Landing Page Titles: Tips for Creating Titles That Convert

These tips will help you identify the elements that are important to the user and visualize, with examples, possible call constructions

Landing page titles work as a call to an ad: they need to be compelling to capture the user’s attention, spur them on, and ultimately convert. There are some techniques that can be used in landing page titles to achieve greater effectiveness.

Landing Page’s headline or headline is like the headline of an ad: it needs to be compelling to capture the user’s attention, spur them on, and ultimately convert. A simple word change, tense or information unless – or more – can make a difference for generating Leads.

Landing Pages have some rules, such as highlighting and defining very well what the conversion is. In this post, I’m going to talk specifically about creating phrases that entice the visitor to click on the CTA — another prerequisite. It can be to request a trial, fill out a form to receive educational material or some other action that your company defines as conversion.

These tips by Blue World City will help you identify the elements that are important to the user and visualize, with examples, possible call constructions.

But remember: it’s just testing that you’ll be able to find the best calling option for each Landing Page in your company.

Want to test the tips in practice? Check out some RD Station Marketing Landing Page templates, there are several free and editable templates for you to try and create landing pages at will!

1. Offer a solution

If the user arrived at your Landing Page, it’s because they were attracted by some ad or offer that piqued their interest, right? What benefits of your product or service might he be looking for?

Find a possible user problem that your business has the know-how to solve. From there, produce a concise call with this main benefit.

2. Use words like “free”, “free” or “trial”

Is your company offering educational material for free or providing a trial version of a product?

A great way to spark interest is to make this very explicit in the call.

If your business cannot offer totally free offers but can still give you discounts, an alternative is to make the percentage explicit.

For example: “50% discount for registrations made in July”.

3. Mention a service familiar to users

You are able to increase conversions just by mentioning the name of a product or service that users already know about. It is possible to do this by comparing or even exemplifying the application of the material being offered.

For example: in the Landing Page title below, when mentioning that the presentation is in PowerPoint, the visitor already feels more familiar with the offer. This makes it easier to visualize what he will find in the content.

4. Name a professional known by the market

If the content or course to be offered is produced by a professional recognized by the market, please do not hesitate to mention his name. Chances of conversion increase considerably!

When people come across well-known references, whether it’s the name of a professional, a company, or a product they’re familiar with, they feel more confident in the offering.

5. Describe what the person will gain from the conversion

In case the intended conversion is the filling out of a form, it is essential to make clear what the user will receive in exchange for this. Remember that you must fulfill this promise after the conversion, otherwise, the Lead will feel cheated.

There is some information that actually makes a difference for the reader. The two main ones are what kind of material he will receive and what the content is about.

6. Use numbered lists in the Landing Page title

List is a format that has been shown to increase engagement with blog posts. The reason is that the person has a clear sense of what they are going to read, both in terms of size and content.

You can also bet on lists on your Landing Page titles for the same reason. It’s a way to cut to the chase, and very useful when you expand the content of a blog post while keeping the topic.

In the example below, the company could have opted for an “Amazing Places Guide…” offer. Putting the number, however, shows that there are many places, valuing conversion.

7. Sharpen the reader’s curiosity

A feature often used in advertisements — and that you can take advantage of in your calls — are catchphrases that pique the reader’s curiosity.

By saying that the following content will reveal something important or unknown, expressions such as “discover”, “surprise yourself” and “let us reveal” can have an incredible effect.

In the Landing Page title below, the company offers “the truth” about a subject. It’s a good term that sparks interest and demonstrates authority on the topic.

8. Determine a time period

By establishing a period in which the user can try your product, you give him an extra incentive to convert.

In addition, the information that the product can be easily used is implicit, since the indicated time will be sufficient to test the benefits.

9. Include a subtitle

With the subtitle feature, it is possible to give extra information that can be decisive in convincing the user to click to get the product or service. The advantage is that it is also at the top, highlighted on the Landing Page. Tips for Describing Your Offer on a Landing Page

Avoid the “marketers”

They say that people love to buy but hate sellers. In the online environment, the same applies. Don’t try to keep selling on the conversion page, saying how great the products are or how great your company is. Try to avoid adjectives.

Provide objective information focused on your audience’s needs and let them judge if it’s worth it or not.

Use common vocabulary

It is essential to speak the language of your audience and about what can be easily understood by those who are visiting the page.

Be very careful with jargon or technical language used in your industry.

Write fragments or short sentences

People don’t read on the internet, they scan the text. Short sentences will help them better understand your message.

Points in topics with 3 to 7 items are very efficient for this, as they allow you to view the items in question in a simple and clear way.

Use digits instead of long numbers

The numbers, being different from the letters, end up calling a little more attention. They also strengthen the message and make things clearer.

Highlight words that carry important information

Choose a few keywords and bold or different sizes to show that it really matters.

Use clear titles and subtitles

As we’ve already said, people don’t read on the internet, they scan. Titles and subtitles are the main guides in this process. Don’t waste them.

Use active voice and action verbs

If the intention is to encourage the user to perform an action, this must be made clear to him. Active voice and action verbs always help with this.

Link with your Adwords campaigns

If you are doing an Adwords campaign for this Landing Page, try to use a lot of the keywords purchased and the words chosen for the ad.

This gives the visitor the feeling of being met: what he is looking for is what he found on your page. This is great for your conversion rate and also for paying Google less for the click (by increasing your ad’s Quality Score).

Bonus tip: test all your Landing Page titles

As I said at the opening of this post, more important than applying all the tips is testing. Only then will you know what works for each type of conversion that your company intends to obtain.

Something that helps a lot at these times is performing A/B tests, that is, producing two similar versions of the same page, but with different calls. You can try one with subtitles and one without, for example, or one talking more about the solution and another using the suspense effect. There are many test possibilities for titles!

 

Commemorative dates: how your agency can use them to plan and sell more 

Whatever your agency’s model, taking advantage of commemorative dates and seasonality to guide editorial planning can save time and result in more readable content; See the step by step

A few decades ago, the changes brought about by new technologies, especially the internet, have imposed a completely different reality on the world of marketing and the scenario could not be more Darwinian: adaptation is a matter of survival.

One of the evidences of the transformation in the market is the increasing number of traditional agencies that have plunged, expanding and innovating in their service offer.

The expansion of RD’s for marketing agencies and consultancies is a very illustrative reflection of this new context. In the first half of 2016 alone, the program grew 40% and reached 700 branches. Today, we already have more than 1500 partners.

A study prepared by Resultados Digitais in partnership with Rock Content, points out that the second most offered service by agencies.

Despite being so fundamental in this scenario, on a daily basis, in contact with agencies of different sizes, we realize that planning and content production are.

Regardless of that your agency adopts to position itself in the Digital Marketing market, I bring in this post some content planning tips so that you can take advantage of the commemorative dates and seasonality to attract, relate and sell more .

Content is king

Those who are aware of the importance of content in an already know: delivering relevant information to the right person at the right time is what drives your marketing funnel.

But for this to happen, in addition to ensuring a clear study of personas, a good understanding of the buying journey and best SEO practices, editorial planning is essential.

As a journalist, I see content planning for Inbound as a predictable and scalable story plan. And, as a journalist, I bet on opportunism to create stories that have appeal and relevance, as I believe in the influence that context can have on the reader.

Therefore, with the collaboration of Skymarketing , I bring in this post some tips for you to use the commemorative dates and seasonality to produce Digital Marketing content.

Step by step for planning

1. Map commemorative dates

commemorative dates

Raise dates that are celebrated universally or regionally and that make sense to your customers. This mapping must take into account the personas drawn.

In January, for example, we have:

7 – Reader’s Day: for publishers, newspapers, opticians, ophthalmology clinics;

19 – Hairdresser’s Day: for beauty salons, beauty products ecommerce, makeup artists, who offer courses in the area;

20 – Day of the Pharmacist: for pharmacies, regional councils, laboratories;

24 – Retirement Day: for businesses that have the 3rd age as the target audience, accountants etc.

In February, we have:

5 – Dermatologist Day: for suppliers, in general, sector entities;

28 – Carnival: travel agencies, hotels, costume and paraphernalia stores, party houses, liquor stores, among others.

In May, we have Mother’s Day; in June, Valentine’s Day; in August, Father’s Day; in October, the children’s; November is the month of Black Friday and so on.

If you scrutinize month by month, you will certainly find several dates that can yield good hooks for dialoguing with your persona, nurturing your relationship, generating a buzz on the network or even generating new business.

Partner Agency Tip: has a calendar of commemorative dates! Go to Attract -> Post on Social Media.

2. Perform benchmarking

Searching for inspiration in the market and even from the competition can help a lot in. Analyzing an editorial agenda and content that has already been consumed by the market is a way of knowing where to start, how to identify content that has good repercussion and avoid approaches that may not have the desired effect.

3. Make a historical rescue

commemorative dates

If your client has been in the market for at least a year and has already carried out any type of marketing action, the recovery of this content can bring valuable references.

Whether in the more traditional content formats, the commemorative dates may have already been the focus of a previous marketing plan, thus speeding up the development of your own content plan. In addition, the study of materials developed in the client’s life trajectory can also help your agency to innovate, avoiding the production of repeated content.

4. Define content format and purpose

After mapping the commemorative dates that make sense to your client, to continue planning, you can define the purpose of the content and the format in which it will be worked. See some examples designed for the 26th of April, Cocoa Day.

a) Business: aesthetic clinic

Contents: 20% discount coupon for hair removal with chocolate wax

Purpose: is a funnel-bottom content, focused on Lead generation and sales conversion

Format: LP, simple graphic piece to be promoted on social media

b) Business: chocolate e-commerce

Content: post about the benefits of cocoa + CTA to learn about the brand’s line of pure cocoa chocolates

Purpose: top-funnel content for attraction, but with a trigger to increase sales

Format: post in topics, rich in images, promoted on the blog, social networks, link in a press release prepared by the press office about the gourmet chocolate market

c) Business: a bakery that sells cooking courses online

Content: LP with 3 irresistible chocolate recipes

Purpose: funnel middle content, for a relationship with the base

Format: eBook-style content, link to the video and disseminated to the Leads base via campaign

5. Develop an action plan

After being opportunistic, when mapping and planning content, using the commemorative dates as a hook, it is necessary to define an action plan to reconcile it with your Digital Marketing strategy.

In other words, after knowing what to do and why, it is necessary to define how and when to do it, because execution planning is as important as the definition of the agenda and the editorial planning.

If you want to enjoy Mother’s Day (05/14/2017), for example, anticipation is essential. Remember that the date can be an opportunity for many types of business, whether for sale or just for relationships, but it is also a very popular date, so your content should really stand out.

For this, in addition to being a good idea, it is necessary to have good execution planning and a qualified team to “make it happen”.

And seasonality?

But, Larissa, did you forget about seasonality? No, although the logic of opportunism, in this case, is very similar to using actual commemorative dates (those that are officially on the calendar) for content production, I thought it best to address this issue separately.

First of all, I want to exemplify here what I mean by seasonality so that we are aligned. Here I deal with seasonal dates such as those events or periods that are repeated annually, which may or may not have a specific date. Example: Black Fridays, changes in seasons, holidays, dry/rain periods, among others.

Example 1

Period: change of seasons/exchange of hair in animals

Businesses that can benefit: veterinary clinics, home department store (vacuum cleaner, sofa sales), pet eCommerce

Example 2

Period: back to school

Business: educational institutions, shoe and backpack e-commerce, time management and personal organization app, custom furniture trade (creating a home study unit)

As a matter of fact, the planning and production of content in Inbound Marketing can even act as the good old journalism guideline and appropriate social, political and economic contexts to make an agenda more attractive.

In this case, attention to editorial planning should not only be on the calendar, but also on the media and even on the bar table, where a hot agenda or the subject “that doesn’t leave the mouth” of the people can be hidden (from your target audience).

Example 3

Situation: Discovery of a Computer Virus

Businesses That Can Benefit: Information Security Consulting or Technology

Example 4

Situation: increasing longevity of the Brazilian population

Businesses that can benefit: geriatric-focused health clinics, shoe e-commerce for older women, pharmacies, gyms, coaching

General examples

In addition to the examples mentioned above, I also bring actions that illustrate how some brands are being opportunistic with the time of year and commemorative dates to produce content. Check out!

1) It’s hot!

A virtual pet products store launched the campaign “Summer and Fun – Enjoy the best of the season with your pet”, offering products with up to 60% off. The screenshot below is of the campaign sent by email, targeted to Leads that have cats:

A large supermarket chain already ran an email campaign with the subject “How about preparing a different meal?” In this message, he brought products on offer that are not so common in the public’s daily life, but which are more consumed in the summer and at the end of the year, such as shrimp, and also presented a recipe for using the product:

2) With an attentive ear!

As I said before, being in tune with what is going on in your city, in your country and even in the world can enrich the production of content for your customers.

A company from Santa Catarina, which develops technology for education with strong adherence in the inclusive education segment, took advantage of a change in legislation to produce content for and, consequently, attract more visitors, also reinforcing its position of authority before this audience.

3) D-Day

As it could not be missing, I also bring some specific examples of commemorative dates. On Children’s Day, for example, lingerie e-commerce made a campaign focused on the little ones. It may sound weird, but it turned out great. The result you can.

The Jardim da Resurreição Cemetery, known for having a good-humored content strategy for Facebook, registered the Day of the Dead with a delicate message that had almost 100 shares:

A restaurant located in the center of Florianópolis and which works with the concept of healthy eating took advantage of Dentist’s Day to honor professionals and improve the relationship with the category. Check out the repercussions.

It may sound cliché, but the content is at the heart. Therefore, breaking the brain to prepare a well-founded and structured planning and valuing the production of relevant and quality texts should be seen by agencies as a true investment, within the macro strategy of inbound projects.

Regardless of the model adopted by your agency, taking advantage of commemorative dates and seasonality to guide editorial planning can not only save time, but above all, result in content with more reading appeal. After all, why not go beyond personas, SEO and the buying journey?

Do you know of any interesting initiatives in this context? Do you have any doubt? Share with us in the comments! I will be happy to collaborate

 

How to make case studies that delight (and 5 examples for you to be inspired by)

Learn how to make a compelling case study for your company, with examples, using this strategy to promote your business much more effectively

A case study, in Digital Marketing, is a practical way for a company to show how its product or service is working for current customers. It attracts new customers by showing how to solve problems, creating credibility. It can be done simply, with interviews that turn into texts and videos.

If your company is already ahead in Digital Marketing like Blue World City, case studies are very efficient content to promote products and services. By explaining how some companies have achieved important results using your services, you demonstrate quality and credibility and increase your chance of attracting new customers.

It is not by chance that this type of material is among the corporate content most accessed by executives and decision-makers. With our experience developing successful cases in Digital Marketing, we will talk about the advantages of producing case studies and present a basic guide to creating attractive cases.

What are case studies in Digital Marketing?

Case studies (or cases) play a fundamental role in a company’s Digital Marketing strategy. Success stories are a practical way to show how your product or service is working for current customers and generate value for potential customers.

The dissemination of these cases has a high impact on generating opportunities. This is because case studies are funnel-bottom content, that is, materials that already talk about what your company does and are intended to assist in the Lead’s decision-making.

Later in this post, we’ll talk about different types of case studies and how to create them. Let’s divide it into two types: to tell success stories and to build credibility.

Case study to show the way the stones

A great advantage of the cases is that they demonstrate, in a didactic and practical way, how a certain company has overcome challenges and achieved important results using quality solutions.

In other words, they provide very important information for the business and any company. Who wouldn’t want to know about an efficient “recipe” to be able to accelerate the entry of new customers, increase their earnings, and spend less to produce more, among other facilities?

This perspective makes the customer, who sees themselves with the same problems, see how to use the same solution efficiently.

Case study to build credibility

Another positive aspect of the case studies is that they are focused on the customer’s perspective. It’s not your company that’s saying your service is good, but who uses it. This ensures incredible credibility for the message you want to get across. In addition to showing a genuine testimonial, the studies tell a story and reveal how their products are used to achieve certain goals. I mean, they are true proofs of success.

While positioning your company as a credible solution provider, case studies help to showcase your expertise and depth in specific markets. You can use this material to arouse the interest of the media, provide information to specialist journalists or even as part of your sales material.

In this way, your brand becomes more and more known in the market, with more credibility and attracting a greater number of potential customers.

case study

How to do a 4-step case study

1. Find the perfect candidate

By talking to your Sales, Support or Service team, you will be able to identify customers who have already achieved important results using your products and services. And, most importantly, that they are satisfied with their company.

A tip: try to find out which profile of new customers you want to attract. Thus, seek to develop cases focused on companies in the same segment.

2. Prepare the right questions

Remember, just like you, your customer doesn’t have time to waste — ideally no more than 8 questions. Ask questions that respond to the following scenarios, preferably in this order:

  • Challenge: What was the customer experience like before: what were the problems/ frustrations? What tactics have been tried to overcome them?
  • Solution: how was the experience using your product: what are the 3 most used features or what actions/components of the service that best help to solve the problem?
  • Results: realize that the results achieved can range from increased sales and billing, through the entry of new customers and opening a branch, as well as better resource management and increased productivity. It is recommended to always focus on tangible, measurable things: the more numbers and the less scope for abstractions, the better.

3. Use an efficient approach with the customer

By contacting your customer by email, you can start by congratulating them on their success and highlighting some information you have had access to. Remember to mention the name of the collaborator who recommended you, as this will help make the client more comfortable with passing on information. Then explain why it is important to have the company’s participation.

You can send the questions asked at the end of this first message, or leave it to do so at the end of the day or even the next day, while the client internally evaluates the participation. With the questions in hand, it will be easier to assess what kind of information he can and cannot provide.

Leave it open for the customer to define the best way to respond, whether by email, phone or in person. Some people find it easier to get their ideas across in writing, while others feel more comfortable talking face-to-face.

4. Choose an attractive case study format

In order to make your case study easier to understand and more attractive to the reader, try to keep the aforementioned structure: challenge -> solution -> results.

Try to value the main benefit achieved in the title. It is interesting to use customer quotes to make the information even more accurate. In this case, if possible, also use a photo of the respondent:

Other resources to make the material more attractive are to include topics, explanatory graphics or even images of customers using your solution.

If your company has professional resources and materials, how about producing the case on video or including just an excerpt of the client’s testimonial on the video to illustrate? The video is real proof of customer opinion and it works very well.

An alternative is to do the interview via Skype, recording the content. Afterwards, you can choose to use it in its entirety or edit the excerpts that you find most interesting.

Extra tips

  • After the material is ready, it is good manners to send it to the client for approval, so that he/she can make his/her considerations. Also, take this time to ask any additional questions or clear up doubts;
  • Remember to use your network to share the content that becomes available on your company’s blog or website: send it to all collaborators, spread it by email and on social networks. It is also important that this material is easily found;
  • After two or three months, it’s worth going back to the case study and checking with the client if there have been improvements to update the case and demonstrate that their products and services continue to pay off.

5 case study examples

The step-by-step above how to create a case is a guide for your company to follow and start producing this type of content. To help you have a clearer understanding of what a case study is and how you can create one, we’ll leave some examples of customer cases from Resultados Digitais.

1. How Endeavor uses Digital Marketing to impact thousands of entrepreneurs in Brazil

The Endeavor is an international non-profit organization, based in the United States and present in 25 countries, including Brazil.

With RD Station, Endeavor generated 15 times more visitors and 800,000 new Leads, of which 400,000 are entrepreneurs.

2. How the Surfing Agency grew 900% after experiencing the most difficult year in its history

The Agency Surfing is a Digital Marketing firm specializing in Inbound Marketing, which provides consulting services in marketing and sales to help clients sell more.

With the Results Digitais partnership program, Surfe grew 900%, increased its recurring revenue by 30 times and now had 60% of its revenue via Inbound Marketing.

3. How Impacta started to convert 80% of opportunities into students

The Impacta is the largest training center and certifications in Latin America with more than one million and a half of graduates in the nearly 30 – year history.

With RD Station, Impacta started to convert 80% of opportunities into students, reduced the acquisition cost by 30% and doubled its Leads base.

4. How Vittude increased its sales by 645% with RD Station Marketing

The Vittude is an online platform that connects psychologists to people wanting to do therapy, online or in person, in order to democratize access to health and wellness in the country.

With the evolution of strategies, Vittude’s sales funnel has also developed, especially as it deepens into the pains of its target audience. Sales increased 645% between January and November 2018, and the company experienced 40% growth in a single month.

5. How Embracon structured a new sales process guided by marketing automation and analytics

The Embracon specializes in selling consortia, both by car, property, motorcycles and services. Traditional sales, with the seller visiting interested contacts in person, has always been the common practice in the business of consortia.

At Embracon it was no different. That was how it was until the turn of the key to Inbound Marketing, contributing to become the main management company of an independent branch consortium.

Discover other case studies produced by Resultados Digitais on our Success Stories page and learn how companies from all over Brazil are increasing their sales with RD Station Marketing. Enjoy and make a free trial of the tool, just leave your email below!

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Selling Ice Cream in winter: 9 Ways to Work Inbound Marketing for Seasonal Markets

Will it be possible to design strategies that allow you to be close to your Leads throughout the year in seasonal markets? Yea! See 9 ways to do this

Before starting, a question: do you know what a seasonal market is?

To understand what seasonality is in a graphic and almost wordless way, analyze the image below:

inbound marketing for seasonal markets

Seasonal markets are those that are highly influenced by events, commemorative dates, times of the year or other factors that increase or decrease the demand for a particular product or service. Ask an ice cream shop owner if he likes winter as much as summer.

Gyms, travel agencies, chocolate production, ice cream, school transport vans and other business models are periodically impacted by something in their numbers and results.

Inbound Marketing is characterized by attracting people to build a relationship. If you want to refresh your memory or learn a little more, visit our Inbound Marketing page: everything you need to know.

And is it possible to design strategies that allow you to be close to your Leads throughout the year? Not only is it, but Skymarketing will show you 9 strategies to accomplish this.

Preparation: what I need to have on hand before starting

To have the best result of seasonality in your favor, first understand two important factors to build your strategy:

  1. Periods of increased visits to your website: if your website has been around for longer, it will be clearer to have a more accurate idea of ​​how your visitors behave during the course of the year. Metrics can be looked at within Google Analytics to understand how you record your spikes.
  2. Understand 110% of your persona: if you’re still not clear on who your persona is, our Persona Generator will help you with the task. Without this well-defined, your actions will not hit the Lead at the exact moment to have a personalized and accurate communication.

Understand the persona’s main habits not only when she is consuming or thinking about consuming your product or service, but mainly how she behaves and what her interests are when she is not thinking about you — that is, when it is not time to consume ice cream , what will my customer consume?

Is ice cream eaten alone or with friends? Do you have special reasons to consume or is it a habit for most of them? What are the direct and indirect substitutes for ice cream?

After this previous analysis step, let’s go ahead to know some actions that can be taken.

Time for action: what can I do?

1. Increase Leads base while at peak

Nothing better than taking advantage of your biggest search moment to increase your Leads base. It is not simply to increase their numbers, but to ensure the health and future of your Inbound Marketing strategies.

We know that it is very common for the Leads base to change a lot in a given period due to several factors: change of interest (no longer interested in that subject requesting unsubscribe), invalid emails (for example, corporate emails) or emotional unsubscribe (receive, do not ask unsubscribe, but also do not interact), among other reasons.

So, use and abuse Leads capture points, for example:

  • Create Landing Pages with specific materials for each offer, both on the blog and on your website;
  • Use exit pop ups , which are great ways to know which topics your Leads are most interested in per specific page — for example, who accessed the products or services area has a different interest than who accessed the company description page;
  • Invite the Lead to subscribe to your email newsletter or blog articles.

2. Request feedback from your customers about your products and services

When leaving a concert with your favorite band or enjoying a wonderful dish in the restaurant you love, you keep talking about it for a while, right? We all do this after going through some experience that was remarkable to us.

So, take advantage of this moment of high energy and excitement from your Lead to request an analysis about your service or product. It will certainly be much richer in detail, truer and more authentic, ensuring continuity in times of low demand.

Use these testimonials to communicate with your Lead via Email Marketing, making them have a very fond and positive memory of you.

On the blog, encourage people with a testimonials section on your site where, for example, everyone who produces a review about you will be entered into a sweepstakes.

Encourage Lead to post reviews in different formats to activate all your media and channels like YouTube, Facebook, Twitter and Instagram.

3. Have a social media strategy active throughout the year

We are the third most connected country in the world: we spend more than 5 hours a day surfing the internet.

You may not have the Lead ready or at the time of purchase, but you may have it near you throughout the year. Like? Investing in content for your persona.

I sell refrigeration products but I know I can be present throughout the year

Cold socks can be excellent options to show off a different style, not just in winter

4. Communication via Email Marketing at strategic moments

The idea here is for you to be present at moments that may be of interest to your audience. For example, commemorative dates like Mother’s Day, Father’s Day, Children’s Day and others can be excellent tools to promote your brand.

There is the possibility of following commemorative dates in addition to the conventional ones mentioned above on the RD Station, which can help to strengthen the relationship with your Leads in a very positive way.

5. Innovate in the way you use your product/service

Is it hard to sell ice cream during the winter? Innovate in the way people can consume dessert. Create, for example, a content with some recipes that can be made with ice cream even in winter.

How about knowing what people who live in a cold country like Switzerland do during the hottest times of the year? With targeted content of this type, a tour company can even offer exclusive discounts to visit these destinations that have historically had a low turnover in the hottest times of the year.

6. Specialize in something niche during the off-season

Do you know a person who, for example, has lactose intolerance and who, because of that, needs to restrict their diet? Have you ever talked to her about how difficult it is to look for food options to meet your needs?

As one of those people with food restrictions, I guarantee that all the content that is presented to me on the topic generates conversions and sales in many cases. Therefore, invest in very specific options and work with the sub-segments of your segment.

Another example: sustainable fashion is something that grows more and more with the manufacture of products that respect environmental laws and bring less impact on society. Be a reference with the production of content in this area.

7. Make communications and promotions out of the traditional context

Let’s assume you sell stylized socks. Do you know those days that are too hot? Great: make a joke with your audience that is probably thinking: “Wow, I miss winter!”. At this time, offer a discount on the purchase of two pairs, for example on your social media and Email Marketing.

The idea is to break Lead’s expectations with communication designed to generate business opportunities or interactions that enable a differentiated experience.

8. Focus on people in the community and regions close to your business

During peak periods, shops in Florianópolis and many other tourist squares in the summer are taken over by visitors who in many cases guarantee year-round sales. However, for the rest of the year, they suffer from the lack of demand, which forces them to reduce the offer of their product or service.

One opportunity in this scenario is to leverage paid media campaigns on Facebook and Google AdWords that target people who live close to your business.

Check out the Paid Media Guide to Inbound Marketing and understand — in theory and in practice — how to attract more customers through paid channels.

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Your customer acquisition cost can greatly decrease at these times with actions of this type, in addition to ensuring an increasingly predictable and less intense frequency over time.

9. Create long journeys of nutrition for your Lead contemplating the entire low demand path

If your product or service is something that requires longer nutrition because it is something too complex to be explained quickly, the suggestion is to create nutrition journeys in which the Lead is nurtured during the low demand period.

As a practical example, let’s imagine a university with enrollments only once a year. Your period of high demand is usually the 2 or 3 months before classes start.

During the remaining nine months, it is necessary to nurture the Lead with content. In the months after the start of classes, the Leads can be offered a vocational test to help them make an important choice. Then, provide a statement with all the career possibilities that a given course provides.

Another action is to show how the course syllabus is. It can be made available on a Landing Page like the example below from Udacity .

And finally, with the selection process approaching, offering a preparation guide for upcoming exams is an excellent way to capture new Leads or assist potential candidates.

Conclusion

Seasonality is crucial for many businesses. However, the choice of not being present in the life of your Leads is optional for the business manager.

As shown in this article, there are clear opportunities to be relevant to your Lead in times of both low and high demand. Most actions require a deep understanding of your personas and what they have of interest in your industry, even if out of pure curiosity.

The ideal is to be present in your persona’s life at all times. Some will be more intense, with more constant communications, but this is very costly, as it requires very large investments and efforts allocated at once.

With a strategy planned throughout the year for your Leads you will have a relationship much longer than last summer’s love that didn’t climb the hill.