WholeLife Matrix: Financial Viability / Marketing
“Whoever said money can’t buy happiness simply
didn’t know where to go shopping.”
– Bo Derek
The holidays, especially in the last quarter of the year, generate the most revenue for an online business in the course of a year. Therefore, it is important to prepare for key holidays. This article provides some tips for accomplishing this.
1. Decide What Holidays You Will Focus On
Potential customers actually start searching for holiday gift ideas from the beginning of August, so plan early for the major holiday sales. Focus on the holidays that are relevant to your business and to your customers. To begin, focus on a few key holiday events such as Cyber Monday, Black Friday, and Christmas.
2. Create Action Plans
Using a calendar or spreadsheet, create action plans for your promotions. Include dates for starting and stopping ads for your campaigns, start and end times for sending out email promotions, and dates for when you will update banners and graphics. Consider adding more flexible payment and return policies for the holidays.
3. Choose Your Advertising Methods
Choose a few advertising methods for promotions. Some of the channels you can use to market your products include blog posts with SEO optimization, email marketing, Google Adwords, Facebook Ads, and social media posts.
If you plan on writing blogs, write them in advance to help ensure that Google has enough time to document them and to create some organic traffic for you. Plan on creating several emails for each promotion. If you email database is segmented by items that customers have bought in the past or by their preferences, you will be able to increase conversions by targeting them more specifically. Also consider that if you decide to do Google Adwords, you will likely need to bid higher than at other times of the year due to increased completion during the holidays.
If you are doing ad campaigns, use re-targeting to show your ads on Facebook or Google to people who had visited your site.
4. Stand Out With a Great Call to Action
Since the market becomes more saturated during the holidays, it is important to stand out with a strong call to action. Use wording that will immediately get the attention of your customer such as: “Black Friday”, “Cyber Monday”, “Holiday Sale”, “Free Shipping”, and “Percent Off”.
5. Landing Pages and Tracking
Creating landing pages and tracking conversions can also increase your sales. You can use Google Analytics or similar tracking software to track results. You should have overall tracking for your site set up and also set up tracking for individual campaigns. You can accomplish this by using a UTM (Urchin Tracking Module), which is a trackable link for your advertising channels and campaigns.
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