The holidays are a crazy, hectic time. Not just for consumers, but for your holiday digital marketing strategy as well.
Winter holiday online sales generated about $219 billion in revenue in 2021, with in-store sales reaching a record $668 billion.
So, it’s imperative for your business to thoughtfully examine your current digital marketing strategy and plan how you’ll pivot for the holiday season.
While you’re thinking about your holiday digital marketing strategy, consider these 11 ideas to inspire your holiday content.
Once you set your goals, the following are six ways your holiday digital marketing strategy should change to best connect with your target audience and grow your sales revenue.
Evaluate (and possibly shift) your marketing budget
The holiday season traditionally leads to more digital advertising. Because digital advertising works as online auctions, the higher the demand on a limited supply of ad space, the higher the price of the ad.
So, if you’re feeling like you’re not getting as much bang for your advertising buck during the holidays, you’re likely right.
These costs typically start increasing in early November. Not only will you want to adjust your ad spending accordingly, but you’ll also want to closely monitor your ROI (return on investment) on your digital ads.
It’s important to evaluate your marketing budget in general as you plan for the holiday season. Where have you gotten the biggest payoffs in the past during the holidays, and what has typically been a challenge? You may want to shift your dollars to what will be the most effective channels during the holiday season specifically.
Determine your holiday discounts
Now more than ever due to technology, consumers are savvy shoppers, always seeking the best discounts and sales.
You’ll want to strategize on this front as early as possible. Brainstorm with your team about how you can appeal to potential customers more than your competition.
In addition to looking at what has worked for you in the past, a competitive analysis can help so that you can best understand what your competition has done and what appeared to be successful for them. Avoid the temptation to blindly copy any tactics, though, and decide how you can make them your own instead.
Also, check out these 16 tools to help make your competitive analysis easier.
Remember that your discount plan doesn’t have to be just one thing. You could offer a one-time, larger discount to draw in the bargain hunters (perhaps around Black Friday and/or after Christmas) and then provide a series of short-term weekly promotions. Digital coupons also could come into play. Again, it just needs to work for your business and what you believe will appeal to your audience.
Optimize your mobile marketing
Mobile has revolutionized the way we do business, especially during the holidays. More than $88 billion in sales were made on mobile devices during the 2021 holiday season.
As you’re evaluating your holiday digital marketing strategy, think about how you can leverage mobile.
This goes beyond creating mobile-friendly marketing campaigns and using SMS text messages to reach your customers. You also want to optimize your online store for mobile devices. Think through the mobile user experience every step of the way.
Check out our 14 tips to level up your mobile marketing.
Create (or level up) your loyalty rewards program
Every business wants new customers, but your loyal customers are worth more to your bottom line. Repeat customers are responsible for almost two-thirds of your sales.
This could include better discounts, exclusive sales, even special gifts. Loyalty rewards programs can help grow your business year-round, but the holidays offer a special opportunity to make your program even more appealing.
In fact, consumers who engage in high-performing loyalty programs are twice as likely to increase their frequency of purchases. More than 90 percent of companies have some sort of loyalty program.
How your loyalty rewards program is structured is up to you, but consider what else you can do as part of your holiday digital marketing strategy.
While you’re at it, check out our five tips to successfully promote your loyalty rewards program.
Use videos to your advantage
Videos now more than ever can help tell your story and reach new audiences, especially during the holidays.
About 85 percent of all internet users in the U.S. watched online video content monthly on any of their mobile devices, while 54 percent of consumers want to see more video content from a brand or business they support.
As part of your holiday digital marketing strategy, consider how you can show the human face (or faces) behind your brand. This could involve behind-the-scenes videos, employees sharing their favorite holiday members or even highlighting what’s involved in preparing your business for the holidays. Of course, an engaging holiday marketing video that your customers want to share with their friends and family because it’s funny, cute or emotional also works.
Check out 10 types of videos that you can use in your marketing strategy.
Explore niche social media channels
You’re likely already using at least one of the most popular social media channels (such as Facebook or Instagram), but what about other channels?
Such networks as Quora, Reddit and Pinterest have millions of users that could engage with your holiday content.
Use your holiday digital marketing strategy as an opportunity to include a new social media channel to the mix and evaluate how it performs.
Check out these eight most common social media mistakes that you should avoid.
In conclusion
Remember that user behavior changes drastically during the holiday season, with an emphasis on discount-seeking activity beginning in November. And this has shifted largely to online, especially since the COVID-19 pandemic. And of course, your consumers will also be focused on way more than just shopping, such as celebrations, family gatherings and gift giving. You want to cut through the noise with a message that gets their attention and makes you stand out in a meaningful way. And that all comes down to how you pivot your holiday digital marketing strategy.
While you’re evaluating how your brand will be successful this holiday season, think about your digital marketing process. Is it everything you want it to be? DailyStory features automation, audience segmentation, email marketing, text message marketing and more. Schedule your free demo with us today.
