Supercharge Your Summer: Doubling Down on Marketing While Others Lounge by the Pool

Especially here in Tucson, Arizona, the town shuts down. And while other businesses essentially go half-speed, now is the time to double-down.

Ah, summertime—the season of vacations, beach reads, and endless scrolling through social media photos of friends and colleagues sipping cocktails by the ocean. For many business owners and marketing professionals, summer is synonymous with a slower pace, a time to relax, and maybe let the marketing efforts slide just a bit. But what if I told you that summer is the perfect time to crank up your marketing engine and zoom past the competition while they're too busy perfecting their tans? Yes, you read that right. While others are basking in the sun, you can be basking in the glow of increased brand awareness and sales.

The Summer Marketing Slump

First, let's talk about the elephant in the room: the summer marketing slump. It's a well-known phenomenon. According to a 2022 study by MarketingProfs, about 40% of businesses significantly reduce their marketing activities during the summer months. The reasons vary—from key team members being on vacation to the assumption that customers are less likely to engage. But here's the kicker: this widespread slowdown presents a golden opportunity for the savvy marketer.

Statistical Reality Check

Consider these statistics:

• Online Engagement: A report from Sprout Social revealed that social media engagement drops by only about 5% in the summer. In contrast, the competition for attention drops by a whopping 30%. This means fewer ads, less noise, and a higher chance for your content to stand out.
• Ad Costs: According to WordStream, the average cost-per-click (CPC) for online ads decreases by 15% during the summer months. Lower competition equals cheaper ads.
• Email Open Rates: Campaign Monitor found that email open rates remain relatively stable throughout the year, with only a slight dip in mid-July. However, with fewer businesses sending emails, the ones that do stand out even more.

So, while everyone else is snoozing, you can be cruising—cruising to higher engagement, better ad performance, and increased sales.

Step 1: Revamp Your Content Strategy

Summer is a great time to refresh your content. With the reduced competition, your blog posts, videos, and social media updates have a better chance of grabbing attention. Here are some ideas:

• Seasonal Themes: Tailor your content to summer themes. Think about how your products or services can tie into vacation plans, outdoor activities, or summer challenges.
• User-Generated Content: Encourage your audience to share their summer experiences with your products. Run a photo contest or a summer story competition. People love to share their adventures, and you get free, authentic content.
• Behind-the-Scenes: Show your audience what happens behind the curtains of your business during the summer. It humanizes your brand and keeps your audience engaged.

Step 2: Double Down on Social Media

Remember those stats about social media engagement and ad costs? Use them to your advantage.

• Increase Ad Spend: With lower CPCs, you can stretch your marketing budget further. Run more ads, experiment with different formats, and target new audiences.
• Engage with Your Audience: Summer is a great time to build relationships. Respond to comments, engage in conversations, and show your audience that you're active and attentive.
• Experiment with New Platforms: If you've been sticking to Facebook and Instagram, why not try TikTok or Pinterest? Summer is a great time to test new waters.

Step 3: Leverage Email Marketing

Emails are still one of the most effective marketing tools, even in the summer. Here's how to make the most of them:

• Segment Your List: Send targeted emails based on your subscribers' interests and behaviors. Personalization can lead to higher open rates and engagement.
• Summer Sales and Promotions: Everyone loves a good deal, especially during the vacation season. Run summer-exclusive sales and promotions to entice your audience.
• Value-Driven Content: Share tips, how-to guides, and valuable information related to summer. For instance, if you sell fitness products, share a summer workout guide.

Step 4: Host Events and Webinars

With people having a bit more free time during the summer, it's an excellent opportunity to host events and webinars.

• Educational Webinars: Teach your audience something new. It positions you as an authority in your field and keeps your audience engaged.
• Virtual Events: Host a virtual summer party, product launch, or Q&A session. It's a fun way to connect with your audience and promote your brand.

Step 5: Analyze and Optimize

Finally, don't forget to analyze your efforts. Use the summer months to fine-tune your marketing strategies.

• A/B Testing: With fewer competitors, it's a great time to run A/B tests on your ads, emails, and landing pages.
• Monitor Metrics: Keep a close eye on your metrics. What's working? What's not? Use this data to optimize your campaigns for even better results.

A Reality Check

Now, let's address the elephant in the room. Why should you bother with all this effort when you could be lounging by the pool like everyone else? Because while your competitors are busy getting sunburned, you'll be basking in the glory of increased sales, higher engagement, and a stronger brand presence.

Imagine their surprise when they return from vacation to find that you've not only kept up but surged ahead. The look on their faces will be worth every ounce of effort you put in. And hey, you can always take your vacation in the fall, when the beaches are quieter, and the flights are cheaper.

Summer doesn't have to be a slow season for your business. By doubling or even tripling your marketing efforts while others are on vacation, you can take advantage of lower competition, cheaper ads, and a more engaged audience. So, put on some sunscreen, grab your laptop, and get ready to supercharge your summer marketing strategy. Your future self—and your bottom line—will thank you.

I went through this process during my first full year as a solopreneur. I'd like you to please learn about how I survived my first summer by doubling down in my Amazon Best-Seller, Playing to Win: The Solopreneur's Playbook for Success.