How To Run A Successful Festive Digital Marketing Campaign
𝐃𝐢𝐝 𝐲𝐨𝐮 𝐤𝐧𝐨𝐰? 𝐈𝐧 𝟐𝟎𝟐𝟐, 𝐨𝐧𝐥𝐢𝐧𝐞 𝐡𝐨𝐥𝐢𝐝𝐚𝐲 𝐬𝐚𝐥𝐞𝐬 𝐚𝐫𝐞 𝐞𝐱𝐩𝐞𝐜𝐭𝐞𝐝 𝐭𝐨 𝐠𝐫𝐨𝐰 𝐛𝐲 𝟏𝟏-𝟏𝟓% 𝐲𝐞𝐚𝐫-𝐨𝐯𝐞𝐫-𝐲𝐞𝐚𝐫!
The holiday shopping season has arrived, and marketers are preparing to end the year on a high note. Much like buying presents, you shouldn't put off your holiday campaign preparations until the last minute!
In this blog, we outline a thorough guide with all the information you may require to run a successful festive digital marketing campaign this Christmas season.
📌 The Steps to Run a Successful Christmas Marketing Campaign
1️⃣ Make a Master Plan
The very first step should be to establish your sales targets. In order to set a realistic target, you should review your sales data from the Christmas season the year before, and take into account the state of the current economy and the competitiveness of your industry. You should also look at metrics like percentages of abandoned shopping carts, rate of discount coupon redemptions, your company's top-performing sale days, and the ratio of new customers to existing customers.
At the same time, you should also identify your target customer segments for the holiday campaign. It is important to understand your target audience and their shopping habits well in order to run a successful campaign. This understanding will come in handy to help you make more informed marketing decisions when organising promotions and developing content.
2️⃣ Create and Finalise Your Campaign Offer
Once you have identified your campaign objectives and target audience, work on crafting the ideal campaign offer to attract and convert your audience. This could include discounts, gift cards, product bundles, loyalty bonuses, free delivery, and/or festive packaging.
You should also benchmark against your main competitors - check out what festive promotions and discounts that they are offering on their platforms. Decide what your strategy should be - to compete with your competitors based on price and/or quality competitiveness? Alternatively, you could offer something completely different and stand out from the crowd.
3️⃣ Customise Your Online Store and Social Media Profiles
Next, ensure that your landing page, where customers will be directed to, is filled with attractive and persuasive content. This would entail having an attractive headline, captivating images, and making sure that your campaign offer is clearly stated. You can also consider modifying your website’s components for the duration of your campaign, and create new landing pages, pop-up windows, and cover photos to customise your website for the occasion.
Another strategy you can consider to encourage conversion is to utilise trigger pop-ups. Introduce time-limited offers, larger discounts, and bundled products while the customer is browsing your website. This could introduce further purchase urgency in the customer’s mind.
4️⃣ Create a Promotional Strategy
Email Marketing — The ideal scenario is for you to already have a list of people who are interested in your offers. Segmenting your list to ensure it is highly-targeted is more crucial than ever during the Christmas season. Well-targeted emails frequently prevail over mass messages due to the rise in incoming promotions and the customers’ limited browsing times.
Promotional Blogs — A promotional blog post with a compelling Call-To-Action (CTA) to direct readers to the landing page is one way you can use your blog to promote your campaign offer. You can choose to either write a brand new blog post, or go back to previous related posts to change the CTAs. This way, readers who reach the end of your blogs and are interested in learning more about the campaign can click through to the offer directly.
Social Media — Promote your campaign offer through your social media networks, while ensuring that you customise the post for the platform you're posting it on, in terms of the messaging and the format of the post. You might also discover that it's worthwhile to promote your campaign on a wider variety of platforms given that consumers are looking for ideas and inspiration in all places on the internet and social media.
You could also collaborate with your existing customers to create user-generated content and introduce a hashtag trend to increase audience engagement. These efforts will assist you in differentiating your brand from the other competitors in the market, in addition to helping you generate buzz for your offer. On top of that, you could also consider hosting social media contests and giveaways which would be essential for luring in new customers who aren't currently familiar with your business.
PPC — Paid performance marketing can be a fantastic way to support your marketing initiatives, particularly during the hectic festive season. You might want to experiment with setting aside a budget to promote your campaign offer on the internet and on social media if you know that there will be sufficient search demand for your campaign offer.
5️⃣ Concluding the Holiday Campaign
Once the campaign offer has ended, you should gather information on your campaign’s performance from a variety of sources, including websites, social media, and review sites. The campaign's value may then be evaluated using the pre-established KPIs. By gaining clarity on what worked and what did not, you can then glean actionable insights to improve your objectives, goals, and capabilities for your next holiday campaign.
When planning a festive digital marketing campaign, the offers you develop and the way you execute them will be what really makes the difference. Because customers are more likely to make purchases at this time of year, it is crucial that you learn how to plan your holiday campaigns well.
📌 Start Planning Your Next Festive Campaign Today!
Wait no longer!
VKT is a data-driven strategic consulting & digital marketing agency. We are obsessed about performance and helping businesses turn ineffective digital marketing campaigns into visible, measurable results, in the form of lead generation and revenue growth. In the past month, we have achieved 120% revenue growth for our clients, leveraging on customer insights and data analytics to formulate and optimise our marketing strategy.
With our experienced MRA & EDG Certified Consultant, VKT boasts a proven track record in achieving a high EDG application success rate that grants your business up to 70% funding for SMEs and 50% for non-SMEs. Looking to optimise your holiday marketing campaign? Contact us now for a festive digital consultation!