Owning a seasonal business can be incredibly lucrative. Lawn care services, for example, are in high demand in the spring and summer. Conversely, snow removal services are needed in some regions in the winter.
However, seasonal businesses come with unique challenges. First, you must learn how to plan ahead and manage your finances to avoid going under during the slow months.
Similarly, lead generation for seasonal businesses poses its own hurdles. Should you only market during your “on” season or should you build up hype in the months prior? What marketing initiatives should you be taking both in your on and off seasons?
Keep reading for some expert advice about lead generation for seasonal businesses.
1. Website Development
First, in the modern business world, having a strong online presence is paramount to your success. It doesn’t matter if you operate 12 months out of the year or 12 weeks out of the year.
Your website is, essentially, the face of your business. Most people looking for your types of services will begin their search online. If your business isn’t visible, you can’t expect to garner any leads or convert any customers.
However, the customer experience you create for website visitors is equally important to your visibility. Your website must be user-friendly. This means:
- Mobile optimization
- Proper formating
- Quick loading speeds
- Visually stimulating and pleasing
- Intuitive and easy to navigate
- Helpful, informative, engaging
When people come to your website, their experience will determine whether or not they stick around, come back, and hire your services.
Lead generation for seasonal businesses, as noted above, depends on your website. Yet, a killer website by itself isn’t enough. You must implement a way to drive traffic to it.
In other words, you need to develop an effective SEO strategy. Search engine optimization is the foundation of common search engine sites like Google, Bing, Yahoo, etc. SEO is the coding embedded in websites used by search engines to find the most appropriate content based on a user’s keyword search.
For example, if someone in your area is looking for “lawn care services near me,” your website SEO will dictate whether or not they find you. The higher your rank on Google (and other search engines) the faster your website will come up in these types of search results. This is important because most consumers never make it past the first page of results.
You can improve your SEO ranking by:
- Registering your website with Google My Business
- Creating a blog and filling it with relevant content
- Using local and long-tail keywords specifically for your niche and industry
- Getting credible backlinks from other local business websites and blogs
- Using internal and external links throughout your site
- And more
SEO is not one of the easier lead generation techniques. It requires a lot of time, coding, and learning. Yet, it is one of the best long-term ways to generate leads for seasonal businesses.
If you need help, work with an SEO agency to get your business on the map. Learn from their technique so you can eventually take the process over (if you choose to do so).
3. Google Ads
Organic lead generation for seasonal businesses relies heavily on your SEO ranking. However, it will take time to build up your visibility on search engines like Google organically.
Fortunately, there’s a way to “cheat” the system.
Invest some of your marketing funds into Google Ads. You can choose keywords and keyword phrases you want to rank for and pay Google to bring your site up at the top of search results pages for searches that meet that criteria. You pay Google a predetermined amount for each click your site receives based on the promotion.
This is a fantastic solution to increase your site visibility and website traffic before you are able to build up your organic SEO.
4. Content Creation
When it comes to generating leads for seasonal businesses (or any businesses), the name of the game is credibility. You must prove to consumers that your business is trustworthy, knowledgeable, and customer-friendly. You can accomplish all of this through content marketing.
Content marketing includes blog articles, social media posts, emails, and more. Your goal is to use content creation on these platforms to provide something of value to consumers. For example, as a lawn care company, you could create content on:
- How to maintain lush, green grass
- How to rid your yard of pests
- Effective ways of eradicating weeds
- Tips on gardening
- How to hire the best lawn care service
- How to save money on watering your yard
- Landscaping ideas
By providing your readers with this type of content, you’re proving yourself to be an authority in the field while simultaneously planting seeds with potential customers.
5. Facebook Lead Ads
Some of the most effective lead generation for seasonal businesses ideas include social media. Social media is a vast network that expands through infinite demographics of people. Nearly 72% of Americans use social media on a daily basis, making platforms like Facebook, Instagram, and Tik Tok phenomenal platforms to market your seasonal business.
For instance, let’s look at Facebook lead ads. You can use these to identify your target market and collect their contact information. You can use this information to send newsletters, emails, brochures, and exclusive offers.
Facebook lead ads also help you understand the hobbies, interests, and other behaviors of the people who fall within your target market. This will help you streamline your marketing message to ensure more sales conversions.
Finally, let’s take a look at LinkedIn as a viable source of lead generation for seasonal businesses. Look at it as a professional social media platform where you can affiliate with other local businesses, collect leads, and bolster your presence in the community.
You can use LinkedIn to post content (videos, images, articles) and organize events. However, it’s not just business owners who use LinkedIn. It’s also a place for consumers to find local service providers and businesses.
Want to Maximize Lead Generation for Seasonal Businesses?
The modern business world is competitive, probably more so than it’s ever been. Yet, by investing in the right types of marketing for your business, you can ensure your business will stand above the rest to generate leads and make sales. If your services are seasonal, follow our guide on Facebook lead generation for seasonal businesses to stay relevant year after year with your target market.