Many businesses (especially startups) develop tunnel vision when it comes to sales. When deals are closing left and right, it’s time to hire and invest in marketing; when it’s the ‘off-season’, it’s time to pare down operations and quietly wait it out until things pick up again. If this is your approach to handling the fluctuations in sales, then you’re missing out on a big opportunity to use the relative peace and quiet of your off-season to ramp up your marketing in four key areas.
1. Website Traffic
Are the right people finding you online? Are you missing out on any potential customers or trends? Search habits change, so it’s important to regularly review your data and compare it to overall search trends and your competition to make sure you’ve got your bases covered. Now is the time to optimize your paid search, SEO, and social media marketing strategies.
Is your content performing? Are website visitors converting where and when you want them to? A surge in website visits doesn’t mean much if those visitors aren’t doing anything when they get to your website. There’s always room for improvement, and now is the best time to try out some new tests and dive deep into your data. Continuous optimization is important for businesses in competitive fields or industries that are constantly changing—you want leads and conversions wherever you can get them.
3. Customer Value
How much revenue does each of your customers represent for your business? How can your current client base help you make more sales? Referrals, testimonials, upsells—your best customers could also be your biggest opportunities.
4. Data Analysis
One area that tends to suffer during the busy times is data analysis. You need time and focus to really dig deep and discover the insights hiding in your analytics data, and your ‘downtime’ is the perfect opportunity. And we’re not just talking about website traffic: evaluate every data point you’re tracking in your CRM tools, customer survey results, and client reports. Any one of these could hold valuable information.
Capitalize on the relative calm of your off-season by resting, reviewing, and implementing new strategies. By the time sales pick up again, you’ll be in a prime position to overtake your competition and maximize your sales.