01 Aug How to Plan Holiday Marketing Campaigns in 2020
As we are entering 80-degree weather, you’re probably not thinking about “winter wonderland”. But if you own a business, planning your holiday marketing campaigns should be atop your mind in August.
Whether you’re a plastic surgeon, an e-commerce store or an attorney, planning your holiday campaigns in August will give you an edge over the competition.
When does the Holiday season start and end?
Most consider the Holiday shopping spree to start on Black Friday and end right before New Year’s. While that may be how the consumer sees it, it is not so for marketers. By October 1st, consumers are already in the buying spirit. As Halloween approaches, females especially look to decorate the “nest” for a warm Holiday season.
Females have the most purchasing power in the home, regardless of whether it is furnishings, clothes, kitchenwear or even window treatments. Targeting the female audience in an impactful way is crucial to having a successful campaign and at no point during the year are they more ready to shop than the Holiday season.
The end of the Holiday campaign is not before New Year’s but the week after. As people return items, it is a great opportunity to get them to buy yours instead. Comparison campaigns, where you explain how your product is different from another are paramount leading up to this time.
How do I plan my campaign?
By working backwards.
When planning our clients’ Holiday marketing campaigns in August, we start by looking at their analytics from last year.
Start by looking at your sales:
- What did you sell most of? Was it profitable?
- What were the most profitable products, services or treatments you sold from September – January.
- TIP: Look a little further into the calendar to see if there were returns of specific products in January.
Go on to Google Analytics:
Take a look at your site from the year before traffic. Separate it by channel to see which method of marketing drove the most amount of traffic to your site and most importantly, which channel produced the most conversions. You can then dive deeper by seeing which campaigns performed the best (PPC, Email, etc.).
If you are not well-versed in Google Analytics, we encourage you to get expert help. Understanding the details of what worked and what didn’t the previous year will build the foundation for successfully planning and executing your Holiday marketing campaigns.
Schedule a free analysis call here to get ahead on your planning.
Analyze content performance:
This is where you begin to connect the dots a bit further. Now that you know where your site traffic and conversions stemmed from, you can look what role your social media and blog content played.
You can do this by using your scheduling platform or the social platforms themselves. Make sure that you’re not just looking at which content produced the most likes or even engagement, but that which produced:
- Website Clicks
- Get Directions
These are considered “high intent” actions from social media platforms and count more than likes, comments and shares alone.
Break out the “new, new”:
Since last year’s Holiday season, you’ve probably added new products, treatments or services. Make a list of all the advancements you’ve made since last September through January and categorize them based on what you now know has worked last year.
EXAMPLE: A plastic surgeon client had a high volume of patients come in for a non-surgical butt lift. However, considering the amount of traffic her website received from patients searching for the procedure, her closing ratio was quite low. We listened to lead calls from last year and realized that the high cost of the procedure was a frequent objection. In addition to training the staff, we also planned a campaign that discussed new and sometimes less expensive options for non-surgical butt as well as cellulite reduction.
By analyzing past performance and incorporating new services (and products) relating to a highly requested service, we are able to capture more clients and improve the closing ratio.
LAY OUT THE PLAN
Working with a big monthly calendar or with a more tech-savvy tool like Asana, make your campaign plans starting from New Year’s and working backwards to September.
Your marketing plan should include:
- Events (try virtual!)
- Email Campaigns
- Paid Ads (Facebook Ads, Google Ads, etc.) – make sure these have a solid “awareness to purchase” plan!
- Blog and Website Content Updates
THE TIME IS NOW
Remember, most purchases happen two weeks before Christmas, which means that this is a high competition time, which further translates into more dollars spent to be in front of your ideal client. Your goal is to build enough brand awareness with your potential customers and enough data with the advertising platforms you are using (Google, Facebook, etc.) in order to win over your competition.
Plan backwards from those two weeks and write out overall ideas for email campaigns, paid ads, website announcements, offline advertisements if applicable, etc. Then, consider when you or your team need to start working on each item and set deadlines for each. Outlining these campaigns may also give you other ideas.
HOLIDAY MARKETING PRO TIP
Think outside the box.
You likely know who your competitors are – but did you know that you can target their customers?
Facebook’s Audience feature is a great data mining tool that can help you identify who your ideal customers are following and then target those competitor’s audiences. If you are a hyperlocal business, it is especially helpful in identifying where your customers are hanging out, which newspapers they are reading, which restaurants they are frequenting, etc. These can give you ideas on where to advertise offline as well.
Planning your Holiday marketing campaigns takes time and the time is now – in 80-degree weather.