The holiday season is upon us and we all know what that means — holiday promotions. This time of year is a popular time for eCommerce sites, both big and small, to maximize ROI while increasing engagement and awareness. For those companies that rely on seasonal revenue, this is the time for a majority of your company’s profit. In order to make the most of this upcoming season, use our blog and check it twice to make sure you utilize our five tips for a successful holiday campaign.
1) Plan ahead!
Some of our clients will start planning for their holiday season as early as January, while others begin mid year to plan their winter holiday season promotions and campaigns. This is due to the amount of work that goes into planning a successful strategy.
It’s key to begin planning your holiday campaign months in advance to allow yourself enough to time to figure out what your campaign will be, what goals you want to reach, and then to design and execute all of the elements.
During the winter season, there are several holidays around which you can target your campaign, and planning ahead will allow you to evaluate which holiday and what content will make the most sense for your business. The last thing you want to do is pigeonhole yourself into running a campaign you haven’t thought through, just because you didn’t allow enough time for planning.
2) Research your past campaigns
One of the best ways to establish a strong campaign for your business is to go back and analyze which of your past campaigns were naughty or nice to your bottom line. A great way to do that is by reviewing past holiday campaign patterns through analytics. This can help you understand what promotions you have tried in the past that were successful, as well as reveal new opportunities for other campaigns.
Researching in analytics can reveal information, like what pages or products on your website got the most clicks and what time of day your customers are most frequently shopping your website. This data can help align your website and marketing channels to make sure you’re in front of your customers when they are looking for you.
3) Your Resources are a HUGE factor
Once you’ve collected your data, it’s time to look at your resources to see what you’re capable of. You never want to set up a campaign that will fail due to not having enough resources.
You’ll need a determined budget and team to help you develop your campaign. The budget you determine will need to account for graphics and any other assets needed to make your campaign successful. Your business will also need enough manpower to handle the demand of a busy holiday season. With that in mind, your campaign has to have goals to achieve in order to determine its success.
4) Establish goals that align with your company & customer goals
Every campaign should have a specific purpose that is measured by goals you set. Your campaigns should benefit your customers as well as your company. This means your campaign should act as an opportunity to help your company while satisfying the needs of your customers. Use your research and experience to develop campaigns that are rewarding to both your employees and customers and, most importantly, don’t compromise your company’s standards just so you fit in.
You always want to create campaigns that are unique to your customers; you never want to take another company’s campaign and implement it for your business just because it worked for them. What works for one company may not work for yours, and therefore may not benefit what your customers are looking for.
5) Determine the best channels for your campaign
Look at all of your marketing channels such as social media, email, and paid advertising to see which one will best support your campaign. Along with the importance of understanding which channel will work best for you, it’s also important to figure out the best way to promote your campaign on that specific channel. If you’re considering putting your campaign on a new channel — for example, a YouTube channel — you need to start to build your following in order to get exposure. You have to build an audience on any new channel before producing an entire campaign there or you’ll find it has become a wasted effort.
Remember you don’t always have to reinvent the wheel when it comes to campaigns. At the end of the day it’s all about how your campaign converts, so follow these easy steps as a starting point and start planning your holiday campaigns today!
Need help with your holiday campaigns? Contact us today! Our marketing team would love to help you.