How to go from seasonal business to year-round success

Why is thinking outside the "seasonal frame" critical? A seasonal trade or business has its own rules, but you also need to keep them active all year round. Why? To get the most out of them. How? Read on and find out.

Many tradesmen and entrepreneurs, especially in tourism, face the same challenge - keeping the business profitable outside the peak season. 
 
Can you turn your seasonal trade or business into a stable, year-round venture? There is, of course. 
 
The solution is digital marketing. 
 
Digital marketing can transform any business, even the one that "operates" only in certain parts of the year. In fact, it should work throughout the year. 
 
The challenges of seasonal business are numerous, but the opportunities for growth and development are just as great. 
 
You just need to know how to use them! 
 

What is the target audience for seasonal trade in Croatia? 

You are probably clear about your audience and who you want to sell your products or services to. 
 
But do you understand that audience? 
If you understand their needs, you'll know how to sell to them throughout the rest of the year. 
 
It is essential to recognize and know how to anticipate your audience's needs, wishes and expectations, not only during the season but also in the quieter months. 
 
Seasonal trade can be successful all year round. Especially since you can prepare and plan for an entire off-season period. 
 
Of course, the challenge is to keep the audience's attention throughout the year. 
 
That is why this challenge should be approached creatively. 
 
A creative approach involves creating relevant content. 
 
That content should be exciting and fit the lifestyle of your audience. There should also be special offers and announcements on social networks, attracting the audience even during the off-season. 
 
So, with digital marketing, you can maintain a connection with customers and clients throughout the year. 
 
Check out how! 

 

Digital marketing as a solution for seasonal jobs in Croatia 

How do you attract customers and clients to your seasonal business throughout the year? 
 
With the help of an excellent digital marketing strategy. 
 
You must keep your seasonal trade "fresh" - constant creativity, innovation and adaptation of the offer are important to keep your trade interesting to the audience all year round. 
 
If you use the proper channels and create quality content, even a seasonal business can remain in circulation in the off-season. 
 
You will best communicate with your target audience through digital marketing, and here are a few examples and how to use them effectively: 

1. SEO - be visible to those looking for your services. 
   Optimise your website with keywords related to your niche to attract organic traffic. 
2. Social media - use Instagram and Facebook to connect with your audience. 
   Share helpful tips, and make exclusive pre-season offers. 
   And all this should be accompanied by attractive visuals. Likewise, you must constantly communicate with your followers to build your "community". 
3. Email marketing - work on your contact base all the time, collect email subscribers as well as followers on social networks. 
   Inform your base regularly about what's new, send newsletters and the like. 
   Personalized emails have a much more significant effect than generic ones that look like they are meant for everyone. 
4. Google Ads - paid advertising is highly effective for reaching new customers quickly. 
   In advertising, targeted campaigns are the best, with which you promote a specific offer or certain products. 
5. Content marketing - the content you create should be of value to your audience, attract them and keep their attention. 
   If you want to be among the best and establish yourself as an authority in your industry, regularly publish blog posts, video content or online guides. 
    

Optimisation, websites and SEO 

It is not enough to just have a website. 
 
That website must be user-friendly and optimised for search engines (SEO). 
 
If you are a seasonal business and/or involved in tourism, all 365 days of the year are an opportunity to attract customers and clients. 
 
As we have already written, you can win over your audience with content in a natural, so-called organic way, as we won you over with this text. 
 
Here is how to precisely adjust your content and improve SEO if you are a seasonal business and deal in tourism: 

• Adapt the content to different seasons - if you have accommodation by the sea, don't just concentrate on how summer is "the best" in your area. As well as about beaches and summer activities, on your website, you can also provide information about "off-season" events, holidays, weather forecasts, etc. 
• Research seasonal keywords - include keywords such as "winter beach vacation" or "summer mountain activities." Find keywords that are searched for during specific periods. 
  Tools: Google Trends, Keywords Everywhere 
• Create content for each season – once you research seasonal keywords, create content. Blog about local events, festivals or seasonal activities at regular intervals to improve your visibility. 
• Optimise for mobile devices - over 60% of people, including tourists, buy and book on mobile devices. Your website must be fast and viewable on all devices. 
• Optimise for local search - if you haven't already, create a Google Business profile for your seasonal business and fill it with as much information as possible. Optimise for local search as well, to attract tourists, potential customers, and clients who already live in your vicinity.
• Reviews and referrals - during season, while your trade or business is open, encourage your customers and clients to leave reviews, as positive reviews can improve your SEO. And, of course, people will first Google you and look at reviews and your website before visiting you. 
   

Social media and advertising for seasonal trade in tourism 

Although you are a seasonal business dealing with tourism, this does not mean you should not have social media or not advertise outside the season. 
 
On the contrary! You should make the most of the advantages of advertising in this way: 

• Interest-based campaigns - identify exactly what interests your audience (what are their interests) and create content that matches those interests in the off-season. 
• Hashtag campaigns - run hashtag campaigns encouraging your followers to share pictures and videos of their stay or shopping with you. This will increase your visibility and, at the same time, help create a community around your brand. 
• Targeted paid advertising - let a digital marketing agency create a strategy for you for paid advertising on platforms like Facebook and Instagram. That way, you can reach markets you haven't reached before. 
• Interactive content - create quizzes, polls or contests that encourage interaction and engagement with your audience. In addition to quizzes with prizes or a "what do you think" survey, you can organize, for example, a photo contest where your followers will publish the pictures that they took at your place, and you will give them an award at the end. 
• Influencer cooperation - influencers are still relevant, cooperation with them can help you reach a wider audience than you are capable of on your own. However, choose influencers whose style and audience match your brand and who can authentically present your offer. 
• Video content - showcase activities and events through video content throughout the year. For example, Reels on social networks significantly increase engagement. 
• Exclusive offers - promoting exclusive offers or discounts through social networks or ads is also a great way to increase bookings in quieter periods. 

 

Turn your seasonal business into year-round success 

Seasonal work doesn't have to be limited to just a few months of the year. 
 
On the contrary, this very seasonal nature of business can become a training ground for innovation and creativity. 
 
Your online presence is no longer an option – it's a necessity, especially for those whose trades and businesses only operate during the tourist season. 
 
We understand the challenges you face during the months your business is down and offer solutions that ensure uninterrupted visibility.

That constant activity brings you interest and inquiries, regardless of the season. 
 
Zona Plus, a digital marketing agency, is here to help you with plans and strategies to make your tourism business stand out 365 days a year. 
 
Ask for our offer so that you always remain at the centre of the attention of potential clients!

 
 
FAQ 

1. How can digital marketing transform seasonal trade? 

Digital marketing allows seasonal businesses to remain active and attractive to audiences throughout the year, turning them into stable year-round ventures through creative content, SEO, social media, email marketing, and Google Ads. 

2. What is the first step in adapting seasonal business for year-round activity? 

First, you must understand your audience and their needs during the off-season. That way, you will be able to create relevant content and offers that suit them and that they will respond to throughout the year. 

3. How does website optimisation and SEO help seasonal business? 

Website optimisation and SEO (Search Engine Optimisation) increase business visibility on search engines throughout the year, attracting organic traffic through targeted keywords and quality content. 

4. How do social networks and advertising help seasonal trade? 

Social networks and targeted paid advertising enable constant connection with the audience, the promotion of exclusive offers, and the use of interactive content to maintain engagement throughout the year. 

5. How does a digital marketing agency strategize for seasonal business? 

A digital marketing agency will develop a digital strategy adapted to your business and its needs.

This strategy will ensure a continuous online presence and visibility, attract loyal customers and clients, and enable your business's growth and online presence regardless of the season.