Get Started on Your Holiday Marketing Now
Thanksgiving is right around the corner (believe it or not!) – shoppers and businesses alike are eagerly anticipating the holiday shopping season. From Black Friday and Small Business Saturday to Cyber Monday and Giving Tuesday, every type of business can increase their bottom line this holiday season by having a solid social media marketing strategy.
Get your business set up with a stellar holiday marketing strategy in our Free Webinar! The kids are back in school, and as the leaves fall and the air cools, consumer behavior is changing too. Join our mobile marketing experts as they share consumer insights, industry trends and the tips and tricks you need to make sure your mobile marketing strategy strengthens your business this fall as you ramp up for the holiday season.
Holiday Shopping Facts:
More than half of holiday shoppers are open to purchasing from new retailers, 64% of them have already started shopping before Black Friday and Facebook has seen a rise in mobile conversions during the holiday season over the year before.
The takeaway? Your business has an opportunity to get in front of shoppers who are undecided about which brands to shop with, Facebook is an effective platform to get in front of them on, and many of them are starting their holiday shopping now!
First things first, get a handle on the timeline you’re working with. For each of these dates, figure that you’ll want to start promoting your products, sales and/or promotions between 1 week and two months ahead of each date. These are the milestone dates that you’ll want to mark down now and build your calendar from:
- Nov. 23: Thanksgiving
- Nov. 24: Black Friday
- Nov. 25: Small Business Saturday
- Nov. 27: Cyber Monday
- Nov. 28: Giving Tuesday
- Dec. 12 – Dec. 20: Hanukkah
- Dec. 24: Christmas Eve
- Dec. 25: Christmas
- Dec. 26: Boxing Day
- Dec. 31: New Year’s Eve
- Jan. 1: New Year’s Day
Why Facebook Is The Network You Want To Focus On
Each social network provides different ways to connect with your current and prospective customers. Facebook is special in everything from its reach to its targeting capabilities to the nature of it: Facebook users seem to have an inherent trust in recommendations, whether they be ads or connections.
So, get your ads together, target your ideal audience and time your posts and ads with the holiday season – that’s a recipe for relevancy worth giving a go. Here are some more tips for whipping up your holiday strategy on Facebook:
- If you have Facebook followers, you already have an audience (to start with, at least). Anyone who has “liked” your business page, has taken an important step in expressing their interest in your product or service – let them know more about what you’re offering!
- Facebook users enjoy interacting with many different types of content. Keep your posts fresh by incorporating a mix of images, videos, copy and links.
- Don’t forget that more than half of Facebook users use the platform exclusively on their mobile devices. This is a great opportunity for your business to connect with local customers as they search for products and services like yours.
- You can target your paid ads and your boosted posts. You have a load of parameters to choose from: location, interests, demographics, behavior, job titles, and more. If you know who your audience is, this is the place to reach them.
While Facebook may offer you the broadest reach and the most thorough targeting options, it isn’t the only network that you can see results from. The other big networks also offer their own opportunities with paid ads and targeting and may be a great fit, depending on your type of business.
- Instagram: This one would be especially useful for a business that creates any products or performs any services that you have striking visuals for. The network is a photo-first (or video) channel where its users expect to see high quality imagery. A range of businesses can find success here: salons showing luxurious treatments that can be gifted, retail shops showcasing their products, landscapers showing off their design services, restaurants showing their food or festive atmosphere to promote gift certificate purchases… and the list goes on.
- Pinterest: If Instagram is right for you and you have plenty of those visuals, Pinterest may be a good fit for your business too. With a little time (and posting way in advance), some great photos and some clever hash tagging you could capitalize on the idea generation that happens on Pinterest. #giftideas and #holidaygiftguide are just a few of the hashtags that trend each season – why not be one of the companies that people look to for shopping inspiration and put your products and services at the forefront in the process?
- LinkedIn: We especially like this one for professional services companies as LinkedIn is the professional network. While you can post ads here, we recommend investing time in your organic strategy as well; i.e. posting thoughtful articles and facts about your industry that are both generally helpful (and interesting) as well as a nod to what your company can do.
Get Ahead of the Holiday Rush: Schedule Your Posts & Ads
There’s a bit of a catch when it comes to creating timely and relevant content; you’re likely not the only company who is. You may have a killer Black Friday sale you’re running but so do most other companies – social media will be saturated with ads for holiday sales. This means that while your sale will be more likely to resonate with your audience it will also be harder and potentially more expensive for you to get your ads in front of them.
Posting in advance is a great way to get your ad in front of people when there is slightly less competition for their attention – it’s also a great opportunity to build a little excitement and anticipation around what you’re promoting. To avoid missing key posts, there are many different tools that allow you to bulk import, schedule, and automatically post your micro-content. To make life easier, we recommend getting at least 20 or so posts ready to go and into the scheduler.
Don’t post only promotional content; you want your audience to feel their relationship is more meaningful (and not merely transactional). Keep your posts fresh by including a healthy mix of promotional and informational content for your audience, so they are always intrigued or entertained.
That said it is important to remember that 65% of consumers say they are motivated by deals and promotions. Be sure you’re promoting any sales and specials you have going on so your audience can factor that in to their holiday shopping decisions!
Just like there are important days to keep in mind there are important hashtags that correspond with some of those days that can help keep your posts trending. Try these on a few of your posts:
- #blackfriday (for Black Friday)
- #shopsmall (for Small Business Saturday)
- #cybermonday (for Cyber Monday)
- #givingtuesday (for Giving Tuesday)
- #holidaygiftguide or #HGG
Enjoy The Holiday Season!
Once your social posts are organized and scheduled, don’t forget to take a minute to sit back and relax! Getting your sales, specials and other content scheduled in advance gives you the time to get out there and get your holiday hopping done.