Christmas is perhaps the best time of the year to employ all your marketing know-how and really go in for the kill when it comes to your advertisement campaigns. Everyone is already on the search for presents, beauty treatments, dresses, hotel stays, spa days and the latest gizmos, so all you have to do is make sure what you’re offering catches their eye before anyone else.
- Get found on Google
More and more people are heading online for their Christmas shopping, and Brits spent as much as £968 million on Cyber Monday alone this year, an increase from £720 million in 2014.
That’s why it’s important your business is the first they find when they Google what they’re looking for. Preparation for this takes months, with careful SEO techniques employed to ensure you rank highly in online searches.
Tricks such as the right use of keywords, regular blog posts, and having a strong social media presence all help boost your rankings so start thinking about introducing these into 2016’s marketing campaign to capitalise on next year’s online shop.
- Produce Christmas content
As well as looking up gifts, people will be searching for Christmas-related videos, stories, images, recipes and so on. So make sure you have all the relevant copy on your site in time.
You might want to encourage your readers to bake something new for Christmas Day or remind them to book their fake tans for their festive parties. Whatever it is you want to sell this season, have blog copy, Facebook ads, landing pages with tips and hints, banners, and social media chat at the ready so you can give your potential customers what they want.
Christmastime isn’t just about gifts and cards, and consumers spend a lot on all the frills over the holidays. That’s why it’s a good idea to have content that reminds them what they may need or want to make their Christmas stand out.
- Don’t oversell
People spend a fortune at Christmas, with M&S revealing the average cost of Crimbo is £623, more than a third of which (£236) is on food and drink alone. Therefore, you can expect to receive a higher level of interest in your products and services than at other times during the year – because of this, it’s worth easing up on the hard sell.
Consumers will come to you – especially if they have children and several expensive presents to buy – and they’re more likely to take you seriously if you aren’t pressurising them with one-time offers and guilt-ridden soundbites about treating their loved ones.
- Don’t forget your mobile content
I know I can spend hours running around shops only to find myself clicking on my phone on the way home to find the presents I missed. Mobile-commerce is huge during the festive season, so if you have a site that crashes on mobile phones or content that cannot be easily seen on handheld devices, you are putting yourself at a huge disadvantage.
An IMRG report from February 2015 revealed 45% of e-commerce traffic in the UK is through smart phones and tablets, and this is sure to increase during Christmas as people (like me) panic search for gifts while they’re out and about.
Not only should your site be easily viewed, but you should also produce mobile-friendly content – short blogs, articles with bullet points and headings, and features that don’t have too many videos or images that will take a wile to download.
- Prepare for the new year
You might be getting into a Christmas frenzy as December gets underway, but don’t forget the new year is just around the corner. That means you need to think about Boxing Day sales, New Year’s resolutions, gym memberships and healthy eating plans (for your readers, not you).
The start of the year is when people cut back on their spending, so if you want them to sign up to your services or products, you need to really produce content that will encourage them to buy. January deals and prizes are therefore always popular, while your content should focus on things that consumers will be looking at – essentially, articles that give them tips on how to detox, get fitter and healthier, look better and younger, and save money for the next year.
- Think about Christmas 2016
You might not be buying your 2016 gifts just yet (although, I have to admit I do get a few bargains in the New Year sales!), but it’s not a bad idea to write down ideas you may have for next Christmas' campaign.
There’s always so much to do around the festive season, so making sure you’re organised, you start your strategy early, and introduce Yuletide stories in drips will mean your marketing for Christmas 2016 could be your best yet.
If you want help with your Christmas 2015 or 2016 campaign and need a copywriter to produce top-quality blogs, features, landing pages, e-letters, social media outreach or print literature, get in touch with us today. It's not too late!
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