It’s Not Too Late To Plan Your Christmas Online Marketing Campaign
The word Christmas or if you are outside the UK and Ireland the words Holiday Season can scare off customers. I have a friend who trolls her friends on Facebook by sharing Christmasy posts all year round. There’s always a selection of horrified responses.
But just because you can’t talk about Christmas directly at the moment it doesn’t mean you shouldn’t be beginning to seed your holiday campaigns.
I recommend a three-phase Christmas marketing campaign:
Phase 1: Build Your Audience
In phase 1 you need to be focused on building a large engaged audience of potential customers and the people who influence them. The work you put in now will pay off closer to Christmas.
Here are some ideas for growing and engaging your audience now:
- Run competitions on social media with the aim of building your email list. Here’s my guide to running Facebook contests.
- Install the Facebook pixel on your site so you can start building an ad audience of site visitors.
- Use targeted Facebook Like ads to build your followers on Facebook.
- Use targeted website clicks Facebook ads to drive people to content on your site. You can target these website visitors again in phase 2 and 3.
- Get in touch with bloggers and journalists who run Christmas gift guides.
- Create an influencer blog post asking participants to answer ‘What’s the best/worst Christmas present I ever got’. Find out how to do this here.
Phase 2: Create Buzz
In Ireland it’s traditional not to talk about Christmas until Haloween has passed. This means that there is a sudden burst of activity at the beginning of November. You’ve already started building an audience but now is the time to spread the word further.
It’s also a great time to capture those earlybird shoppers.
Now is a good time to:
- Publish the influencer post you put together in phase 1
- Add call to actions to all your blog posts focussing on sales. Read more on how to do this here.
- Launch a comprehensive Christmas Gift Guide eBook and give it away in exchange for an email address
- Create a Christmas shopping checklist and ask people to ‘Pay with a tweet’ for it.
- Publish a series of gift guide blog posts for each type of customer
- Send an Earlybird offer to your email subscribers
- Send a reminder to your email list of the earlybird deadline
- Update and republish Christmas related blog content
- Share photos and video of you preparing for the Christmas rush
Phase 3: The Final Stretch
As December rolls in you’ll need to start selling in earnest. Here are a few ideas for your December marketing:
- Christmasify your social media pages and website with graphics created with Canva or PicMonkey
- Share republished seasonal content from your website.
- Set up a local Twitter search for people looking for Christmas gift ideas.
- Follow the #journorequest tag on Twitter and be ready to jump on any opportunities
- Use Facebook custom audiences to target your email subscribers with sales ads
- Use Facebook website custom audiences to target visitors to your website with sales ads
- Send weekly gift suggestions to your email list
- Set up a customer Q&A session using Facebook Live. Here are some tips on running a successful Facebook Live.
- Create a graphic countdown to last orders on your social media accounts.
- Send out a final orders warning email
- Send a final orders reminder email to your list
- Share thank you content on your social media and send individual thank you cards/gifts or emails to the people who helped you succeed in 2016
This post was originally part of the September edition of the Social Snacks newsletter from Spiderworking. Sign up for weekly blog updates, podcasts, videos and tips and the monthly Social Snacks here.