Begin prepping now for a profitable 4th quarter with these e-Commerce Marketing tips for the 2017 holiday season.
The leaves have begun to change colors, and Halloween is just a few days away. What does this mean for your e-Commerce business? It’s time to pick-up the pace with your marketing strategy for the 2017 holiday shopping season!
Remember the days when shoppers waited until Thanksgiving to begin holiday shopping? As of the 2016 shopping season, 40% of seasonal gift buyers started purchasing before Halloween. It is likely that statistic will continue to hover in the 40% range, which means that increasing your brand awareness in October and November is vitally important.
If you don’t already have a strategy in place for the 2017 holiday season, it’s not too late to make the push now. Here are the key points to focus on:
Learn About Your Customer
The more you know about your customers, the more you can focus efforts for their attention. Learn the buying patterns and psychology of your ideal customer with resources such as Facebook’s Audience Insights. Study demographics, interests and geographic locations to hone your marketing efforts for a targeting approach.
Schedule, Schedule, Schedule
Holidays aside, you should already be scheduling everything and anything pertaining to your e-Commerce business on a master calendar. But if you aren’t, now is the time to start. Stay organized by deciding when you will update your website, deploy email marketing campaigns, begin and end promotions, update your blog, and post social content. Your calendar should also include all advertising channels you are using. This way you can be more aggressive with your online ad bidding strategy.
Make Everything Urgent
What triggers impulse buying the best? Anticipation and urgency. Promotional and pre-sale ad teasers imply scarcity with the mere mention of limited quantity and the ticking of a countdown timer. Everything from shipping deadlines, limited time promotions for Black Friday and Cyber Monday, and compelling calls to action gives your customers a reason to buy right now!
In order to make money, you’ve got to spend some money. Allow ample resources to run round-the-clock ad campaigns, free shipping deals for high impact days like Black Friday and Cyber Monday, and heavy scheduling of customer service staff.
Measure as You Go
How will you measure your conversions and sales? Depending on what your goals are, your metrics will differ. But, you’ll find that A/B tests come in handy when assessing the impact of your marketing campaign. Explore the available tools at your disposal, including analytics connected to your e-Commerce platform, Google AdWords, Facebook Ads, etc. Be sure to check your campaigns daily, and make tweaks as you go to maximize your ad budget. If an ad isn’t performing well, a minor change can often make a huge difference in performance.
Don’t Forget to Sequence Your Creative
Creative sequencing is all about showing the customer the right message at the right time, all the way to the check-out process. This will ensure customers get a message that lines up with their place in the purchase cycle — from brand introduction to an abandoned shopping cart. Put your most popular products on showcase, highlight their key features. And, constantly test which creative is converting the most customers.
The more you know about your customers going into the holiday season, the better prepared you will be for executing a winning marketing campaign. There isn’t any time to waste in deploying your holiday marketing. Get to work!