The Threadgill Agency | Get Noticed: Seasonal Marketing Dos and Don’ts | The Threadgill Agency
Holiday marketing efforts don’t have to get lost among the festivities. Start these seasonal advertising strategies and year-round planning for your brand.
Marketing Seasonality
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Get Noticed: Seasonal Marketing Dos and Don’ts

Get Noticed: Seasonal Marketing Dos and Don’ts

As plates, schedules, and shopping carts fill up, hopping into the holiday spirit is a jolly way to reach your customers. Promoting your product, service, or brand online during the holidays shows your customers you’re in tune with the season and their needs.

Your business may be seasonally relevant, such as an outdoor recreation store, or holidays may be prime time for your niche — like the hospitality/travel industry or gift products, for example. No matter your industry, keep in mind this helpful advice from Click Z:  “Even if you are not in a seasonal business, your consumers are reacting to the season in predictable ways that you can leverage.”

Your digital marketing strategies are more important than ever. Consider these statistics:

  • 8 out of 10 shoppers are influenced by the internet before purchasing.
  • 23% of US Christmas shoppers actively use social media for purchase decisions.
  • While the rate of overall holiday sales growth is expected to decline this year, US holiday season sales are expected to hit $1.3 trillion(!), with e-commerce making up 18.4% of spending.

So, how do you stand out with all of the promos, sales, ads, and emails during the holidays? And what’s the optimal year-round strategy so you’re not sinking all of your resources into one month? Read these tips to make the most of your holiday marketing.

 

The Dos of Seasonal Marketing

Take advantage of scarcity marketing. With supply chain issues and mindful shoppers reacting to rising prices on everyday products, inform your customers of exclusive sales, limited products, or year-end closeouts. Emphasize the urgency without coming across as doomsday: “Limited time!” “Only 3 left!” “Order before [date] for free shipping!” “Exclusive email offer!”

Review what’s worked and what hasn’t in the past. Look at your stats from previous years to see what ads, emails, and other marketing efforts have resulted in sales or open rates and click-throughs. Utilize Google Trends to view seasonal patterns related to your business, and use SEO accordingly.

Repurpose and repackage. If you had a successful campaign or product last year, now’s a great time to reuse it with updated ads. Utilize A/B testing to compare their effectiveness against brand-new campaigns. 

Get creative. Partner with influencers. Or create fun behind-the-scenes videos of your product or workshop. Plus utilize short-form videos like TikTok, Instagram Reels, and YouTube Shorts. Tap into the 68% of buyers who go to YouTube on their smartphones when making purchasing decisions. Buyers love a personal connection to their purchases, whether it’s the owner/creator or other customers.

 

The Don’ts of Seasonal Marketing

Don’t ignore the holidays. Even if your business is not seasonally driven, reach out to your customers to keep your brand in front of them. Send a holiday greeting. Cue up what’s coming in the new year. Find a relevant pitch. For example, if you’re a bike shop, advertise that now is the time for tune-ups. If you provide a service, push out helpful content like a list of holiday tips or fun facts relevant to your industry.

Don’t be surprised by higher ad prices. Increased online competition results in higher prices for click costs and CPMs. Holiday bid prices could see an increase of 140% over their average yearly rates! Plan your budget accordingly.

Don’t utilize just one marketing channel for the holidays. A smart strategy year-round, diversify your marketing and make it valuable to your customer: emails, paid and free ads, social media, video/audio, and traditional advertising. And don’t forget to optimize your website for high-performing seasonal keywords. 

Don’t rely too much on seasonal marketing. One of the biggest mistakes is to put all of your eggs in one basket, then feel down if your message gets lost in the hubbub. Don’t just look at month-over-month results. 

 

“Looking at data from targeted marketing all year long provides a bigger, better picture,” says Mat Threadgill. “A true win comes from steady gains throughout the year be consistent and don’t worry about a seasonal snapshot!”

If you need to develop a successful year-round digital marketing strategy, including seasonal advertising and SEO, contact The Threadgill Agency today.