Marketing Around your Business’s Seasonality

How do you effectively market a business that’s intrinsically seasonal? Whether you’re in landscaping, pools, outdoor lighting, or patio furniture, the “feast or famine” cycle is familiar. Leads flood in during peak seasons but dry up during the off-season, disrupting operations, profitability, and cash flow. Wouldn’t it be better to have a steady flow of clients all year long? 

Even though it may seem like it to you, your business isn’t truly seasonal; there’s work to be done in the “off-season.” Marketing effectively can transform your business from a 6-month operation to a 12-month one, with a backlog of ideal clients and a growing team. 

Year-Round Engagement  

Buyers typically don’t think of their outdoor spaces in fall and winter, but by March, your phone rings off the hook. Seasonal businesses often turn their marketing on during the busy season and off during the off-season, which is a mistake. Consistent, year-round marketing is crucial. 

Think about it: Clients need to contact you in the off-season to plan for spring projects. It takes about 10-15 touches before someone decides to buy, which may take 6-8 weeks. Marketing consistently helps spread those leads throughout the year. 

Also, marketing year-round avoids the inefficiencies of starting and stopping ads, especially on platforms like Google, which have a learning phase. Consistent marketing also allows for a more predictable ad budget. 

Seasonal Variations and Incentives 

Your content plan should vary with the seasons. For example, end-of-season messaging can play on FOMO: “Did this summer fall short? Let’s get you ready for next year now!” During peak season, promote future planning: “Host the best fall tailgate if you start planning now!” 

Incentives during the off-season encourage early booking and a steadier revenue stream. These don’t have to be discounts; they can be value-adds like complimentary planters for landscaping clients. 

Diversification  

Diversifying your marketing efforts across multiple platforms is essential. Relying on one platform, even if it has been successful, is risky. Success on one platform usually means you’re doing something right and can replicate that success elsewhere. 

Effective marketing involves multiple touchpoints across various channels: Google, Meta, Pinterest, mailers, emails, etc. Your ideal affluent buyer should feel like they see you everywhere, shortening the time to those crucial 10-15 touchpoints. 

Let’s Recap  

To break free from the “feast or famine” cycle: 

1. Market year-round for consistency. 
2. Tailor your content to each season to encourage planning. 
3. Diversify your marketing channels to maximize reach and effectiveness. 

Want to learn more? Check out our podcast episode on effectively marketing seasonal businesses, wherever you get your podcasts!