Regardless of what industry your company is in, seasonal dips in vital KPIs are sometimes unavoidable. This is especially true for outdoor service-based companies like landscaping or construction, however, it can also happen for other industry leaders in industries like healthcare, restaurants, and clothing sales. If you have noticed that your business is experiencing a decline in customer volume around the same time of year, it is important to evaluate your business model and marketing strategy. This will help you identify some key factors to help you lessen seasonal dips over time.
If you’re in need of professional marketing services to help ensure your business continues to grow, Boston Web Marketing can help. We offer a variety of marketing services and can create a customized marketing plan to help your business succeed. To get started contact us directly by calling 857-526-0096.
Track The Necessary Marketing KPIs
In order to notice a dip in traffic and identify whether your business has any seasonal dips, it is important to have the necessary tracking set up for your website. There are many different tools that you can use to collect and visualize data, but make sure you have these core metrics tracking:
- Total traffic broken down by the source (paid, organic, direct)
- Conversions broken down by the traffic source
- Conversions broken down by event (purchases, add to cart, checkout, etc.)
With this data, you will be able to visualize how your website is performing and paint a picture of where most of your conversions come from. It is important to track this over time and look at month-over-month comparisons over time. This is the easiest way to identify whether your business is seeing any consistent dips in volume during a specific time of year. You can use free tools like Google Analytics and Google Tag Manager to get started. Read more about using data to improve your marketing strategy here.
Determine the Cause of Seasonal Dips
There are many different factors that can play into seasonal dips in key KPI metrics. Sometimes, entire industries struggle during certain times of the year simply because of the seasonality of their services. If you’re noticing that traffic to your business is slower during a specific time of year, it is important to review your business and ask why that could be.
Tracking specific conversions can help you identify where you’re losing customers and make the necessary changes. Sometimes, this requires a little bit of experimentation by introducing new marketing techniques, making updates to your products, and trying new ways to keep your customers engaged and interested in your business.
Get Ahead of the Trend
If you notice that year over year certain months or seasons perform worse than others, it is important to understand how to take action to prevent those trends. In some cases, dips in business volume may just be part of the business. However, creating a seasonal SEO strategy may be necessary if you’re noticing a pattern of seasonal decline.
If you know a seasonal dip is coming up, it is important to increase your marketing efforts where appropriate to ensure that your customers know you still offer a valuable product. Hiring professional marketing help may be useful to find new ways to engage your customers in order to prevent seasonal dips. Optimizing your business for seasonal trends is vital to ensure you’re doing everything possible to prevent seasonal decline.
Contact Boston Web Marketing for Customized Marketing Services
At Boston Web Marketing, we understand how frustrating seasonal dips in performance can be. Seasonal marketing can be a difficult and time-consuming task, however, Boston Web Marketing is here to help. Our team of marketing experts has experience in analyzing KPIs to determine the most effective way to reach your target audience. We have years of experience helping businesses across every industry, making our team equipped to introduce new marketing strategies and tools to help your business succeed all year round. To learn more, or to get started today, contact us directly by calling 857-526-0096.