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Why You Need to Start Working on Your Holiday Marketing Strategy NOW

We don’t need to tell you how important the
holidays are for B2C companies.

Chances are you’re not only aware of how much
money consumers spend during the holidays, you’re also one of those consumers.

Last year, Shopify saw $1.5 billion in sales within the long weekend of Thanksgiving, Black Friday, and Cyber Monday. They had almost 11,000 orders per minute (!). On average, $375M left consumers’ pockets every day of Thanksgiving weekend.

If you’re like us at DigitalMarketer, you see
one thing. Opportunity.

The opportunity to have your product be the
answer to your consumer’s gift-buying problems is right around the corner.
There’s something you have (your product) that your customer wants. It’s time
to start showing them how your product can help or entertain them is today.

You don’t want to be scrambling at the end of
October with fingers crossed that your thrown-together holiday marketing
strategy is going to work. Instead, you want to be confident that you’re about
to make some serious conversions.

How do
you ensure that you’re the latter?

You schedule your holiday marketing meeting at
the beginning of October. Sit down with your team and figure out what deals
your consumers want from you, how you’re going to present them, and how you’re
going to make sure your website and checkout can handle the inbound traffic.

Rome wasn’t built in a day, and your holiday marketing funnel isn’t going to be either. While the pumpkin spice is still fresh in the air, you need to get your holiday marketing strategy down.

If you’re a B2C business owner and you’re
ready to crush the holiday sales, here are 4 tips to get you started:

Figure Out
What Holiday(s) Your Audience Cares the Most About

This is the first tip for a reason—it needs to
be done first. For different products, the customer may care more about one
holiday than another. For example, an Etsy store selling Halloween costumes
knows that their customer cares about Halloween (obviously).

Etsy story Holiday ads for their marketing strategy

They can tune their ads to fit their
customer’s wants, for example: “Guaranteed Delivery by October 31st!”

This is easy to figure out for products that
are specific to holidays (like Christmas decorations) but what if your product
works well as a Cyber Monday deal and
as a Christmas gift?

Create 2 different ad copies for it. Leading
up to Black Friday and Cyber Monday, you’ll showcase the ad copy that talks
about your product as something the person buying it wants to own.

The copy leading up to December holidays will
be different. This copy will talk about your product as a gift. You can use
happy customer testimonials from customers who received the item as a gift or
people who gifted it and were thrilled with the person’s reaction.

This is what DIY Gift Kits did for their
product of a DIY hot sauce kit (thanks to the help of Molly Pittman!).

Here’s the ad they are showing to promote
their product as something the buyer wants to own:

DIY Gift Kits hot sauce ad with regular marketing copy

And here’s the ad they are showing to promote
their DIY hot sauce kit as a gift:

DIY Gift Kits with gift copy that could work for a holiday marketing strategy

So once you have your product’s holiday targeting
picked out, you can move on to building out your ads’ driving factors.

Use Urgency
to Show Customers This is a Short-Term Deal

Like every holiday marketing ad, the time is
ticking. Your customers are going to be aware of this when they see that your
copy mentions the holidays and is giving a discount/promotion because of it—but
you still want to remind them.

You can remind them in your email funnel or in the ad copy itself. Give your customers a definitive date for the end of the sale (ex. December 17th) to create a sense of urgency.

Then, double that urgency with a hard-to-beat

This can be something along the lines of
buying a knife set and getting a free wooden cutting board, but only if you buy
before 12/4. If you buy after the knife set is still at a discount, but the
cutting board isn’t included.

This creates double the urgency (as long as you’re offering an upsell of a product your customers want).

(NOTE: Before you get started, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Customer Avatar

Your Holiday Ads with What’s Working Already

Odds are you
already have the basis for a killer holiday ad. And it’s probably an ad already
running. So take a look at the ads performing well for you right now and audit
how you could transform the copy and CTA to be holiday-friendly.

This should be done before your
scheduled holiday marketing strategy meeting. You don’t want to waste time
finding what ads are performing best once your team is together. Have somebody
collect the data ahead of time, so your team is ready with ideas when you all
sit down together.

For example, let’s say the below Facebook ad is doing well at getting people to buy a ticket to Wim Hof’s World Tour event (we don’t know for sure because we haven’t dared asked his team, in case they force us to get into an ice bath).

Wim Hof ad that could be adapted for a holiday ad

Before their holiday meeting, Wim Hof’s team
would start to brainstorm how they could change this ad to make it more
festive. For example, they could give a 10% Bravery Discount to people who sign
up for the event during November and December. The Bravery discount could be
linked to copy that talks about how brave you have to be to get into an outdoor
ice bath in the middle of winter (and deserving of a discounted ticket).

Rothy’s can use the same strategy. Like you’ll see below, they already have their ads talking about fall wardrobes. When the holidays start to approach, they can swap out fall wardrobe for “holiday wardrobe” in their copy.

Rothy's ad that has a fall theme for their seasonal marketing strategy

Remember, holidays don’t mean you need
entirely new content. If you already know what ads work, use their strengths
and figure out how you can make small changes that feed into the holidays.

Use Holiday
Specific Content to Drive Website Visitors to Your Landing Page

If your funnel involves pre-sell articles, like BOOM! By Cindy Joseph uses to acquire new customers, turn your presell article into a holiday-themed article. For example, BOOM! makeup line could use a pre-sell article of 5 Holiday Makeup Tips for Older Woman. This isn’t far off from their original pre-sell article, 5 Makeup Tips for Older Woman.

BOOM! Pre-sell content that can be used as an example for some holiday pre-sell content.

Moment could do the same. Below is their CTA of a “OnePlus 7T First Look and Camera Review”. Assuming this content was converting well for them, the Moment team could make a new review titled, OnePlus 7T Camera Review in Overexposed Winter Settings. This would attract photographers taking photos in places where it snows and are looking to see if this camera would fit their winter photography needs.

Moment ad that could be easily adapted for a holiday ad.

You see what we’re doing here?

We’re looking for ways we can turn what is
already working into a holiday marketing strategy.

(RELATED: The 4 Critical Steps to Landing Page Optimization)

In 2018, there were $1 trillion of retail
sales during the upcoming holidays. The top B2C companies started crafting
their holiday strategy months ago, but you’re not too far behind.

If you’re a B2C company, the time to craft your perfect holiday offer is now, so you’re ready for Black Friday, Cyber Monday, and the December Holidays.

(NOTE: Before you get started, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Customer Avatar

The post Why You Need to Start Working on Your Holiday Marketing Strategy NOW appeared first on DigitalMarketer.

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