If you’re the average man about town, the frequent showers, storms and, in recent years, ludicrous amounts of snow and ice are a curse. If you’re in online business in the UK though, wet weather is your friend.
UK businesses have up to now taken the wet weather spend patterns for granted. If you’re a smart UK operator, rainy days aren’t a random piece of good luck. The increase of internet spending in clement weather means that online businesses really should have a wet weather plan.
1. Get into season. Seasonal marketing doesn’t have as big a part as usual on the internet, but it still counts. Ensure your marketing plan and keywords for SEO take advantage of the season by planning well ahead and keep up with your basic SEO jobs to appear first in a search.
2. Make sure you can handle the influx during long bouts of bad weather. Christmas last year saw a huge amount of internet spending, as customers were physically unable to get out to shop. As the days of shopping before the big event counted down, people became more desperate, and site loads were put under pressure. Any site break-downs during this time were incredibly costly for businesses.
3. Make it easy to shop. Being prepared is only part of what you need to do. To compete, you need to make things as easy as possible for your customers. If you’re in Chester, then customers in Edinburgh don’t want to have to pay for extra postage. Covering it for them will get you more business.
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