Should I Keep Marketing My Business During Slow Seasons?
Questions to Ask Yourself if You’re Considering Quitting Marketing Services
For most industries, slow seasons are normal. They often occur at the same time(s) of year and usually correlate to the types of products and services you offer and buyer behavior. For instance, landscapers may see a drop in customers as the weather gets colder and mowing grass is no longer necessary. This scenario can vary greatly depending on climate and if the landscaper offers additional services in the fall/winter months, but you get the gist.
At Creekmore Marketing, we understand the value of continuing marketing efforts all year round, even if you need to pivot your strategy due to budget constraints or other variables. There are multiple benefits to continuing to do so, and we’ll cover those. But first, if business is feeling slow and you’re wondering if you should continue marketing efforts, here are a few questions to ask yourself:
Why is business slow?
Seasonality is a big reason most businesses have a slow season, but it’s not always the case. In addition to seasonality, major elections, the state of the economy, competition in your local market, and your marketing budget are just a few of many factors that may affect sales. We recommend looking at why business might be slow and then asking yourself: Is this a slow season, or is something else going on?
Is this truly a slow season?
More often than not, slow seasons are normal in every industry. But sometimes a slow period is an indication that there’s something else at work. Here are a few reasons you might be slower than usual:
- New competitors in your market.
- Local competitors stepping up their marketing efforts.
- Economic and political factors like inflation or major elections.
- Low PPC budget for your area.
Once you can identify whether you’re in a slow season or other factors are at play, you can start working towards a solution.
Why is continuing marketing during slow seasons worth it?
If you are experiencing a typical slow season, you’re likely considering stopping marketing efforts until your busy season begins. This can be helpful with saving costs, but it can be detrimental to your overall campaign. Here are a few reasons why:
SEO is a marathon, not a sprint.
At Creekmore Marketing, you’ll hear us say that “SEO is a marathon, not a sprint,” and it’s true! Building your organic presence on Google takes time, ongoing optimizations, and a solid keyword and content strategy. Realistically, it takes 4-6 months to start seeing returns on your SEO efforts. Consider this analogy:
An SEO strategy is like pushing a cart up a hill. If you stop pushing the cart, it might stay where it’s at for a time, but eventually, it will start rolling back down the hill. Stop SEO for a month or two, and you’ll likely recover without issue. Stop SEO for two months or more; you’re looking at steady drops in rankings and leads. If you’re considering stopping SEO, check out our blog, which answers the question, “When Can I Stop SEO?”
PPC ads take time to optimize.
Changes to your PPC ad campaign can take one to two months to optimize. This includes target, structure, or large budget changes. So if you stop your PPC ads for a few months to save money, you can’t simply pick up right where you left off when you decide to resume. You’ll have to go through one to three months of setup and campaign optimizations before your ad campaign is performing at its best.
New competitors can enter the market at any time.
One of the biggest challenges businesses face is staying ahead in a flooded market. Halting marketing efforts can allow current or new competition to step in and gain ground. To stay ahead in your market, you must continue optimizing your marketing strategy, differentiating yourself from the competition, and connecting with your community.
Let’s Work Together
If you’re considering halting your marketing efforts during slow seasons, let’s talk! Whether you are a current client or a prospective one, Creekmore is here to listen to your concerns, find solutions, and, ultimately, help you meet your goals.
Creekmore Marketing proudly serves small businesses worldwide. Book a free consultation today to learn how we can help your business grow!
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We are an internet marketing firm that specializes in local Search Engine Optimization (SEO), pay-per-click ads (PPC), social media management solutions and advertising, responsive website and logo design, review marketing, online reputation protection, webchat, texting and digital receptionist. We proudly serve small businesses all over the US and Canada.
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