Where Your Online Marketing Campaign Should Be
In our previous seasonal marketing iteration, Christmas in July: Marketing Through the Summertime Lull, we touched on some marketing ideas during the summertime marketing drought. As Fall arrives (It’s October already; can you believe it?), it’s time to begin thinking about holiday promotions and how early you should start executing them.
You’ve probably planned out some tactics back in January for this time of year. Unfortunately, plans change and some fall through. If you’re uncertain about when and how to begin your holiday marketing campaign, LSEO is here to help.
Gather Leads Early
It’s prudent to begin gathering that email contact list as soon as possible. eMarketer estimates that ecommerce sales this holiday season could increase by 15.8% from last year, while retail sales growth has slowed to a crawl.
Begin running promotions early in the holiday season to complete A/B ad tests and gauge the efficacy of different omni channel marketing strategies you’re planning to use.
- Gather data on user device usage
- Run ads on your highest converting referral channels
- Create promotional content about upcoming holiday promotions and product releases
Mainly, use the end of summer and fall season to start gathering leads to market your holiday promotions to during the end of October and November. This will give you a better understanding of audience segments who are searching for holiday promotions early on and keep your brand top-of-mind during the holiday season chaos.
Run events and contests that have people interacting with your brand before the official holiday season. Entice online users to visit your store and use your SEO smarts to begin transforming passive customers into active brand advocates.
Plan out Holiday Promotions
Last year, Cyber Monday set a new record in ecommerce sales with a total revenue of $3.45 billion. Cyber Monday is on track to eventually outpace Black Friday in sales and the ascendance of Amazon has made internet shopping the norm for most retail products.
Begin slowly unveiling Black Friday and Cyber Monday promotions to your target audience during early fall to get them thinking. It pains me to say, because I’m over the holiday season-creep, but I’d suggest conducting this before Halloween if you want to get ahead of the competition.
Create banner ads for promotional items and market them across the RTB network. This is an easy strategy to capture users who have visited your site before and/or made purchases from your business.
It’s important to monitor your competition. See what prices your competitors are advertising, what content they’re sharing on social media, and what products they’re advertising to help formulate your own unique seasonal marketing blitz.
Echo seasonal promotions across your content marketing campaign and social media outreach. This doesn’t require directly selling products, but creating content that builds demand for a product you wish to advertise this season. For example, a car parts manufacturer could create a list of the top 10 winter automotive appliances and list a few of their core products to create a demand for them among their readership.
Some clever ideas include:
- A survey/ wish list for users to respond with products they want from your site.
- A press releases for promotions and product releases you’ll be running through the holiday season.
- A contest to share user-generated content that reflects the holiday spirit as voted by other users.