Have you ever wondered why there’s a tremendous surge in traffic and conversations on social media platforms during the holiday season?
It’s because everything happens on social media, from product discovery to promotions to sales and even customer service.
With over 3.6 billion social media users and a spike in time spent on social platforms, it’s crucial to develop an effective social media plan that will help your small business achieve business goals before the year ends.
One of the easiest ways to enhance your brand’s organic reach during the holiday season is to create social content that resonates with your target audience, allows you to form connections with your customers, promotes holiday deals and discounts, and encourages them to engage.
In this article, the experts at this digital marketing agency in Miami will share how to create an effective social media plan that will propel your business during the holidays.
The first thing you need to do is determine your goals for the holiday season.
Is it to be profitable? Get new customers? Or both?
It’s important to have an overarching objective because this will direct your social media campaigns.
Once you’ve determined your goals, think about three different campaigns for the following:
If you’re not sure what kind of social campaigns you should be running during the holiday season, take inspiration from your competitors and other online stores. Conduct competitive research, take note of trends, and see how you can apply them to your small business.
Also, don’t be afraid to consult with the best digital marketing agency in Miami.
Here are some ideas to help you get started:
Aside from making content to drive organic traffic to your site, it’s also important to invest in paid social ads to boost your promotional efforts during the holiday season.
Organic reach on social media is no longer what it used to be. Plus, competition is very tight during this time, so to effectively reach your intended audience and get ahead of your competitors, you need to invest in social ads.
When planning your paid ads across social channels, you want to do the following to ensure successful campaigns:
Another key to a successful paid social media campaign is to make sure you’re spending your ad money effectively throughout the month. Here are the five main factors that impact the efficiency of your ad spending:
The next step is to focus on designing holiday offers and making content to get your assets ready for the incoming shopping season.
Here are some best practices to follow:
When it comes to designing your holiday offers, think about what your target audience finds valuable and use this to create irresistible holiday sales, offers, product bundles, and packages.
Consider offering free shipping, giving away a gift for every purchase, and huge discounts on slow-moving items. It's best to personalize your offers depending on the segment you're targeting. For example, some customers are more attracted to offers that give out free gifts while others are more likely to buy from you if you offered free shipping.
Boost your posts with holiday promotions to ensure they reach your intended audience and build awareness about the incoming sales and gimmicks you’re having this holiday season.
It’s best to start boosting your posts starting in October. The reason why you want to start early is that ads cost much less during this time but spike starting Halloween and onwards.
This also allows you to build brand awareness and retarget the audience later on, which increases your chances of converting them into customers when the big holiday shopping days come.
Right after Halloween and before Thanksgiving, focus on putting out the following content to build hype and excitement around your Black Friday and Cyber Monday sales:
Spend $100, save $20
Spend $150, save $50
Spend $200, save $80
Once the clock hits midnight, it’s time to launch your Black Friday promotions on social media to drive more people to your site. As your trusted digital marketing agency in Miami, we suggest you repeat the same strategy for the rest of the holidays.
Use social media stories to continue building hype around the sale. Let people know how many people are buying certain products, and what your best sellers are, share user-generated content, and urge people to buy before you run out of stock or they miss the deal.
Remarket these posts to the audiences who have previously engaged with your posts in the past across all placements, such as feeds and stories. People who are already familiar with your brand will most likely buy from you. Just make sure you’re offering the right deal with a clear and concise ad copy.
During this time, you want the messaging on your promotional content and ads to be clear and straight to the point. Let them know what you’re selling and what your holiday offer is.
Build new creatives and launch new ads for different holidays. You want your creatives to be relevant, timely, and speak to the needs and wants of your target customers.
After a holiday, once an offering is no longer relevant, make sure to turn off these ads.
For example, after the duration of your Black Friday sale, make sure you turn off your social ads for it.
For the days leading into Christmas, focus your offerings on value propositions that convert and drive urgencies, such as free gift wrap, free shipping, last day for shipping cutoffs, and many more.
After Christmas, focus on post-holiday social media campaigns to get rid of excess inventory you’ve accumulated throughout the holiday season. It’s also the perfect opportunity to tease customers about new January releases.
Digital Resource is a digital marketing agency in Miami that specializes in helping small business gain traction online through SEO, SEM, social media, and paid advertising efforts.
If you want to generate more sales this holiday and capture new customers, we can help! Contact us today to get started!