The holidays are when people spend more money. Even if you have great products or services that people want, digital marketing, and more importantly, SEM marketing, needs to continue to be a focus of yours. However, it's important to take a seasonal approach, and be sure that you are practicing political correctness within every campaign.
Wish People a Happy Holidays
We live in a diverse world and not everyone celebrates the same holidays. Your target demographic likely includes people with an array of religions and beliefs, including those who are without religion entirely. If you wish someone a happy or merry holiday that they don't celebrate, you could end up alienating them.
This is when it's imperative to do your research and know your target demographic. Whether you are B2B or B2C, you need to know who you are selling to. If you know that your audience is 100% of a certain population, then go ahead and wish them the happy whatever that they celebrate. if you're not 100% certain, however, it's best to keep it generic.
Focus on Your Graphics
You need to consider graphics you use throughout your digital marketing campaigns. Think twice about choosing a red and green background or a picture of Santa so you don't upset your audience. Just as you are cautious about wording, the same is said about the images. A picture is worth a thousand words and you could alienate your customers just because of choosing an evergreen tree instead of a snowflake.
The colors and graphics you use are a big part of your digital presence. It's what people see even before they start to read the message. You want people to get to your message, which is why you have to be careful not to offend. If you're going to use certain colors and graphics despite the warnings, you should be cognizant of doing so.
Send Out Email Marketing Campaigns
Email remains one of the best ways to communicate with consumers. If you have a mailing list, treat it like gold. People are more likely to read an email and click on a link than they are to pay attention to something you posted on Facebook or sent a tweet about.
As you send out an email campaign or newsletter, acknowledge the upcoming holidays. Recognize the pain points of your target demographic and give them a reason to work with you. Even if they have been a customer in the past, it's important to provide the reminder - otherwise they could easily be lured to the dark side by your competition.
Update Your Landing Pages
Regardless of what products or services you offer, the holiday season is a good time to update your landing pages and focus on conversion rate optimisation. Talk to your target demographic about what they are doing. If your goal is to make their life easier, talk specifically about what help they may need during the next few months. This could be anything from dealing with company to the last-minute shopping.
With the updates, you show that your content is fresh and relevant. There's a place for evergreen content, but your landing pages aren't one of them. Set a reminder on your calendar to change the content away from the holidays once again in January, but now, focus on the moment.
Digital marketing is critical to your success as a business. You can't ignore the holidays and your marketing approach shouldn't ignore them, either. Focus on your campaigns, ensure you're visible in the search engines, and add a little holiday cheer to your marketing to ensure customers can relate to what you pitch.
Learn more about marketing by contacting us at Hat Media today or for more information please download the Business Automation E-Book.