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Small businesses can often go overlooked during this season as well. A solid marketing strategy will be a vital necessity as we go into the New Year.
As a digital marketing executive, I spent countless hours helping other small businesses create holiday campaigns in order to (a) build their online presence, (b) build their email list, and (c) increase sales during the holiday season.
Now that I have my own business working more hands on with clients and helping them create and market their online space, I am ready to get right back into the swing of things regarding holiday marketing.
Before you do anything when it comes to wanting to market your business during the holidays, you need a list of goals and a strategy. Be sure to include your end goal which is made up of the main goal (100 new email subscribers, sell 40 ugly Christmas sweater kits, 10 new consulting clients, etc.), how much you are expecting to make, and through what channel which you will be promoting.
Here is a look at my current end goal:
End goal: $2,000 in presales of my upcoming course, Profits without Products, 1K new email subscribers, and 500 members in my new Facebook group. I will be promoting using Twitter and Pinterest heavily and on Instagram and Facebook. Twitter and Pinterest drives more traffic to my blog than Instagram and Facebook as to the reasoning behind my choosing to promote more on those two channels. Remember, when it comes to social media marketing, master two platforms first!
After you have a well-defined end goal, now it’s time to create your strategy, i.e. your sales funnel. To make this simple, start with how you will be promoting your end goal. Will you host a giveaway, a webinar, an email course, a blog post series, etc. This is your MO, or method of operation. Once you have settled on your MO, you then need to outline the details. If you are going to do a giveaway, what will you be giving away, which giveaway method with you use. Will you use a Raffelcopter so people can enter by doing certain tasks or will you have a photo on Instagram for people to tag friends and pick someone at random. If you will be doing a webinar, will you do it alone or with someone else in order to get in front of their audience? Got it? Good.
Now we can move forward with the intricacies. You need to break down what you will do on each day or each week during your promotional period. I use Google calendar and my planner, but any way that works best for you will work. Let’s say you are promoting a 50% discount on your custom stock photos for the holidays. To promote, you are having a giveaway for a free custom designed stock photo session for the winner’s website. You start promoting on December 1st and the giveaway ends on December 24th. So it is now your job to map out your holiday marketing strategy for those 24 days. Use the following tips to get you started.
Use Video. Video is transcending online marketing right now. It can propel even the worst of businesses. In one of my podcast episodes with Cristin Goss whose business is thriving from video, we discussed in detail reasons to utilize video. Two of my favorite holiday commercials was the Polar Bear Coca-Cola commercials and the Hershey’s Kisses Carol of the Bells commercial. Why do I even still remember these? They evoked a feeling during the holidays and now memories of the holidays. Your holiday marketing should do the very same thing. And nothing does that like video. It creates a dynamic that words alone can’t touch. It not only allows you to convey your purpose much clearer, but consumers get to see who is behind those tweets and blog posts which solidifies the trust they are already building with your brand.
Be Creative. The same old marketing tactics are not going to help you reach your goals. At this point in the game, you are going to have to start getting creative in order to increase your conversions. The holidays are a great time of the year to get creative with your marketing. If your target audience is fashion forward males in their 30’s, have a photo voting contest. If you offer personal chef services and you are promoting special catering pricing, do a 12 days of Christmas inspired catering menu and post daily videos on how to make each meal (I can’t emphasize video enough!). The moment you step outside of the box, the better your holiday marketing strategy will be.
Create Clear Promotional Images. Visuals are important for any holiday marketing strategy. When you are promoting your campaign, you need to have imaging that is clear and consistent with your brand. When you seen my bright, pink images, it’s consistent with my brand across all platforms. Be sure to have graphics sized for each platform you intent to share them on. I like to use Canva to ensure I am using the correct sizing for my promotional images. Here’s a little video snippet of the Canva dashboard to show you image sizes.
Now that you have incorporated video, a creative plan, and clear, brand-consistent images into your holiday marketing strategy, the real fun can begin.
Use this time of the year to give your best value, your best content, your best services and give it in the best way possible. Your audience wants to support you. But it’s on you to give them what they need, a solution to their problems.
Trying to sell them something they don’t need will not only decrease your sales, but your audience. Focus on their need and target their emotion, not their wallet.
Above all else, focus on building dynamic relationships and everything else will follow.
Do you have any holiday marketing tips you’d like to share? If so, share them in the comments!
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