The holidays are coming soon, and it’s time to put in place an impactful marketing strategy specifically designed for the end of the year, to boost your presence.
In this article, our experts will explain the tactics you need to implement to succeed with your holiday marketing plan.
How to build your marketing plan during the holidays?
Holiday marketing focuses on campaigns that target specifically consumers who want to make seasonal purchases. A well-thought campaign has the potential to drive more sales for a variety of reasons:
Demand and purchase intent are higher than normal. During the holiday season, more customers are actively looking to buy.
Campaigns are limited in time. Holidays are focused on a specific period, which creates a sense of urgency that will drive customers to buy.
Holidays create a sense of joy and positivity. Capitalizing on emotion-based marketing campaigns can be effective in increasing sales.
To implement a targeted marketing strategy for the holidays, we suggest you follow these steps:
Step 1: Analyze your previous campaigns
Look at when there were traffic and sales spikes throughout the holiday season. This will help you set the timing for your next campaign. You can also look at which channels were most successful in driving traffic and conversions.
Step 2: Define your goals
Once you have dug into your existing data, like any campaign, you’ll need to determine the goals you want to achieve. Looking at your previous performance will ensure that the goals you set are realistic, specific, and measurable.
Step 3: Select the channels you want to be present on
The most effective holiday marketing relies on a holistic, cross-channel approach.
Christmas email marketing is perfect for sending targeted campaigns to customers who have already shown an interest in your brand. SMS marketing allows you to get customers’ attention quickly, for example with a limited-time offer. Social media channels, on the other hand, allow you to reach a wider audience.
On top, if the budget allows, consider paid marketing, like Facebook ads, to increase your visibility and improve your performance.
Step 4: Set up a schedule
Before you start creating your campaign, it’s important to define what you want to do and when, and follow these 4 phases:
- Start by building your list:
Before launching your campaign, target your audience. Create sign-up forms that persuade people to give their contact information, so they can be the first to know about your upcoming sales and offers. This also helps you understand what specific customers are looking for.
- Increase product awareness:
For this, you can start to build excitement before the holidays. Creating a teaser campaign will help create a buzz around your brand and products.
- Promote your offers:
Once the holiday season is in full swing, it’s time to push your offers through targeted campaigns on your specific channels.
- Track your customers
Year-end promotions are great for attracting new customers, but what also matters is to make sure they become loyal. You can show your appreciation to your new customers by offering them a discount on their next purchase for example.
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Step 5: Segment your audience
With the ever-increasing competition in the E-commerce field, your campaign must stand out. To attract attention, you can tailor your message to different groups through contact segmentation.
Factors to consider when segmenting your customers for your holiday campaign include their current level of engagement and their preferences based on their previous buying behavior.
Step 6: Plan your message and create your content
Now it’s time to move on to developing the message and content for your campaign. Build your content around the schedule you’ve prepared and the channels you’ve selected, and tailor the message according to the customer segments and the stages of your campaign.
In addition to crafting content like promotional emails, ads, and social media posts, create a central landing page on your website for all information related to your seasonal offers.
If you need help featuring your business online, don’t hesitate to reach out to us!
Our tips for a successful holiday campaign
- Adapt your Go-To-Market strategy
There are many different types of strategies you can use to present your offer and raise your buyers’ interest. A Go-To-Market strategy is extremely useful when it comes to getting the right product to the right audience. It refers to a plan that focuses on reaching the right customers and gaining an advantage in the marketplace.
By anticipating your holiday marketing strategies, you can avoid the hectic holiday period, and being outpaced by the competition.
- Dress up your website and your social networks with Christmas colors.
The end of the year festivities must be visually integrated into all your communication: use the Christmas colors, think of snow, gifts, Christmas trees, etc.
In the case of a digital communication strategy, think of adding Christmas or New Year’s themes to your website and your social networks. You can modify your header images, adapt your logo, change your profile picture, or your Facebook cover picture. This will allow you to develop a special feed during the holiday season.
- Create useful and festive content
For the holidays, get creative and inject some festive content. It’s an opportunity for you to share and build customer loyalty. To do this you can:
- Write blog posts with tips: If you’re a clothing brand, for example, you can write blog posts that suggest different outfits that are ideal for the holidays. If you’re a restaurant owner, you can engage your consumers with gourmet menu ideas to enjoy with the family.
- Develop fun visuals: The holiday season is a great time to create visuals in the form of photos, illustrations, or videos. There are many possibilities and each one should convey the emotions associated with the holidays. For example, you can create a video tutorial or infographic to create engagement with your brand and get people to share.
- Send newsletters:
Newsletters are still one of the best ways to address your audience. During the holidays, you can send them many different types of messages:
- If you’re away for a period between Christmas and New Year’s, you can notify your customers, for example.
- Communicate about your promotions: people like to get discounts when they shop, so don’t hesitate to launch special holiday promotions.
- It’s also a great way to highlight your top products: many of us don’t know what to offer for Christmas. Thus, it’s a good time to send newsletters with gift ideas.
- Finally, it’s also a great tool to wish your customers a happy holiday, and thank them for the trust they’ve placed in you over the past year.
- Create an after-holiday offer:
We recommend creating a special post-holiday offer with a limited time frame. This is a good solution, to allow your customers who didn’t take any action during the holidays to place an order.
In any case, make sure you differentiate yourself from the competition and set up an original and friendly campaign. If you are short of ideas, don’t hesitate to call on Eminence. Our experts will work with you to come up with the best campaigns to create for your brand.