Using Rainy Days to BOOST Your Marketing

If there ever was a post to PIN & REFERENCE LATER- this is it!  A few years after starting my handmade/art workshop business, I was posting from my couch one rainy morning & realized the engagement, response & conversion to what I was doing was INSANE — like real-time post to sale within a few minutes.

Here's Why: It was raining, & my target demographic was inside, curled up on the couch because their kid’s sports had been canceled or they didn’t want to navigate the weather to run errands.

How I Quickly Pivoted to USE THE RAIN TO MY ADVANTAGE: As soon as I realized what was happening, I started wording my workshop posts differently, adding things like, “Schedule something AMAZING with friends today to have something to look forward to after the rain stops.” or “Stuck inside this morning? Brighten your day by tagging a friend & making fun plans for next month!”

Why it Worked: You’re RELATING to your customer’s needs in REAL TIME.  They’re stuck inside & not feeling great about it.  Plans were canceled, their kids are now stuck at home too, & they’re taking the morning to rest & pivot plans for the rest of the day.  Your posting considers their needs - looking for fun, wanting to make plans for when the weather is better, & taking advantage of a standstill moment to think of friends to gather with.

Unfortunately, this approach can’t really be done in advance & scheduled.  You can check the 7–10 day forecast, but you really need to feel it out day-of & have an hour to devote to testing & engaging.  This is one of those trial & error approaches, see what people respond to, pivot, learn & repeat (in an improved capacity) the next time. Trust me, after a few rounds, this will become so intuitive that you’ll be telling your small business friends to do the same.

Once you’ve tried this, let me know what happened, what you discovered or simply share your Instagram handle below - I’m excited to learn more about your business!

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