When it comes to holiday marketing, or any event marketing for that matter, timing is key. For retailers, the largest holiday shopping season is a make or break deal for the rest of the year, and they’re depending on these sales to thrive. The goal is to get the campaign in front of consumers before and during their shopping. If you have yet to see any, you’re only a short while away from the expected burst of holiday ads and displays. We’ve curated a list of marketing efforts Always Found swears by.
Create a Content Schedule:
Whether the marketing plan involves holiday gift guides that point to strategically chosen products or services, or any other type of holiday-related content, it’s important to have a logical outline of when this content is going to be rolled out. Know what you’re putting out, when you’re doing so, and how frequently. Certain posts and promotions may need to be put out more frequently than others, as repetition allows your brand to become top-of-mind. As the content is published, your brand has the potential to appear in the mixture of the most popular searches during this time of year. Last year, Google put out a list of the most searched toys, apparel and electronics. Once a list such as this gets out, you need to jump on board and make sure you’re capitalizing on what’s being searched for and what’s trending.
Make Decisions on Sales and Promotions:
Consumers are always looking for ways to save an extra buck, especially during the holiday season. Making these decisions and promoting them with enough time is crucial, as the sales and promotions may change between November and December, depending on which event they’re matched up with, e.g. Black Friday, Cyber Monday, etc. Implement memorable, brand-focused promo codes for easy use.
Promote the Best Offers in the Best Manner:
If your mailbox is like everyone else’s, it’s swamped, which is exactly why email marketing needs to be tackled differently this time of year. Start with promoting your best offer, one that will stand out from the rest of the clutter with an intriguing subject line. Use past analytics to see which emails received the most opens/clicks and resonated with people the most. For e-commerce stores, utilize MailChimp’s e-commerce integrations to track purchases.
Utilize Social Media:
Social media is the perfect platform for holiday contests and giveaways, as well as posting photos of your best holiday products. Consumers love visuals and social media is the place for it. Along with engagement, holiday posts have the power to create an emotional connection with audience members that are celebrating the season with you. Create your own unique hashtag to generate excitement. Whether you’re encouraging viewers to share their best holiday dish or an embarrassing holiday card, make sure to implement that hashtag.
Add Recommended Products:
Most consumers already know what they’re looking for when they shop online, so a recommended products section comes in handy to persuade additional sales. To make this section possible, the website registers the type of products that the consumer is clicking on and provides a list of related products they may be interested in. During a time when people are looking for multiple gifts, a recommended gift section can help make the process a little easier on the shopper. Add-on products are another way to go. Display products that conveniently pair with the one a browser is looking at. An example of this is a cell phone and a protective case. You can even create a popular section to showcase items others are interested in.
Stay Consistent Throughout the Season:
Although the holiday season calls for a different game plan than the rest of the year, branding should remain consistent. Don’t forget to stay true to the language, colors and values the brand uses before and after the holiday season. This makes your brand easier to recognize and allows you to stand out among all of the other holiday marketing.
Take Advantage of Holiday Website Headers:
Changing website headers in and out to match specific events and themes is a beneficial practice. It’s the first piece of the website that visitors see, so you’ll want to make sure it highlights the most important happening. In this case, it’s the holidays. Allow this area to act as an extra promotion tool with an appealing holiday image and a link to the page you’re looking to drive traffic to.
Create Curated Pages for Holiday Items:
The creation of curated holiday pages can increase your chances of online shoppers finding you as they search for holiday gifts, decor and more. By dedicating a collections page to the items you want to push during the holidays, you’re providing a one-stop-shop for those looking to get their shopping done in a quick manner. These pages are also more shareable. When family and friends start asking one another what they want for the holidays, a curated page from their favorite store is an easy share!
Encourage Storefront Traffic:
While the count of online shoppers increases every year, there should still be some buzz created to encourage storefront traffic. A common way this is done is by hosting in-store events and promotions. Once planned, continue using email marketing and social media to keep people intrigued. Your storefront traffic can be additional online traffic as well by providing creative photo stations and other shareable additions.
While holiday marketing is a competitive task, you can have a very successful season. An important note we’ll leave you with is to remember what the holiday season means to your audience. Take time from promoting products and services to wish your audience a happy season and thank them for shopping with you. It’s efforts like this that have more impact than you may realize. Happy holidays!