The festive season guarantees a boost in sales. At the end of the year, we can observe three distinct periods of time whereof your company can benefit. During the last weekend of November, the Black Friday madness bursts out. In December, South Africans start to buy Christmas gifts for their family and friends. At the same time, companies send out their annual New Year wishes to bind customers to them.
Nothing new under the African sun, you might think. That’s right! Nowadays, it is very important to bring your digital A-game to the end-of-the-year table. atnetplanet SA gives you 5 tips on how to benefit the most during the festive peak season.
DISCOVER HOW YOU CAN BE SUCCESSFUL THIS FESTIVE SEASON
1. Maximise your share on Google
South Africans use Google as their platform of choice to inspire themselves for seasonal gifts. A lot of South Africans compare products online before taking action to buy them. This search starts earlier and earlier every year and happens more often than not on mobile.
You’ll have to take in account these digital trends and make positive use of it. You can do this with the help of an optimised Search Engine Advertising (SEA) or Search Engine Marketing (SEM) strategy. This will maximise your share in the relevant online searches of your business.
These are a couple of easy actions everyone should do before and during the festive season:
- Edit your search ads so they fit within the Christmas and New Year’s theme
- Market your Christmas specials
- Make sure that your ads lead back to a correct and optimised landing page
2. Connect through social media
Make people that know your brand already aware
Use your Facebook business page to immerse people that know you already into the Christmas feeling. Put a content calendar together for your social media channels. By doing this, your page followers get a complete picture of which Christmas specials you have running this year. Most businesses already start posting relevant Christmas content right after Black Friday. You have to make sure that you are focusing on sales while at the same time building a connection with your audience by offering value to them. You can, for instance, share tips & tricks, a blogpost wherein you show your knowledge, a behind the scenes view… Always make sure that you publish relevant content to your brand or product.
Reach new people who are ready for your product
At the same time, you should run some paid campaigns on social media to reach out to a new audience, making them aware of your current offerings. Through thorough and precise targeting on Facebook, LinkedIn, Instagram…, you can reach out to those people who are likely to be interested into your product. Combine this with smart ad creation around your Christmas specials and a suitable landing page, et voila, you made yourself a high-quality social media campaign! By doing this, you are not only raising your brand awareness, you are also generating new leads and converting visitors.
3. Enlarge your impact with e-mail campaigns
If you have an e-mail list, it is the ideal moment to make use of it. Via an e-mail, you can engage your customer base further into the Christmas atmosphere and notify them of your offering and specials. At the same time, you already have a relationship with them and the receivers know your brand. They have moved further along on the customer journey and will buy easier from you than someone who never heard about your brand or business before.
Another benefit of e-mail marketing is that you choose yourself who receives your message and thus, who will think about your brand. More than half of the email users checks their mails on mobile devices. Your message goes straight to the pocket of your customer at the moment that you want! Besides that, you also have the unique possibility to segment and thus to adjust your content to the receiver. This means that you can send everyone that info which is highly modified to their profile and their relationship with your company.
You can also target customers which haven’t opened your previous email (remailing) so you expand the impact of your campaigns.
4. Focus on mobile
Mobile searches represent a large part of the total number of Christmas present searches. The two main internet giants – Google and Facebook – have implemented a ‘mobile first’ policy. This means that you will be penalised if your website is not ‘mobile friendly’. Their algorithm makes that your website is not shown as often as it could which on its turn results in fewer clicks and conversions.
A website which also shows nicely on mobile devices is essential. You have to not only make sure that your website is shown perfectly on mobile, your structure and sequence also needs to be clear and evident. All this together makes up for an excellent user experience (UX).
Furthermore, you can grasp this mobile evolution to create unique experiences on mobile devices. You can, for example, run a canvas ad on Facebook. The canvas ad format is a unique design, optimised for mobile devices that brings your product alive through a full screen experience.
5. Let your customers know that you think about them
The accelerated competition during the festive season doesn’t make it easier for your brands to stand out in the crowd. A holiday card with a ‘thank you’ sent to your customers can cause miracles. Sending this out digitally makes you even able of keeping the costs down to a minimum.
Create a relationship with your new clients and keep the relationship with your existing customers alive during the festive season. Stay at the top their minds, even after the silly season!
atnetplanet SA saves the festive season!
Are you wondering what the best strategy is for your company to get the most out of end-of-the-year boost? Do you need help optimising your SEA campaign? Do you require assistance with your Facebook or e-mail campaign? Are you needy of a complete, holistic digital strategy?