Cong, CPI(M) come together for WB by-polls

first_imgThe Congress and the Left Front have decided to share seats in the Assembly by-polls in three constituencies again after the 2016 Assembly elections. While Congress will contest in Kaliaganj in North Dinajpur and Kharagpur in West Medinipur district, the Communist Party of India-Marxist (CPI-M)-led Left Front will contest in Karimpur of the Nadia district. The election dates are yet to be declared. The Left Front and Congress did not have a seat-sharing adjustment in the 2019 Lok Sabha polls and both parties performed badly. While the Congress secured two out of 42 seats, the Left Front secured none and the seat adjustment did not materialise after several rounds of negotiations. One of the reasons for Left Front’s half-heartedness in sharing seats with the Congress in the Lok Sabha was complaints from local leaders. The Left’s district leaders complained that while the Left Front’s votes transferred to the Congress in the 2016 Assembly polls, Congress’ votes did not. The CPI(M)’s senior leader and central committee member Sujan Chakraborty, however, underscored a separate point of view while explaining why the Left and the Congress were coming together in the 2019 Assembly by-polls.‘Atmosphere vitiated’“There is a sharp rise in communalism in the country and the State. Increasingly the State’s atmosphere is getting vitiated. While the Trinamool Congress (TMC) is equally responsible along with the BJP (Bharatiya Janata Party) in spoiling the atmosphere, we felt — in line with last year’s (party) resolution — that we need to work together with forces that are democratic to an extent,” Mr. Chakraborty told The Hindu. Talking about the transfer of vote share from the Congress to the Left, Mr. Chakravorty said that he hoped the Congress would take a proactive position in transferring the votes. .State Congress president Somendra Nath Mitra had told journalists earlier that “together, we will able to defeat the BJP and the TMC.”last_img read more

Presidential Internet Marketing: Data Comparing Obama, Clinton, Edwards, Romney, Giuliani, McCain

first_imgHere are links to the Alexaholic graphs I have images of in the article. These links will always update to current data so you can see if anything has changed- Republican Candidates Graph- Democratic Candidates Graph- Barack vs. Mitt Graph So, I took the 3 leading democratic and republican candidates and visited their websites and did some other simple research to see what they were doing and what was happening on the Internet for each. All of the source data I gathered is listed at the bottom of this article. 3) All of the candidates scored reasonably well (80 or above) on the Website Grader Reports. Clearly the success of Howard Dean in using the Internet to mobilize grassroots support got the attention of everyone in politics and all of the candidates have spent some time (and I bet money) on making their websites effective marketing tools. But, the scores did show that a couple of the republicans could use some work. Copies of the individual reports are available at the bottom of this article.4) Only 2 candidates are making use of Google AdWords. Barack Obama and John McCain are advertising under terms like “presidential candidate” and “presidential election”. No one is advertising under the term “president”. That would be a gutsy move, I know… but I think once the mainstream media picked it up you could get a ton of buzz for it. Maybe someone will try it later when they are behind and the end of the race is approaching. Plus you could get a top rank with a low bid since you have no competition! I do give Barack Obama major points for being the only one to advertise under the search term “next president”.5) Interesting organic search results for “next president”. What I also find interesting is that in the organic search results on Google for “next president”, a Christopher Walken (loved him in Pulp Fiction) website gets the #1 organic ranking, the Dilbert Blog (who doesn’t love Dilbert) gets #4 and John Kerry (less loveable I think, but I still like him for being a Boston guy) gets #5. Clearly there is an opportunity for some of the major candidates to optimize around that term.Overall, I think Barack Obama gets my “vote” for being the candidate who is using the Internet for marketing his website best. He has the strongest traffic, has the most inbound links, he is doing the most with AdWords, and has the best Technorati ranking.Below are the data and reports I used as well as some links if you want to explore yourself:One of the tools I used to compile this data was the Website Grader on Small Business Hub. Below are links to PDF reports from the candidate’s Website Grader reports:- Barack Obama Website Internet Marketing Report- Hillary Clinton Website Internet Marketing Report- John Edwards Website Internet Marketing Report- Mitt Romney Website Internet Marketing Report- Rudy Giuliani Website Internet Marketing Report- John McCain Website Internet Marketing ReportSome of the other tools I used were:- Google – search engine- Alexa – Traffic Rankings- Alexaholic – Comparative graphs of Alexa data Topics: 1) The Internet marketing race within each party is pretty close. For each party, the sites for each candidate are seeing similar amounts of traffic, as well as similar stats on other key Internet marketing metrics. John Edwards was lagging behind Hillary Clinton and Barack Obama, but recently has been doing well and currently has more traffic than they do. For the republicans, the Internet race looks like a dead heat at this point. Of course individual candidates see some spikes on days where there is key news, especially when they announced their candidacy. But the general trend seems to be that they all have similar levels of traffic. Below are graphs of traffic for the major candidates, shown by each party. 2) The democrats are dominating the battle of the Internet. All of the major democratic candidates were well above all the republicans in website traffic by a big margin. It made me wonder if Alexa (or the Internet itself) is perhaps skewed with democrats. Or perhaps there is a large republican voting population that does not go online much? Or perhaps republican voters in general are less politically engaged and less likely to visit a candidates’ website, but will still vote? A graph showing the relative traffic for each party’s top candidate (in terms of website traffic) is below. The Republicans:- Mitt Romney:” alt=”last_img” /> read more

5 Big Brand Case Studies Every Marketer Should Know

first_img Originally published Jan 21, 2010 2:32:00 PM, updated July 28 2017 Many big businesses have begun to experiment with social media, and have dived head-first into the world of Twitter, Facebook, YouTube, and beyond. While others still remain traditionally skeptical of the new metrics and pull-instead-of-push approach, companies such as Southwest Airlines and Ford have proven the success of incorporating these new platforms into the company culture.If you’re wondering which big brands do it best, here are 5 big brands case studies that every marketer should know: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Southwest Airlines: Personalize your brand. Southwest Airlines has effectively used social media to highlight what makes their company unique.  From promoting a viral video of a rapping flight attendant on YouTube to informing customers of flight delays on Twitter to uploading customer photos on their blog, Southwest Airlines has developed their image into a friendly, unique, and personable brand , with which customers can build a long-lasting relationship. Comcast: Serve your customers. Having an issue with your television connection? Instead of listening to elevator music while on hold indefinitely, tweet about to @ comcastcares . Comcast has discovered a way to respond quickly and directly to customers, especially unhappy ones. The company uses Twitter to monitor customer feedback, reactions, and complaints, and responds within minutes to not-so-favorable posts. Ford: Resolve emerging issues. When Ford made an internal error that involved threatening enthusiast sites with lawsuits about copyright infringement, the enraged public quickly made the situation a big deal. The saving factor emerged when Ford’s community manager clarified the story and immediately informed the public via social media. Furthermore, as the company resolved the situation, the public was informed every step of the way, preventing further confusion and frustration . Starbucks: Request direct feedback. “My Starbucks Idea” is the popular coffee brand’s consumer portal where customers can submit ideas and vote/comment on other’s thoughts about improving the product(s). In a company where the “experience” compensates for the high prices, it is in Starbucks’ best interest to receive feedback directly from the customers themselves. The corresponding “ Ideas in Action Blog ” is written by Starbucks employees and discusses ideas that are being implemented while responding to other suggestions. Sun Microsystems: Increase company transparency. In a world where trade secrets are protected and gaffes are hidden, Jonathan Schwartz, CEO of Sun Microsystems, publishes a CEO blog that addresses company issues and discloses business advancements. By encouraging two-way communication between the head management and employees/customers, Sun Microsystems promotes a culture of transparency and honesty , in which everyone can receive visibility into the company’s actions. Last Chance to Sign up For Inbound Marketing University’s Live Webinar Marketing Case Studies Want to learn more about social media for large corporations? Register for next week’s Inbound Marketing University webinar “Social Media for Big Businesses” and sign up for the certification exam!last_img read more

Executive Summary: A CEO’s Guide to Online Marketing

center_img , has many moving pieces.  But as a CEO, you don’t need to get caught up in the details of your company’s online marketing efforts. Instead, it is your job to understand how the costs, results and data surrounding online marketing impact the overall health and performance of your business. As a busy CEO, you likely don’t have much time. Because of this, we have condensed the important elements of online marketing into a brief executive summary. If you are reading this and are not an executive, I encourage you to share it with the executive team in your organization. Online marketing helps to reduce these costs and improve efficiencies for these KPIs as well as others. To put it as clear and simply as possible, a CEO should care about online marketing because: 4. Business Blogging for more detailed information about building an online marketing-focused business. Leave the details of keyword selection, content creation and social media engagement to your marketing team. As a CEO, it is important that you understand the broader components of online marketing and how they work together to drive lead and customer growth. Topics: “Online marketing reduces marketing costs while improving lead quality and volume, and provides detailed metrics for measurement and further improvement.” As a CEO, you probably don’t find yourself amidst the tactical details of marketing, but you are likely involved at some level in the staffing of the marketing department. Understand that the skill set for today’s marketer is changing. When hiring new marketing stars for your organization, you should look for people with a hybrid set of skills. New marketing team members need to be able to create and organize compelling content like a journalist. However, they also need to understand how to connect this content with business objectives and leverage data from web analytics and customer relationship management (CRM) software to iterate and make continued improvements. These are the marketers you need to help grow your business in a world of increasing online marketing domination. Think about these skills as you interview your next marketing hire. Online marketing, or inbound marketing as well call it at 3. Email Marketing online Marketing Hubs – Social media isn’t about teenagers playing on Facebook. It is about business prospects using networks like LinkedIn, Twitter and Facebook to research new vendors, learn, connect with potential partners and much more. Social media finally gives a a way to map and influence word-of-mouth marketing in a way that has never existed before. – On the web, an email address is an incredible piece of information. Email connects people with social networks, friends and businesses in which they are interested. Email marketing, like most forms of online marketing, comes down to the issue of relevancy. Does your prospect want the information you are sending them?  Email marketing is one of the most cost-effective lead generation methods online, so investing in the right email service provider and email marketer can facilitate big business gains. as well as our HubSpot’s 2010 Online Marketing Blueprint Why Online Marketing Is Important Originally published Jul 13, 2010 12:30:00 PM, updated October 20 2016 Social Media Statistics: 2. Pay-Per-Click Advertising (PPC) View morelast_img read more

A Marketer’s Guide to Content Curation

center_img Curation has become a fixture for many successful news blogs on the web today. Sites like The Huffington Post, Mashable, Gizmodo, etc., while breaking news and providing commentary for their given areas of focus, also use curation to provide value to readers and increase new visitors to their site. Stop and look at your email, Facebook, Twitter, or any other source you use for news. You will see that many of the stories that you are reading aren’t sharply written prose. Instead, they are groupings of valuable information, made even more valuable by their assembly as a collection. Applying Curation to Our ProblemsAs marketers, how do we solve these two problems? Curation. Curation is the process of selecting and aggregating information into one place that creates more value for information consumers, because they don’t have to spend time researching and visiting all of the original sources. 3. Attribute- Just like writing a blog post or creating other forms of online content, it is critical that you properly attribute the original source of the curated content. This attribution is typically done by providing clear links to the original content on the creator’s website. Examples of Curation Inbound Marketing Photo Credit: joyosity Topics: 1. Find the Best Content- Curation only works for a business if the person who creates the content also understands the industry extremely well. Industry knowledge enables content marketers to become reliable filters for the best content and information. The more content you discard, the more relevant the final curated content will be. Some of the most popular posts on this blog have been from curated content. Here are a few examples:last_img read more

12 Awesome LinkedIn Infographics in 2011

first_img Originally published Sep 1, 2011 11:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack LinkedIn Marketing Topics: As a marketer executing a social media marketing strategy, LinkedIn should be one of your top priorities. And with the social network attracting over 100 million business professionals to its user base, you can’t be wrong.Last week, we published “The Ultimate Cheat Sheet for Mastering LinkedIn,” which serves as a helpful guide to some of the most hidden, under-utilized tricks for taking advantage of all LinkedIn has to offer. But if you still need convincing that LinkedIn is a social network where you should be spending some of your social media marketing time, the awesome statistics and data in the following 2011 infographics could serve as a wake-up call.1. 100 Million Professionals by LinkedIn2. The Value of Being Linkedin by OnlineMBA.com3. The LinkedIn Profile by Lab424. LinkedIn’s Road to IPO by The Credit Score Blog5. How to Be the Man (or Woman) on LinkedIn by SocialMediaSonar.com6. The State of LinkedIn by Vincenzo Cosenza7. LinkedIn Identity by Gigya8. Battle of the Sexes: Who Are the Savviest Networkers? by LinkedIn9. LinkedIn for B2B Marketers by LeadFormix10. A Snapshot of LinkedIn on its 8th Birthday by 11. LinkedIn at a Glance by leftygbalogh.com12. Sequencing the Startup DNA by LinkedInHow do you use LinkedIn for marketing? If you don’t already, has any of the data in these infographics convinced you to start including LinkedIn in your social media marketing strategy?last_img read more

25% of Twitter Users Say Promoted Tweets Are Relevant [Data]

first_img Twitter Marketing Data Things look promising for Promoted Tweets, Twitter’s advertising platform. New data from market research firm Lab42, as reported by eMarketer, shows that 24.8% of Twitter users say they have seen Promoted Tweets from brands that are relevant to them. More than 1/5 of users said they have gotten a discount or have found out about a new brand through a Promoted Tweet, and 14% of respondents said they have retweeted a Promoted Tweet.Interestingly, only about 11% of those surveyed said following brands was a reason they joined the site, with about half saying they followed just 10 brands on Twitter.Marketing Takeaway If you’re sharing something relevant, people will be receptive to your marketing.This applies not only to your Promoted Tweets, but also to things like your Facebook Ads, Google Ads, and even your blog content and email campaigns. While those surveyed weren’t necessarily interested in following a ton of brands on Twitter, when they found content that was interesting and relevant in a promoted Tweet, they were receptive to it. If what you are offering is targeted and relevant to your audience, it may be well-received, even if it’s a promoted campaign or not something they were initially seeking.Are you considering a Promoted Tweets campaign? Let us know in the comments! Originally published Sep 6, 2011 1:01:00 PM, updated October 20 2016 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

7 Tips to Kick Your Next Marketing Webinar Up a Notch

first_imgWebinars are a great way to establish thought leadership, capture new leads, nurture existing contacts and customers, and generate revenue. This is evidenced by the rise of webinars as a marketing strategy.But as more marketers turn to online education and consumers’ attention spans continue to shorten, it’s going to take killer content and execution in order for your initiatives to rise to the top. So, how do you make your webinars stand out and provide true value to participants? Below are seven tips to start kicking your marketing webinars up a notch.Download Now: Free Webinar Planning Kit1) Offer Exclusive Information and ResourcesFor truly stellar content, really dig deep into your knowledge repertoire for the best you have to offer. I recommend sharing exclusive information and resources with attendees that they can’t get anywhere else. Think original research, sneak peeks, downloadable resources, and more. When preparing your content, ask yourself: Is this something that is worth an hour (or more) or someone’s time, or can this information be retrieved from a simple Google search? Base your presentation on the former.A good webinar example of this is “The Science of Timing.” Presented by HubSpot’s social media scientist, Dan Zarella, the webinar provided so much original research that it drew nearly 25,000 sign-ups. Take the time to develop something of value, and attendees are sure to follow.2) Incorporate Engaging Guest PresentersWebinars have a tendency to get monotonous when one person does all the talking. Give yours some flavor by incorporating knowledgeable, engaging guest presenters. The result: additional viewpoints, opinions, and experiences — all of which will create a more valuable experience for the attendee.Experiment with different formats such as Q&A, roundtable discussions, and live debates to see which format resonates best with your target audiences.3) Implement Immersive and Interactive MaterialThink back to your college days. The best courses weren’t those in which you listened to the professor babble for two hours straight. Rather, the greatest value came from those in which you and your classmates were highly engaged and involved in the discussions. Not passive observers, but active participants. The same goes for webinars.Don’t discredit the benefits of using chats, polls, tests, on-demand resources, and more to get attendees involved in the content being presented. Almost all webinar technology today has functionality built in to perform these types of tasks; use it to guide conversations and future content.4) Foster Peer Interaction and LearningAside from a follow-up email or two, most webinars are over as soon as you close your browser. But, this doesn’t have to be the case. By pairing social networking technology with online educational initiatives, you can continue the conversations beyond the initial session, enable real-time collaboration, and stimulate peer interaction and learning.For your next webinar, give attendees a place to meet one another, discuss topics presented, share ideas and experiences, and learn from the group. This is an element that is missing in many of today’s webinars, but if implemented correctly, it can add tremendous value to your educational initiatives. This could be as simple as establishing and sharing with attendees a unique webinar-specific hashtag through which they can engage in conversations about the content on Twitter.In fact, our upcoming Client Services Series for agency professionals plans to do just that by launching a private Yammer community for attendees. Here, participants can share their own unique insight, experiences and resources, and engage in ongoing dialogue with peers long after the sessions have ended.5) Evolve Curriculum Based on FeedbackIn face-to-face learning experiences, instructors often tweak their presentations based on feedback, questions, overall comprehension, and insight. Successful webinars should do the same as a way to keep the information presented relevant and interesting to attendees. Use social networking and survey technologies to gather real-time and post-event feedback on content, and then use this to adapt future webinars.If you’re hosting a webinar series, consider updating curriculum based on attendee insight from past sessions — similar to a choose-your-own-ending book. This will make people more involved in the process, and therefore, more invested in your presentations.6) Sweeten it With Social ElementsMake your webinar a social event. We already mentioned the importance of creating a Twitter hashtag to give attendees a centralized way to connect about the content you’re presenting. But don’t just leave it at that. In addition to your presenter(s), be sure to assign a moderator who can manage the discussions, live tweet key points, answer attendee questions, prompt others for their experiences, and encourage engagement. Furthermore, share links to your presenter(s)’ social networking accounts so attendees can connect with and ask questions post-webinar.And social media participation doesn’t have to be limited just to Twitter. Get creative. If another network makes more sense for your audience, brainstorm ways to integrate that as well.7) Make it Convenient and AccessibleJust because your webinar is scheduled for 1 p.m. EST, doesn’t mean that everybody will be able to attend during that specific time slot. Consider that some people may live in a different time zone, have a meeting scheduled, or another commitment in place.When planning, strive for easy accessibility and flexibility by offering options, such as multiple times of day, on-demand access, or iTunes streaming. Varying formats lets people participate when it’s convenient to them — and when they can give you their full, undivided attention. Futhermore, by recording your live webinar and offering an archived version, you’ll be creating a more long-term lead generation asset that can be accessed long after your live event ends.What are you doing to make your webinars compelling and valuable for attendees? Have you attended any standout webinars that took a unique approach to online education?This is a guest contribution from Paul Roetzer (@paulroetzer), the CEO of PR 20/20, a Cleveland-based inbound marketing agency. He is the author of The Marketing Agency Blueprint (Wiley, December 2011) and the creator of Marketing Agency Insider, a hub for marketing agency resources and education. Originally published Oct 16, 2012 4:30:00 PM, updated October 14 2019 Topics: Webinars Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

8 Ways to Market Your Seasonal Business During the Off-Season

first_imgWhether you own an ice-cream shop on the Jersey shore, a ski shop in the mountains of Colorado, or a landscaping business in central Minnesota, you’ve experienced the challenges of the dreaded off-season. After your peak season ends, a stretch of slow business begins, and your website and store front become ghost towns. Plus, who’s to say this season’s customers will remember you when the next season rolls around? It’s a bummer of a thought, to be sure.But don’t let the seasonal slumps get you down! Instead of sitting around and waiting for your season to start again, use this valuable time for marketing! That’s right, seasonal marketers that think long-term and use their off-season time wisely can help tee their businesses up for smashing successes when peak season begins again. Here’s what you should be thinking about to keep your business on people’s minds year round.Grow Your Database While the Season’s Still HotDuring your peak season, your website and location (if you have one) will be abuzz. So while you’re doing business as usual — or running around like a chicken with your head cut off, as the case may be — be cognizant of the opportunity you have right now to grow your database. You know, while everyone is around. Getting a strong list of past customers and people who’ve expressed interest in your business will enable you to stay top of mind during the off-season, and convert new leads into customers during your next season.Make sure your website has plenty of calls-to-action (CTAs) for people to stay in touch with you by subscribing to an email list or a blog, and even some offers that they can redeem for staying a loyal customer of yours, off-season or not. Some ideal places for these CTAs are your blog, your homepage, your product/service pages, your resource center, and in your social profiles. Remember, growing this list is so much easier when you have plenty of traffic, so while it may seem daunting to add database growth to your ever-expanding list of peak season to-dos, your off-season success hinges on your productivity during this time.Gather Customer ReviewsDuring your entire season, but particularly as your season comes to an end (and heck, even after it has wrapped up entirely), you should be asking your customers to review your products or services. By gathering customer stories and testimonials when they’re still fresh, you’ll have reviews that are more detailed and personal that’ll resonate with off-season readers.Think about it — imagine waiting for the train on a blistery, snowy day, and thinking about the summer when you were waiting for this exact same train with a delicious sno-cone from Annie’s Summer Shack. With a sense of nostalgia a-brewin’, you Google Annie’s Summer Shack to see what they’re up to during the off-season, and to figure out when they’ll be open again for sno-cone goodness. And up pops, hopefully, a ton of nostalgia-inducing reviews from happy patrons that have enjoyed Annie’s fare in years past.That’s the kind of feeling you want to elicit from customers during the off-season, and the best way to get it is through customer reviews! Use those stories in your off-season email marketing, blog posts, website pages, and social media updates — in all your off-season promotions. For an extra boost, ask customers to submit pictures and videos from their experience with your business, or you could even ask to video them for a case study. The more raw and interesting content you can get from your customers, the better your off-season marketing campaigns will be.If you’d like more help collecting awesome online reviews, read this blog post that will walk you through the process.Continue Creating Remarkable Content … With an Off-Season TwistOff-season or not, it’s still incumbent on you to produce remarkable content. But if you’re an off-season marketer, try to find a way to do it with an appropriate off-season twist. For instance, let’s say you run a berry farm. Winter months could be tough. But that doesn’t mean you can’t still create compelling content that will speak to your target persona! Here are some blog posts or marketing offers you could create even during the chilly months:10 Recipes That Actually Taste Better With Frozen Berries Than Fresh OnesHow to Can and Jar Fruit to Last All YearHow to Make a Healthy Smoothie With Frozen Berries7 Outdoor Summer Activities to Book for Your Family Right Now (Before It’s Too Late!)5 Foods You Could Be Growing, Even During the Winter3 Fruits That Can Withstand Winter WindsJust because your target audience can’t utilize your products or services right this very minute, doesn’t mean they won’t benefit from and be interested in the information you have to give. If you create helpful content of this nature that speaks to your target persona, you’ll build solid relationships via your content that will sustain during the off-season, and bridge into your peak season … bringing in not only familiar faces, but new faces with whom you’ve gained a following because of your fantastic content.Stay Social All YearYour customers don’t vaporize during the off-season. It’s important to stay in contact with leads and past customers throughout the entire year. Consider social media your virtual, year-round storefront — because even if your audience isn’t chillin’ outside your store or visiting your website, they are certainly perusing their social media feeds! That means your business should consider leveraging Facebook, Twitter, LinkedIn, Pinterest, the whoooole shebang to stay top of mind year-round. You should be using this real estate to offer special discounts, gather (and publish) reviews and testimonials, share the new content you’re publishing, run contests and polls, and generate hype for the next season. Here, just take a look at Boston Duck Tour’s Twitter presence to get an idea of the mix of content you could be sharing, even when you’re temporarily closed for business.They’re publishing the kind of content that their target persona will want to read — stuff about Boston — and preparing for their new season by generating hype and even doing a little recruiting! Remember, people are planning ahead earlier than ever nowadays for purchases, trips, and activities. If you’re in front of people’s eyeballs months in advance, you could be the one who sparks their interest in that summer trip to Boston they forgot they wanted to plan … and might even be that first pit stop they make when they land!Stay In Touch Via Email, TooBut do so respectfully. Remember, if it’s the off-season, so it’s less likely (or, depending on your business, totally impossible) for your recipients to engage with you as a customer. That means your email communications will probably be less frequent than they would be during your peak season — and that’s okay. Just be sure you’re delivering high-value content to their inboxes that tees you up for success when you’re back in full swing. Here’s a great example of an off-season business using email to keep in touch that my coworker received in her inbox recently:What’s great about this email is that it serves as a reminder to check in with their content, and to connect with them socially — and even displays the value of that connection by showcasing their Way Back Wednesday content. This is a fantastic way to establish loyalty with your current audience, and help grow your audience during the off-season.Generate Off-Season HypeJust because people can’t snowshoe in the summer, or you have a smaller audience looking to wear your trendy sun hats in the dead of winter, doesn’t mean you can’t get people excited about your business. When it’s 90 degrees out and people are hiding in the shade dreaming of cooler days, what better time to kick off a snowshoe sale? And on the flip side, I challenge you to find anyone embroiled in a blistery snow storm that isn’t trudging through the slush, thinking of when it’ll be warm enough to have to pop on one of your trendy sun hats. If your content plays upon the excitement of things to come — by providing early bird offers, off-season discounts, that sort of thing — you can bet you’ll have an audience excitedly planning for the time they can take advantage of your products and services again! Differentiate Yourself Within a Super-Niche MarketIn order to keep things steady during your slower months, consider focusing on a niche market with whom your products or services could be a huge benefit. For example, if you run a bakery that experiences frequent peaks and valleys throughout the year, try marketing yourself to a gluten-free or sugar-free crowd. Specializing with these markets will give you an edge that not as many competitors can leverage, making you the stand-out business in your industry and giving that niche market even more reason to come and see you.This doesn’t mean you start marketing yourself as a purveyor of sugar- and gluten-free products exclusively, but it does mean you start blogging about some of the tricks of the trade, sharing social media updates with pictures of delicious sugar-and gluten-free treats, pinning pictures of custom birthday cakes you’ve done for customers with special dietary needs, and emailing special offers for people with gluten- and sugar-free diets to come in for a special tasting event just for them.Offer Sales and Discounts to Locals During Slow TimesLocals deserve a lot of love, especially when they’re living in areas that get periodically overrun with tourists. When your leaf peepers, skiers, or beach bums pack up and leave town, you’ll have to rely on the locals to keep your business afloat. By offering discounts to people in the area, you can still bring in some business after the crowds disperse — and maintain a good relationship with the folks that are there to support you throughout the entire year.For example, Big Bottom Market, a specialty food story in Guerneville, California survives their slow months of October through April by adapting their marketing efforts to target local residents instead of seasonal tourists. To stay within the average local resident’s budget, they revamp their wine inventory by marking down high-priced wines and then restocking with wines around $12-$15 instead of the usual $30-$40 wine sold during their tourist season. They also market directly to the Guerneville residents by creating a new sandwich each month for an outstanding local resident, and holding a Thursday Community Day where everything in the store is 15% off. Focusing on your local community during your off-season is vital; if your locals embrace and support your business, your slow months are sure to be less of a struggle.What other tips do you have for seasonal marketers? Share your advice in the comments!Image credit: weelakeo Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Feb 4, 2013 5:00:00 PM, updated October 20 2016 Topics: Nonprofit Marketinglast_img read more