Maintaining a solid PR and marketing strategy year-round is crucial. While summer is often seen as a slow period for many industries, fintechs should view it as a golden opportunity rather than a downtime.
Here’s why suspending or slowing PR and marketing during the summer months is a mistake and how these months can be effectively utilized for planning, evaluating past efforts, and preparing for the busy season ahead.
The Pitfalls of a Summer PR and Marketing Hiatus
- Loss of Momentum: The fintech industry is characterized by rapid innovation and constant evolution. Pausing PR and marketing efforts can lead to a loss of momentum, making it harder to regain visibility and engagement later.
- Missed Opportunities: The summer months are ripe with opportunities for engagement. With many competitors potentially scaling back their efforts, maintaining a strong presence can help capture a larger share of voice and attention.
- Audience Engagement: While some audiences may be on vacation, others are still actively engaging with content. Consistent PR and marketing efforts ensure that you remain top-of-mind for these audiences. Afterall, don’t we all have a habit of scrolling through LinkedIn, even when we’re on vacation.
Summer as a Strategic Time for Planning and Evaluation
- Reflect and Assess: Use the summer months to reflect on the past half-year. Analyze what worked, what didn’t, and why. This evaluation will provide insights that can refine your strategies moving forward.
- Data-Driven Decisions: Leverage analytics to understand customer behavior, campaign performance, and market trends. This data can inform more effective strategies and ensure that future efforts are aligned with your business goals.
- Content Creation: Summer is an ideal time to create content that can be used throughout the year. Develop evergreen materials, thought leadership articles, and case studies that can be released during busier times when resources might be stretched.
Preparing for the Busy Season Ahead
- Strategic Planning: As financial institutions enter their budget season in the fall, summer is the perfect time to strategize and plan campaigns that align with their planning cycles. This proactive approach ensures that you are ready to capitalize on the increased activity and budget allocations.
- Building Relationships: Use the quieter summer months to strengthen relationships with media, influencers, and industry partners. Personal outreach and relationship-building can pay dividends when you need their support during busier times.
- Internal Training and Development: Invest in training and development for your PR and marketing teams. Equip them with new skills, tools, and knowledge to enhance their effectiveness and efficiency in executing future campaigns.
For fintechs, maintaining consistent PR and marketing efforts during the summer months is not just beneficial—it’s essential. By avoiding the pitfalls of a summer hiatus and leveraging this time for strategic planning and evaluation, fintechs can ensure they are well-prepared for the busy season ahead. This proactive approach will help sustain momentum, capture opportunities, and ultimately drive long-term success in the ever-evolving fintech landscape.