Summer slump is what you make of it! 5 to-dos for your marketing

01.08.2020, 07:03 a.m.
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Marketing downturn in the summer does not have to be. When activities and sales decrease during the quiet holiday season, there are some tasks to use the lull productively.

Almost every industry knows the times when there is little going on in marketing. Whether summer break or this strange time “between the years”: Customers relax on vacation and everything else moves noticeably into the background. Marketing measures are often ineffective. An ideal opportunity to use the time for other marketing tasks.

The advantage of seasonal doldrums is that – apart from Deutsche Bahn – nobody is really surprised by the onset of summer or winter every year. Companies can therefore prepare optimally for this and draw up action plans. With these tips, your marketing team stays productive even in quiet times and can use its energy wisely:

1. Try out new tools

Marketing tools are in abundance and their range of functions is constantly changing. In normal day-to-day business, however, there is hardly any time to take a closer look at new tools and to thoroughly tap the existing tool stack. And so many companies stick to old tools for years, although there may have been better and cheaper alternatives on the market for a long time. Lulls provide the ideal opportunity to find out about new tools, to try out promising solutions and to check which of the previously used tools are actually still needed and which are pure cost-wasters.

2. Polish up old contents

When it is not worth investing time and money in new campaigns and fresh content, it makes sense to examine existing content. With a content audit, long-term successful content can be identified and newly integrated into the communication strategy. With this evergreen content, a long-term stable flow of traffic can be built with little effort.

3. Perform website audit

Websites should be subjected to an extensive SEO test at regular intervals. Because there is often no time for this in the stressful daily business, you can use idle times ideally for an SEO audit. This comprehensive analysis will help you uncover optimization potential and common SEO errors.

4. Reflect and plan

Quiet times offer the best opportunity to take a close look at your own work and to explore what is going well and where there are opportunities for improvement. On the one hand, this can mean, using monitoring and analysis, to evaluate marketing campaigns that have already taken place and thus identify particularly successful formats for the future. Based on this, the marketing planning for the coming months can be adjusted and initial research for larger campaigns can already be initiated.

You can also use the time to reflect on work processes and communication processes in a team. In this way, long-term cooperation in the team and with other departments can be improved.

5. Make a noise when everyone else is silent

Who says quiet times really need to be quiet? If your competition switches to vacation mode, you can score with creative and entertaining campaigns. Because even if holidays and public holidays mean a lot of family time, most people need a little distance and distraction from time to time. Holiday competitions, seasonal offers or entertaining entertainment can also work in the offseason. You can also experiment with new formats or content that you can later firmly integrate into your marketing strategy if successful.

And remember: after every lull, there are times when there is a lot to do. Read here how you can increase your content production without loss of quality.