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Quick Holiday Marketing Tips for Black Friday

by: | November 18, 2011

Boom! It’s already November, and the holiday season is once again encroaching, with Black Friday right around the corner. No matter where you are in your personal holiday shopping, it is time for your business to ramp up your online marketing attack in order to get your slice of the proverbial Yule log.

Online shopping rose by over 15 percent in 2010 and is projected to increase in 2011. It’s a little late in the game for a full-on, coordinated holiday attack, but there are still some things you can do to ramp up sales and engagement this season. Corey Miller, one of the director’s at Orlando’s PUSH marketing agency notes, “I think the key thing for any small business in this position looking to implement a digital campaign is to be efficient and targeted. Digital marketing eliminates a lot of the entry barriers of traditional media like cost and allows advertisers to focus on very specific consumer segments through content or location to minimize waste.”

There are three areas where you can move and adapt quickly when it comes to shaping an online marketing plan: pay per click (PPC), content, and social media.

PPC

Pay per click ads allow you to adapt quickly to target different audiences. Develop ads aimed directly at holiday shoppers: Create ads directed at males with last-minute gift ideas, or develop ads for women that outline a gift that guys cannot live without. The beauty is you can target anything: gifts for children, holiday catering, holiday recipe ideas, gift baskets, gift cards, gifts for grandpa, or a random present for an office gift exchange. People are online and shopping right now, so grab their attention, leveraging the season.

If you have the time and the resources, gear your landing pages toward the holidays. Since your landing pages are already optimized for conversions, you can just add a little holiday charm with design and calls-to-action that speak to shoppers. It is a good idea to push your products to the Amazon storefront and even advertise on Amazon, as they receive particularly heavy traffic during the shopping season. It is also wise to optimize PPC ads for mobile search while doing the same for product landing pages.

Content

Developing some holiday-oriented content can be festive while creating searchable topics for potential customers. A news item or blog post that subtly intertwines insights about holidays with your products and services can drive traffic. Links and ads on your news and blog pages can push readers towards a conversion. If there is a designer on-hand, creating insightful and sharable infographics on holidays is a great way for your name to go viral. Look at what an Orlando website agency, Big Eye Creative, did for Halloween as an example. (Zeus made a Halloween-themed infograph, too!)

Social Media

Social media allows you to relax (a little) and have fun with content and different subject matter. Try posting interesting articles and insights about the holidays on your social channels. Create polls and ask questions to get your following engaged and participating. The more you can illuminate the link between what your business is about and the holidays, the better.

This is also a great way to crowd source information and determine the pulse of the public as to what they are interested in. For instance, if you sell Red Ryder BB Guns, you could have people submit pictures of themselves with their trusty gun or post stories of their fond memories of the gift. If you are a travel agent or broker vacation rentals, do a series of posts on favorite holiday destinations. Creativity goes a long way when finding links between your business and the holidays. The social channels also allow you to share some of your targeted, holiday content with a following that can then share it with their friends.

The holiday season is already here, but it’s not to late to get a digital marketing campaign in gear. The key is to be creative, have fun, and START NOW.Marketing Zeus

Posted in: B2C, Banner/Display, Branding, Campaign Development, Content, E-Commerce, Facebook, Lead Generation, Link Building, Mobile Advertising, Optimization, Paid Search (PPC), Rich Media, Social Networks, Travel, Twitter

About the Writer:

John Prinzo is a Rollins College graduate and has an MS degree from Full Sail University in Internet Marketing. He began his digital career as a Project Manager for Lightmaker in Orlando, FL – a renowned digital agency. He is currently the Digital Marketing & PR Specialist for Orlando Health. John is an avid music fan and writes and photographs as a freelance music journalist. He collects his music coverage on his Orlando music blog, Kisses & Noise. His focus is on project management, digital strategy, copywriting, SEO, social media, blogging, and rocking out.

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