How To Leverage Seasonality To Boost Visits to Your Website

By Jared Atchison,
business.com writer
|
Jan 22, 2020
Image Credit: NicoElNino/Getty Images

Seasonal fluctuations impact all businesses. It is critical to ensure you are properly prepared for those times.

Every business feels the impact of seasonality in its operations. Seasonality can create fluctuations in your site's engagement, website traffic and conversions. Not all businesses experience extreme changes from seasonality, but they do feel it at different levels.

Some businesses experience clear cycles, such as clothing and sports industries. Others, such as online health and fitness membership sites can see a surge during the new year or as summer approaches. Seasonality can mean different things for different businesses.

It can revolve around visible seasonal changes, such as summer or winter. It can also refer to events like Mid-Summer's Day, Christmas, and other popular holidays. Other examples of seasonal events include a business's fiscal timeline such as year-end reports and tax return periods. The first day of school is a significant event for stationery and clothing businesses. 

You need to take seasonality into account to measure your business's performance accurately. Without taking seasonal changes into consideration, you may believe that your performance is poor when it’s actually good. You also need to be prepared for periodic changes during the year to prepare for slumps.

Seasonal changes provide opportunities for your business. You can leverage seasonal changes to help your business get traffic, stand out on social media, and create more customers. Your business can benefit from the spirit of the occasion and your audience's disposition that's influenced by the current season. 

Use seasonality to boost engagement and conversions on your website. Here are some helpful ways to leverage seasonality by creating and optimizing your content.

Conduct content research

Seasonal content that's relevant and helpful are more likely to appear as search results. Search engines take freshness and seasonality into consideration when delivering results. 

You can create the best content with the help of research and market data. Use a content curation tool or a free tool like Google Trends to find out what people are searching for online. Such tools can give you valuable insights into trends and the kind of content that does well online. You'll also be able to create the right format for the right platform. For example, a blog post with a to-do list may do well on Facebook but a video "story" will do better on Instagram. 

Your audience is also a great source of content ideas. Use a survey form tool on your website to get feedback from customers on what they want to see. 

Finally, one of the best ways to research content and create relevant material is to ask your coworkers or employees. The sales and customer support team directly interact with your customers and can help you focus on the right topics. 

Create fresh and relevant content

Your content needs to reflect the changes happening in your environment. Creating timely and relevant content is a powerful way to engage with your audience, especially when your content mirrors the season.

Event and season-specific searches increase during this time. Queries around recipes, gifts, traditions, and more are common. You can take advantage of this by creating content in advance once you’ve done content research. Some examples of helpful content are:

  • Holiday checklists

  • Holiday guides and how-tos

  • Seasonal video promotions

  • Guest speakers on podcasts

  • Guest posts by industry influencers 

There are many more examples of useful content. Remember that video content creates the most engagement on social media platforms. Prepare digital assets for your site and social media profiles, and update all your platforms with new content. 

Repurpose previous content

You can make use of content that you created for past seasonal events. Take a look at the content that worked well and repurpose it to boost engagement and conversions.

Adding a Google Analytics plugin to your website makes it possible to identify your best performing content. You can refresh your best content and use it in future seasonal campaigns. It can be a template that supports your seasonal marketing efforts. You also save time and effort.

Older campaigns that were successful can be leveraged to build traction over time. Recurring campaigns can become familiar to people, and they may even look forward to your yearly marketing campaign. You can repurpose content and marketing campaigns to build anticipation and get attention. Another way to excite positive emotions in people is to create giveaways.

Create giveaways

Giveaways are an effective way to engage with your audience. People feel excitement and anticipation when there's an opportunity to get something for free. Such emotions can make them more willing to share your content on social media and via email.

You can leverage giveaways to create user-generated content. Hold a contest asking users to come up with ideas or to create content for you. In Starbucks's White Cup campaign, people were encouraged to draw on the brand's iconic white cup. This campaign generated significant buzz online and boosted engagement.

You can create a giveaway on your WordPress site with a plugin. Encourage participants to share the giveaway on social media for more chances to win. You can also use the giveaway to drive traffic to your website by adding links to your social media giveaway campaign.

Link building plays a vital role in boosting SEO. Great content can lead to backlinking on its own steam. However, you can play a more active role in creating links by creating guest posts. Collaborate with different publications and blogs to publish your guest posts on their site. You can reach out to other circles that are interested in your domain and link back to your site. 

Encourage your readers and social media audience to share your content on their own blog platforms. Create calls to action asking your audience to like, comment, and share your content. 

It's essential to work on your link building strategy over time. You need to build links gradually before the holiday season or event that you're focusing on begins.

Offer limited-period discounts

Seasonal holidays and events are a great time to offer discounts. People are more willing to buy, and a discount will create greater value for customers.

Seasonal discounts are time-bound, which creates a Fear of Missing Out or FOMO. Your audience will be more likely to purchase from you since they'll be eager to take a limited-time opportunity.

Offering discounts during certain seasons is a common but effective way to boost sales. It's also a powerful means to reengage customers who are not active on your site.

Build your social media marketing

Social media is vital to leverage the opportunity seasonality provides. Your content for different holidays and events should be planned before the season begins. It’s essential to create relevant and informative content because 55% of buyers do research on social media before making a purchase.  Here are some suggestions you can use to create your social media strategy:

  • Do research: It's essential to use the right hashtags that create the most engagement. Use social media research tools to identify key trends during different seasons. You'll be able to find the best keywords to get the most attention. You can also understand what types of content formats work best for a seasonal campaign.
  • Create a content calendar: It takes more effort to come up with content daily than it does to create it in advance. Set up a content calendar and plan your blog posts, image, and video content.
  • Use a social media management tool: Work with a platform that allows you to schedule content and post them automatically. You’ll be able to publish to multiple social media platforms at one time with helpful online software. Many social media management tools have social listening and sentiment analysis features. They can tell you how people feel about your brand, and you'll know how your campaign is working.

Seasonal changes impact every business, creating fluctuations, and affecting performance. It's possible to prepare for seasonal variations in advance. You can even leverage seasonality to generate higher than usual conversions for your business.

Creating fresh content and optimizing it for SEO are key ways to increase positive engagements. Seasonality offers opportunities that you can take advantage of. Use the suggestions given here to engage with your audience and help your business grow. 

Co-Founder of WPForms, one of the largest WordPress contact form plugins in the market. I have been programming for over a decade and enjoy creating plugins that help people create powerful web designs without touching code.
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