Want an easy way to keep your marketing upbeat and relevant? In this episode, I dive into the concept of seasonal marketing and how it can be a game-changer for your business. Learn how to leverage different times of the year to better connect with your audience, create relevant content, and boost your marketing effort to increase sales!


I’ll be sharing:


  • The benefits of connecting with your audience based on the time of year.
  • How to identify key seasons for your ideal customer, beyond just the literal seasons.
  • How to implement seasonal marketing in your campaigns, from social media posts to full-blown workshops.


… and so much more.


You don’t always have to reinvent the wheel and sometimes the most obvious things can make a big difference in how your audience responds to you. Simply customizing your messaging to fit what they are currently experiencing can build a lot of trust and keep you top of mind.


Tune in for a quick but action-packed mini-training on how to use seasonal marketing to boost your summer sales!


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Emily Hirsh: 


Hello, my friends. Welcome back to the podcast. I hope you guys are having a beautiful week. I am coming at you from Alaska before my retreat kicks off. I have a confession, you guys. I am a procrastinator with content. So I didn’t actually record what I needed to before coming to Alaska. And I have two full days before the retreat starts that I gave myself. I really, really enjoy my solo time. If you’re a parent, you understand like it’s hard to get the mental clarity and capacity with kids as much as I love them. And so I wanted to give myself a little bit of time before the retreat actually kicked off. And so I knew last week, like, well, you know, worst case, I can just record when I’m there. And so I prioritized working out, honestly, last week. I did 10 training sessions last week, which I’m really proud of, but my recording got pushed. Well, I forgot my microphone coming here. And so I had to go to Best Buy and buy a new microphone to be able to record this podcast episode. And I’m going to record it and return it but I just thought you guys would enjoy that behind the scenes. And also my confession is I am absolutely a procrastinator when it comes to content. Like it always gets done, but there’s something like, no matter how much personal work I do, there is something about the pressure of like,


I will find a way to get it done and I push it until the last minute, not because I don’t want to do it, just because I’m like, I know I have these two full days. Like I don’t really need to urgently do this. And so I’m going to actually work out more. So anyways, I thought you guys would think that’s funny. And just also like, what a, what a cool life. Like I’m in Alaska. I’m like, I got to record a podcast. I forgot my mic, bought a microphone and I still can show up for you guys. And you know, in, in such real time. So anyways, today I wanted to talk about seasonal marketing. This comes up a lot around the summertime because I think there’s a lot, both in the beginning of the year and around summer, sometimes fall for some industries, there’s a lot of opportunity around seasonal marketing. And I was actually talking about this with my mastermind girls because they were asking me for just a brain dump of one of their businesses, like


some innovative strategy ideas, creative strategy ideas. And so this topic kind of came up and she was like super excited by it, which kind of gave me an indication of let’s talk about it on the podcast. So seasonal marketing means you look at the seasons or the different times of year that your ideal customer might have a shift in what they’re going through. Maybe there is a problem or a frustration or even a desire that gets heightened or becomes really relevant. So when we look at summer, we have kids out of school, the year is halfway over, we have the desire to look good in a bathing suit, we have more vacations being had, we have people typically energetically in a state that is different than like January, right? 


Humans are seasonal creatures, like seasons and cyclical, cycles like that are common in so many different areas. One of them being like for humans, but then also the actual seasons and what those represent. and so Marketing is really just about connecting, right? So if we can understand the seasons that our ideal customer goes through throughout a year, we can better connect with them around the different problems, the different desires, the different frustrations that come up throughout that time. And then we can create content or we can write copy, or we can even go as far as having a specific webinar or a workshop or a PDF related to that season. 


And the way that I got on this topic when I was talking to one of my mastermind girls was she was asking me like, what are some new creative ideas that I can use in my marketing? I’ve worked really hard with her and she’s worked on buying back a lot of her time. So now she has more time to be creative and was just looking for that innovation. And so I think a lot of times we want to come up with these like innovative creative marketing ideas, right? And that can actually come from seasonal marketing because you will 100% stand out and be so much more relevant to your audience if you leverage seasonal marketing, because now you’re talking about what they’re going through right now. So here’s some actionable steps of how you can implement this.


Number one, I would sit down and I would think about what are the actual seasons? It doesn’t even have to be like summer, winter, fall, right? What are the events that happen throughout the year for this for your ideal customer. Maybe it is in January that they experience something and that you know the new year brings a lot of different energy. Maybe it is in the summer, but maybe also in your industry there’s like a certain time of year that something happens, like for example, if you target accountants or bookkeepers, you’ve got tax season. right That’s a season in that industry that you’re going to have people go through. and so Think about your ideal customer and the seasons, whether they actually are literal seasons or their seasons just based on their industry or based on their lifestyle that they’re going to go through and kind of list them out and when they happen. And then in each one, put yourself in the position of your ideal customer in that season and think about what they’re going through. What are the heightened problems? What are the heightened desires? What are the heightened focuses? What are the priorities? Like what has shifted and what is really present for them? When you think about different seasons, like when we think about summer, it has a totally different energy than winter, right? Which means there’s different desires, right? When you think about someone in summer, you’re wanting to go out, you’re wanting to travel, you have a lot of energy usually. 


When you’re thinking about winter, you’re more so staying home and you’re grounding and you’re not wanting, you know, it’s just a totally different energy. And so when you think about the different seasons that you’ve identified, what is the energy in that season? What is the pain? What is the frustration? What is the desire? What is heightened or what is less heightened, right? What’s less relevant during that time and just make a list and put yourself in, in the situation of your ideal customer during that time. And then look at it and say, okay, is there something that I could do that would be valuable in one or all or some of these seasons for my ideal customer? Maybe it’s a specific workshop. Maybe it’s a specific PDF guide. Maybe it’s a video. Maybe it is a two-part training. Maybe it’s a webinar. Maybe it’s as simple as saying, I’m going to make a new version of ad copy that speaks to this season and this specific pain, frustration, desire, and tie it to my already existing webinar. Maybe it’s your product, right? You’ve got lots of physical product companies. You’ve got different holidays. You’ve got father’s day. You’ve got mother’s day. You’ve got Christmas, right? In those times, there’s an opportunity for you to leverage that season, that time, in your messaging and make changes. And you see big companies do this all the time. like What do you see when Mother’s Day and Father’s Day gets close? All the big companies, especially physical products, start leveraging that for their messaging because that’s how you stay relevant. That’s how you stand out. so Now you can look at it and maybe you’ll come up with, oh my gosh, you know in the summer, my ideal customer is going through this specific frustration. 


Maybe they’re a business owner and their kids are home and they’re not getting as much done and they feel like crap about their business and that it’s six months through the year and they haven’t even come close to their goals and they’re spinning their wheels and they don’t know what to do. And so I’m going to actually provide a workshop that helps you recalibrate and reset your goals for the year. and also creates you a summer work plan that increases your efficiency and allows you to spend less time on your business while getting more done, right? Or maybe you’re in the health and wellness industry.


And people are traveling and so their fitness is falling off, their healthy eating is falling off, their habits are falling off because they’re going on trips and they feel bad about themselves but they also want to go on these trips and so you create some sort of simple guide or checklist that helps somebody go on a trip and stay healthy with the non-negotiables. you know there’s endless options, right? Or maybe you’re like, oh, going into the fall, this will happen. And so I can start pre-planning for a launch that’s going to do XYZ. And you can take this as big as you want or as small as you want. You can go as big as you want and do a full blown like workshop or new PDF or something, or as small as you want and just write an email or a different version of ad copy or a social post that ultimately goes to the same thing you already have, right? And so when we think about how do we become more innovative with our marketing? How do we create new creative ideas? How do we stand out? How do we do this? We have to go to the intention of the way you do that is you serve your audience better and you serve your audience in a way that everybody else isn’t, which typically means you meet them exactly where they are today. And so we have this opportunity of, people are going through seasons and, and things are shifting throughout a year. 


And we can leverage that in our marketing to be more relevant, to stand out, to connect more, which ultimately is going to lead to more leads, less cost per lead, less cost you know in getting those leads, and higher sales conversion. You also could apply this to your offer. You also could say, okay, here is my offer that I always sell, and I’m looking for a way to make it fresh, make it exciting. I’m gonna throw a bonus in there that’s relevant to the season. My favorite, like highest level of this would be doing a live launch, like a workshop, a webinar, launching a tool or something for free, and then having a bonus attached to your offer that is related to the same problem. So if we go to the example that I used about your summer, your business owner in the summer, and you need to reset your goals for your business, let’s say you are somebody who offers some sort of business strategy.


Now you have your core offer that you’ve always offered. Maybe it’s a service, a product, it doesn’t matter, but you tie a limited bonus of, Hey, sign up by this date and I’ll create you a six month plan for you, or I’ll walk you through creating a plan and I’ll audit it. Right. Or, or you’re in the health coaching example and people are going on trips in the summer and they’re having a struggle with that. You have your free tool, your free checklist that you create that helps someone travel and stay healthy. And then maybe you have some sort of health coaching offer, whether it’s one-on-one or it’s a group.


And you say, okay, as a bonus, I’m going to give you an eight day travel snack guide or meal plan. I mean, meal plan would be tough because they have to go, they go out to eat, but I’m going to give you a, I think like a snack guide, like what to pack or I’m going to give you three workout videos that you can do with zero equipment as a bonus. Right. And you just package up something to go with your existing offer. And now your offer has got fresh energy. It has more relevance. So a lot of times with marketing, we really want to do new things, but it sometimes just comes down to the wrapping paper or you can create a new experience. I love doing new experiences that are relevant to what people are going through right now. But sometimes, like for example, when I run my challenge, which we run about once a quarter, we shift the front end messaging every time to be relevant to that right now, like to try to have relevancy and connection around what somebody is going through in that moment. 


So this just serves as a reminder for you, but also an invitation to sit down and brainstorm some ideas of how you can break your ideal customers year-long experience into seasons. And again, these don’t have to be directly related to like winter, fall, summer. right Some industries are going to have specific seasons based on like certifications or things that are happening during that season. The best example I can think of is like taxes being done during that time because that doesn’t represent an actual physical season, but it is a very big season for that industry. List those out, connect with your ideal customer in each of those, and then plan your marketing and your live launch. around those. And what happens is you end up with repeatable things. So for example, for the last four years, we’ve launched our marketing playbook at the end of the year, three or four years where


We summarize the entire year of top converting strategies. We talk about predictions for next year, like everybody, all business owners, but everybody loves a good annual recap, fresh energy, what to focus on the next year. So that’s something I do every single year. It’s a huge lead generation tool for us. We get thousands of leads into that funnel and that download. And then we obviously send them to our offer. It’s something I can repeat every single year because I found something that worked. So this is also how you get proactive in planning different launches and different events and things that you can do in your business. And the ultimate goal is that you as a CEO has the capacity to leverage this creativity and connection to your audience and then have support in executing it and that’s where the fun is, like I love creating experiences for my audience based on what they’re going through. so I hope this was helpful for you guys. If you want to follow along my Instagram stories this week, I will be hosting my retreat in Alaska yeah and I’m beyond excited, beyond honored, and I know there will be lots of takeaways from the experience. and I’ll talk to you guys all on Thursday.