November 1st is usually the target launch date of holiday marketing campaigns. The key to successful campaigns is good planning. Here are three things small businesses should keep in mind when planning a holiday marketing campaign.
Automation – as in Marketing Automation
It doesn’t matter what industry you are in or how big your company might be, you need marketing automation for your business if you are trying to compete for customers online. You will also need marketing automation to ensure your business is not missing out on opportunities. It is estimated that 95% of visitors will leave your site unnoticed if you don’t use a marketing automation’s website visitor tracking software. Marketing Automation is an efficient, time-saving and effective business process. A marketing automation system helps you manage your leads, which is different from lead generation. The goal of lead generation is to get more names in your database; the goal of marketing automation is to transform raw leads into sales-ready leads. My marketing automation software recommendations for small businesses include: Marketo, InfusionSoft, and Eloqua.
Back To Basics
Without at a basic marketing strategy, marketing tactics and tasks work for only a short time. Marketing basics include your core product or service, your value proposition, your core target market, and your competitive landscape. At the very least your marketing strategy should be built on your core business, buyers and decision makers. Any online marketing strategy should take into consideration the online behavior of target online visitors. Next, identify the most effective and least effective channels to drive your audience to your online properties (website, Facebook pages, etc). And last but not least know how you define success; what key metrics need to be monitored and managed to understand the difference between success and failure.
Cross Channel Marketing
Integrated cross channel marketing continues to be a growing trend among marketers. A survey by Experian Marketing Services, revealed of the 200 marketers surveyed, 83% said they plan on running coordinated, cross-channel marketing campaigns during the holiday season, with 55%t stating they will be coordinating marketing campaigns across four or more channels. According to the survey results, the top three marketing channels that will be used this holiday season are online display (59%), email (55%) and print (46%). Search (30%) and mobile (24%) are the next top two channels that round out the top five.
More than ever before, consumers are searching, comparing, creating wish lists, and shopping for holiday deals and gifts online. Small businesses can prepare themselves for the busiest sales season of the year by having a solid holiday marketing plan in place well in advance.