This episode argues that most ecommerce businesses fail to strategically account for seasonality, leaving significant revenue on the table. Andrew Faris explains how understanding and proactively planning for seasonal demand fluctuations, rather than reacting to them, can unlock substantial growth and efficiency in marketing spend.
Key takeaways
Analyze your historical sales data to identify true seasonality, not just peak holidays. Look for micro-seasons and demand shifts beyond Q4.
Adjust your paid media budgets and creative messaging to align with seasonal demand spikes and valleys. Don't spend heavily when demand is low.
Develop evergreen campaigns and products for off-peak seasons, or consider promotional strategies to stimulate demand during slower periods.
Beyond marketing, integrate seasonality into inventory planning and staffing to optimize operations and customer experience.
Use cohort forecasting to predict demand throughout the year, allowing for proactive rather than reactive decision-making across your business.
Everything is going great for a business: your ads are working, scale is happening, and you're seeing huge revenue growth for both new and returning customers.
But you can't figure out why: were the new ads you made THAT much better than the old ones?
Or sometimes it's the opposite: nothing is working, including the ads that were doing great only a few weeks ago. So what's the difference?
More often than you realize, it's seasonality. Today, I explain the point and tell you what to do about it.
EPISODE SPONSORS
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