Unfortunately, what must follow the most wonderful time of year is a rather sobering moment of clarity. The post-holiday marketing season is akin to the knowledge of driving home hundreds miles after a vacation to the beach. While some of us will sit silently and stare out at the countryside reflecting upon the memories we’ve made on these trips, it’s also an opportunity to evaluate our future plans as we return to our normal course of work and life.
The post-holiday season is notoriously slow for some businesses, especially retailers and ecommerce stores. Following the holiday season sales spike, there are a number of strategies ecommerce stores and SMEs can institute to stay successful in the new year and retain some of that holiday sales magic.
Continue Promotions and Discounts
While the holiday season may be over, this doesn’t mean that the malls and internet have become ghost towns. One of the first things customers do after the holiday season is return the gifts they don’t want. How do we turn those returns into sales? Run another promotion.
A winter clearance could be a great way to drive people to your ecommerce store and capture some early year sales. Bargain hunters are often searching for post-holiday sales and everyone loves a clearance sale. It’s also a perfect time to unveil loyalty program awards and offer discounts for people who have subscribed to your website for news. You can also institute a new year’s resolution contest to get people engaged with your brand. Be as creative as you want and be sure to aim for themes related to general resolutions, such as hitting the gym or learning new hobbies. Add incentives that will get first time buyers to sign up for your email marketing list or subscribe to your newsletter.
One of the best ways to recapture customers who made a purchase with your store is through email marketing. It’s important to hit holiday shoppers, who’ve made a purchase with your business, sooner than later before they forget about your brand. Use email marketing to unveil new marketing promotions or send over recommendations for related products. Amazon does this really well and this strategy is effective at capturing new sales or even driving traffic to your website for more information. You can even send out thank you emails with surveys to gauge customer experiences. Invite your most satisfied customers to write a business review.
Use email marketing to build out a subscriber list and gather valuable leads for your business. This is a perfect time to get people to sign up for monthly newsletters and deliver content that is important and relevant to your customers, based on their purchasing decisions.
Similar to email marketing, retargeting involves targeting people who’ve made purchases with your ecommerce store with another ad for relevant offers. This is used by businesses to increase sales among customers who abandoned a shopping cart purchase and to keep their brand top-of-mind during the holiday shopping season.
The statistics behind retargeting prove its efficacy:
- According to the CMO, retargeting ads have a 147% greater conversion rate than original ads in certain verticals.
- The CTR of display ads are 10x higher than regular display ads
- Only 8% of shoppers return to make a purchase from a shopping cart they abandoned- retargeting increases this statistic.
You’ve probably noticed ads for products you’ve abandoned in a shopping cart from stores like Amazon and Walmart. Not only is this effective in recapturing sales in your funnel, they’re also relatively cheaper and more effective than trying to capture new customers.
Prepare for the New Year
Finally, take the post-holiday blitz to start crafting your digital marketing strategy for the next year.
- Develop troves of content and focus resources on organic search strategies.
- Prepare your advertising budget for the next year and allocate appropriately for the next holiday marketing season.
- Create branded videos and content to share on social media and develop your brand’s authenticity and reach.
- Prepare for new product launches and allocate advertising spend to build anticipation around them.
- Take the time to register your ecommerce store in relevant directories and referral channels.
- Clean up technical issues on your ecommerce store, such as site speed or broken links.
- Conduct any major site migrations and alterations during your lowest volume sales season.
The post-holiday season doesn’t need to be a death spiral for your business and bottomline. Use these strategies to recapture holiday shoppers and turn passive audience members into active community brand advocates. Most importantly, use this time to prepare for the next year and stay one step ahead of the competition.