Digital Marketing Campaigns for the 2018 Holiday Season Begin Now
Why You Need to Start Preparing Your Holiday Ads Now
Ahh, we may live in Arizona, but we definitely still get the holiday feels. We’re smelling pumpkin spice everywhere, already seeing holiday decor in the stores, and can’t help but wonder where the heck the year went!
The holidays are already an insanely busy time and especially stressful for small businesses. Trying to juggle an influx of sales, getting the word out to attract new customers, and keeping up with your marketing can be tough. That’s why now is the time to start planning your holiday campaigns. From your Facebook ads to your website, it’s never too early to prepare.
Make Your Holiday Marketing Outline…and Check it Twice
First, make a basic outline of your holiday needs:
- Make a list of promotions, offers, and product highlights for the holidays
- Create a timeline for your holiday sales
- Enlist the help of a creative team to develop imagery, videos, and blogs
- Update your website’s copy and imagery to ensure brand consistency
- Update your social media profile pictures, and other images
Now that we’ve got a basic idea of what we’re going to do, it’s time to dive a little deeper to understand how we will execute and why.
Keep in Mind Holiday Shopping Starts Early
According to Criteo, people start their holiday shopping as early as October. Shoppers won’t just be looking for deals during Black Friday, they often will begin earlier than that. A good idea would be to do a rolling month of deals, instead of focusing on a specific day. For example, our client and good friends at Inflatable Boats 4 Less are opting to focus on a whole month of weekly deals, focusing on their most popular products of the year. They’re taking their top-sellers and best-rated products and creating offers for potential customers.
Mobile Purchases Increase During the Holidays
With over 40% of all sales in November and December made via mobile phones, you must optimize your website for mobile. Make sure your website, product pages, and even apps are responsive to all devices. Extensively test them for speed, user experience, and ease of checkout. The last thing you want to do is frustrate your customers with a poor online experience — and then send them running to your competition.
All the way from Cyber Week to New Year’s, mobile eCommerce tends to peak pre- and after-work hours. Shoppers are waking up and browsing or getting home and buying. During the work days, desktop is definitely the leading in display. Mobile shopping tends to dominate nights and weekends.
Plan for Cyber Week II — Yeah, it’s a Thing.
Yes, of course, Black Friday, Cyber Monday, and Cyber Week are all extremely popular and effective for eCommerce stores. But there’s a hidden opportunity that many small businesses don’t consider — the week between Christmas and New Year’s. The UK had seen a 28% increase in average order value (AOV) between December 26th and December 30th.
During this period of time, shoppers flood back into the market to take advantage of online deals. They’ve got gift cards, ready to treat themselves after the season of giving.
Gather More Data, Build a Powerful Marketing Campaign
Up to this point, you’ve hopefully been collecting data about your customers via your Google Analytics dashboard. If it’s been a while since you’ve reviewed your website or social media analytics, there are a few key data points you should look at before launching a campaign to ensure maximum effectiveness:
- Demographics – Obviously, you probably have an idea of who your customers are. But if you want your social media campaigns to drive the results you’re looking for, you need to make sure your messaging resonates with your audience.
- Review Past Campaigns – Look at the performance of your past campaigns. Which ones performed best? Which campaigns worked? Alternatively, which ones didn’t produce the results you wanted? By understanding what worked and what didn’t, you’re able to craft more effective messaging.
- Website Analytics – Where do people visit your website from? Is it from an organic search? Social media? Other websites? Check out the Acquisition > Channels in Google Analytics to find out. By identifying how people are finding your website, you’ll be able to strategically place ads to maximize exposure and clicks.
- eCommerce Analytics – How long is your sales cycle? How many times does a customer visit your site before purchasing? Which products are most popular? How many carts are abandoned?
When you gather and analyze your data, you’re able to create a killer holiday campaign that not only attracts potential customers, but wins them over.
Get Help with Your Holiday Campaign
Do you need some guidance for your holiday campaign strategy? Give us a call! Our team of brand strategists and digital experts are thrilled to help you create a campaign that drives results and creates loyal customers for your company, year-round.