What does it take for a marketing campaign strategy to draw the target audience in and make a long-lasting, high-impact impression? As a marketer, you will spend insane amounts of resources and time planning campaigns and creating content and for most, the end game is to generate new leads that will eventually become paying customers.
Creativity is key in order to win mindshare. Yet, channel distribution is necessary in order to win sales. So how should you be allocating resources in order ramp up sales during the most profitable time of the year?
October is here, in business, you are most likely planning on how to boost revenue for the last quarter, maximize your 2018 marketing budget, and set yourself up for success in 2019. Herewith some ideas from 64 of the top ecommerce marketers, agencies, consultants and brands that will help you create an effective marketing campaign that will attract potential clients and boost your last quarter of the year sales!
1. Start planning for holiday marketing campaigns early.
2. Offer exclusive deals (with high ROAS).
3. Don’t just sell products––sell your brand.
4. Personalize your holiday selling experience.
5. Launch your holiday channel strategy ASAP.
6. Focus on tactics that work (based on data).
7. Put emphasis on customer loyalty and make it a main KPI.
8. Focus on the right metrics to measure success.
9. Email and remarketing strategies tend to have huge returns.
10. Wow your customers and make them remember your brand.
1. Prepare for the Holidays Early (You’re Already Late!)
“Start in September and October.”
Sarah Sanchez, Manager of Performance Social, CPC Strategy
Successful holiday campaigns start in September and October.
Eric Carlson, Co-Founder, 10xFactory
For the holiday, the most important thing you can do is prepare.
While during the holiday season you are likely to see increased conversion and sales, you are also likely to see increased ad competition on platforms like Facebook.
That being said, one of the best things you can do is try to build up the “people that know you” before the holiday season kicks in.
This means building your email list, messenger list, and generating more pixel traffic that later can be retargeted.
Maddy Osman, SEO Content Strategist, The Blogsmith
Many businesses make the mistake of not thinking about the holidays until they’re here, when their time and energy to act is at an all-time low.
A more relaxing and effective strategy is to plan marketing campaigns months ahead of time, so that you can get all the moving pieces together.
Planning ahead can also mean more ad inventory at more reasonable prices.
To be sure, waiting to plan holiday paid campaigns until the last minute is going to be more costly to promote.
“Don’t forget about inventory.”
William Harris, Advertising Expert, Elumynt.com
Plan ahead. I can’t tell you how many times we’ve worked with people, successfully scaled their ads, only to have them run out of inventory shortly into the holiday season.
“Social is great, but search is better.”
Bill Widmer, Ecommerce SEO & Content Marketing Consultant
Focus on holiday SEO.
Many keywords are seasonal, so if you’re ranking well for your main keywords, you’ll pick up on a ton of extra free traffic.
And do it now.
Holiday SEO takes time, so if you want to rank in December, you need to start today.
Give it at least 6 months to see results; 12 to really see things kick in.
Of course, this process can be sped up significantly if you work with an SEO expert.
2. Cash in on Exclusivity (And High ROAS)
“People are out looking for deals.”
David Tendrich, CEO & Co-Founder, Reliable PSD
During holidays, people are out looking for deals.
Your best bet is to create a special “holiday deal” that’s too good for your market to pass up.
It *has* to pass the “you’d be crazy not to grab this deal” test.
If it doesn’t give you or others that reaction – it’s not good enough.
That doesn’t mean crazy discount, by the way. It can mean adding in other services, products or deals to create a bundle.
“Create an offer with an exclusive product.”
Max DB, Founder, HeyMaxDB
Create an offer, ideally with an exclusive product only available during that time of the year.
Facebook is the biggest “instant” channel right now, and coupons and rebates work great on there.
Just make sure that you use landing pages for the offer, or optimize your whole site around that offer come the holidays.
3. Sell More Than Your Product – Sell Your Brand
“Don’t forget about operations!”
Pat Petriello, Head of Marketplace Strategy, CPC Strategy
Brands must prepare for holidays by being operationally sound in every aspect of their ecommerce operations from inventory planning, product reviews, optimized content, customer service, and best in class marketing campaigns which run through the duration of Q4.
“Engage directly with people and help them.”
Daniel Wallock, Marketing Strategist, Wallock Media
If you’re planning on ramping up your sales during the holidays, you need to be available or have someone available to answer customer support questions and you need to be ready to respond to comments and other inquiries on social media.
Just being responsive and available will help you convert the people who demonstrate interest into buyers.
Besides ramping up paid acquisition channels, I think the holidays are a perfect time to begin going out to your target audience with content and posting valuable information in niche communities.
Go to the places your audience is hanging out and offer value, but then also promote your product by offering their community a deal.
Engage directly with people on Twitter, Reddit, Facebook Groups, etc. and help them.
A ton of companies are spending money on advertising during the holidays.
Another great avenue would be to use influencers to market your products instead of spending on paid ads.
“Sell the brand lifestyle, not just the product.”
Shayla Price, B2B Marketer