MOMENTUM November 2020 | Page 34

MARKETING
RACHAEL MORGEN
Online Marketing Manager Empire Creative Marketing
www . empiread . com

Tis ’ The Season To Plan Your Holiday Marketing Strategy

Growing Visibility & Engagement

One of the biggest challenges of the

holiday season is competing with the noise of other businesses .
When considering your holiday strategy , consider whether your goal is to drive sales or to increase brand visibility and engagement . Increasing engagement will ultimately grow sales , but it involves a different marketing mindset . Growing brand visibility and engagement is a slow and steady race that will keep you in the game long past your competitors .
Begin in October , ideally ( but November is not too late ).
First , sit down and create a targeted marketing strategy . Consider how your company can interact with customers on a different level . This might be as simple as offering seasonal specials , but chances are you will need to help prospects see how your company can make life easier . People often feel stressed during this time and tend to forgo regular maintenance and planning due to other demands . Your marketing strategy should involve reaching out to them in a way that makes using your company less stressful and offers advantages over the competition . People love sales and discounts , but time is money - help them see how you can save them time and stress .
Social Media is one of the best tools to use during the holiday season for increasing brand visibility and customer engagement .
People are online researching products and looking for gifts , recipes , cleaning tips , decorating ideas , vacation ideas , etc . A company is wise to find ways to incorporate these topics in social media to engage with customers over the things they are interested in during the winter season . - Update your banners with Holiday specials - Refresh your online product catalogs - Update shipping times and order by dates to receive by Christmas - Update your business hours across Facebook ,
Google , Yelp , etc . - Schedule out sales and promotions - Plan holiday-themed contests , like best dressed Christmas tree , etc . Mail a greeting card with a personalized message .
Customers like feeling a connection to a company ; it makes them feel special if you tell them how important they are to you . Take a company photo , have people sign the cards , and mail them out .
Give out small presents with purchases .
Do something above normal so customers feel engaged and connected to your company and your brand . Perhaps give people a bagged cookie or a branded promotional product upon purchase to remember your company by .
Send e-blasts , either as advertisements or holiday cards .
Be sure these e-blasts have important and relevant information , especially during the holiday season when inboxes are getting filled with so many ads . Consider having customers play a game or contest where the winner gets a prize .
People will usually buy when they are ready ; but during the holidays , many purchases are made on a whim due to sales and last-minute promotions . Therefore , place your brand in front of them in a tactful manner , so that when the time is right you are there to collect the sale !
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