Many Australian small and medium enterprises experience significant peaks and troughs in demand depending on the time of year. Think landscaping businesses booming in spring, or snow sports retailers thriving in winter. A common question we hear is: can these businesses maintain a consistent marketing strategy when revenue isn’t consistent? The short answer is yes, absolutely – and it’s crucial for long-term success.
It’s tempting to drastically scale marketing spend up during peak season and cut back to almost nothing during quieter periods. While that feels intuitive, it’s a missed opportunity. A consistent approach, even a modified one, builds brand awareness and customer loyalty year-round. Here’s what we recommend:
- Focus on ‘Evergreen’ Content: Create content that’s relevant regardless of the season. For a landscaping business, this might be articles on garden maintenance, plant selection guides, or tips for attracting wildlife. This keeps your website active and provides value to potential customers even when they aren’t actively seeking landscaping services.
- Shift, Don’t Stop: Instead of halting marketing completely, adjust your messaging. During off-peak times, concentrate on building relationships. Run educational campaigns, offer exclusive previews of upcoming products or services, or focus on customer retention through loyalty programs.
- Lead Generation is Key: Use quieter periods to actively build your database. Offer incentives for email sign-ups, run contests, or host webinars. These leads will be invaluable when peak season arrives, allowing you to convert warm prospects quickly.
- Strategic Channel Allocation: Consider where your marketing budget is best spent throughout the year. Social media is generally cost-effective year-round, while paid advertising might be more impactful closer to peak demand. Analyse your past campaign performance to optimise spend.
The goal isn’t to maintain the *same* level of activity all year, but to maintain *consistent effort*. Think of it like fitness – you don’t only train intensely before a marathon, you maintain a base level of fitness consistently. This approach ensures you’re top-of-mind when customers are ready to buy, and it builds a more resilient business overall.
To get started, we suggest conducting a thorough marketing audit to identify what’s worked well in the past and where there’s room for improvement. Then, develop a 12-month marketing calendar that outlines your key activities and messaging for each quarter. This will provide a roadmap for consistent, strategic growth.
