Seasonal Marketing: Benefits and How To Create a Campaign

By Indeed Editorial Team

Published May 17, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketing campaigns help businesses reach new audiences, increase sales and display information on products, services or promotions. Certain times of year create extra traffic for businesses and websites, which creates a need for a new marketing approach to appeal to customers. Seasonal marketing during holidays or seasonal transitions creates excitement and FOMO, or the fear of missing out for customers, which can encourage action. In this article, we show you how to create a seasonal marketing campaign and how it can benefit your business.

What is seasonal marketing?

Seasonal marketing is any promotion that businesses create for certain times of the year, or sales seasons. These marketing campaigns leverage the high traffic that certain times of year create, such as the winter holiday season around Christmas, Hanukkah and others. Seasonal marketing often includes special season-themed promotions to appeal to the customer's seasonal needs. For example, a customer shopping at Christmas may find Christmas-themed ads more attractive.

Benefits of seasonal marketing

Seasonal marketing offers many benefits for new or established businesses. With increased web and foot traffic, seasonal transitions and holidays are a great opportunity to appeal to new and existing customers with special promotions. Here are some common benefits of successful seasonal marketing:

Appealing to seasonal excitement

Holidays and seasonal transitions can create excitement among customers due to changing weather, family gatherings and the desire to exchange gifts or find good deals. Seasonal marketing allows a business to take advantage of the excitement by offering seasonal deals that only occur during that season or holiday. This limited-time offering means a customer needs to act quickly to get the deal and can make a customer more likely to buy.

Related: Seasonal Jobs: How Many Hours Do Seasonal Employees Work?

Increasing brand awareness

Brand awareness is a measure of how aware people are that your business exists and what products or services it offers. Seasonal marketing helps draw attention to the business and can attract new customers with special promotions. Many businesses experience a significant amount of customer traffic during holiday seasons from referrals and promotions. For new businesses, this can be an opportunity to establish a foothold in a new industry by offering excellent promotions and providing exceptional customer service.

Converting leads to paying customers

Leads who are aware of your business but haven't committed to purchasing yet may be interested in making a purchase during seasonal promotions. Prices are often lower during these promotions, which can entice a lead to make a purchase and potentially become a loyal customer. Seasonal marketing helps show leads the benefits of committing to that purchase and encourages them to remain a customer even after the holiday or seasonal promotions end.

Read more: What Is A Sales Lead?

Boost product sales

Seasonal marketing can help boost product sales and revenue by attracting new and existing customers to special deals. Customers appreciate the opportunity to save money and gain valuable products or services, which can drive demand and referrals.

How to create a seasonal marketing campaign

Creating a seasonal marketing campaign that brings in new customers requires a thorough understanding of your market niche, the demand in the industry and your ideal customer profile. Here's how to create a seasonal marketing campaign:

1. Understand your audience and niche

Understanding who you're marketing to and your business's place in the industry helps you create more focused marketing campaigns. Creating an ideal customer profile is an important first step in understanding your customer or audience. Include things like:

  • Your preferred customer's age, location and interests

  • Which competitors your customer may buy from

  • Your customer's pain points

  • Your customer's expectations for your products or services

A thorough understanding of the customer also helps you better understand your business's niche. Consider how your business fulfills the niche needs of the customer. If you're operating in a broad industry like food service or retail, think about how your business fills a specific customer need. You may provide specialty products that competitors don't offer or services that focus on a particular pain point.

Read more: 9 Steps To Finding Your Niche (And Why It's Important)

2. Build your marketing campaign around the sentiment of the season

Consider the sentiment of the season during which you're marketing. The winter holiday season can carry a sentiment of giving, compassion and family values. This can influence the way you market to customers. You may focus on products that make exceptional gifts for specific family members or personality types. If you're hosting a seasonal transition promotion, consider the general sentiment of that transition. Going into winter can bring a different feeling than a transition to summer.

3. Maximize your discounts

Seasonal promotions are a great time to offer discounts on products or services, but it's important to understand how to maximize them to entice the customer to commit to a purchase. Consider using percentages instead of numbers. For example, instead of using "$5 off", try "10% off" instead. The percentage sign can help a customer believe they're getting a great deal by changing the way they view the sale. 10% can look and feel like more than $5 off, even when they're equal.

4. Improve your SEO

SEO, or search engine optimization, can help your business's website or social media pages rank higher on search engines. This can help drive web traffic and potentially increase your overall sales during the season. Here are some tips for improving your SEO:

  • Start a blog: Blogs are excellent SEO tools. They can be informative or entertaining for readers and also provide SEO advantages with keywords, back links and shareable links.

  • Keep content relevant. Customers are more likely to read content that appeals to their needs, paint points or wants. Keep your customer profile in mind to create the most relatable content to maximize your SEO strategy.

  • Polish your website. The company website can act as a landing page for new customers or leads. A functional, aesthetically pleasing website can maximize the chance that leads convert to customers and customers stay committed to the purchase.

  • Use social media. Social media pages can act as points of contact between businesses and customers and host your SEO-optimized content for easy sharing.

Read more: Definitive Guide To SEO Marketing

Tips for seasonal marketing

Maximizing your seasonal marketing campaigns can ensure that customers understand the value you're offering and act on your promotions. Here are some helpful tips for seasonal marketing:

  • Keep ads simple and enticing. Ads attract customers by providing concise, accurate and easy-to-understand information. Keep ads relevant to the season and quick but informative to maximize efficiency and conversion rates.

  • Know your audience and listen. Knowing your audience helps you understand what they expect from the business. With this understanding, you can create more relevant content and promotions to appeal to those customer needs. Listen to feedback and customer comments to determine if you're meeting needs.

  • Ask for feedback. Customers are your best source of information, so you can use social media or post-purchase surveys to ask customers questions about their experience with your business.

  • Look at your competitors. Your competition may excel or fall short in certain areas. Consider studying both to gain a better understanding of what makes the competition appealing to prospective customers and how to set your business apart.

  • Track your revenue. Consider tracking seasonal revenue to create a baseline for next year's seasonal sales. This helps you determine how successful your marketing campaigns were and whether there's been a drop in sales compared to last season.

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