Digital marketing tips for Christmas

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So, with just a few weeks remaining until Christmas, there’s just enough time to make sure your business digital marketing initiatives are prepared for the Christmas season.

Regardless of whether your business sells gifts, professional services or trades, here are some digital marketing tips that can be useful in the final weeks before Christmas.

For Social media campaigns
There are more posts, shares, and comments during the Christmas holidays than any other time of year and each passing year more people are using mobile devices to shop online, access websites and find deals and gift ideas.

If your business sells products or services that can be bought as gifts, make a social media schedule, and prepare Christmas themed social media images and advertising. This will include special Christmas deals, season countdowns, and feel-good festive stories.

Queuing your social media posts in advance is a great option for decreasing your stress. Social media platforms offer the option of future queuing your posts. This will help you keep in touch with your customers throughout the crazy season without manually posting each time. You may want to continue it into the New Year so that you aren’t working over Christmas.

If your business will be closed for a period, you can set an auto-reply in Facebook Messenger to inform people when they send a Facebook message to your business.

For AdWords campaigns
If your business will be closed over the Christmas break, or running on skeleton staff, remember to turn off your Adwords ads or scale them down during that time. However, if you do have staff available, AdWords campaigns can be highly profitable during that time, as many businesses turn off their campaigns. This means you can often gain cheaper and more profitable leads during that time.

If your business sells gifts, you should consider adjusting your AdWords budget to match increased search queries before Christmas. Search growth peaks in this season for products and services. Evaluate your historical performances in Google AdWords & Analytics from last year and accordingly adjust the budget to build on your best-seller campaigns.

Adapt text ad content to advertise Christmas promotions. Ensure remarketing tags are active and conversion tracking is all working in the place for Christmas campaigns. Also, make sure you measure ROI so that you can analyse what worked, what didn’t and do more of whatever worked!

If you need to allow for shipping times, it’s a good idea to promote strongly near the start of December – don’t wait until it’s too late. Shipping timeframes become a major concern for almost every online customer leading up to Christmas, so advertise early to get those sales.

For email campaigns
People are looking for last-minute bargains around this time and emails can be effective to attract your subscribers/listed customers. According to McKinsey & Company, email marketing is three times more effective than social media, and the average customer order is 17 percent higher.

If you’re selling products or services that can be gifts, then send at least two emails during December (preferably more) to promote the products or services you’re featuring over the Christmas season and spread the word. Have a look at what other businesses in your field are doing. Sign up for mailing lists of your competitors and visit websites.

This season is competitive time for email marketers. Customers in boxes will be full of offers and updates, so you will have to be prepared to compete for attention. Look at your data and see what tactics yielded the best open and clickthrough rates last year. The subject line is a key factor in whether a recipient will even open your email, so make it punchy and intriguing enough to get those opens.

And if you’ll be closed over the Christmas holidays, make sure you send an email to your customers to let them know what dates you’ll be closed, and emergency contact details if needed.

Google My Business hours and posts
If your business is listed on Google Maps (and it should be!) then you’ll have a Google My Business listing.

If you have special opening hours leading up to Christmas, or have dates that you’ll be closed over the Christmas break, make sure you enter these details into your listing. When you login to Google My Business just enter these different times in the “Special Hours” section.

There is also a little-known feature that Google realised earlier this year that is perfect for highlighting announcements. It’s called Google My Business Posts.

Google My Business posts last for a week, making it perfect for events, guides, products and more. Small businesses can use these posts to announce new daily promotions, highlight newest products or best-sellers and even holiday closing periods. These posts can have up to 300 words of text, an image, a title and a range of call to action buttons. These posts show up on Google search as well as Google Maps, depending on the nature of the query and the nature of the post.

So, if you have special promotions or events leading up to Christmas, you should use this feature. It’s free – just log into Google My Business and click on dashboard to make a post.

Embrace digital marketing in the festive season
Christmas is an important time for small businesses. If you’re selling gifts, then be sure to apply these tips to get the most out of your digital channels to increase sales and revenue during this season. If you’re not selling gifts, these tips can still help you keep strong relationships with your customers.

Embrace the festive season and its spirit, and keep winning customers with well-planned digital marketing…

MERRY CHRISTMAS!

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About Author

Pooja Gupta

Pooja Gupta is digital marketing manager at Duoplus. pooja@duoplus.nz | www.duoplus.nz