Can a Seasonal Business Turn Off Digital Marketing?

At The Web Guys, we serve many businesses that provide seasonal services: snowmobile rentals, lawn care, watersport rentals, and even construction. These firms tend to bring in the majority of their income during specific times of the year, offsetting the months when they are simply hoping to break even.

Over the years, a number of our clients have asked if we can deliver our digital marketing efforts during the months they are “in-season” and pause them during down times, hoping to save money when things are tight. While it might seem like something that can be turned on or off like a light switch, that isn’t the case, and trying to do it can actually negatively affect your online visibility in the long-run.

Google Doesn’t Stop When Your Business Slows Down

Digital marketing is a year-round activity because although your business may slow down during certain times of the year, Google is constantly working to provide consumers with the best search results possible. The battle to maintain and increase your online visibility and customer reach rages on, and if Google isn’t resting you shouldn’t either.

Additionally, consumers search Google year-round — preparing for vacations and home-improvement projects, for example — so it pays to continue your outreach even when business is slow. In fact, that may be the perfect time to work on building relationships with your customers.

Proper Digital Marketing Is a Process, Not an Event

Improving your company’s visibility by having it show up on the first page of Google results is a difficult process that can take a long time. And getting there is only part of the battle; staying there is even more challenging, especially when it seems like everyone is trying to knock you off the mountain. The best way to get the results you want and ensure your place is by showing Google gradual improvement over time, without lapses in work. Doing this proves your legitimacy and commitment to customers, strengthening your long-term presence.

Your Competition Wants Your Spot

Taking a break from marketing your business during your off-season might seem like a good way to save money, but it is exactly what your competition wants you to do. Your short-term savings are giving them the chance to gain a long-term advantage by continuing to promote their services, potentially overtaking you on the Internet. You need to continue working to ensure you never become obsolete.

You Have Options!

If The Web Guys manage a Google AdWords pay-per-click campaign on your behalf, lowering your monthly advertising budget is always an option. Doing this won’t hurt you in the long-run, and it will provide the short-term monetary relief you might need.

Another option is to pay all of your annual marketing fees during the busy months when business is booming. While you still pay the same amount, our services will continue year-round and you’ll have one less bill due during your off-season.

Final Thoughts …

Google has a large impact on the success of your business from a Web design and digital marketing standpoint. Working consistently over time to improve your Internet presence is the best way to ensure that the search giant is on your side, helping to grow your company.

Trust the experts at The Web Guys to help keep your business on the path to long-term digital marketing success. Contact us at (317) 805-4933 to get started today.


Have a burning question about digital marketing? Chances are the experts at The Web Guys may have already weighed in on the issue. Check out our weekly FAQuesday posts to see if your question has been answered. If not, comment below and we’ll share our wisdom.