Big national events, such as the recent Queen's Diamond Jubilee, provide your SME with the perfect opportunity to ramp up sales.
There are a number of ways this can be done. Firstly, content marketing can be tailored to individual events. Including certain keywords, like jubilee, in your website, blog and social media copy help push the pages up search engine rankings due to the relevancy and popularity of the topic. In addition, it will be a subject consumers will want to read about, resulting in more people clicking through to your pages.
Secondly, once you have people on your site, blog or social media page, you have further opportunity to engage with them and encourage them to purchase a product or service. Taking the jubilee as an example for a fashion SME, this could be anything from how to dress like Kate Middleton to clothes in the patriotic colours of red, white and blue.
A particular event may mean you have to introduce a new product or service to account for this. This can pay dividends, and no doubt suppliers of goods such as Union Jack plates, napkins and tablecloths saw sales soar over May and June.
The diamond jubilee effect
This would seem to be the case, if recent IMRG figures are anything to go by. The IMRG Capgemini e-Retail Sales Index showed that Brits spent around £6 billion on the internet in May, up five per cent on April and 13 per cent on the same month in 2011.
One sector that received a boost was alcoholic drinks, which the report suggested was a result of the long weekend and jubilee parties.
IMRG's Tina Spooner noted there is currently a battle being waged by catalogue and online-only retailers and those with a high-street or multichannel presence.
"This may be an indicator that consumers who previously only shopped online with trusted high-street brands are becoming more trusting of the lesser-known pure-plays," she added.
Such sentiments could mean good news for online SMEs, who can leapfrog over their larger counterparts with an impressive online and content marketing plan.
If you want to take advantage of future big events, below is some advice about how to have a successful online presence. Our recent blog will also help explain how content marketing can benefit your business.