Even if your business isn’t in retail or e-commerce, you still need a holiday marketing plan. Why? Because, like it or not, the holidays are what people are focused on in the latter months of the year. One piece of good news is about this is, even if you don’t sell a product that would go nicely underneath a Christmas tree, nearly every industry is impacted by fall and winter holidays in some way.
Another piece of good news? If you haven’t planned your business’ holiday messaging for your digital media channels, it’s not too late. Digital marketing and media channels like seasonal web pages or special online offers and social media posts and blog articles can be pulled together quickly, so your company’s holiday messaging is timely and fresh.
If your marketing department is just getting started with its holiday marketing strategy, consider the following steps to develop a quick plan for the next few, holiday heavy months.
If you haven’t factored in the holidays already, you may need to adjust your existing marketing calendar to make room for additional messaging. Is there room to add a few social media posts and at least one blog article each month that will allow you to address relevant topics related to your product or service and the upcoming holiday?
For example, a client anticipating or going through a divorce during the holidays may need a blog article with a supportive undertone about getting through the holiday alone. Social media messaging might lean toward, “We are here for you.” And dentist might remind people how many pictures are taken over the holidays and promote an online offer for a teeth whitening during the fall and winter months. Their social media messaging might be, “Smile for the camera.”
As always, remember to honor cultural diversity. When you’ve determined your company message, take a hard look at it to ensure it is sensitive and inclusive.
Remember, the best marketing is consistent and reliable not on-and-off, so follow the schedule you’ve been posting at as best you can. You will have more competition in your prospective clients’ inboxes and news feeds during this time of the year. While you can usually get away with stepping up the frequency with which you reach out to clients, your messaging should still be mostly inline with the the rest of the year.
Don’t forget to reach out to your writers and designers to schedule additional blog articles or visuals if you plan to post holiday-related articles or graphics for special offers. Set reminders on your calendar to cue you to post special offers and to remove them before the next holiday approaches.
Scheduling your messaging will help your holiday marketing efforts fit seamlessly into the rest of your marketing plan – even if they were added last minute.
Holiday marketing isn’t always intuitive, and this late in the game, it can feel overwhelming. But with digital marketing strategies, it can be done quickly. If your company needs help developing a plan, reach out. Above the Fold Media can help!
David Sahly has spent his entire career working with organizations of all sizes to come up with practical digital media strategies that work. Before founding Above the Fold Media, he worked at Search Engine People as the Senior Manager of Business Development. He has his hands in every part of the marketing development strategy and is passionate about watching businesses thrive.