Plan! Prepare! Stay Ahead!
So now you know why it’s important to plan for the holidays, it’s
time to get organized and prepared. There are a few components to an
effective holiday marketing campaign. Before you begin executing your
campaigns, you need to begin by planning a few critical components. Here
is what you could do to help stay ahead of your competition and plan
for the upcoming holiday season.
Plan
1. Decide which holidays you want to participate in.
The first thing you will need to do is to decide which holidays your
store will participate in. As we mentioned previously, there is some
type of holiday almost every week in the last two months of the year.
Participating and preparing for all of them would be madness so you will
want to strategically choose your battles.
If this will be your first time doing a major holiday promotion, we
would suggest choosing two or three to tackle; for example, Black
Friday, Cyber Monday and Christmas.
2. Create a promotional calendar.
Now that you know which holidays you want to participate in, it is good
to start mapping things out. Staying organized will be critical over the
busy holiday season to help ensure the success of your campaigns.
3. Plan your return policy and additional payment options.
You will probably want to reconsider a few policies for your store in
light of the holiday season and being competitive. Many online and
offline stores will offer and more liberal and extended return and
exchange policy for the holiday season. You will need to consider if
this is the correct move for your store by carefully considering the
impact it can have on not only sales, but also how it will affect your
already established processes.
4. Determine which ad channels to focus on.
Every business, big and small needs to choose their ad channels
strategically. Being too scattered will only compromise your campaigns
in the end.
One of the most important parts of preparing for your holiday promotions
is to begin preparing your marketing needs and material. Marketing
campaigns have many components to them that all need to be in alignment
to achieve the most success, which is why it’s so vital to begin
preparing these things ahead of time.
Prepare
The months of November and December are guaranteed to be hectic
times. If you leave all the work till then, you’ll likely find yourself
skipping out of key pieces due to lack of time. That is why it’s so
important to begin prepping your content right away so you can leave
November and December to executing your promotional calendar.
1. Emails – If you have a email list, this
is going to be an important promotional channel for you. If you have
written promotional emails before, you know they can take a good deal of
time and hitting the send button can be nerve wracking. This is because
once you hit send you cannot take it back. This is even more reason to
prepare this channel ahead of time. Keep in mind, because of the
importance of the holiday season; you will likely want to be planning
several emails for each promotion. In addition, you may want to consider
segmenting your email list for maximum effectiveness.
2. Ad Copy – Writing strong and compelling
ad creative can take time to come up with. This is precisely why it is
so important to begin writing ads ahead of time.
3. Blog Content – As things get busy,
writing blog content will be the last thing on your mind. This is why
it’s a good idea to write blog post ahead of time for the holiday
season. Additionally, you’ll probably want to post your blog posts prior
to other marketing initiatives to ensure they have time for Google to
pick them up and begin attracting organic traffic.
4. Landing Pages – Next to emails, creating
landing pages for your promotions and sales can be extremely effective
at helping further bump up your conversion rate for the holiday season.
You may want to consider creating separate landing pages for your ads as
well as your emails. In Shopify, this can be as simple as creating a
new collection or page for each promotion.
5. Design & Graphics – You design and
graphics will help tie you campaigns together and keep things
consistent. From your email designs, to promotional banners for your
website, Facebook and Twitter, Graphics can help you visually and
quickly help your followers and visitors understand your promotion.
Getting design work for your campaigns done early can take a major task
of your shoulders when it comes time to execute.
Track
Irrespective of the media you use to market your store and products,
it is good to remember that this is only half of the equation. The
second half, and arguably the most important, is tracking your efforts.
Without proper tracking and analysis, you will always just be guessing
the true success of your campaigns.
Execute
The final step is naturally to launch your campaign by closely
following your promotional calendar. By the time you get to this step,
if you have planned and prepared properly, you should have most of the
components ready to go and it should simply be a matter of executing on
each step of your plan.
Adapt & Modify
If you have set up your Google Analytics and stay on top of your
campaign results, you can modify your promotions while active to help
ensure their success.
The holiday season is a busy time for ecommerce stores and retailers
across the country. Planning, preparing and executing proper marketing
shipping and customer relation strategies would go a long way to ensure
that as a business owner, you are able to reap the most benefits and
pull in the maximum sales possible.
Source: http://www.qualdev.com/blog/how-to-prepare-your-online-store-for-the-2016-holiday-season/ |
