Plan a seasonal posting calendar aligned with key dates in your business's year.
Module 6 · Lesson 5
Seasonal Promotions
Plan and execute seasonal promotion posts that capitalise on peak demand periods.
Learning Outcomes
Create seasonal promotion posts that capture increased search demand.
Use seasonal content to keep your profile active and relevant year-round.
Measure the impact of seasonal posts on your profile engagement and business results.
Key Concepts
Seasonal Search Demand
Search volumes for many business types follow predictable seasonal patterns. Florists see spikes before Valentine's Day, Mother's Day and Christmas. Tax accountants are most searched in March and April. Plumbers see emergency search spikes in winter. Understanding when your customers are most actively searching gives you the opportunity to be maximally visible at exactly the right time — through seasonal posts, offers and profile updates.
Annual Seasonal Calendar for Google Posts
Map out the key dates that affect your industry across the year and plan Google Posts around them. Universal high-impact dates include: New Year (deals, fresh start messaging), Valentine's Day, Easter, Mother's Day, Father's Day, mid-year EOFY sales (June/July in New Zealand), Father's Day (September NZ), Halloween, Melbourne Cup, Christmas and New Year. Add industry-specific dates relevant to your business.
Seasonal Profile Updates
Beyond posts, update your cover photo seasonally. Change your business description to reference seasonal services where relevant. Update your special hours for holiday periods. Add seasonal products or services to your Products and Services sections. These updates ensure your entire profile feels current and relevant to customers searching in that season.
Planning Ahead
Create your seasonal posts at least 4–6 weeks ahead of each key date. Many businesses make the mistake of scrambling for seasonal content at the last minute — by which point, customers are already searching and choosing competitors who were prepared. Set calendar reminders 6 weeks before each key date to start preparing your seasonal content.
Year-Long Content Strategy
A business that plans their seasonal Google Posts a year in advance, and executes consistently, will build a powerful compounding advantage over competitors who post sporadically. The combination of regular Update posts, monthly Offer posts, seasonal promotions and ongoing review management creates a profile that consistently outranks and outperforms less active competitors.
Step-by-Step Practice
Create a 12-month seasonal content calendar mapping the key dates affecting your business.
Identify the top 3 seasonal opportunities that historically drive the most business for you.
Prepare content for the next seasonal opportunity — posts, cover photo, updated description.
Set calendar reminders 6 weeks before each major seasonal opportunity.
Publish your first seasonal promotion post for the next upcoming key date.
Ian's practical tip: I have created a 12-month seasonal posts calendar. I have identified the top 3 seasonal opportunities for my business. I have prepared and published a seasonal promotion post. I have set calendar reminders for future seasonal content creation.
Practical Activity
Complete and record this task
The businesses that win seasonal search battles plan 6 weeks ahead, not 6 hours. Your competitors will be posting frantically at the last minute. If you publish a Christmas offer post in mid-November, you will capture searches all month while competitors are scrambling in December.