5 Steps for Building Your Holiday Marketing Strategy

As hard as it is to believe, the holiday season is upon us. Christmas trees and other decorations are already gracing homes, stores and places of business. Though a busy time of year, it holds excitement as well as opportunity, if businesses embrace it. The following steps should help your business effectively take advantage of the holiday season this year.

1) Develop a Strategy

In order to take advantage of this opportunity, businesses, first of all, need to develop a campaign strategy. While some strategies will carry over from year to year, each season offers new ideas and trends. It’s also important to think about how your holiday campaign will tie into your overall marketing strategy. In other words, even if you come up with a really creative idea, you don’t want consumers to know you only for your Christmas campaign. For this reason, it’s very important to look at the big picture.

What do you want to accomplish this holiday season? Are you going to target one specific holiday or the season in general? Although the focus is typically on December 25th, businesses could actually utilize Thanksgiving, Hanukkah, New Year’s Day, as well as Black Friday, Small Business Saturday and Cyber Monday. Are the ideas flowing yet? These questions and thoughts should get you thinking about what your needs and goals are, and this is the perfect starting point for creating a strategy.

2) Create a Theme & Stick with It

After you’ve developed your strategy, you’ll need to choose a theme. For instance, if you send out marketing materials and other promotional items, they should contain a common theme. The content you create, and we strongly encourage an aggressive content marketing approach, should also share this theme. It’s understood that most consumers are looking for coupons and discounts during the holiday season. But, if you can create content around why a particular product or service is exclusive, priced a certain way, or is something that provides value, you have the opportunity to stand out.

Also, as you select a theme, it’s important to understand what your target audience is paying attention to. How are they engaging with your brand? Are they gravitating toward images, video, etc.? These answers will play a vital role in theming your campaign.

3) Utilize Social Media

Just as with your other marketing strategies, social media is a must. Remember the genius OfficeMax Elf Yourself campaign? This came out several years ago but continues to receive incredible responses each year. So often, marketers get caught up in the “all about business” mode. The holiday season is the perfect opportunity to break free from this and incorporate some creativity and holiday spirit.

What social channels is your audience using the most? If it’s Pinterest, for example, then look at what they’re pinning and tailor content to match it. Whatever channel that you use, provide meaningful content that your audience will want to engage with.

In addition, with social media, it’s important to stay “in the know.” By doing this, you have the opportunity to jump on the latest trends and even boost them for your own benefit. Now, this doesn’t necessarily mean you need to launch a Snapchat campaign, but it does mean you should pay attention to the trends your audience is embracing and adapt your strategy accordingly.

4) Don’t Forget to Be Accessible

As you roll out your campaign, remember that, in the digital age, you have to comply with where your audience may be interacting with you. Is it social media? Is it through a traditional advertising channel such as television? It may even be on a mobile device.

As you plan your strategy, create content that you can distribute across multiple platforms and channels to ensure simple accessibility. This step again allows you to embrace your creative juices. For instance, if your audience mostly connects on social media but your message is long, write a blog post with all the details but tease the content on social media in the form of an image or video. Even if your audience is active on social, no one has time for a long message.

In summary, be accessible by practicing smart marketing.

5) Share Holiday Cheer Too!

In all the hustle and bustle that is the noise around the holidays, it seems that the little things mean the most. When you go the extra mile by sending a card, offering candy at your brick and mortar, and other thoughtful shout-outs and merry treats, the impact is felt.

Online, brands can extend this cheer too by offering coupons, opening up and sharing an inward view of holiday traditions like a holiday luncheon, as well as many other tactics to showcase your brand’s personality. All these little acts of kindness reinforce that there are humans behind your brand. It strengthens relationships too, which in turn, often results in building influencers and brand advocates.

If you want to go beyond these steps, Marketing Land has a preparation guide outlining 28 helpful tips that could be very beneficial to your holiday efforts.

Regardless of what your holiday campaign involves, remember that it is the holiday season. I say this because, just as people often neglect the social side of social media, the fun and cheery part of the holidays is often an afterthought. This, however, is what makes the holidays exciting, even for marketers. So, take advantage and enjoy! 🙂

 

Abby Johnson

Abby brings a unique perspective to the mix because her background consists of both traditional broadcast and public relations to now the world of online. She is very skilled at looking at the big picture and understanding how to get the message across to a particular audience.

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