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Vacance et SEO : 6 conseils pour éviter la baisse d’activité

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Vacance et SEO : 6 conseils pour éviter la baisse d’activité

Marketing en été : 6 conseils pour éviter la baisse d’activité

Si l’été rime avec vacances et soleil, cette saison peut aussi entrainer une baisse des activités pour certaines entreprises. Pourtant, c’est une période propice à la consommation. Les gens sont détendus, ils ont du temps pour eux et cherchent souvent de bonnes affaires.
Pour profiter des atouts de l’été, la règle est simple : adaptez votre stratégie marketing !

1. Sortir du tout digital

Alors que le mercure grimpe, les consommateurs déconnectent leur ordinateur, quittent – provisoirement – leur Smartphone, pour profiter du beau temps, de la plage ou de leur famille.

La solution pour capter ces vacanciers ? Quitter, un tant soit peu, le monde numérique. Retournez aux prémices du marketing avec des supports physiques comme les flyers, les dépliants ou les affiches publicitaires.

L’idée est de profiter de l’atmosphère estivale pour organiser des événements ou diversifier votre présence dans des endroits dédiés aux loisirs.
Pensez-y, pourquoi ne pas sponsoriser un club de vacances, des activités dans un centre aéré ou un événement estival ?

2. Modifier la cadence et les horaires de vos campagnes

Les familles sont en vacances, les salariés prennent des congés, d’autres surchargent leur semaine de travail pour prendre des week-ends prolongés… Le rythme de votre cible évolue. Par conséquent, vous devez modifier vos heures de publication sur les réseaux sociaux et décaler vos emailings.

Si vous voulez obtenir de bons résultats pendant les mois d’été, commencez par examiner attentivement le profil de votre cible. Votre audience est-elle remplie de familles, d’adolescents ou de cadres célibataires ? Essayez ensuite de vous mettre à leur place pour identifier leur nouveau rythme.

Par exemple, si votre cible principale se compose d’hommes et femmes de 35 à 45 ans, salariés, il y a de fortes chances qu’ils profitent de leurs vacances d’été. Ainsi, envoyer des emails à 12h ou à 16h ne sera pas pertinent. Ils risquent d’être en promenade.

Si vous constatez une baisse des taux de réponse, d’ouverture et d’engagement sur vos campagnes, faites des tests A/B. C’est le meilleur moyen de connaître les nouvelles habitudes de vos prospects.

3. Anticiper votre calendrier d’été

Quelles sont les grandes dates qui marqueront l’été ? Vous devez les identifier dès maintenant, afin de rythmer votre calendrier éditorial.
Anticipez les offres à proposer et les campagnes à lancer pour les soldes d’été. Avez-vous pensé au 14 juillet ? Aux différents événements qui se dérouleront dans votre région ? Comment votre entreprise peut surfer sur l’occasion ?

Par ailleurs, n’oubliez pas de préparer la fin des vacances. La rentrée est un moment propice pour cibler des consommateurs en quête d’achats pour réaliser de nouveaux projets.

4. Proposer un produit ou un service “spécial été”

Pour marquer le coup pendant l’été, offrez des services spécifiques ou des produits en édition limitée. Si possible, vous pouvez même mettre un stand à l’extérieur de votre magasin pour commercialiser vos produits estivaux.

Vous ne pouvez pas développer un nouveau produit ? Faites un partenariat avec une marque estivale ! Co-organisez des concours sur les réseaux sociaux ou en magasin, proposez-lui de vendre ses produits sur votre e-commerce ou de les offrir en cadeau pour toute commande.

Enfin, organisez un événement VIP avec vos meilleurs clients : pique-nique, barbecue, apéritif devant votre magasin ou dans votre entreprise… S’ils peuvent être accompagnés, ils feront connaître vos produits / services à leurs proches. De plus, un tel rendez-vous renforcera leur fidélité à votre marque.

5. Cibler les parents et enfants

S’il y a bien des cibles à ne pas manquer pendant les vacances, ce sont les enfants et leurs parents. Les deux groupes recherchent des activités amusantes pour occuper leurs belles journées de liberté !

Ainsi, votre marketing d’été doit inclure des campagnes ludiques, permettant de faire connaître votre marque de manière fun. Proposez des activités (réelles ou virtuelles) autour de vos produits / services, organisez un événement interactif ou lancez un cahier de vacances qui plaira aux petits comme aux grands.
L’idéal est de créer des expériences que toute la famille pourra apprécier.

6. Offrir des cadeaux ensoleillés

Les consommateurs adorent les cadeaux. Encore plus pendant des saisons particulières comme l’été.
Une serviette, des jeux de plages, une paire de lunettes de soleil, une bouteille d’eau isotherme, un sac à dos, une batterie solaire, un sac de voyage… il existe de nombreux goodies que votre marque peut fabriquer en cette saison.

Adaptés à l’été, vos clients seront plus enclins à utiliser ces cadeaux et à faire la promotion indirecte de vos services, par la même occasion. Par ailleurs, offrir des cadeaux lors d’une commande renforce leur fidélité.
L’été est propice à la consommation. Cependant, pour en profiter, vous devez l’intégrer à votre marketing en calquant votre stratégie sur les habitudes estivales de votre audience. Commencez les tests dès maintenant pour rentabiliser, au plus vite, vos campagnes de l’été.

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Benoit Lecourtier
benoit@lecourtier.net

Créateur de l'agence lecourtier.net, passionné et expert dans la création de site internet et le référencement naturel SEO, mes 15 années d’expériences en agence web et com m'ont permises de mettre en place des services plus transparents & moins onéreux.

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