Take advantage of the digital world
When we say take advantage, we really mean it. Grab it by two hands and don’t let go, and here’s why. Online is convenient. It means people can buy things without leaving their sofas and will have their items delivered to their door, sometimes the very next day – that’s the first reason. The second is advertising and marketing. You have a whole world of opportunity when it comes to advertising and marketing online - not to mention, free opportunity thanks to social media. You should ensure your website is up to date (and if you don’t have a website, you should set one up) and as good practice, keep any social media channels regularly updated.Plan for the future
It’s always good to have a plan in place for the future, as the saying goes: Fail to plan, plan to fail. You could have a plan in place just in case the events of 2020 recur and make a list of what steps to take, such as:- Remote working: Give your employees laptops instead of a desktop computer so the business can continue without too much disruption.
- How do you want the business to grow? If you want to branch out into different countries, you will need to see how that market is doing.
- How you want to advertise: If online shopping is still hugely popular, will it be best to use online advertising or real adverts such as billboards.
Ride the wave
Riding the wave is really important. What this means is that you utilise a specific trend or event to your business’ advantage. Take Dettol as an example. The brand has been a household name for many years specialising in disinfectant and their adverts have always been focused on maintaining a clean home. When Covid-19 hit, the brand switched to predominantly advertising their hand sanitiser – something which was sold out everywhere at one point during 2020. But they saw an opportunity to promote a very popular product and rode that wave to the top. Pay close attention to ‘waves’ as they can come in many forms. One trend that is growing currently is sustainability. As more customers look at using greener business, this might be an opportunity for you to adapt and look at ways you can become more sustainable. This doesn’t have to see you invest thousands of pounds into solar panels, but could be something as simple as recycling your printer cartridges correctly, as TonerGiant recommends. There are some simple ways you can adapt, and even the smallest of changes can make a big difference. As Jeff Bezos, founder of Amazon, said: “What’s dangerous is not to evolve.”Related reading
- How to Prevent Your Business from Being Robbed Online
- How to Create Your First Business Website
- The Benefits of Using a Site Auditor Tool for Your Online Business
- 4 Signs You Urgently Need to Hire a Business Coach
- how to start an online business
Related: Dressed for Success: Exploring Diverse Business Outfits for Every Occasion
The short version: Seasonal changes require you to look at what your customers need right now and adjust your offerings accordingly. The key is staying flexible with your inventory, marketing messages, and team resources to match the shift in demand.
Frequently asked questions
How do I know which seasonal changes will affect my business?
Start by analyzing your sales data from the same season in previous years. Look at which products or services performed best, what your customer inquiries focused on, and when traffic patterns shifted. You can also ask your team directly what they noticed about customer behavior during seasonal transitions.
Should I completely change my marketing strategy each season?
Not completely, but you should refresh your messaging and channels to reflect what customers are actively looking for. Keep your core brand values consistent while updating the language, visuals, and platforms you use to reach people. For example, your email subject lines and social media content should speak to current seasonal needs.
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What's the fastest way to prepare my team for seasonal shifts?
Brief your team early on what's coming, whether that's higher volume, different customer types, or new product lines. Give them the training they need before the rush hits. Cross-training people to handle multiple roles gives you flexibility when demand spikes unexpectedly.
How much inventory should I stock for a new season?
Base your stock levels on historical sales data, but build in a 10-15 percent buffer for unexpected demand. Start conservative if you're trying a new seasonal product, then adjust based on early sales trends. This prevents both stockouts and excess inventory you'll need to discount later.
