The holiday season is the busiest time of the year for many e-commerce companies.(promotion strategy)
The list of activities seems never-ending. From updating your landing pages to developing brand recognition with holiday marketing campaigns to finding various ways to attract new clients.
But both business owners and marketers are aware that this is their last chance to increase sales before the new year and an opportunity to score big.
Black Friday and Cyber Monday mark the official start of the holiday shopping season. It’s also never too early to begin preparations.
You don’t want to pass up seasonal marketing chances or Christmas sales, especially if your rivals have maybe already begun planning.
The planning stage is undoubtedly the most crucial aspect of a successful season as more and more consumers conduct their shopping online. The following suggestions and sample materials might help your Christmas campaigns stand out:
What Characterizes a Successful Holiday Marketing Plan?(promotion strategy)
Making a magical Christmas plan can seem particularly challenging during a pandemic. Stay focused on the essentials and don’t overwhelm yourself.
Examine prior holiday advertising initiatives.(promotion strategy)
No matter how many curveballs life throws your way, you can still benefit from what has worked in the past. Analyze historical data to see where you excelled and where you may use some improvement. You may prevent making the same errors by reviewing your prior strategy and campaigns.
Look into client data in addition to performance numbers. Has your clientele significantly changed during the last 12 months? Which demographics are most important? What do they hold dear? You may create effective holiday message by understanding five essential characteristics of your target customer.
Find holiday marketing tactics that are appropriate for your target market.(promotion strategy)
Every Christmas marketing campaign is different. Don’t just copy the tactics of your rivals. The secret to a great Christmas marketing strategy is to understand your target market.
Consider stepping up your social commerce efforts to post exclusive discounts or seasonal promos if your clientele includes Gen Z or Millennials or other younger clients. If you operate a physical business, get inventive with last-minute present suggestions that can be purchased online and picked up in person (BOPIS).
Make a syndication schedule.
Work more judiciously over the holiday season rather than more laboriously. Find chances for content syndication that not only help you save time and money, but also give your consumers a more seamless experience.
Holiday Marketing Techniques to Take into Account
1. Make a simple-error assumption.
The stress of Christmas preparing might make it simple to lose focus. However, if this is your first holiday season as a business, it’s wiser in the long term to start small with your holiday ads.
During the holidays, even more established, larger retailers frequently go back to the fundamentals. It all relies on how much capacity your team has and how much help you’ll have for your operations over the holidays.
The holidays are not a good time to test out a new strategy for customers. Especially if you’ve done extensive testing and discovery all year to determine the messaging that would work best.
There is really too much at stake. Consider conducting an A/B test if you want to be very innovative and try a novel strategy.
Simpler is preferable. Make product and promotion announcements clear, and streamline, tidy up, and secure the checkout process.
― Jason Young, Ballistic Agency’s founder
Ensure that the consumer experience you provide matches what they previously encountered while making a purchase.
Another straightforward strategy is to employ social media marketing, which includes the usage of hashtags.
2. Be prepared to act swiftly and adjust.
When you’re a store around the holidays, the phrase “all hands on deck” has never meant more.
No of the size of your website, you must have a quick-response team on hand to address any problems that might arise there, as well as in your holiday ads, Facebook ads, and elsewhere.
It goes beyond the preparation of digital and material. To accommodate the additional visitors and orders, take into account making adjustments to your shipping, fulfilment, operations, and customer service staff.
Additionally, when things don’t go according to plan, you must act promptly.
3. Take a strategy that is more content-driven.
Customers are more familiar than ever with holiday advertisements thanks to the growth of online purchasing. Their eyes may glaze over when they encounter the standard sales and marketing strategies because they frequently see the same thing year after year.
Holiday marketing techniques will follow the same trends that ecommerce experienced last year.
The “content-first” strategy that today’s cutting-edge and popular firms are employing will continue to be the overarching theme throughout the holiday season. We’ll see brands offer more individualised shopping experiences, like discount codes and Christmas gift guides, using content marketing as a tool to contact customers.
Your Christmas marketing plans will benefit greatly from include a content strategy component. Especially if you keep search engine optimization (SEO) in mind. Even if a buyer has never shopped with you before, this optimised content will assist increase organic traffic to your website when they look for the things you sell.
Make sure to incorporate your new messaging into your Christmas advertising if you’ve changed your brand voice or consumer marketing approach in the past year. Otherwise, your customers might have a confusing experience.
4. Assume that there will be greater competition than before.
Email marketing is still crucial given the abundance of sales happening during the Christmas shopping season. Make sure your email campaigns make you stand out from the competition. Besides, make it apparent why customers should choose you over them.
But attracting clients is only one aspect of the fight. The holidays can be difficult for merchants who struggle to keep up with shifting consumer behaviour due to cart abandonment and the increase in competition.
5. Take influencer strategy into account.
Although influencer marketing’s success varies by industry, many businesses use it over the holidays.
During the holidays, it is evident that Facebook, Instagram, Twitter, TikTok, and occasionally even LinkedIn are the best platforms for brand connection.
“Make sure your team has the resources necessary to respond while developing your holiday marketing tactics. You should have customer support procedures in place, for instance, if you are extending your social media campaigns or collaborating with influencers so that you can answer any issues that potential clients may have on those channels.
— Emma Kimmerly, Gorgias’ Partner Marketing Manager
Applying an influencer approach that lasts through the holidays will help you attract the attention of social media users.
6. Prevent feigned urgency. Make a compelling case for purchasing.
If panic buying has taught us anything, it is that customers are capable of feeling a sense of urgency and will make purchases when they believe something they need or want will sell out. The holiday season is known for significant price cuts that are only available once a year, and consumers are skilled at identifying the good ones.
Make sure you’re explicitly motivating customers to visit your online business and make a purchase while you’re developing your holiday marketing strategies.
There is a narrow line between randomly offering discounts or freebies and developing a connection with your clients. You don’t want to make your brand appear cheap to the point where customers. They might not feel pressured to buy from you again.
Making ties with clients who will make purchases in the off-season is just as important as making money during the Christmas season. Any marketing choices you make for the holidays should keep client retention top of mind.
7. Keep in mind your current clients.
It’s likely that a good mix of new and returning clients will visit your website during the holidays. When developing your strategies, keep in mind that the path to buy for a returning consumer differs greatly from that of a new customer.