Summer is here and with it comes the heat (although it is coming earlier and earlier), the village festivals, the jellyfish stings on the beaches, the siestas with the Tour de France and also, unfortunately for digital marketing agencies, comes the question “What do I do with my
Google Ads, Facebook Ads or SEO campaigns during the summer?”
This question hurts, weighs, stings… and there are endless adjectives that I could add to the sentence in a dramatic way. But you have to take the bull by the horns (no offense to anyone) and answer the question: “
you should keep investing and you know what ,
I'll tell you why .”
Your product or service has no demand
I am aware that
selling skis in summer is not easy, but what if I told you that it is possible to stimulate demand for a product that has a high seasonality component? Well, yes, my friends, it is possible. For example:
- Create irresistible promotions for your potential audience.
- Create campaigns with attractive copy and graphic design.
- Work with audiences similar to your buyers.
Be a rebel. Don't do the same as your competitors.
Think about it, the same impulse you had to pause your campaigns is probably also felt by some of your
competitors . If your competitors disappear during the summer period, there will be
more market share available for your project and, therefore, you will be able to reach more people with less budget. It's a textbook win-win.
I'll take advantage of this brief space to clarify a key concept of
how pay-per-click platforms work (whether it's Google, Meta, Bing or another). What determines, among other things, the
cost of your campaigns is the
number of competitors bidding for the same advertising space you're aiming for. Therefore, the less competition, the lower the bidding prices, or in other words: with less budget you can reach more potential competitors.
At the SEO level, it is also important to understand that
search engines do not take holidays: Google and other search engines
continue to crawl , index and update their algorithms throughout the year. If you stop your SEO efforts, you risk being overtaken by your competitors. Also, today that I am feeling generous, I am going to reveal to you the
success of any SEO strategy : temporal consistency and fresh content are vital for organic growth.
Does nobody think about notoriety?
One of the campaign objectives that is often forgotten in the world of e-commerce is to increase
brand awareness or recognition . In other words, to place your business or brand on the
shortlist of options for your potential customers.
Yes, your client may not be in the mood to buy from you during the summer, but it's a good idea to
sneak your company's logo in between mojito and mojito, so that when the moment of truth arrives, you'll be there, serving orders that were actually planned
long before the transaction .
Hack: A very profitable trick is to take advantage of your web visitor lists and run
retargeting campaigns during the summer to avoid losing presence. These campaigns are usually much
cheaper than prospecting campaigns and it is advisable to always have them running, not just in the summer.
If you're none of these, I want you on my team.
Take advantage of the summer to prepare for what is coming
I haven't convinced you with any of my previous arguments, but here's one that's irrefutable: summer can be a good time to
try out new strategies or prepare your marketing campaigns for the rest of the year.
For example, you can use this time to
collect data about your customers and learn more about what works and what doesn’t. Summer, with its long days and more relaxed atmosphere, is the perfect time to
adapt and optimize your marketing strategy and reinforce it for the last quarter of the year.
Some things you can do on a marketing level during the summer of 2023:
-
Correctly configure Google Analytics 4. If you need to know how to do it, we tell you in our entry Custom events in ga4: what they are and why to configure them .
-
Learn how Google Analytics 4 works and how to differentiate between UA hits and GA4 events .
-
Review and refresh the graphic pieces associated with your display campaigns, social networks, email marketing, etc.
-
Try new channels that you have not tried before: such as: affiliation, marketplaces like Miravia, SMS marketing, etc.
- Sip a mojito while learning how to apply AI to your marketing strategy .
Don't stop or it will be harder to start.
Maintaining a continuous presence in the market is a
golden rule in the world of marketing.
The digital world never sleeps . At Línea Gráfica, we know that the online ecosystem is a space where
consistency and visibility are essential to building and maintaining a strong brand. But every impression, every click, counts. Every time someone sees your logo, your content or interacts with one of your ads, you are reinforcing the image and presence of your brand. If you leave a void during the summer, you can lose this momentum and
give space to the competition to occupy that place.
From our perspective at the agency, summer is not the time to pause your digital marketing strategy. It’s the time to adapt, get creative, and take advantage of the unique opportunities this season offers.
Your audience is out there, and they’re waiting to see you . Don’t let them down. Make summer your digital ally!
And of course, if you need help with this, we are your
PPC Agency for ecommerce and
SEO Agency for ecommerce. Contact us!