Tag Archive: Holiday Marketing

  1. Post for the Holidays: How to Celebrate on Social Media

    He’s making his list and checking it twice—has your holiday marketing been naughty or nice? Posting on social media during the holidays (whether it’s a traditional one like Christmas, or a quirky, “trending” holiday like National Cat Day) may seem like a no-brainer, but don’t let your brand fall victim to bad marketing etiquette. Keep the following dos and don’ts in mind when planning your social content.

    6 Dos and Don’ts of Holiday Marketing on Social

     

    Do: Stay True to Your Brand. Celebrating the holidays can be a great way to get creative and engage with your customers. That being said, it’s important to pick and choose the holidays that make sense for both your brand and its audience. For example, celebrating National Cupcake Day would make sense for a bakery, but National Sock Day would probably raise some eyebrows.

     

    Don’t: Force Your Messaging. No matter the holiday, your message should match the tone and style your audience has come to expect from your brand. If your brand voice is typically humorous, go ahead and celebrate April Fools’ Day. If you’re a funeral home, you probably shouldn’t. Content that seems inauthentic, offensive or annoying will stick out like a sore thumb—and nothing makes people hit the “unfollow” button faster.

    Do: Add Value. How can you help your audience celebrate? Think about what you could offer them, how you could educate them, or even just how you could make them laugh. Remember, creating content without value is just adding clutter to an already oversaturated market. Make sure yours helps you stand out from the crowd.

     

    Don’t: Be Tone Deaf. Unfortunately, in an age when we’re constantly being marketed to, it’s easy to lose the true meaning of a holiday. And although self-promotion is perfectly acceptable on days like Cyber Monday and Black Friday, others like Memorial Day and 9/11 Remembrance Day have deep emotional significance. Take a step back to reevaluate your message and decide if your brand should enter the conversation.

    Do: Choose the Right Channel. Not all social channels were created equal, so tailor your content accordingly. If a holiday giveaway is one of your marketing tactics, the same rules might not apply on both Instagram and Facebook. Even more so, if most of your audience is on LinkedIn, it might not make sense to do that contest at all. Be strategic about where you share your message.

    Don’t: Go Overboard. In terms of creating content, holidays are usually low-hanging fruit. But that doesn’t mean you need to have a post for every occasion. Sharing a few posts that are thoughtful and purposeful will have much more of an impact than posting content that seems haphazard. Plus, you don’t want to fatigue your audience with the same type of posts over and over again.

    Whether it’s Valentine’s Day, Christmas or somewhere in between, your holiday marketing should always be an extension of your overall social media strategy. By thoughtfully incorporating these types of posts into your content, you can connect with your audience in new and creative ways. Who knows—it might even put you on the “nice” list. Happy holidays!

     

  2. Holiday Email Marketing Know How

    ‘Tis a sad day to admit when it’s no longer PSL season (Pumpkin Spice Latte) at Starbucks. Fear not though, as your business approaches the holidays. Instead, prepare your taste buds for a Peppermint Mocha (extra peppermint to feel uber wintery) and take advantage of this occasion, email marketing style.

    Email Marketing

    Facts on Holiday Email Marketing

    First step: GET YOUR DUCKS IN A ROW.

    Ask yourselves these questions:

    • What are your goals for the end of the year?
    • What value can you offer your customer base during this season?
    • What seasonal strategies or holiday promotions could you implement to meet your objectives and serve your customers’ needs?

    It is important to first be aware of  your objectives and then understand who you can target to achieve those goals.

    Will your audience be an existing customer, a new customer, or both? Next, develop a strategy on when and how often you want to reach out to this audience and how email can create valuable touch points.

    If your goals don’t translate directly into a viable email campaign, consider creative ways to engage your customer base that may be supported by action-driving email. Some ideas could include hosting a holiday event, contest, or promoting new things happening in the New Year for your company.

    Second step: READY… AIM… FIRE!

    Once you’ve developed your campaign concept, start compiling a draft of what you want your customer base to know and how they can reach you. Keep it simple and to the point. Email marketing is most effective when it’s brief, informative, and creatively designed. Secondly, use your email program (we love Emma) to create an audience group specific to this campaign. For example, if your campaign is geared toward prospects (rather than existing clients) hitting “SEND ALL” wouldn’t target the particular group you want to reach.

    Third step: SUBJECTS… THEY AREN’T JUST FOR SCHOOL.

    There are creative ways in which you can effectively target your audience to open your e-blast. I always compare an email subject as if it were a title of a book.

    Chances are, if a title of a book read “Book” or “This Is A Good Book,” you probably wouldn’t open it— right? Your subject line is the same thing, it’s the title of  your email.

    Make it count. Don’t be afraid to take as much time as you need to create something compelling and worthy to read.

    Fourth step: SIGNED, SEALED, DELIVERED.

    Before sending your e-blast, be sure to get an extra pair of eyes on your content. The testing phase for email marketing is one of the most important steps in building your campaign. Ensure that no matter where your audience is, or what device they’re viewing your email on, they can read it… and take action. Check your email on multiple devices and platforms. Is your email mobile friendly? Do your images display on all platforms? It’s worth the extra effort to confirm your email is viewed the way you intended.

    Once testing is complete, schedule a sending date and time the e-blast(s). If you don’t already know, take time to research what day of the week and time tends to work best for your audience group – this ensures your campaign achieves the highest possible open rate. Once you’ve established a time, you’re set to sit back, observe your analytics and enjoy your holiday peppermint mocha!