January 10, 2017

Dry January, Not Dry Business – 6 Tips to Survive a Period of Slow Business

Halloween, Christmas, New Year’s and then…the dreaded January period. For many businesses it’s the silence after the storm. Dry January (or #Drynuary) doesn’t have to mean dry business, and here are a few ideas on how to prevent the silence of the post-holiday hangover.

Create the perfect marketing strategy

Unless you’re a personal trainer or you manufacture diet products, your sales are likely to decrease during the first few months of the new year. That is the perfect time to analyse your market, set goals and invest in some amazing marketing tools that will mean you’re never in the position of having slow business again, or at least often. Use all the tools that are available to you. Whether you are an established SME or a startup with limited funds, you’ve got free tools available to you such as social media, website building and email marketing, and with a little bit of investment you can advertise on social media platforms, outsource production for your new promotional video or hire a web developer.

Become goal-oriented

The new year is an opportunity for us to take time to reflect on our lives; the past and the future, so why not do the same for your business? Analyse your opportunities for growth and plan out detailed objectives on how to reach your goals- they may involve cutting down on costs, forming more partnerships, or simply bringing in more revenue. If you open your doors to opportunities, whether it’s through networking events or online promotion, then only the sky is the limit.


photo by dgtl Concepts

Network as if your business depended on it (because it does)

If you’re looking for business partners, large clients, or to simply grow your brand awareness, then getting your word out there is vital. People don’t want to work with people who scream down their throats about how great their business is. No, people want to work with people they like and get along with. Set a resolution of going to a few networking events a month, and not only you will develop your personal skills, but the company will benefit from the free word-of-mouth promotion, and increased brand awareness.

Think about what you offer

Look back and think about what services/goods did not sell at busy times- this is important to analyse what is profitable and what is not. What is important to ask yourself is ‘’did my product fail or was it the way I marketed it?’’. Let’s take the example of a YouTuber. They might create the most entertaining, interesting and funny videos on the Internet, but they only have 12 subscribers. It’s not down to the product, but the lack of brand recognition and online presence.


photo by dgtl Concepts

A sale always gets people excited

Sales can often turn into a rugby match or a judo tournament, where people get tackled and some leave with a few bruises. Why not offer to sell your leftover inventories for a reduced price, while maintaining customer loyalty through the quiet months? When you type in January Sales into Google, you get about 413,000,000 results in (0.60 seconds). So if a client is looking for a bargain, you have to make sure your company is at the top of the search results. Any sort of discount will make the average buyer that much more willing to finalise the purchase. This of course doesn’t apply to all businesses, especially ones that operate in the B2B market.

However, offer discounts in moderation. Your customers cannot be expecting a discount because then no bargain will ever make them feel lucky or give them that thrill. Focus on your strengths and what sets you apart from the competition, don’t focus on offering discounted products for one-off customers.       

(Footage of an actual, real-life sale)


photo by dgtl Concepts


photo by dgtl Concepts





Get your digital freak on!

Visual content is arguably the most important and effective type of digital content out there. Why not start the new year with some fresh visuals to catch the eyes of even the most demanding consumers? Here are a few statistics to inspire you to…well, simply create!

  • 37% of marketers said visual marketing was the most important form of content for their business, second only to blogging (38%)
  • 4X as many consumers would prefer to watch a video about a product than to read about it
  • More than 60% of marketers and small business owners said they planned to increase investment in video marketing in 2017
  • 85% of adults consume content on multiple devices at the same time
  • Facebook posts with images see 2.3X more engagement than those without images
  • Infographics are “liked” and shared on social media 3X more than other any other type of content
Photos by dgtl Concepts photographer Jack Gunter

Photo by dgtl Concepts photographer Jack Gunter

Of course, not everyone has that creative flair in them. Outsourcing your production can be a great way to ensure the visuals are professional and top-quality to present your business in the best light possible.

Good luck!

For any digital projects, please contact us.

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