Holiday bells aren't ringing yet, but consumers will likely start their holiday shopping early this year. In fact, according to Insider Intelligence holiday shopping is starting earlier than ever. Bankrate says 25% percent of shoppers plan to begin shopping in September, with the rest of the crowds coming shortly after.
Whether you sell holiday decor and retail gifts or specialize in services that feature later in the holiday shopping season, there's no time like the present to start building — and implementing — your holiday marketing strategy.
One-third of small businesses report Q4 as their most valuable quarter. The right marketing plan can make all the difference between a successful year. So, start making your plan (and checking it twice) to ensure it has these critical steps:
1. Start Early and Have a Plan
The holiday shopping season gets hectic — fast. When your business focuses on customer service and order fulfillment, you may not have time to package your marketing assets, create your online ad campaigns, or even get your display materials from the print shop. That's why we recommend using the end of Q3 and the beginning of October to develop your strategy. Identify your major buyer types and make sure your ads and content can reach them on their preferred channels, such as social media, podcasts, broadcast advertising radio, or physical signs.
By planning now, you can ensure you have your displays ready, your holiday promo flyers in the mail, and your ad budgets ironed out.
2. Leverage Radio Advertising
In the age of digital marketing must-haves, many businesses forget radio ads, but radio ads are crucial for familiarizing audiences with your brand.
There are two key types of radio advertising to consider:
- Local radio: Drivers in your geographic radius still listen to the radio, either during their commutes or while out holiday shopping. Let them know about your promotions and store hours.
- Streaming radio: Despite the continued popularity of traditional radio, streaming radio is also a major channel. These streams play personalized music playlists and keep listeners up to date on their podcasts. If you have an online business, you can reach the ears of buyers with the right profiles and interests for your types of products.
3. Use Paid Campaigns to Increase Awareness
All year long, organic marketing and content marketing can build your base of customers. But during the holiday season, advertising relies on getting in front of buyers and reminding them you have what they want.
Consider these ideas for the best holiday social media campaigns based on your buyer personas:
- Paid search engine ads: which put sponsored products and businesses right on top of the search engine results page
- Paid social media ads: so you can reach the feeds of scrolling consumers who may not know your brand
- Paid influencer campaigns: sponsorships from YouTubers, Instagrammers, and other popular individuals can leverage social proof and direct product placement to get more buyers into your store.
4. Create Targeted Email Campaigns
According to HubSpot, "As of 2020, email generates $36 for every dollar spent." Email marketing is one of the oldest digital marketing trends, but it remains one of the most successful and most cost-effective marketing-reach strategies. Consumers are more selective about what reaches their inbox than ever before. If a consumer is on your emailing list, it indicates they’re interested in what you have to say.
Build out these automatic email campaigns:
- Welcome messages for new subscribers
- Promotional messages about sales and new product releases
- Helpful content, such as recommended gifts or industry-related holiday tips
- Shopping cart reminders
5. Be Purpose-Driven
If you're panicking about getting your holiday marketing ready, that frantic feeling can translate to your shoppers. Instead, try to ensure every message is purpose-driven and tied to a definite objective of how to get local customers. Decide which campaigns are about familiarizing consumers with your brand and which ones are about converting them into paying customers. Not only are purpose-driven campaigns more persuasive, but you can better analyze the results after the holiday season.
6. Try Social Media Marketing
There are four key reasons to focus on creating a social media marketing campaign:
- Brand recognition
- Sales
- Fostering relationships with your audience
- Getting a feel for your competitors
This can feel like a lot to do when you're already swamped with the holidays. However, testing the waters with friendly promotional posts, local news, and holiday well wishes can tell you a lot about your market and keep your brand top-of-mind for your followers. Also, because you can schedule social media posts and ads, you can easily plan ahead.
7. Plan for Long-Term Success with Mid-West Family
Working with an experienced marketing team is the bow on top of any holiday marketing strategy. At Mid-West Family, we specialize in helping small and local businesses craft the right marketing strategies for the holidays and across the calendar. We excel at creating unique holiday promotion ideas for small businesses. Talk to us today to see how we can help make the holiday shopping season easier and more profitable.
