Memorial Day is a very important and patriotic day for memorializing the fallen heroes who served our country. It is also known as the unofficial start of summer, a huge shopping weekend, and one of the worst traffic weekends of the year.
74% of marketers reported that 20% of their annual sales come on the holidays. In total, 46% of holiday purchases are online. Optimizing your online presence and utilizing your content marketing campaign for the holidays can produce tremendous sales for your business and build your brand awareness.
May remains the month of brand awareness, chock full of holidays, from Mother’s Day to Cinco de Mayo. Typically, holiday content marketing campaigns center on promotional content and festivities associated with the holiday. Successful holiday content includes:
- Promoting weeks in advance
- Tips to survive the holidays
- Advertising holiday products
But Memorial Day defies all traditional, holiday advertising models. Memorial Day is a particularly somber holiday and most brands choose to focus on Memorial Day weekend instead, so how should you adjust your campaign?
Your Campaign Strategy
Searches and interest in Memorial Day doesn’t start until a few days before the holiday. Promotions and content related to Memorial Day should start around the Friday before Memorial Day. Search traffic typically spikes on holiday weekends as well.
Promote your content over social media, as content published on your native site may not be found or indexed until Memorial Day is over. You will reach an audience much faster over social media and holiday content has the potential to go viral.
Brand Awareness Over Sales
Unlike Christmas or Thanksgiving, Memorial Day promotion should focus on bringing awareness to your brand and not driving sales. Memorial Day promotions can seem like a cheap gimmick for a holiday that’s focused on remembrance, not online shopping.
Appeal to the emotional elements of the holiday, as well as other relevant elements of the holiday, such as barbecuing or enjoying the weekend at the beach. You could present inspirational content or more light-hearted content that celebrates the holiday, as well as the vacation time. Most people are happy to have time to get away.
If you’re website is conducting a paid ad campaign, whisper codes are a creative way to get people into your store. Also, time sensitive purchases lasting until the end of Memorial Day work very well for the long weekend. Promote discounts, not contests.
Ecommerce websites should always utilize visual content to bring promotions and brand awareness to their audience during the holidays. Pictures can speak louder than words and Memorial Day can be a very emotional holiday for veterans and their families. Pick a photo or video that you can share over Twitter or Facebook that relates to Memorial Day, the weekend, or start of summer. Be sure your content is tactfully chosen.
It’s important to optimize thumbnails for your videos and posts that entice users to click on your content. With the time sensitive nature of the holiday, you want to capture as much traffic as possible because your post will most likely decay quickly.
Optimize for Mobile
Mobile internet usage accounts for 51.2% of total internet usage and it’s estimated that by 2020 mobile commerce will make up 45% of total ecommerce. It’s crucial to create a mobile optimized website to promote your content and host your shopping cart. Clicks to holiday content from smartphones far outpace desktop clicks.
91% of marketers used email to reach customers during the holidays in 2014. Email marketing has a higher return on investment than search marketing and is very effective for holiday promotions. According to one survey, 85% of consumers stated that emails with a coupon code would influence them to make a purchasing decision. Consider the fact that ⅔ of all emails are open over mobile smartphones.
When choosing an idea for content that will make a mark, go for inspirational and not sorrowful. Your campaign doesn’t have to focus on Memorial Day and it could simply focus on the weekend. That’s why content specific to Memorial Day should seek to create brand awareness and not push promotions.
The holidays are a great way to generate a surge in your sales. Consider these tips for a successful Memorial Day weekend content campaign
- Begin promotion a few days before the weekend
- Send the right message
- Ecommerce content should focus on elements of summer
- Optimize your website for mobile
- Promote through social media channels
- Utilize email marketing for a higher ROI
- Your content will probably not compound
At LSEO, we respectfully wish you and yours a safe and happy Memorial Day weekend.