Spring is in full swing and with that comes great opportunities for sales, promotions, events and more. Easter is a very prominent celebration in April in the UK and, aside from the over-the-top retail marketing and displays, there is a real opportunity for small businesses to tap into that excitement.
Benefits of Seasonal Marketing
Benefits of seasonal marketing can include:
• Relatable – people who celebrate it will see your business as more relatable.
• Pricing – exclusive deals like Easter bundles or themed packaging can increase perceived value and quality.
• Personality – seasonal events are a great time to show your business has personality. Whether it’s a warm message, a funny video or creative packaging, it gives a glimpse into the people behind the business. With technology progressing faster than ever, human authenticity is a key selling point.
All of this is great and offers easy, accessible content that small businesses can create in-house. There are thousands of examples every year across all industries, which makes it more achievable than ever.
The Risk of Becoming Dependent on Seasonality
However, with that comes the risk of becoming dependent on seasonality.
Many small businesses only show up online when something seasonal is happening. Their regular posts get little traction, have no identity and no clear selling point. Yet when they run a seasonal post, giveaway or promotion, they suddenly get hundreds of likes due to the incentive.
This is not a hit piece on incentives – they are a great way of bringing in new business. But when your business gets no leads… then suddenly explodes because of a giveaway, is that really success?
Is It Actually Valuable?
It might bring in the occasional lead, but is it:
• Sustainable
• Consistent
• Real value
When a customer spends £50 in hopes of winning a big prize, what happens when they don’t win? Whether they enter once or five times, eventually most of these people are only there for the prize – not because they see real value in your business. This leads to a low percentage of returning customers, which is economically vital in today’s business landscape.
Likes feel amazing. Seeing them pour in is exciting. But from a commercial point of view, it’s the same as impressions and clicks in paid advertising – if they don’t lead to sales, they’re vanity metrics.
Those posts you stopped doing because they only got one like could, in theory, be driving a sale. Meanwhile, the giveaway with 500 likes might generate nothing. That’s unlikely, but it’s possible – and that’s the point.
Using Seasonality Properly
You don’t want to be known as “that business that always gives away chocolate.” You want to be known as a key player in your industry – whether that’s locally, nationally or internationally.
So when you ask yourself, “how should I market my business this spring?”, include seasonality where it makes sense. Use it as a tool – not a foundation.
What Actually Drives Growth
Don’t forget what actually drives growth:
Authentic brand awareness.
Real results.
A genuinely strong offer.
You need to think about who you are marketing to, why they would buy from you, and what truly makes you different. Not just that your service is great – because your competitors will say the same.
You need something real. Something valuable. Something irresistible.
If you feel like you never have time to properly focus on what drives growth, or you don’t have the technical expertise to do so – teclan can help.
We specialise in digital marketing, website design and technical support, and we genuinely care about helping businesses grow.
It’s not about vanity metrics or looking flashy – it’s about driving real revenue.
