How Small Businesses Can Make the Most of the End of Summer for a Marketing Refresh

Zoey Hughes

As summer winds down, you have a unique opportunity to capitalize on the season’s final weeks while getting your ducks in a row for the busy fall ahead. The end of summer is the perfect time to take action with sales pushes, customer engagement, or a wholly refreshed strategy. With the right approach, you can maximize this transitional period and set your business up for success in the coming months.

Here are some practical ways your small business can make the most of the end of summer, with a focus on digital marketing strategies that deliver results.

Run End-of-Summer Promotions

The end of summer is a great time to clear out seasonal inventory and attract customers with enticing deals. Promotions drive sales but also create a sense of urgency, encouraging customers to act before the season ends and products or services become less available.

Ideas for Promotions:

Offer discounts on summer-related products or services. For example, a boutique could run a “Summer Clearance Sale” on warm-weather clothing, while a landscaping company might offer discounted rates for end-of-season yard cleanups.
Create “last chance” bundles or limited-time offers. Bundling products or services can increase the perceived value and encourage larger purchases.
Promote gift cards with a summer bonus. For instance, “Buy a $50 gift card, get $10 free” is a simple yet effective way to boost revenue while encouraging future visits. It could also be a financial boost ahead of the holiday marketing expenses.

To maximize the impact of your promotions, use digital marketing tools like email campaigns and social media ads to spread the word, and boost them with PPC ads.

Launch an End-of-Summer Email Campaign

Email marketing remains one of the most cost-effective ways to reach your audience directly. A well-crafted email campaign can help you engage customers, promote your end-of-summer deals, and even tease upcoming fall offerings. Offering a glimpse of what’s to come adds anticipation and can encourage people to be more engaged with your brand as they try to find more info on what’s to come.

Tips for a Successful Campaign:

Use themed subject lines to grab attention, such as “Don’t Miss Our End-of-Summer Sale!” or “Last Chance to Save Before Fall Arrives.” Leaning into the new product? Try, “Something New is Coming this Fall!”
Include clear calls-to-action (CTAs) like “Shop Now,” “Book Today,” or “Learn More” to guide readers toward taking the next step. PRO TIP: Try only to give one CTA at a time to avoid analysis paralysis.
Personalize your emails by segmenting your audience. For example, send tailored messages to loyal customers, first-time buyers, or those who haven’t engaged with your business recently.

If you’re unsure where to start, consider using email marketing platforms like MailerLite or Shopify (if you’re already using it), which offer templates and automation features to simplify the process.

Refresh Your Marketing Strategy for Fall

The end of summer is the perfect time to evaluate your current marketing efforts and plan for the upcoming season. Take stock of what’s working and what isn’t to refine your strategy. There’s no such thing as a set-it-and-forget-it strategy, so ensure you’re ready to hit the ground running in the fall.

Steps to Refresh Your Strategy:

Review Your Website: Ensure your website is up-to-date, mobile-friendly, and optimized for search engines. Put pages that are no longer relevant back to draft so they’re not found by search engines, and prepare content for any new pages.
Analyze Your Performance: Use analytics tools to identify your best-performing summer content, campaigns, or products. Replicate these successes in your fall marketing efforts, but also keep notes for the following summer, so you’re not starting from zero.
Plan Ahead: Create a content calendar for the fall, outlining key promotions, blog posts, and social media campaigns. This will help you stay organized and consistent.

If you’re short on time, consider automating parts of your marketing, such as scheduling social media posts or setting up email workflows. And if you’re struggling to think of content, download our free Social Media Content Creator resource here.

Engage Your Customers with Seasonal Content

Seasonal content keeps your business relevant and top-of-mind for customers. Align your messaging with the time of year to create content that resonates with your audience and encourages engagement. Many elements can be recycled year on year, as people aren’t going to remember what they saw a year ago.

Content Ideas:

Share tips or advice related to your industry. For example, a fitness studio could post “5 Ways to Stay Active as the Weather Cools Down,” while a café might share “Refreshing Iced Coffee Recipes to Enjoy Before Summer Ends.”
Highlight customer stories or testimonials from the summer. This builds trust and showcases the value of your products or services.
Post behind-the-scenes content of your team preparing for fall. This humanizes your brand and gives customers a glimpse into your business.

Visual content, such as photos and videos, tends to perform best on social media, but it doesn’t have to be perfect. Authenticity can draw a crowd to your content, even if it isn’t as polished as you’d like.

Invest in Paid Social Media Ads

If you’re looking to reach a larger audience quickly, paid social media ads are a wise investment. Platforms like Facebook and Instagram allow you to target specific demographics, locations, and interests, ensuring your ads reach the right people. It’s scalable, with costs paid per click, so even smaller businesses can dip a toe and see if it pays off.

How to Get Started:

Create themed ad campaigns with eye-catching visuals and clear CTAs. For example, a spa could run an ad promoting “End-of-Summer Relaxation Packages.”
Use geo-targeted ads to attract local customers. This is especially effective for small businesses that rely on foot traffic or serve a specific area. If you’re online, you may have a wider pool, but the more targeted you can be, the more likely you are to be successful. Play with parameters to find that sweet spot.
Experiment with different ad formats, such as carousel ads, video ads, or retargeting ads. Retargeting ads are particularly useful for re-engaging customers who visited your website but didn’t make a purchase.

Start with a small budget and monitor your ad performance closely. Adjust your targeting or messaging as needed to maximize your return on investment.

Prepare for the Fall Rush

Many industries see a surge in activity during the fall, and if you’re in one of them, you know how important it is to prepare in advance. By taking some proactive steps now, you can ensure your business is ready to meet increased demand.

Preparation Tips:

Stock up on inventory or supplies to avoid shortages. This is especially important for businesses that sell seasonal products.
Train your team for upcoming promotions or events. Ensure everyone is familiar with your fall offerings and ready to provide excellent customer service.
Review your goals for the year and adjust your strategy if needed. Use this time to identify any gaps or opportunities and make the necessary changes.

Planning ahead reduces stress and positions your business for a strong start to the fall season.

It’s Time to Get Planning

The end of summer is a valuable opportunity for small businesses to boost sales, engage customers, and prepare for the months ahead. You can make the most of this transitional period and set your business up for success over early fall and the holidays, but it starts with a solid plan.

If you’re ready to take your marketing to the next level, we’re here to help. From website optimization to social media management, we specialize in helping small businesses thrive in a way that supports their goals, not a parroted plan. We know your business is different from any other, and that’s why we combine tried-and-tested approaches with custom strategies to suit you at any stage of your journey.

We’d love to help you kick off fall the right way, so click here to grab a free strategy session with Lynn, our Founder.

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