Don’t pass up on your opportunity to engage with your audience this Christmas. It’s the time of year when everyone is full of cheer, so make sure your online marketing strategy hits the mark this season.
Here to help are ExtraDigital’s top tips to help you in the lead up to Christmas.
Get your website in order.
If you are looking for record sales this season you must ensure that your website is up to scratch. Mobile ecommerce, (m-commerce), has been growing significantly and it accounted for 34% of total web sales in 2014. So it’s essential that your website offers your customers a good mobile shopping experience.
Consider your route to product and checkout process, and make sure it is as efficient as possible. Step into the customers’ shoes, what are the barriers to completing a purchase? Define and resolve these and you’re winning.
Plan your Christmas PPC Campaigns.
A well-considered PPC Campaign over the Christmas months is essential. Plan ahead so you can react quickly over this busy period. Remember, ads can take a couple of days to be approved so make sure you have a dedicated campaign already in place.
Don’t forget to supply a back-up form of payment to ensure your ads never go offline.
Define your SEO strategy early.
Online competition is relentless. One of the most common problems is that work on Christmas SEO doesn’t start early enough. It’s high time you took a look at your product offering and defined those key items for this Christmas, ensuring there is a clearly defined path for your users to navigate to them.
Entice the searcher with descriptive meta data and ensure that you have submitted all new Christmas URLs to your site map to ensure they are indexed correctly.
Engage with your existing customers through Email Marketing.
Don’t forget your existing customer base this Christmas. You need to start competing for their inbox attention from mid-October and an effective re-marketing campaign is essential.
Engage with your audience by offering exclusive incentives or appealing discounts. Even those who haven’t made a purchase for the past year could easily be tempted by the right offer at this time of year.
It’s Christmas, your customers expect a little frivolity and Christmas sprit when they shop online. Just remember in this case form follows function. It’s all very well having a beautiful Christmas design but don’t confuse. Make sure the route to purchase is still as simple as possible and that any design elements do not detract from the main function, sales.
Create new categories to help direct consumers to the right area of your site. If you are running offers make sure they are clearly defined. Try not to differ too much from your standard website architecture otherwise you could be at risk of losing sales.
Social Media has important role to play during Christmas, with more people taking time off work over the holidays you may find an increasing number of interactions. Users will be more likely to like, share and comment on posts with a Christmas theme; call it nostalgia, or maybe it’s the Egg Nog.
However, Christmas is not a time where you can get lazy with your social content, it needs to be original, relevant and perk the interest by standing out from the competition and the traditional Christmas viral video everyone seems to be watching on Boxing day morning.
Organise Category Pages.
It’s a good idea to create a dedicated category at Christmas, showcasing all the goodies and gifts people can purchase. Make sure you segregate the categories effectively and consider different purchase options, for instance ‘Gifts for Her’, ‘Gifts for Him’. You can then create a CTA on your homepage directing your traffic to this specialised category.
Out of Stock Options.
Hopefully over the festive period your sales are going to go crazy. With the increase in orders your stock levels will fluctuate a lot, so make sure that you offer a back up. You can notify the customer when the product is back in store or offer a back-order option, the key thing is, not too lose that sale.
Christmas comes around once a year, so executing a successful campaign this year is one thing. Using that success to improve your chances for next year is another. Ensure you are monitoring and analysing your campaigns in every way possible.
You can then take this data into next year’s campaign and maybe avoid some of the downfalls of this year’s campaign.
Once you have all the data collected, ask yourself the following;
- When did I start my campaign and did I give myself enough time?
- What were new ideas for this year and what was reused from last year?
- What worked and why?
- What didn’t and why?
- What would I like to try for next year?
By answering these questions you will be able to produce a basic outline for next year’s Christmas Campaign. There are lots of handy tools to track conversion rates and some really helpful hints and tips on the ExtraDigital website.