Most ecommerce companies bank on the holiday shopping season for an influx of sales that keeps them afloat in the months to come. After all, they don’t call it Black Friday for nothing.
But did you know that you can (and should) use a year-round marketing strategy to average out those sales, especially if you sell highly-seasonal products?
As an ecommerce digital marketing agency, we’ve worked with a lot of brands over the past 15 years. In our experience, the ones that see the most success are those that take a long-term approach to their seasonal product marketing strategy — setting the stage for year-over-year growth.
Here are three tips to incorporate the same thinking into your brand’s strategy.
1. Partner with other brands and affiliates.
If your customers tend to shop at set times during the year, start by finding new customers to market to.
Let’s say you sell fireworks. Rather than wait every year for Fourth of July, you can expand your reach by partnering with other brands and/or organizations that frequently use your products throughout the year (think wedding planners, sporting events, etc.). In turn, you’ll get exposed to a larger audience and improve your brand awareness. The more creative you can get with your partnerships, the more stable your product sales will become throughout the year — and the less reliant you’ll be on your peak selling times.
2. Test less popular products.
From a revenue standpoint, you can’t just rely on your most popular products to carry you through the entirety of 12 months. In other words, putting all of your eggs in one basket is almost a guarantee that they’ll break in some unforeseen disaster.
That’s why we recommend testing (and investing in) less popular products, both during your high season and your off season.
Paid search advertising is a great place to start. Use your historical data to identify potential winners and allocate some of your ad budget to testing…