Digital marketing has become the primary way to spread the word about your holiday offers and savings.
And since the holidays are a hectic time for consumers, it’s critical to develop a holiday marketing strategy sooner than later that will help you stand out from your competition.
Two key days during the holiday shopping season are Black Friday and Cyber Monday, which combined have been projected to generate more than $10 billion in sales. Of course, these days “Cyber Monday” has expanded into “Cyber Week,” which generates about 17 percent of total holiday spending. About 58 percent of Cyber Week purchases are made by totally new visitors.
The following are seven tips to help your digital marketing shine this holiday season and not miss any opportunities to stand out and succeed.
If you wait until the holiday season is about to begin, then you’re already too late. Aim to start working on your holiday marketing strategy and materials in August or September.
This will enable you to prepare what will be the most effective for your business since you’ll have appropriate time to think through everything and create what is needed. That way, you can focus on the actual execution during the holiday season itself.
Set your holiday marketing goals
The success of your holiday marketing starts with the setting of specific goals that you set in advance.
Ask yourself: What do you want to achieve?
Think through how to make your goals S.M.A.R.T.:
For example, you may want to beat last year’s holiday sales by a particular percentage. Or, you want to increase your email subscribers by a desired amount. Just make sure that the goal(s) are something that serves your business.
Check out our seven expert tips to achievable marketing goals for more.
Make your holiday marketing memorable
In order to stand out from your competition, you may need to do a little bit more than post about a big sale around Black Friday and Cyber Monday.
You want to connect with your audience. And in order to connect, reflect on how you can touch upon the values that your brand shares with your customers and potential customers.
After all, engagement is based on meaningful human connections. And if you’re not compelling your target audience to engage with your holiday marketing content, then it’s going to be that much harder to convert them into purchases.
Beyond the discounts, limited-time offers and promotions, think about the broader message you want to convey in your holiday marketing that both represents your brand and brings your customers along for the ride.
Create or use a content calendar
Once you have an overall plan, a content calendar is a fantastic way to get (and stay) organized for your holiday marketing. This is where you can get more specific in the “what,” “when,” “where” and possibly even “who” behind planned assets.
A content calendar can help you plan and maintain your content marketing strategy across platforms. Specifically, a content calendar is a written schedule of when and where you plan to publish your upcoming content. It can be as simple or as complex as you need it to be, with the option to include:
- Upcoming content pieces
- Status updates
- Planned promotions
- Updates to your existing content
Check out our eight tips to create an effective content calendar.
Schedule emails and social media posts in advance
When business might be slower in the months before the holiday season begins, use that time as an opportunity to create and schedule all your holiday marketing assets in advance.
Of course, the obvious assets are emails and social media posts. But maybe you’re thinking about publish a holiday-specific landing page or pop-up ad (both of which DailyStory can help with). Whatever you plan to create, do so early and get everything as ready to go as possible.
The act of scheduling itself so that everything publishes automatically at the best possible time can save you a lot of time (and prevent missed opportunities that can happen if you’re publishing assets manually).
See these five ways you can approach automation in your marketing strategy.
Leverage cross-channel marketing
The beauty of digital marketing is that it includes multiple channels that can be used to boost each other within a specific holiday marketing campaign in order to get your message out to more of your target audience.
The idea here is that you want to cover all your bases. How can your emails complement your social media? How can your SMS text messages connect with warm leads from your emails or social media posts?
In your holiday marketing strategy, think through the customer journey and where you can better connect with them along the way to better convert for a sale. Then, measure every element of your campaign so that you can build off of how everything performed going into the next holiday season.
Use personalization and segmentation
Personalization involves using the data you have about your audience to understand how your content best fits their needs or interest. (Personalization in the simplest sense can also be the use of a customer’s first name in a marketing message.)
Segmentation, then, is the targeted delivery of messages to only those you’re looking to share a specific custom message with.
For example, a customer who hasn’t purchased from you in the past three months could be sent a “we miss you” email with a discount offer to entice him or her back.
Personalization and segmentation can be used to level up your holiday marketing as well.
Within your holiday marketing plan, consider where you can personalize and segment your messaging. The more specific you can get, the more effective you’ll likely be.
Learn more about personalization and segmentation.
The holiday season is a critical time to get noticed by your target audience and convert leads into sales. Don’t be afraid to experiment and even try new platforms. Just make sure it’s all detailed in your holiday marketing plan.
Dive deeper with our Digital Marketing 101 Guide for Beginners.
As you begin to plan and prepare your holiday marketing, consider optimizing your digital marketing process. This includes such features as automation, audience segmentation and enhanced email marketing capabilities, to name a few. DailyStory can help. Schedule your free demo with us today.