How to Build a Seasonal Marketing Calendar for Your Small Business

October 25, 2019 Staples Business Advantage

An effective marketing calendar is a series of secondary goals that help you achieve your primary marketing goals. Proper planning reduces the pressure of decision-making, freeing up your team to be creative. Here are tips on how to build a seasonal marketing calendar.

1. List down the seasons and holidays relevant to your brand

Identify different seasons that you can develop a marketing strategy around. Examples of such seasons include the four climate seasons, holiday seasons and back-to-school seasons. Further identify the main dates within these periods. Depending on how structured you want the calendar to be, you can drill down on the month, week or day.

2. Include relevant international days of observances

Include appropriate fun days that are recognized internationally. Examples include April Fool’s Day, National Pizza Day, National Pet Day and so on. Find out what international days of observance your customers and fans would appreciate. Observance days for food and animals are popular, but there are many other options. Don’t shy away from including funny and even weird holidays.

3. Determine the appropriate products to market on the seasons

As a small business, you may provide five or fewer products — perhaps even a single product. If this is the case, you can market these products relentlessly. However, if you have several product categories, be smart about the way you direct your customers’ attention. Steering their attention to what they’re already thinking about on specific holidays and seasons maximizes the results of your marketing efforts.

4. Use analytics tools to sharpen your strategy

For example, if you have a business account on Instagram or Facebook, use business insights to monitor your customers online activity. Analytics tools can help you figure out the best time of day to promote your products or services. As a small business, you’re better off keeping it simple and promoting only one product on a particular day.

5. Consider using a project management software

Using the right apps or software can streamline your seasonal marketing strategy. Google Calendar gets the job done if you work with a small team. For a larger team, consider using project management software such as Trello or Asana. The important thing is to pick a good software and stick to it.

Bottom line

A well-thought-out seasonal calendar can expand the reach of your overall marketing strategy and improve your brand awareness. Marketing is one of the business operations that benefit most from a thematic approach to planning.

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