You knew the second that #backtoschool18 were all over your Instagram feed it was time to get started with your holiday marketing plan.
Then the leaves started to turn and as you sipped that sweet, sweet PSL that you needed to get started on your holiday marketing plan and...you know...executing it.
Then you kinda...stumbled through Thanksgiving and Black Friday and now it’s Cyber Monday and your sales aren’t quite what you hoped they’d be. But at least you ate pie.
Now Christmas is less than a month away, you’re still sugar crashing from three months of PSLs...and you’re still kinda nowhere on your holiday plan.
I feel ya.
Keeping up with the day-to-day of running your business is hard enough and the crazy way in which time seems to speed up from the dog days of Summer to ball dropping on Times Square leaves most marketer and business owners overwhelmed AF, to put it mildly. But having a plan in place this time of year pays C-R-A-Z-Y dividends as consumer spending skyrockets throughout the holiday season.
So whether you are still recovering from Thanksgiving weekend or you’re already thinking more about your plans for the fresh slate that is 2019, here are some important gems for keeping your holiday marketing campaigns on the straight and narrow so you’re not crying into your empty wallet come December 26th.
1. Take This Week To Get Automation in Place
It is more likely than not that either you or your social media resources will be out of the office at least a couple of days before the holidays. Instead of dealing with panic stations when you realize that OMG I FORGOT TO BUY GRANDMA A GIFT or WTF CAN’T I CONTACT MY SOCIAL TEAM and you don’t have content pre-scheduled, use this week after Turkey Day to sit down, focus, and batch schedule your content through to this Friday. Then do o the same thing for the weeks leading up to Christmas and New Year. Use social automation tools to do this (I love Later and Sprout Social) and enjoy the sweet relief of waking up next week knowing the four weeks of content leading up to Christmas are SORTED.
2. Don’t Half-Ass Your Visual Content
Quality visuals - both photography and video - are essential to the success of your digital marketing campaigns Content with engaging visuals get 94% more views. Tweets with images are retweeted 150% more than those without.
But just throwing any image up isn’t really good enough. Be mindful of trends, do better than Home Alone #yafilthyanimal tags, dated stock photos of snowmen, and cheesy videos complete with sparkly snow effects. Instead, take a look at Shutterstock’s Creative Trends Report for 2019 and use it to inspire you to create content that is eye-catching, unexpected, and share-worthy.
Some ideas to get you started:
A cute Christmas emoji stop-motion made with an app like Stop Motion Studio.
Pop-art inspired dot graphics with things like Peppermint Mocha Latte love or other things that will invite organic engagement.
Editorial style images or video shorts that evoke an emotional, nostalgic response.
You can use an app like Over to create videos with multiple images and neat animations!
Last but not least, GIPHY!
3. Diversify Your Approach
As much as I wish killing it on social media was as easy as just syndicating posts from Instagram or Facebook across all social media channels...it’s not. Things worth having (the aforementioned ‘killing it on social’) are rarely that easy.
Different approaches and content work better for different channels. Simple graphics might best leveraged for retweets while Facebook tends to lend itself more to explicit calls to action. Make sure that you’re not plastering Twitter with those CTAs just because it was easy to set up a Zapier zap to send content from Facebook rather than curating and creating posts specifically for the platform. Yeah, it is extra effort, but it’s worth it.
4. Give More Than You Expect To Receive
I know this post is about getting your shit together so you can fill your wallet. But the holiday season isn’t just about making your bottom line so awesome you could sing. It’s also a time to build significant goodwill and reinforce your brand’s reputation. So give to get with freebies, discounts, and can’t-be-missed promotions for your existing customer base.
Beyond that, this is the perfect time to reinforce your brand’s social values by running a promotion to benefit a cause in alignment with its beliefs and mission statement.
5. Spend Money To Make Money
The holiday period is the time of year when social media is inundated with branded content...meaning that your audience’s focus is even more split than it is the rest of the year.
I am always of the opinion that to get results from Facebook in particular, you gotta pay a little to play. But if you don’t agree, I still think you should consider a targeted advertising campaign (or three…) to ensure that all this content you are scrambling to get together this week actually rises above the cacophony going on in audience news feeds at the moment.
I will be posting a little more about how to do that later this week, but suffice to say, I think it’s worth throwing a little money at getting your content seen so it can convert.
Okay, Are You Ready? Take Action!
So there you go, some actionable advice to light a fire under your tush and get you working on that holiday marketing for 2019 before it’s too late!
If you’d like some more help, click here to sign up for my free Procrastinator’s Guide To 2019 Holiday Marketing - complete with a list of 30 fun ideas to get your creative juices flowing. Not only that? I’ve thrown in five FREE holiday stock images for you to use because I am sweet like that.