- Capture your promotions and products with new photography and video.
This is where advanced planning really matters! It’s always nice to have Xmas specific assets to get the most out of your promotions and campaigns:
- How can you stage your products to align with your Xmas promotions?
- Are you using stock images? Yes, you can easily add the “holiday spirit” in Photoshop, but it’s much more fun to do something original!
- Do your videos show how your products will make great gifts? Do they show off the best qualities of your product?
- Use your website and/or landing pages strategically.
Market with themed pages for Xmas SEO. Visit any of the top retailers’ sites, and you will see special landing pages for Xmas offers. This is an easy way to collect products and services around a particular occasion, and it also makes it an easy resource for people to share.
Outline your promotional schedule to ensure your website aligns with the overall Christmas strategy and what is being done promotionally (via email and PPC) to support the strategy. Ask the following:
- What offer will you promote on your home page?
- When will you want to promote specific products on your home page?
- What promotions will you feature on your category pages?
- Can you create a landing page for any special offers that you will run during Christmas?
- Is your shipping schedule clearly communicated on every page of your website? We’re all guilty of being last minute shoppers!
- Put a list of text links on key pages for most searched for or bestsellers
Create Christmas content for your blog (if you have one). While this might not tie directly to sales, you can build authority with great, shareable content, which helps to build your list and drive additional sales.
- Make sure that paid ads are in sync with your Christmas message!
PPC can be a massive revenue generator during Christmas, provided you have a well thought out strategy. Plan thoroughly by asking the following:
- Are your banner ads and search ads aligned with the promotions you’re running?
- Does your creative include any new photography you’ve shot for Xmas?
- Is your ad copy (the text on the ad itself) clearly aligned with your promotions?
- Do you know what banner and text ads are running, when they are running and where they are running? Always have a clear schedule at hand!
SEO can definitely have an impact – if you plan now for content.
During Xmas, content is definitely KING for your search performance. You should be doing the following right now to rank when it matters most:
- Do you have an editorial calendar created around your holiday promotions?
- Have you identified the terms and phrases that you want to rank for during Xmas?
- Are you creating relevant promotional content for Black Friday, Cyber Monday, and other sales?
- Can you repurpose content you already have? This is where your gift guide can become a powerful asset.
- Remember: email is extremely effective at Christmas.
Simply put; if you aren’t doing email, start now. If you are doing email, it’s time to up the quantity. Then ask yourself the following:
- How often will you send a promotional email to your customers?
- Will you offer special incentives to your email subscribers?
- Are you crafting subject lines that will win the attention of your customers?
- Are you communicating your shipping options directly in the email itself? Are you telling your consumer about returns?
- Get the most out of social by being social.
Social is more than cat pictures, but you already know that. Here’s what you should be asking to generate engagement and awareness around your Xmas offers:
- Are you making it easy for shoppers to share your promotions and your products?
- Which channel does your model consumer use most? Make sure that your most active content is reserved for this channel!
- How will you use your holiday photography and video assets to create interesting posts on Twitter, Facebook, and Pinterest?
90% – if not more – of your success this festive season will be determined by how well you plan. Start your holiday planning NOW!
- Enhance your checkout.
Many people lose customers on the checkout page, either because something doesn’t work right or because the shipping costs are higher than expected. Free shipping offers pay dividends. Also, you can improve your checkout page with related products, which is something Amazon excels at.
- Ramp up your customer support team.
Each query is a potential sale. Give your advisers the tools to convert from web enquiries. Keep them in the loop on what you’re doing online, online exclusives, promotions, targeted landing pages.
Don’t assume that everyone who visits loves Christmas. Some people don’t celebrate Christmas, others don’t find it a season of joy – so make sure your site caters for them – try a cheeky “Don’t like Christmas? Then you’ll love our Christmas free zone!” with free content and special offers based around non-seasonal product.
Don’t forget to put a strong follow up marketing plan in place. If someone buys over Christmas then target them again in the January sales.