How to Build a Winning Holiday Marketing Campaign for Your eCommerce Store
How to Build a Winning Holiday Marketing Campaign for Your eCommerce Store
8 Ways to build a winning holiday marketing campaign for your eCommerce store
It’s that time of year again—the holiday shopping season. As we quickly approach what is for many ecommerce businesses their most profitable months of the year, many marketers are busy developing holiday-themed campaigns, getting budgets approved, and thinking about all the things they could do to drive more sales before year-end.
In order to get the most out of the holiday season as an ecommerce business, it’s imperative that you take time to plan ahead. It’s the only way to successfully drive more brand awareness, traffic, and sales during the last few months of 2021.
Not entirely convinced of the opportunity or the urgency? Consider the following:
If you haven’t started thinking about what kind of holiday marketing campaigns you want to launch in November and December, you need to start today—before it’s too late!
Here are eight tips that will put you on the right track toward building a winning holiday marketing campaign for your ecommerce store:
Tip #1: Think About All Your Goals
The first step in developing any successful marketing campaign for your ecommerce store is to first think about your goals. If you don’t know why you’re launching a campaign or what you’re hoping to get from it, it’s virtually impossible to determine whether your campaign brought your business any sort of value in the end.
If you’re like most ecommerce business owners, your primary goal will be obvious: to drive more sales. There are, however, a handful of other goals that you should be thinking about as you build your campaign. Here are some examples and questions to consider as you think about the goals you want to set:
By thinking about your goals in this way, you’ll have a much easier time building your campaign, justifying your spend, and tracking both the immediate and long-term ROI of your efforts.
Tip #2: Look Back at Your Past Campaigns, Then Look Across at Others
To build a successful holiday marketing campaign, you need to spend some time thinking about what has worked well for you in the past. Before you get too far in the process, spend time looking at your campaigns from last year and previous years and ask yourself the following questions:
Spending time going through this exercise will help you understand what you need to do differently (or the same) this year in order to increase the likelihood of your success.
In addition to looking at your own campaigns, it can also be beneficial to spend time learning what other ecommerce companies did to boost sales and fuel growth last year during the holidays.
To dive into other examples and case studies, explore some of these resources:
Looking at examples from other ecommerce brands both inside and outside of your industry can help you think more creatively and strategically about your own campaigns this year.
Tip #3: Focus in on Your Audience
To maximize performance and ROI, you also need to understand your audience. When deciding what kind of marketing campaign you want to launch this holiday season, and where you want to focus your efforts, work through the following questions:
Focusing in on your audience in this way will help you build a holiday campaign that’s catered for them specifically—something that they will actually care about and respond to. If you need help understanding how to better identify your audience, start with this great resource from ConversionXL.
Tip #4: Choose Your Stack
As you get closer to kicking off the process of actually building out your marketing campaign, you’ll want to make sure you have the right tools in place to help you boost productivity and efficiency at every phase.
Though not all-encompassing, here are some recommended tools that you might want to consider using when building and launching your holiday marketing campaigns this year:
For even more recommended tools to add to your technology and marketing stacks this fall, explore this resource.
Tip #5: Develop Your Theme, Idea, & Branding
To get the kind of return you’re looking for this holiday season, you need to spend time developing a strong campaign theme that aligns with your brand, your products, and your audience. To land on one that works well for all three, start by thinking about when you want your campaign to run.
For example, do you want your marketing campaign to run for all of November and December, or would you rather focus on a specific day like Cyber Monday? Would your audience be more excited and motivated by a Thanksgiving-Themed campaign, a Christmas-themed campaign, or a New Year’s themed campaign? Are the people who buy your products spending time with young kids this time of year, or are they empty nesters?
Think about what theme would make the most sense for your business, then let your theme guide your efforts as you build out the rest of your campaign.
Once you have your theme in mind, think about the actual offer that you want to promote to people in order to drive more sales. For example, you could offer special discounts for Cyber Monday, free shipping on all orders from now until the end of the year, or special pricing on bundled products that people may want to buy as gifts. Again, think about your audience and what they would be most motivated by. Use historical information from prior campaigns to create an offer or deal that brings the most return for your business during this time of year.
As you build your campaign, make sure your holiday-themed design components and copy align with your overarching brand standards—you want to have fun with it, but you don’t want to go so over-the-top that your audience doesn’t recognize or associate your campaign with your brand and its reputation.
Tip #6: Secure Promotion Partners
To boost success, spend time beforehand connecting with and securing relationships with the right partners who can help you when it’s time to promote your campaign. Your goal is to find partners who can help you tap into audiences that you otherwise might not have had direct access to. Some examples include:
If you haven’t spent a lot of time connecting with influencers or partners in the past, read through these resources first:
Tip #7: Plan Ahead, Then Launch
As I mentioned at the beginning of the post, the biggest thing you can do to ensure your success when it comes to launching and running holiday marketing campaigns is to give yourself enough time to plan, prepare, and launch. Keep in mind: the end of the year is an incredibly competitive time of year for any ecommerce business. Nearly every online retailer is competing for the attention of the same group of people: those who are willing to shop online.
Give yourself enough time to develop a creative, original, and compelling campaign that will help you cut through the noise and reach your target audience. Before you launch your campaign, work through all the other tips mentioned above—talk to customers, build your tech stack, review campaigns from last year, find your partners, etc.
When you finally have all the pieces in place: launch!
Tip #8: Hire Extra Fulfillment Help
In ecommerce, your work doesn’t stop after you launch your campaign. It continues on until your customers have the products they purchased from you over the holidays in the hands.
To avoid damaging your reputation or losing out on future sales, make sure that you have the extra help needed to handle the uptick in fulfillment that you may receive after you launch your holiday marketing campaigns. Keep to the promises you make on your website and in your transactional emails when it comes to shipping and delivery estimates.
Hire family friends and other part-time workers ahead of time to ensure that you have the extra help needed in order to get every order out on time. Doing so will help you keep your new customers happy and your brand reputation intact going into the new year.
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