It is that time of year again when there is a festival every other day. Among the fun, frolic and hustle bustle of the festivals, what needs to be understood by the entrepreneurs is that, it is time for them to pull their socks and devise a marketing strategy that works best during the holiday season. Holidays and festivals are a perfect time to connect with your prospects and celebrate those feelings of camaraderie, gratitude and interconnectedness. This is the right time for any business to start thinking about how to leverage holiday fever to maximize the impact of their campaigns.
We have listed 10 such ways, which the budding entrepreneurs can use to leverage the most from this holiday season:
Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website – as they browse elsewhere around the internet. Remarketing isn’t just an effective year-round marketing strategy – it’s a technique that’s ideally suited to holiday shopping buying behavior. Think about how you purchased gifts for your loved ones last year. Chances are you shopped around for the very best deals, just like millions of other people. This presents a crucial opportunity for marketers using remarketing, as it allows them to capture “lost” traffic by capitalizing on prospects’ reluctance to buy from the first site they visit in the hopes of finding a better deal elsewhere.
2. Season’s Greetings matter
People love to be greeted on festivals, and any company or brand that makes sure that they reach out to their prospective customers are sure to be a leap ahead of the competition during the holiday season. You may decide if you want to have a more secular greeting message or a more specific one based on your line of product or service and your target audience. Overall, the holiday season is all about being welcoming and warm to everyone. Hence, ‘Happy Holidays’ and ‘Season’s Greetings’ are the safe bets. In short, holiday festival is the best time to connect with your customers and make them feel warm.
3. Invest on paid social marketing
If you haven’t already started advertising on Facebook, then without a doubt holiday season is the best time to start doing that as the returns will be high. During this time people will do almost anything to avoid the shopping rush which inturn might lead to venting their frustrations on Facebook, and thereby providing you with the perfect opportunity to offer up some well-timed relief from their holiday shopping woes. Facebook advertising has the much needed breadth and depth of the targeting options available, allowing you to create incredibly granular custom audiences based on demographic data as well as other metrics such as interests, shopping preferences, and other behavioral identifiers, in addition to being the most cost-effective method of social marketing.
4. Organise your campaigns very well
Well, among the preparations for the holiday campaign it is very important that you are on top of the matters in hand. Maintaining tight campaign organization and account structure is something you should always stay on top of, but this becomes even more important during the holidays. If you’re selling seasonal products, these should (obviously) be contained within their own unique ad groups. Keywords should be relevant and tightly themed. Strong account and campaign organization makes it easier to coordinate, adjust, and run time-sensitive campaigns.
5. Keywords are the key
It is very important to capitalize on seasonal searches and other timely trends. One way to do this is by using Google Trends and other similar online marketing tools to identify new keywords that can breathe life into your holiday campaigns. Using the same keywords year after year might lead to your prospective customers loose interest in your campaign. The holidays aren’t a time for transactional language hence, when it comes to holiday messaging, don’t force it.
6. Storytelling can go a long way
As per research, storytelling is still relevant and it is a very good idea to use the CSR activities that you might have done during the year to build a connection with your target audience. This time of the year is a great time to educate your consumers about the good work you’ve been doing, and put a spotlight that you care about the world or your community. This helps brand your company better with the customer and registers you in their mind for a longer duration.
7. Create a sense of urgency among your customers
Building a sense of urgency on your landing pages is a highly effective way to push hesitant prospects over the line and convert them. This is done in a couple of ways. Some retailers include countdown timers on their seasonal landing pages that tell customers exactly how much time they have left to take advantage of a time-sensitive offer. Others include banners promoting specific offers, such as free shipping and discounts, on their landing pages.
8. Work on the pain points of your competitors and make them your strength
We all know and might have faced the problems like less stock or delayed deliveries during festive seasons. Timing is crucial for marketers during the holiday season, a fact that smart advertisers incorporate into all their campaigns well in advance, and appealing to prospects’ desire to make the holidays as stress-free as possible is one of the most powerful tools at your disposal. The holidays represent an unparalleled opportunity to entice prospects with special time-sensitive offers, and your ads, landing pages, and social campaigns should all emphasize the ease with which consumers can get their holiday shopping taken care of.
9. Focus on the ad you post
Times have changed and it is not enough to tempt shoppers by sending across an ad with a time-sensitive sale or other financial rewards only. Smart advertisers will revisit their ad copy before launching their campaigns for the holidays. Even if you don’t specifically mention holiday promotions in your ad copy, including seasonal messaging tells your prospects that whatever you are offering is current, providing further incentive to click on your ads. Hence while choosing to position your products or services this holiday season, be sure to dust off your ad copy and create ads that are fresh, compelling, and topical.
10. Use your ad to the best of its advantage
Use Ad extensions while trying to launch and manage several concurrent holiday campaigns. Including features like sitelinks, call extensions, and review extensions can make your ads stand out and help holiday shoppers convert better.
Having said all this, timing your ad is very important. Companies should focus not just on their retail or marketing plan, but on a content plan. The holidays are a popular time to market, so it’s important to put a lot of thought into your holiday marketing campaign.