you are on holiday can make your time off much more enjoyable.
There are many tools to help you automate your marketing including:
- Lead generation – Use email auto-responders to create a sequence of emails to those who sign up for your lead magnet. These email sequences can keep a new subscriber engaged with your content.
- Blog post publication – Write a month’s worth of blog posts and schedule them to publish while you are away. WordPress enables this quite easily.
- Social media posts – Use automation tools to schedule post to go out at the most appropriate times for your target audience.
Knowing that everything is automated can ultimately make that holiday much more relaxing.
Get Temporary Help
Offload tasks to others by outsourcing to freelancers. There are many marketing virtual assistants available who may be better executing your marketing activities than someone internal who doesn’t do this regularly.
Make sure you do your homework. Check your LinkedIn network for freelance marketing or virtual assistants.
Evaluate your web presence
Do a web presence analysis and determine where it needs work. If your business is not visible for your top keywords, make a plan. Update your search engine optimization. Include a review of your web content, looking for content that needs optimizing for specific keywords. This is a good time to focus your marketing on the things that can increase your visibility and expert reputation.
Review and update your local citation sites for consistency of your name, address and phone number. A local citation is any reference to your business that can be found online. These include Google My Business, Bing, Facebook, Yelp, Yellowpages, Better Business Bureau (BBB) or other authoritative websites that may provide an online directory to businesses in your industry. Inconsistent listings with out of date information or different spellings of your business name can lower your visibility.
Optimise your Google My Business listing
Having a well optimized and accurate Google My Business listing can increase your visibility in the search engine results. You can control how your business is seen in Google’s search engine results pages and other Google applications. Updating your entry will increase the accuracy of your business’s information in Google and any application that relies on Google for their data.
There is a lot to creating and managing your listing with all the new features Google has recently added. These include posts, question and answers, bookings and of course, reviews.
Review your service offerings
Are your service offerings appealing to your target audience? As your business evolves, your services need to evolve with it. Enhance your current service offerings to provide more value or add a new service entirely. Make sure your services are priced based on the value you provide.
Create or update your marketing systems
Identify marketing systems that need to be created or updated. A marketing system creates a repeatable, step by step routine to help you efficiently execute your marketing plan. If you have systems in place your marketing will flow more smoothly.
Make sure your marketing supports mobile
Your customers and prospects are also taking time off but that doesn’t mean they are disconnected. Make sure your email marketing and website supports mobile devices. While on holiday, many people are on their tablets, checking email and staying in touch. Make sure your marketing campaigns are mobile friendly.