Automobile firms are good. Have you ever ever seen that after fall begins, automotive commercials change their backgrounds from summer season to winter, displaying automobiles driving by way of the snow and others adorned with massive bows? This can be a good instance of how automotive firms use seasonal imagery to advertise winter vacation procuring.
Promoting insiders consult with this apply as seasonal advertising — advertising services or products in a definite approach at sure factors of the yr. Since client buying habits shift primarily based on annual holidays or seasonal occasions, the savvy enterprise will leverage this data in creating content material that targets these behaviors.
What sort of content material?
When adopting a seasonal advertising marketing campaign, there are two forms of content material to contemplate: time-based content material, primarily based on a specific month; and season-based content material, which addresses holidays and different recurring occasions.
Seasonal content material is well timed; as such, it tends to be each memorable and shareable, which may increase model consciousness and relatability. When constructing a content material advertising marketing campaign, embrace seasonally themed infographics and useful guides associated to that point of the yr, sharing the infographics in your social accounts and web site to strengthen their impression. For instance, February is Wedding ceremony Month, so creating content material that addresses newlyweds or shopping for a house can be related for that point of yr.
Making a seasonal advertising marketing campaign
There are six key steps to creating a strong seasonal advertising marketing campaign:
- Choose the proper seasonal alternatives – Whether or not it’s well timed or event-based, give attention to seasonal messaging that resonates along with your goal market.
- Leverage your shopper experiences to establish seasonal alternatives – Observe frequent matters of shopper conversations and create content material or advertising that addresses these matters. For example, as children return to high school every fall, develop advertising content material round 529 plans, posting articles in your social media, creating your personal video collection, or internet hosting a seminar.
- Get inventive along with your advertising techniques – Create infographics, occasions, movies, podcasts, blogs, or extra round totally different seasonal matters.
- Analysis your competitors – Familiarize your self with what different monetary advisors or establishments are doing throughout particular seasons or holidays, it might spark new content material concepts.
- Plan your seasonal advertising technique within the low season – Be proactive and create a content material calendar that particulars the matters you propose to handle every month or season. Plan your technique a number of months prematurely, to make sure you have ample time to develop and distribute your content material to land on time.
- Proceed with non-seasonal advertising – Persistently publish and supply content material all year long, along with particular seasonal content material. Persistently pushing out content material will preserve you top-of-mind along with your followers.
Take a look at these instruments and sources that will help you develop a seasonal advertising technique
LPL Advertising 2021 Content material Calendar
LPL Monetary has content material that will help you discover and share seasonal content material. The LPL Advertising 2021 Content material Calendar, present in LPL’s Useful resource Heart, gives content material concepts to simplify an total digital advertising technique. The calendar consists of 12 calendar months, 10 totally different outreach classes, and over 400 particular person concepts, damaged down by day. These classes embrace shopper outreach alternatives, monetary trade alternatives, seasonal celebrations, and different enjoyable days.
Reference the matters to construct personalized e-mail campaigns, social media posts, and shopper occasions all year long, or use LPL’s curated content material for a turnkey content material resolution. For tips about utilizing this calendar, watch the Advisor College webinar replay, “How you can Use the LPL Advertising Content material Calendar.” (To seek out the calendar, search “LPL Advertising Content material Calendar” within the Useful resource Heart.)
LPL Social Media Content material Library
Our Social Media Content material Library, powered by Gainfully, features a devoted web page of well timed seasonal and monetary outreach alternatives. Every month, we’ll add new seasonal photos to the “Outreach Alternatives” web page you could share by way of your social accounts. Scheduling the content material to exit on the proper day is easy with the platform’s intuitive interface.
LPL Month-to-month Advertising Finest Practices Themes and Concepts
The “Month-to-month Advertising Finest Practices Themes and Concepts” web page on the Useful resource Heart is a brand new web page of well timed, month-to-month content material taken from MOD, ACT and Gainfully. The content material follows a few of the LPL Advertising Content material Calendars matters and contains shopper letters, instructional articles, vacation posts, social media posts, brochures, ACT e-mail campaigns and extra. (To seek out the web page on the Useful resource Heart, navigate to Advertising Your Apply à Advertising Finest Practices à Month-to-month Advertising Finest Practices.)