It’s not uncommon for ads and sales to decrease during the summer. With more people traveling and saving money for trips, in-person shopping takes priority. Therefore, Q2 and Q3 seem like ideal times to either pause ads or significantly reduce spending. However, if your business is experiencing a summer revenue shift, it’s wise to actually shift your marketing efforts instead of pausing them. Focus on lead generation or increasing website traffic as this will help prepare you for the 4th Quarter.
Lead Generation Possibilities
One way to make the most of this time is to understand your ideal potential customer through lead generation ads. These ads can provide insight into the most effective creative and delivery platforms for reaching customers or clients. Additionally, this method is significantly more affordable than other methods for conducting tests.
Run campaigns that test different creatives, deliveries, audiences, and regions (if applicable). Building your leads list will give you loyal and recognizable leads at a low cost, increasing your potential revenue and be more prepared for Q4.
Conversion Ad Strategies
Plan on continuing running conversion ads? Consider adopting a new strategy.
Depending on your business, try a strategy that may seem uncomfortable but can sustain sales during this tough season. Alter the appearance of your ads to make them more lively, like using the warm summer weather to promote the benefits of your products. You could even run a sale on leftover spring stock or, if available, last fall’s stock.
Additionally, the summer can also be an ideal time to collaborate with other businesses, such as eCommerce or in-person boutiques. This can give you access to their customer base, revealing a whole new potential customer or client list. It also provides an opportunity to expand on your own skill set and knowledge base, leading you to new and innovative ways to approach your business, and ultimately, achieve greater success.