When it comes to bringing in leads, it’s no mystery that the time of the year plays a big role. For many retailers, the holiday season is the best time of year for sales, while landscapers – for example – make the majority of their living during the summer.
If you are in one of the industries that slows during the summer months, we have 5 helpful ways to maintain a steady stream of incoming leads:
1. Provide value, be less sales-focused.
During the summer months, it’s easy to start panicking when you see sales dropping. Stop for a moment and think about why your customers became clients in the first place. Did they meet you at a networking event, respond to an ad, or find you through social media? Chances as, you got each of your existing clients from providing some sort of value to them instead of through a straight pitch.
Starting with social media, take time to create graphics and articles that will provide potential customers with value instead of a pitch. The goal is to create shareable content that people will be motivated to share with their peers on Pinterest, Facebook, and Instagram. A funny graphic, a timely article, or a simple inspiring quote overlay is a great place to start.
To see examples of shareable content, check out our “Pinnables” board on Pinterest.
2. Revamp your customer relationships.
– A referral program: Yes, the idea a referral program has been an integral part of marketing plans since the dawn of, well, services. Because it’s a less modern form of marketing, a lot of times it gets pushed to the back burner of your strategy. A few simple additions to your referral program can make a huge difference. For example, give a gift for referrals: A small clothing boutique can send a $20 gift card every time a customer refers a friend who makes a purchase.
-Offer a BOGO offer to existing customers: Send out an email campaign to customers offering them a Buy One Get One deal for a limited time.
-Send a note of appreciation: Sending a small note or gift to your 5 or 10 best customers is a great way to increase their loyalty, and in turn another way to get referrals.
3. Ramp up your mobile ads.
It is a known fact that summer is the most frequented time of year for vacations, meaning that a large portion of your potential clients are only accessing their mobile devices. Create a series of colorful ads on Facebook using Canva.com and set them to only display on mobile devices. You can even customize the ads to appear on iPhones vs. Android.
4. Offer an incentive to come back.
Another email campaign that is sure to produce results is a “customer win back” campaign. While your competitors may be taking a more relaxed approach to summer marketing, you will be there to swoop in and win back your customers! Have you seen the latest Verizon commercial? It’s pure gold from a win-back perspective:
How can you start your win-back campaign? Start by sending lapsed customers a simple email with an incentive to come back, such as a discount on a product or service.
5. Offer a shipping deal.
Gas prices have reached a new low compared to recent years, so why not take advantage of the lower shipping costs and offer free shipping to your customers? Trust me, it’s a win-win.
Bonus: Start gearing up for the holiday season.
Sure, Macy’s hasn’t hung their holiday decorations or put up the tree (not yet, anyway), but that doesn’t mean you can’t start preparing blog posts, emails, and graphics ahead of schedule. It will feel so good to be ahead of the game, and by the time the holidays roll around, you can grab a cup of hot cocoa and put up your feet because you are one rock star marketer!
How do you continue to bring in leads throughout the summer?