Holiday Marketing Techniques that Work

The biggest, and most competitive, time of year for e-commerce retailers is fast approaching. I know what you’re probably thinking – you’re a small retailer with no chance of outshining big box retailers, so what’s the point?

The point is: you do have a chance! As long as you plan accordingly and make smart marketing decisions now to prepare for the pending hysteria that is Black Friday. With loads of data on your side, and some amazingly creative ways to get your name out there, you’d really be missing the bus if you didn’t put together a plan of action for the holiday season. And, lucky for you, we have some ideas to help you get the ball rolling.

Remember that data is your friend. Helpful articles, like this one, can break it down in detail for you. I’ll just leave you with a few important facts:

• Consumers are known to spend more on each purchase during the Holiday season.
• Acting quickly and capitalizing on early weekdays will work in your favor.
• Though advertising is more expensive during this time of year, it pays off in profit.

Don’t neglect email as an advertising outlet. Many advertisers still focus a large amount of their advertising efforts on email marketing, which was responsible for 27% of holiday sales in 2014. The challenge here is making sure that your email campaign stands out among the hundreds your potential customers will likely receive this season. This guide from Shopify outlines 8 successful email marketing campaigns can provide some information. But, for the sake of saving some time, consider a few of these techniques:

• Get to the point, and make sure all the important information stands out to the reader.
• Have fun with it! Include quirky animations, and crack a few jokes.
• Offer a free gift with every purchase, extended sale, or run a contest.
• Create a sense of urgency, whether that be dwindling inventory or a ticking clock to Christmas time.

Appeal to your target audience on social media. To us marketers, this seems pretty obvious; but, surprisingly, many small businesses overlook social media as a way to connect to their customers. It can be used to share promotions and coupons, as well as exciting products and gift ideas. Also, don’t forget to use trending hashtags like #blackfriday to make it easier for potential customers to find you!

Spending a little money on ads will pay off! It might seem like an exorbitant expense, but shelling out the big bucks for a great spot in Google is worth every penny this time of year. If you’re unfamiliar with AdWords, now is the time to study up. Knowing how to automate your bids, add negative keywords, and know when customers are shopping. This is where data from last year’s holiday sales really comes into play. Also, don’t forget to use language that will appeal to Black Friday shoppers.

Go after cart abandoners. Did you know that only about 5% to 8% of site visitors will convert while on your site? While we’re doing the math, we should point out that that means more than 95 PERCENT of leads are gone. But, fear not, you can chase them down with a little retargeting. Some effective techniques include emailing or calling the lost sale. Also, some advertisers use remarketing ads through Google AdWords as effective reminders. Any of these tactics will remind lost leads of what they were looking for on your site, and hopefully that they still want it!

If you take anything away from this article, let it be this: Your business isn’t too small to take on Black Friday! Start early, be creative, and have fun with it. This time of year is when you really get to flex your marketing muscles and show the competition what you’re made of. And when you make the right choices, you can’t go wrong.