While summer is a busy period for some, it can be a slow season for many businesses. However, with people going away on vacation or simply taking time off, summer can be an excellent time to build on existing customer relationships and take advantage of a slower pace to execute some long awaited campaigns.
Word of Mouth Marketing
When people get superior information from those they trust, they make informed decisions, and thereby feel empowered. It is important to drive conversations and help clients become the most recommended and chosen brands in their category.
Implementing effective word of mouth marketing can be somewhat of a challenge as social media has taken over how people talk and communicate with each other. Social connections happen everywhere, every minute of every day – in the real world and in the digital world. Social communication touches everybody. Brands are carried along in the stories people share, and the conversations they have: in social media, on their mobiles, and face to face.
When customers decide what to buy, they don’t do it alone. Nine out of ten times they rely on family, friends, colleagues or experts. They engage with each other, their communities and the brands they buy in new and different ways, across the spectrum of media channels. It is essential to help clients get their stories to travel further and faster, building sustained relationships and advocacy as they go.
For marketers, reaching and engaging audiences has never been more challenging. It is important to harness the right strategies and tools to engage influencers for sustainable word of mouth. It’s not just about creating a buzz, but rather creating meaningful conversations that lead to recommendations.
Offer Referral Incentives to Your Existing Clients
Implementing a referral program provides added incentive and justification for your existing client to spend time referring you, and in return they will get a discount. A great way to get started is to just spread the word to your existing clients using emails or social media sites.
Networking is a tried and tested method of marketing and a way to get more clients. Here are a few pointers on how to connect with the right partner agencies.
- Find events to go to that your typical client will attend
- Subscribe to an industry or trade publication so that you can stay abreast with upcoming industry events
- Always exchange info. Don’t just hand out your cards. Have conversations and swap contact information. The people at these events are going to be receiving lots of other business cards and chances are at the end of the day, they all go into the same pile.
- In order to be unique and stand out from the crowd, you may want to give something more personal, such as a magnet or paperweight with your business info on it.
Staying Connected Off-Season
Off-season or not, it’s still incumbent on you to produce remarkable content. Having a good agency can help you find a way to do it with an appropriate off-season twist. There is no reason why you can’t still create compelling content that will speak to your target audience – creating blog posts or marketing offers that your clients are running even during the chilly months. Create helpful content that speaks to the target audience, and builds solid relationships via the content that will sustain during the off-season, and bridge into peak season.
It’s important to stay connected with your existing clients and potential leads during off season, using social media platforms such as Facebook, Twitter, LinkedIn and Pinterest, to stay top of mind year-round. You should be using the platforms to offer special discounts, gathering/publishing reviews and testimonials, sharing new content, running contests and polls, and generating hype for the next season.