Communicating with your customers is not about waiting for the right moment. It's about reaching them in times of need, times of plenty, and everywhere in between. Take educators, for example. Although most schools make spending decisions in March and April, our “Digital Marketing Trends in the Education Market” report found that educators are actually most engaged during the month of July – when 97 percent of K-12 schools are out of session. If marketers only spoke to Phone Number List educators during the spring shopping period, they would miss a critical moment when educators are ready to consume content. Not only do educators have less time to read and share content during the height of the spring semester, but they also often use the summer months to plan classes for the upcoming fall.
Without a year-round approach, marketers couldn't truly call themselves partners of educators. Much like educators, other audiences have slower, busier seasons. They go in and out of buying cycles. Seasonal businesses like ski resorts can close for months. But great traders don't stop. They know that a consistent connection is important, regardless of the season or time of the Phone Number List economic cycle. Free Digital Marketing Plan Template Download FREE Resource - Digital Marketing Plan Template Our popular marketing planning template based on the Smart Insights RACE planning system. Access the Free Digital Marketing Plan Template Content for the low season Still, it can be difficult to know how to connect with customers when there's no industry-wide event or buying period coming up. To reach your readers any time of the year, try these four types of content:1. Relevant content Timely content is inherently more relevant than everlasting content.
It's tied to a season or time of year - like Christmas or back to school - or something in the news. Remember that even if there is no breaking news relevant to your audience, you can still tie your post to a certain calendar date. Think about holidays, annual conferences, recent polls, and other opportunities to bring content into the present moment. In education, the school year offers dozens of opportunities for relevant campaigns, including the start of the Phone Number List year, before breaks and college application time. But teachers still go online during the summer. Some give summer courses. Others tutor. If you are marketing to them, you can offer them summer school ideas or advice for their professional development. Teachers enjoy July 4th and Memorial Day like everyone else, so they might be interested in little-known facts or lessons about these events.