How is it nearly the end of August already – and what a weird, hot summer it’s been. For most of us, it’s also meant rising prices, fuel costs going through the roof and everyone seems to be tightening their belts.
The summer slump is a real problem for some businesses, and usually this simply means that time in summer when business seems to drop off. You don’t get so much engagement on your social media pages, sales disappear, and generally, everything seems to grind to a blinding halt.
The main reason for this is that in general, people just stop paying attention to the things they normally do. The children are off school and need to be entertained, the weather is nicer so they’re thinking about BBQs and social gatherings with family and friends. They are also thinking about going away on holiday, (especially now the restrictions of Covid are virtually over). Add to that the rising cost of living, and for some, the slump has been more of a reality than usual.
This year, more than ever, small businesses are telling me that they are experiencing a real slump in their sales.
So, do you just wait for things to pick up by themselves? Or do you want to be proactive and do something about it? There are still some things you can do to ensure that your business is still being seen.
Here are some things that might help:
Don’t stop doing what you normally do
This seems obvious, but it’s important to still have your business out there. If you post once or twice a day on social media, continue doing that. Be consistent, just like you always have.
If you publish a weekly or monthly blog, do it, even if you don’t get much engagement.
If you send out an email newsletter, absolutely still do this. The tips that follow will help you with the sort of things you can talk about.
Look at starting a new inbound marketing campaign
What do I mean by this?
Create a new campaign on your social media or email, to attract customers. You do this by tailoring your content to what they need, problems they need to solve, and forms relationships with your followers.
The old way of mass marketing just doesn’t seem to be as effective anymore. Things like pop-up ads and the hard sell are more likely to put people off these days. So, it’s a softer approach you’re after.
Get going with educating your current and potential customers about your products or services. Use email, direct mail, and social media posts/stories/reels/video to teach your audience more about your products or services and how you can help solve some of their problems.
Hold a live event or a series of events highlighting what you do best. Include details of your best sellers, and don’t forget to include testimonials or case studies to help you. Success stories always sell.
Focus on your customers
This is a good way to look at how you can serve your existing customers better. Look at whether your customers use your product or service to its full capacity. Look at feedback to find out if there are any needs that your product isn’t meeting that could be tweaked in future. You can do this simply by messaging your customers and asking for their opinion. People like to be involved, so ask if there’s anything you can improve on, or if there is anything you don’t yet provide that you could provide in future.
Ask for referrals
This speaks for itself, but whilst you’re quiet, you can ask for a referral – and maybe offer a discount if the person they recommend buys from you.
Ask for testimonials. You may get regular testimonials, but some people just don’t think to give them, so there’s no harm in asking.
Join a networking group
There are so many groups on social media that you can join. It just takes a little bit of time to engage with the other businesses in the group. Look at other businesses, engage with their posts by commenting. You might find something you’d like to buy. This is a great way to build genuine relationships with other like-minded people.
If you have any local in-person networking events, try to get along and introduce yourself. Face-to-face events are great for networking in real time. Make sure you are armed with a stock of business cards to give out and ensure that you listen to other businesses and what they have to say, as well as talking about your own!
Share your schedule
If you are going on holiday in the summer, tell your clients about it beforehand. Encourage them to place orders before you go, so they get their orders in good time. Scarcity sells, so don’t miss out on this one.
If you know that you have customers who buy Autumn items from you, such as Halloween products, contact them early and show them your range, asking if they’d like to order early to beat the rush.
Invest in you
When your business is quiet, it’s a good time to learn new things or develop new skills. Or, just to brush up on what you already know. Book a coaching session to help you with a specific part of your business, sign up to a few webinars, or look at a short course that will help you grow your business further.
If you have sales material, presentations, case studies, welcome pack, an automated email newsletter, or a website, now is the time to review them and update them, so they are all current and nothing is out of date.
When you have done that, you can do a couple of launch posts to show your new-look website or landing page.
Update your Facebook cover and your profile photo. And spend some time thinking about your brand and how you can better show your brand in your social media posts.
These are just a few ideas to help you beat that summer slump. Doing some of these things will make you feel more proactive, and you’ll be raring to go once the summer is over and we are into autumn.
I hope that you have all had a fabulous August, have enjoyed time with family and friends, enjoyed the gorgeous weather, (even if it was a tad too hot at times) and are looking forward to launching into autumn with renewed vigour.