For many businesses, the holidays are make-or-break. Retailers, in particular, depend on a brisk holiday shopping season to reach their annual revenue goals. To ensure a successful season, it’s vital to execute a sound marketing plan—and the time to start is now.
Remember that the holiday shopping season really begins on November 1—which isn’t that far away! You don’t want to be scrambling to get your affairs in order at the last minute, so take some time to prepare for the holiday marketing season today. Here are five steps we recommend.
Plan Your Promotions
Before you do anything else, get a good sense of what you’ll be promoting this year—and how. Make a list of any particular products you want to focus on, and decide what kinds of discounts or special offers you can afford. Also think about special promotions, whether that’s a Cyber Monday sale of a free-shipping offer that extends through the end of the year.
Decide when you’re going to schedule these promotions—when you’ll announce them, and how long they’ll last. Put it all on your calendar. This is a critical first step before you start producing any marketing collateral.
Build Marketing Emails
Once you decide what your seasonal promotions will be, you can start building marketing emails to announce them.
There’s a lot of work that goes into email marketing—choosing templates, uploading images, and writing body text. Again, you don’t want to be doing this at the last minute. Pick your promotions and start developing your marketing emails today. (Our content marketing team is happy to assist with this.)
Create Landing Pages
As you promote special offers—whether through email, PPC, or some other channel—you’ll want to provide your customers with an offer-specific, conversion-oriented landing page where they can complete their transaction.
In other words, if you send out an email promoting a certain product, you want to send traffic to a page that’s all about that product—not just to your company home page.
These landing pages require some build-out, so start today. Remember to keep landing page copy brief and value-focused. Again, the Grammar Chic team can help!
Spruce Up Your Website
Hopefully, this marketing activity will result in a big traffic spike—so make sure your website looks its best. Some quick tips:
- Audit your site for accessibility issues, such as broken links, and make the necessary repairs.
- Run some speed tests to be sure your site loads quickly across all platforms and devices.
- Look for any content opportunities—for instance, product guides or tutorials, tied to the products you’re promoting this holiday season.
Create Marketing Collateral
One more thing you can start doing today to prepare for holiday shoppers: Develop the creative materials you’ll require for seasonal promotions. We mentioned marketing emails already, but also consider product- or offer-specific blog posts, video guides, Web content additions, graphics, banners, and more.