Running any kind of business is a complex operation that requires a great deal of planning, preparation, and dedication. You must be able to adapt and adjust to shifting markets and changing customer preferences and behaviors if you want to see continued sustained success.
Business will naturally ebb and flow. For affiliates, traffic toward their platforms will increase at certain times of the year and decrease at other times. Knowing how to navigate these leaner periods is absolutely essential and is key to ensuring your affiliate business is viable long-term. We’ve put together a guide for generating leads and affiliate sign ups during quiet seasons. Check it out below.
When are the quiet seasons?
Business activity can be difficult to predict and is often influenced by a range of different external factors. However, before we get into our tips for affiliates, it’s important we attempt to clarify when you can expect to see your businesses take a dip.
Generally, the quietest time of the year is January, with this lull often extending through until February. There are a few reasons for this, one of the main ones being consumers feeling hesitant to buy after an expensive and often hectic Christmas period. Beyond mere financial issues, consumers can often feel burnt out by the gift-focused month of December and will be far less motivated to shop for new products and services.
What does this mean for affiliates?
Affiliates, much like other businesses, rely on the activity of customers and sign ups to generate revenue. They are similarly affected by the post-Christmas dip, and affiliates can expect to see significantly less traffic over this period.
Obviously, this is less than ideal. How can affiliates navigate these quiet months and ensure they are generating enough leads and sign ups to keep their business afloat? Let’s find out.
Consider running sales
Sales are now almost as synonymous with January as Christmas is with December. Almost all businesses from online to physical retail stores will run some kind of sale in January, with many of these lasting through until February. There are two main reasons for running a sale post-Christmas. First, it’s an effective way of motivating hesitant shoppers to browse items and make purchases. Studies have revealed that both first-time and returning shoppers will be encouraged to make a purchase if they believe they are getting a bargain.
Another reason companies may run January sales is to shift excess stock. The Christmas period can be an incredibly busy time, many businesses will buy up extra stock to cope with the rising demand. After the festive period is over and we head into the quiet month of January, any remaining stock can be shifted quickly through a sale.
Rethink your marketing strategy
In the run-up to Christmas, marketing strategies will be focused on attracting customers to buy gifts for loved ones, with marketing material designed to spread festive cheer and excitement. By the time January rolls around, many consumers will be feeling burnt out, the last thing they’ll want to see is anything Christmas-related. Rethinking and revamping your marketing strategy as quickly as possible is one of the first steps you need to take. This can be done before January, in the week leading up to New Year’s Eve.
January is a time when people self-reflect and aim to better themselves, be that professionally or personally. We see an uptick in health and fitness products sold in January as people strive to keep their New Year’s Resolutions and shift that extra holiday weight. This should be reflected in your marketing campaign. Focus on personal development and improvement and encourage people to work on themselves after a holiday that is so focused on others.
Improve your platform
As an affiliate, you can also use January as an opportunity for a fresh start. Overhaul your online platform to give it a new and improved look. Fresh energy and new ideas will not only inspire you, but will also help generate more leads and sign ups as customers are drawn to your rejuvenated platform. Don’t just think about visuals, either. Work on boosting the customer experience by improving sign up forms and payment systems. Using customer feedback is an ideal way to do this, it can help you inform your choices and ensure you make the right moves.
Conclusion
January and February can be a quiet time for businesses. However, as an affiliate, you can use it as an opportunity to generate more leads, conversions, and sign ups. Consider running some post-festive sales, rethink your marketing strategy, and use the new year as a chance to improve your online platform.
If you’re looking for more insider knowledge on affiliate marketing, take a look at our blog, or for more personalized advice, book a free call with a member of our team.
Looking for even more insights? Registrations are now open for our 2023 Amplify Summit, held from the 17th to 18th of January, where you’ll have the chance to access talks from industry experts, panels and workshops, networking opportunities, and a free affiliate manager toolkit. Register and secure your place today!
