Remember the last day of school? Back then, summer was the season of less responsibility, no homework, and more play.
Unfortunately, the freedom associated with summer often dwindles as we enter the world of work, especially if you’re running your own business.
But what if that didn’t have to be the case?
If you’re an entrepreneur, summer can actually be a time of refreshment, relaxation, and excitement again – and all you have to do is enlist the help of marketing automation software.
In this blog, we’ll explore the top ways you can put marketing automation to work to ensure you and your team get a break and enjoy the summer (while still serving your customers and reaching your goals).
Audit Current Automations
Before you dive head-first into creating automated campaigns, the best thing you can do is audit your current ones.
This will:
- Remind you what's currently in rotation
- Reveal the gaps in your customer journey so you can fill them with new campaigns
- Uncover any outdated content that needs updating
While you perform this marketing audit, pay close attention to copy, colors, images, and overall branding that you could tweak to match the summer theme. You’ll catch your audience’s eyes with something fresh and save time because you don’t have to start from scratch.
Seasonal Campaigns & Promos
Once your audit is complete, turn your focus toward any seasonal campaigns you plan to run. This could include promotions, sales, events, or anything else you’re launching this summer.
You and your team might be used to running seasonal campaigns manually, but you don’t have to. A marketing automation platform can take the texts, emails, forms, follow-up, tasks, and more – and put them on autopilot.
The benefit of this? Free time! Instead of being in the office manually responding to prospects, sending lead magnets, and delivering reminders, you can actually take part in what summer is supposed to be – a time of rest.
And if you’re worried that automating these important revenue-generating campaigns will make them less personal, consider that taken care of.
Automation actually allows for more personalization because it uses the information in your CRM system to tailor messages to each contact and their activity.
Pro tip
Dynamic content is what makes this possible, and you can read more about the power of dynamic content and marketing automation software on our blog.
Holiday Outreach
It’s easy for holidays to pop out of nowhere if you’re not prepared. That’s why you should automate campaigns around them now, so you don’t miss out on important opportunities to celebrate, appreciate, and serve your audience.
Plus, there are some summer holidays that are ideal opportunities to generate additional revenue with a limited-time sale.
So, consider crafting campaigns around the following holidays (we’ve included a few content/promo ideas to get you started):
- Juneteenth (Thursday, June 19)
Consider automating emails or texts that highlight local Black-owned businesses or closing your business for the day with a respectful message. - Fourth of July (Friday, July 4)
Get festive with a limited-time sale, summer-themed bundle, or “flash deal before the fireworks.” Or simply send a celebratory message of appreciation to your customers. - National Ice Cream Day (Sunday, July 20)
Use this campaign to have some fun with your audience. Send a light-hearted message with a summer freebie or a “cool treat” promo to match the vibe. - Back-to-School Season (Late July – August)
Depending on your niche, run a “summer’s almost over” campaign for parents, teachers, or students. Position your product or service as the thing that helps them get prepared for the new school year. - Labor Day (Monday, September 1)
This can be a campaign focused on rest, recharging, or celebrating hard work. It's also a popular time to run promotions, so don’t be afraid to show your appreciation with a flash sale.
Value-Focused Drip Campaign
Providing value consistently is how you turn leads into customers. So, why not use the summer to focus on this initiative? For the next few months, run nurture campaigns that consistently offer prospects tips and resources for FREE.
And the best part is ... you can completely automate this process.
It’s a win-win: You’ll provide a nice break for you and your staff AND nurture your leads to prepare them for a purchase later on.
All you have to do is set up a series of emails in your marketing automation software and create an audience segment in your CRM system to send them to. In those emails, consider sending:
- Routine tips on your area of expertise
- Helpful blogs
- How-to guides
- Webinars
- Insider info about your products and services
At the end of the summer, once all the value has been delivered to your lead’s inboxes, end the email series with a kind message and an exclusive discount code just for them.
Doing so will remind them of all the free resources they’ve gotten over the past few months and nudge them toward a purchase at an optimal time.
Pro tip
Leads aren’t the only ones who will benefit from the value and expertise you have to offer! Marketing automation software can launch similar series specifically for customers, enabling you to show your appreciation (and maybe even land some repeat business or referrals too!).
Start Your Summer Success
There’s no better time to jump into your summer campaigns. So, take these ideas and head over to your marketing automation platform to get started!
Still on the hunt for the best software for your business? Use our free Marketing Automation Buyers’ Guide to help you find the system that’s right for you.
