A Cure for the Summertime Marketing Blues- Guest Blog

Pardon me for being a bit off-key but I just have to start humming my favorite summertime songs.  After an extremely cold winter followed by one of the rainiest springs in history, summer has arrived none too soon.  Traditionally the picnic gear comes out and, as any woman knows, white shoes are now socially acceptable. 

Unfortunately, the summertime can also mean the start of the slow season for many businesses as families everywhere pack up the SUV and head out for vacation.  As the song goes, See You in September.

If spring represents the time to clean-up your database, then summer should represent the time for the smart e-marketer to ramp up their marketing efforts.   Take advantage of the slow time to plot your future marketing.

Here are a few ideas for those Lazy Hazy Days of Summer.

  •  Start segmenting your database.  As tempting as it is to simply send out marketing pieces to your entire database, you’ll achieve much better results if you send out to a targeted audience.  For example, you might offer existing customers of one product a discount for another product, or offer new prospects a discount on their first orders.
  • Fill in the holes in your database.  Sometimes it’s not what you know but what you don’t know that can make a difference.  Create a query of all your existing customers for whom you are missing e-mail addresses and get to work tracking them down.
  • Reach out to your clients through the social networking sites.  I absolutely love ACT 2011’s Web Info tab because I can send an invitation to any of my contacts for Facebook, LinkedIn or any of the social sites at the click of a button.
  • Develop a drip marketing campaign.  Take advantage of the slow time to sit down, learn and develop a good marketing campaign.  Create at least two campaigns:  one for new inquiries and another for new customers.  Design the templates, decide on the intervals between the pieces, and then “set it and forget it.”
  • Write some blog articles.  Like a little squirrel stock piling food for the winter, start writing articles now that can be posted later so that your blog will have a continuous flow of fresh articles throughout the year.
  • Create some newsletters.  Write ‘em now and avoid the holiday rush.  Once written you’ll want to add them into a drip marketing campaign.  As silly as it may seem to be writing holiday newsletters in June, you’ll thank yourself when you find yourself with one less thing to do in December!
  • Relax and enjoy the slow time.  After all, even the best marketers deserve a little time off!

Who knows?  Maybe you can write some of those articles while relaxing on the beach or floating in the pool.  Singing a few “summer-themed” songs is optional. 

Do you have other ideas for summertime marketing?  We’d love to hear your comments.

Karen Fredricks  is the author of thirteen books on CRM and Contact Management Software including eleven “For Dummies” titles.  Her works include titles on ACT, Outlook, SugarCRM, Outlook Business Contact Manager and Microsoft Office Live.  She recently created Outlook 2010 and ACT! Essential Training video courses for lynda.com.  Karen is an ACT! Certified Consultant, ACT! Premier Trainer, Microsoft Office User Specialist and a QuickBooks Premier Certified Advisor.  She is a frequent guest of several syndicated radio computer talk shows.  A true CRM fanatic, she is the founder of the Virtual ACT! Users Group and holds frequent webinars focusing on CRM usage. Karen@techbenders.comwww.techbenders.com

About chrisswiftpage

Chris Gordon joined the Swiftpage Team in November of 2009. Chris manages Channel Marketing and Sales for the company and has the privilege of working with hundreds of savvy business owners and partners worldwide. He and his wife live in San Diego where they enjoy spending as much time as possible outside, surfing and exploring the coastline. Chris can be reached at cgordon@swiftpage.com. For more information about becoming a reseller, visit: http://swiftpage.com/partnerprogram.htm.

2 Responses to “A Cure for the Summertime Marketing Blues- Guest Blog”

  1. Getting your auto-resonder messages sorted out is another thing you could be looking at.

    Auto-responders are a great way of getting digital products to your customer instantly upon payment. But it doesn’t stop there. You can look at providing after-sale support such as a thank-you message, a testimonial request, or to introduce some related products they may be interested in.

    When the email campaigns pick up again, this will hopefully provide a greater response…

  2. Agreed- getting your auto-responder messages nailed down is in many ways the the first step towards automation. Great suggestion.

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