As Christmas draws closer, online businesses that planned their holiday marketing well in advance are sipping eggnog by the fire, and resting easy.
Everyone else, however, is facing procrastinator’s panic.
Fortunately, Santa won’t hold it against you (he’s used to last-minute requests by now). But if you don’t kick your digital marketing into gear today, you may miss out on this important opportunity to increase sales. Likewise, if you do already have a holiday strategy in place but want to spruce it up, don’t delay.
Let’s get to it, shall we?
Here are some tips to help you harness the power of Christmas marketing online. Most of these can be done in 1 day or less.
(For tips on more enhanced or other seasonal digital marketing campaigns, contact SPINX Digital. We can generate a customized strategy to help you reach your online goals).
The good news: you’re not the only one who waited until the last minute. As we speak, online shoppers are frantically Googling queries about gifts they need for that special someone. Of course, search engines rely on relevant keywords and phrases to match users with the right content. This is a golden opportunity! Take a little time and using a service like Google’s keyword tool, generate a quick list of Christmas-related keywords relevant to your products and services.
It’s a good idea to update your website copy anyway. People are more inclined to get into the Christmas spirit if you can appeal to their sense of the holidays. Whether you’re infusing homepage copy with a seasonal theme, or just re-writing product descriptions, include those Christmas keywords.
And don’t forget to add them to all the critical on-page areas, such as title tags, meta descriptions, and H headings.
Backlinks are key to any SEO strategy. They can boost your search rankings over time, but as you only have a week or so to go before Christmas, you need a quick spike in traffic. Spend a little time searching for easy opportunities, such as Christmas website directories, or Wish List sites.
Another option is to get your website listed on a local guide about holiday shopping destinations. Basically, if you can find a legit site with seasonal content (ideally with average to high authority) that will promote your website, reach out to it.
Creating a whole campaign at this point may sound daunting, but with a little focus and pedal-to-the-medal drive, you can definitely make it work. You can even structure it around the theme of “last-minute gifts” and emphasize time-sensitive deals.
As we mentioned, people are in buying mode. You can aim for brand awareness or more general conversions like clicks or downloads, but you might as well shoot for the ultimate goal: sales.
In addition to some of the SEO strategies outlined above, consider using PPC ads. Organic SEO efforts pay off over time, but pay-per-click gets your ad seen by people immediately.
Otherwise, make sure your conversion paths are all cohesive. For example, if you’re using banner ads as well as landing pages, check that the images, colors and copy are consistent. It’s an important time to hold people’s attention, so you don’t want to confuse them as they find their way to your site.
Promote with social media
The timely and topical nature of social media makes it the perfect format for a limited-time promotion. Use your social channels to advertise to your followers. You might even consider taking advantage of Facebook and Twitter’s promoted posts to ensure that your ads are seen by as many relevant users as possible. Of course, incentives never hurt either. Entice people to click through to your site by offering a discount or free shipping with a Facebook coupon.
Website design touches
When people click to your website, it’s probably wise to decorate it for the holidays. If people arrive to your site by clicking on an ad promising a seasonal deal, keep the theme consistent. Even if users click directly, put them in the holiday mood. It’s a nice customer service tactic that lets people know that you want to bring them holiday cheer.
But don’t worry. You don’t need a complete re-design. Simply adding some Christmas imagery, such as a Santa near the header, or snowflakes along the margins can change the tone. Likewise, editing your logo to reflect the season isn’t a bad idea.
Just remember that your time is limited. It’s best to start with small, subtle touches that theoretically won’t eat up all of your time. If those go well (and quickly), maybe consider a bigger, bolder Christmas design.
Consider keeping your holiday-themed pages live
When 2015 starts, it’s time to take down the holiday pages, right? Not necessarily. Leaving some or all of these pages up year-round can positively impact your website’s SEO. Search engines will recognize throughout the year that you offer seasonal content, which will help you at this time next Christmas, when customers are once again scrambling for relevant products and services.