When it comes to holiday planning and social media, one of the most common mistakes is failing to get an early start. Many brands think they can come in a week or two before the holiday season gets underway and execute a successful strategy. However, like most things in marketing, it takes time to procure your efforts if you really want to make your holiday social media campaign work in your favor.
Social Media Holiday Promotions: The Importance of Planning Ahead
Due to COVID-19 (Coronavirus), 2020 is expected to look quite different from years past. With the pandemic raging on in many parts of the world, buyers’ habits have changed. This means your marketing tactics should be changing, too. One of the biggest differences to be aware of this year involves the timing of the holiday season. Specifically, consumers (expecting longer lead times, shipping delays, and stocking issues) are likely to begin their shopping much earlier. According to experts at Berkley Research Group, the start of the holiday shopping season could be as early as October 10th. Therefore, if you’ll be running any seasonal promotions, it’s crucial to have a plan in place and to begin promoting them on social media as soon as possible.
Planning ahead encompasses a few steps, including:
- Starting Early – Begin planning your holiday social media campaigns no later than October. The earlier you can tout your big sales and promotions to your customers, the earlier you can position your brand as the best choice this holiday season. Be careful not to advertise too early, however, as this could turn some users away from your business.
- Making a Schedule – It’s important to build the momentum up to your big event slowly. Tease customers with promos and sales, but don’t go overboard, as this can also annoy potential customers. Think about the days that will be most important to your social media campaign. For example, you’ll probably want to highlight your sales and promos as Black Friday and Cyber Monday approach.
With the pandemic looming, it’s expected that more consumers will fulfill their holiday shopping needs online than ever before. According to Deloitte, eCommerce sales are forecasted to grow by 25 to 35 percent this holiday season. Therefore, there’s no better time to capitalize on the screen space that’s put before your audience.
Prep Your Product Catalog
With all of the changes to the retail landscape this year, you might feel like you don’t know where to start. Don’t worry – with careful planning, you can turn your campaigns into strategies that work harder for you.
Make sure your catalogs are set up in a way that makes it fast and easy for your customers to see all of your products, prices, and descriptions without having to go through too much trouble. Properly set up product catalogs allow people to check out your selection without aimlessly wandering down aisles of your store (virtually or in-person). You can even simplify the approach by creating a social media ad or post highlighting the products you expect to be most popular during the holiday season. That way, your products get the attention they deserve.
Optimize Your Mobile Experience & Get Active on Social
In 2019, there were over 5 billion unique mobile users, and this number is only expected to increase this year as technology improves. If your website isn’t mobile-friendly, it’s time to change that. It’s no longer because people want to interact with their favorite brands on mobile platforms – they need to do so. Your store should be set up so that people can make purchases and ask questions right from the palms of their hands. If your site doesn’t allow this, you’re definitely losing out on potential customers.
Another great way to optimize your purchase experience is by utilizing tools like Instagram Shopping. This feature allows users to browse and buy your products directly from your Instagram profile, creating a seamless journey from the top to the bottom of the purchase funnel.
Speaking of how people use their phones, you must be on social media. Last year’s numbers indicate that there were almost 3.5 billion active social media users. Again, you can expect this number to be even greater this year. So, whether you’re highlighting your Cyber Monday deals or hosting a holiday-themed giveaway, it’s important to maintain a persistent (and engaging) presence on social platforms.
Start Planning Your Holiday Campaigns with Help from Zero Gravity Marketing
Are you ready to write your social media list and check it twice? Let our team at Zero Gravity Marketing assist with your upcoming campaigns, so you can get the most out of your efforts. Contact us today to speak to one of our social media strategists!