Seasonal marketing in traffic arbitrage

2024

How to use seasonal marketing to promote in the binary options vertical? In this article, we will go into detail about why seasonal marketing is important and how it benefits CleverAff partners, as well as look through strategies for its successful realization.

Why is seasonal marketing necessary? 

Seasonal marketing is the use of temporary changes in consumer behavior to promote a product. The main goal is to maximize profits and the effectiveness of marketing efforts by focusing on periods when demand for a product or service is highest.

Seasonal marketing takes into account natural cycles such as holidays, seasonal changes in weather, economic and sports events, vacation periods, and other temporary factors that can affect audience behavior. 

For example, the demand for finance and earnings related offers noticeably increases before the holidays, as there is a need for extra money. Therefore, seasonal marketing is a great opportunity to significantly increase the flow of potential traders to the platform. In addition, it is a way to accumulate a new audience on your own platforms, such as Telegram, Instagram and other social networks, for further warm-up. 

Holidays and events in seasonal marketing

Large-scale events that attract the attention of millions of people play an important role in seasonal marketing. Advertising campaigns adapted to such events can significantly expand the potential target audience. Speaking of adaptation, we mean making the creatives and packaging of the offer in the context of a specific event. 

For promotion in the binary options vertical, economic events, holidays, and sports events are of particular interest. 

Economic events are an important infodump for promoting a trading platform. Quotes of currency pairs and other assets are sensitive to the release of various data and traders actively use them to make money. You can use economic events to make advertising creatives. Pay attention to the most significant ones: 

 

  • U.S. Non-Farm Payrolls (NFP) – regularly released on the first Friday of the month;

  • reports from central banks and their leaders;

  • GDP and inflation data;

  • US Federal Reserve decisions;

  • U.S. corporate reports – published 4 times a year at the end of the fiscal quarter and the reporting season can last about a month. 

 

In addition, you can use periods of sharp rise or fall of the top cryptocurrencies as a theme for a campaign. The main advantage of the Binarium trading platform for the audience is the ability to make money on both the rise and fall of crypto. They don't need to risk capital by investing in buying cryptocurrencies, all they need to do is predict the price. 

Holidays provide excellent opportunities for targeting campaigns aimed at a wide audience. May holidays, the season of graduation and university admission campaigns, the beginning of the school year, Black Friday, New Year and Christmas, Valentine's Day, March 8 – all this is accompanied by financial spending. Therefore, during the holidays, the trading platform's offer will be exactly the right time.

Sports events deserve special attention. Depending on the GEO, the interest of the audience in a particular sport can vary. Therefore, you should first learn the preferences of people, and then adapt advertising campaigns to the most popular events in the region. We have prepared a list of the major sports events of the year for you: 

 

  • May 10-26 – World Ice Hockey Championship;

  • May 22, June 1 – UEFA Europe League final;

  • June 14-July 14 – European Football Championship;

  • July 26-August 11 – Summer Olympic Games;

  • August 14 – UEFA Super Cup.

 

In addition to sports events, you should also pay attention to popular cultural events in a particular region. For example, in Brazil the top event is the Rio de Janeiro Carnival, in India – Diwali (Festival of Lights) and Holi (Festival of Colors), in South Korea – Chuseok (Thanksgiving Festival). 

Features of traffic arbitrage in seasonal conditions 

Traffic attraction strategies should be flexible and adaptive to the changing conditions of the season. Here are some features of arbitrage during the season.

 

  1. Variability in demand and cost. During periods of high demand, such as holiday seasons or sales, the cost of advertising can increase significantly. Therefore, it is important to be prepared for changes in the price per click or ad display and adapt your budget.

  2. Need to adapt your strategy. It is important to have a flexible strategy for attracting traffic, which includes the ability to revise rates, change keywords, and settings for audience targeting.

  3. Planning and forecasting. It is necessary to follow seasonal trends and make forecasts on market behavior in different periods. This will help to effectively allocate resources and make informed marketing decisions.

 

It is also worth remembering that seasonality increases not only demand, but also competition in the niche. Therefore, you should also think about how to favorably highlight your offer among many others. This can be done through creative packaging of the offer, emphasizing the non-obvious advantages of the product, various promotions, bonuses, unique content.

During the holidays, the demand for financial offers like loans and credits skyrocket. People themselves are looking for money for gifts, travel, etc. An offer to earn money on a trading platform may look more attractive than an offer to borrow money with an obligation to pay them back.

Creating a seasonal marketing campaign

The main rule of seasonal marketing is to prepare everything in advance in order to react in time to collect the “cream” of the season in the form of a huge flow of traffic. Campaign planning can consist of such steps:

 

  • Analyzing demand in the binary options vertical during seasonality. This involves studying historical trends, forecasting future changes in demand and adapting advertising strategies according to this information. To research demand in a niche, you can use Google Analytics, which will allow you to understand the dynamics of website traffic during different periods. And Keyword Planner and Google Trends tools can help you evaluate the seasonality of specific keyword queries.

  • Create a calendar and seasonal marketing goals. Make a list of the most significant periods in which the demand for the offer is expected to increase. These can be economic events, holidays, cultural and sports events. Set goals and choose launch dates for each campaign, and set performance criteria, such as ROI.

  • Adaptation of creatives. Prepare a base of materials to adapt campaigns for each period. Make a list of seasonal topics and keywords that can be used in advertising campaigns in a certain period or for a specific event. Take inspiration from the key ideas and topics of the season and use them to make creatives that hook, entertain and drive action.

  • Selection of tools, channels and formats for implementation. Go back to past experience and make a list of communication channels that have worked best. Come up with creative advertising formats that will help you differ among your competitors. Often webmasters use low season periods to test hypotheses and experimental approaches to then choose the best tools for seasonal launches.

  • Testing and optimization. Seasonal marketing requires flexibility, so make test runs, evaluate results, and be prepared to make changes during implementation. 

  • Launch and analyze. The same Google Analytics service will help you launch your campaign and analyze its results. With its help, you will be able to track user actions, see data on conversions, make A/B tests, analyze the most effective advertising channels and traffic sources. Also at this stage, Roistat service will be useful, among the functions of which are: promotion analysis, budget optimization, increasing conversions, tracking traffic and customer journey. There you can view all the main marketing data for a specific period. You can analyze website traffic, page efficiency, as well as content marketing and social media management with the help of Semrush or HubSpot service. 

 

When preparing seasonal marketing campaigns, you should pay special attention to content, design and communication style: 

 

  1. Create thematic content. Publish articles, videos and infographics that are related to seasonal themes, events and holidays. However, they should stay relevant to the topic of trading and binary options. For example, you can create a guide to trading during the company reporting season, share analysts' predictions on Bitcoin price after halving, provide analysis of seasonal trends in financial markets, etc.

  2. Adapt the language and tone of communications. Use metaphors, references, jokes and expressions related to the theme of the season (event, holiday or period of the year) in content and advertising. 

 

When making creatives, consider the cultural background, customs and traditions of the region for which you are running seasonal advertising. Remember that some holidays may have different meanings for different countries.

Artificial intelligence for optimizing arbitrage strategies in seasonal conditions

Neural networks and AI-based services can make a webmaster's life much easier. Within seasonal marketing, AI can help you achieve a number of tasks. 

 

  • Generating ideas and strategies for advertising campaigns on the seasonal topic. Services such as Daydrm and ChatGPT are suitable for this.

  • Writing texts for creatives can be done by ChatGPT, Rytr, etc. We wrote in detail about neural networks that generate effective texts in our blog.

  • Creating and editing pictures. Midjourney, Lexica Aperture and Bing Image Creator will take care of that. We also have an article about AI-based image and video generators on our blog.

  • Layout lendings and websites customized for different devices. There are 10Web and Webullar builders for this.

  • Segmentation and working with audiences. The same ChatGPT or Bard can come up with quite working hypotheses on segmentation of TA based on various criteria, make avatars of clients, and develop the tone of communication.

  • Working with social networks. For example, if you drive traffic from Instagram, you can use the Autoti service to generate a lot of content for publications. And with the Brandwatch tool, you can track social media trends. During the season, this will give you tons of ideas for packaging an offer. 

  • On-site SEO optimization. For example, Postaga service will help with on-site optimization, traffic generation and link building. Various text neurons can be used to create a semantic core, optimize texts, write meta tags, descriptions and titles. 

  • Researching competitors and their campaigns. To solve this task, it is worth turning to Crayon and Kompyte services.

  • Launching and optimizing campaigns. For example, AI-based platforms Adobe Advertising Cloud will allow you to set up and optimize ad campaigns based on hints, and help with data analytics. For bid management and optimization, you can turn to Google Ads. Also, Adspy service will be useful for analyzing and improving the effectiveness of social media campaigns, and Voluum – for tracking conversions, data analytics and cost optimization.

Neural networks and multifunctional services based on machine learning are the must-haves for effective traffic arbitrage. 

During the seasonal period of the market, they will speed up the process of preparing and launching advertising campaigns, as well as quickly react to any changes. 

Summary 

Temporary trends, events and holidays provide plenty of opportunities to effectively promote an offer and attract new traders. Although implementing seasonal marketing requires careful planning and adaptation, the results are definitely worth the time and resources spent. Use the recommendations from the article to implement seasonal marketing strategies and get maximum profit within the CleverAff affiliate program.