In the business world, it’s important to always look one step ahead. Although Christmas might be the last thing on your mind right now... December is only two months away! You might also be surprised to learn that consumers are already starting to think about the holiday season and spreading the cost of their festive purchases - which means that you need to start thinking about your cross-channel marketing tactics.
When it comes to attracting the attention of customers during the holiday period, digital marketing provides a whole array of powerful options for businesses. If you’re starting to think about how to maximize your sales in the lead up to Christmas, here are five non-negotiable digital marketing tactics you need to take note of.
1. Building seasonal landing pages
A seasonal landing page (or one that acts as an entry point to the festive area of your website) is a great way to drive sales. This is your opportunity to showcase your offers and shout about the products that you know are going to sell well at this time of year.
In terms of maximizing the success of your landing page, there are a few tips that you should keep in mind. Based on the example of John Lewis’ Christmas landing page, you should ensure that you do the following:
- Use a slider within the design of your landing page, so you can highlight specific products to customers. This is a great way to generate interest in popular products, especially if you have a diverse product range.
- Use festive colours to draw the eye – that means lots of red, green and white to make your products really stand out!
- Banners can act as effective calls to action. For example, by highlighting that you have “100s of new products arriving weekly”, you are encouraging customers to keep checking back to your landing page, even if there isn’t a suitable product for them on this occasion. They won’t want to miss out on any new items!
- Group related products together to make it easier for customers to find what they are looking for. You need to make the customer journey as seamless as possible, to avoid the risk of someone deciding to purchase elsewhere.
- Use a search function to give your customer gift suggestions. For example, are they looking to buy for a male or female, how old is the recipient, and how much do they want to spend? This will help them to find what they are looking for much faster.
2. Create seasonal content marketing
In the spirit of the season of giving, it’s a great idea to create specific seasonal content at this time of year. By giving your customers something extra like a festive gift guide, you are putting your brand at the forefront of their mind, capturing their attention and encouraging them to purchase from you. It’s a no brainer!
When it comes to seasonal marketing, there are several content types you can test. Here’s a closer look at some of our festive favourites:
- Gift guides: as the example from Folli Follie above shows, this is a great way to position your brand as a one-stop shop for all of your customers’ holiday purchases. Whether they are looking to buy for their spouse or their difficult mother-in-law, this is your chance to reinforce that they can buy whatever they need from you.
- Infographics: help your customer to dissect information about your holiday products in a clear, visual and engaging way. Consider conducting some research to find out what the products are on trend this year and therefore are most likely to be top of your customers’ shopping list. Then, use an infographic to illustrate the results and link back to your own products. Again, this will reinforce that they don’t need to go anywhere else to make a purchase.
- Festive recipes: the holiday season is all about getting the family together to enjoy some delicious food, but the idea of spending hours in the kitchen can be quite a daunting thought for some consumers. So, why not do some of the legwork for them and suggest a couple of simple recipes that they can easily follow? Whether it’s for a turkey dinner or seasonal cookie, this is your chance to engage with your audience and offer a helping hand, with the aim of increasing your sales in turn.
3. Send personalised email voucher codes
At a time of year when consumer spending is especially high, everyone is looking to bag a deal. The shops become clogged and everyone is looking for a bargain... what better way to do the Christmas shopping than from the comfort of your own living room? Email is a great way to hit people’s inboxes during the holiday period, increasing sales with personalised discounts and coupons.
To get the most out of your email voucher campaign, think about using eye-catching festive emojis in your subject line. These will help your email to stand out in busy inboxes, especially during peak offer periods around Black Friday and Christmas. Secondly, use data about your customers’ past purchases and spending habits to make your voucher really targeted. If your offer relates to a product that your customer is already interested in, then it’s likely to have a high success rate!
Finally, to make your offer really stand out against your competitors’ and drive sales, you need to make sure that you give customers a big enough window of opportunity to purchase from you. An hour is likely to be too short, but a full week should give people enough time to make a purchase. To add even more impact to your email, why not add a countdown timer to the body copy to really drive that call to action?
4. Use influencer marketing
A popular way for businesses to create buzz and excitement about their products during the holiday season is to work with influencers. Influencers can be bloggers, active social media users with a large number of followers, or celebrities. By working with them as part of your festive marketing, you can use their voice to promote your products in a natural and subtle way.
If you are interested in using influencer marketing as part of your festive campaign, a good option to consider is placing some seasonal ads to help spread your brand message further. For example, if your business sells luxury items like watches, you could contact lifestyle bloggers in regards to placing an ad for your product on their website.
In addition, you could also send samples of your products to the influencer to review and post about on their social channels. This option would work particularly well if they are looking to create any gift guide posts, and will help to raise awareness of your products amongst an already captive and engaged audience.
5. Remember it's the season of giving
It can be easy to lose focus of the true meaning of the holiday season when sales and targets are at the forefront of your mind. But as it’s the season of goodwill, organizing a charitable activity is a great way to give something back and promote your business as a socially considerate organization – something which can also drive a positive response in customer sales in turn.
If your business would like to take a different approach to their digital marketing this holiday season, why not consider donating some of your marketing budget to a cause that is close to your heart or make a donation for each sale of a particular product?
You might also like to organize a corporate social responsibility activity for staff, such as helping out at a homeless shelter or food bank. Not only will this help to create a sense of pride amongst your workforce, but you can publicize their efforts on your website and social media channels for a bit of extra PR. People love to read about goodwill stories such as this, and it will help your brand to shine in the best possible light too.
Has your business started to think about the holiday season? What digital marketing tactics are you choosing to focus on this year? We’d love to hear about your plans, so make sure you leave a comment below.
Victoria Greene: Brand Marketer & Guest Blogger
I’m an ecommerce marketer by trade, and I run a marketing blog in my spare time. Growing brands’ reach by cooking up long-term growth strategies is my forté.