Double, Double, Toil & Trouble: Refresh Your Fall Marketing Image
It’s the first day of fall, and it’s time to ask an important marketing image question. What does your strategy look like for the new season?
Your consumers are spending more and more of their time online every day—and that’s not necessarily a good thing. It’s increasingly easy for them to become desensitized to advertising content. There’s a term for the desensitization: “market fatigue.”
It’s a condition that arises after consumers see the same commercial several times over. Thus, comes the need for ad variation.
One of the easiest ways to revitalize your image marketing (and your marketing image) is to flow with the seasons. For example, Fall 2019 is upon us; the kids are back in school, college football has started again, and temperatures in most areas have moderated.
How can you refresh your marketing image for the coming fall?
Choose a Seasonal Color Palette
While you don’t want to change your company’s branding with every season, it can benefit your business to lean into the colors of the season. Color palettes, after all, have a noted impact on consumer moods.
Why not invest in a slightly altered social media icon—maybe one with a witch’s hat to reflect Halloween or a turkey to emphasize Thanksgiving? Alternatively, you can experiment with the color scheme of your online content. Go ahead and play into the golds, rusts, oranges, yellows, and reds that people love this time of year. Seasonal colors can be a great way to spark new interest in your fall marketing campaigns.
You don’t want to take things too far as to make your brand unrecognizable. However, acknowledging the changing seasons through new content framing can positively impact the way consumers interact with your business.
Avoid Traditional Stock Photos
You should always do what you can to create original images for your platforms. But as we all know, you can’t hire a professional photographer for every season of the year. HOWEVER: that doesn’t mean you should rely on traditional stock photos to add feelings of fall to your marketing strategies.
Have one of your more creative team members alter the photos that you have available to you to make them more original. Alternatively, you can utilize in-office photos to offer a more personal glimpse of day-to-day life at your business. This deliberate personalization will humanize your company while also allowing you to rise above the generic competition.
Keyword Optimize Your Images with Seasonal Terms
Regardless of the season, you never want to forgo keyword opportunities. Any images you bring in to reflect the fall season need to be appropriately optimized to boost your SERP ranking.
There’s a trick, though, to this optimization. For images – photos, infographics, or otherwise – you can use season-oriented keywords in addition to industry keywords. This seasonal focus will help your content show up in more consumer searches.
A/B Test Your Fall Marketing Content
Finally, be sure to test seasonal content courtesy of A/B testing. A/B testing allows you to gather data on consumer interactions with different types of content before you commit to one form or another. When you’re able to compare consumer interaction data, you’ll be able to later publish the content that performed the best in your tests. That content will then draw in more consumers than other variations.
With fall on the way, why not get a little seasonal with your marketing tactics? None of the changes have to be permanent, but seasonal awareness will give your content the boost it needs to avoid falling prey to market fatigue.
You don’t have to go all-in on a fall marketing refresh to attract new consumers, but there are benefits to transitioning your brand image with the season.
Image attribution: Tierney – stock.adobe.com