A Step-By-Step Guide To Mastering Your Christmas Marketing Strategy

Sleigh bells ring, are you… positioning your marketing for maximum engagement in today’s dynamic landscape? You might think it’s a little too soon for this question, but typically, most marketing teams start planning their Christmas content in July.

So, if you want to give your Christmas content a chance to truly work its magic, you’ll need a stellar marketing strategy up your sleeve. Or in your stocking. Luckily for you, Santa’s come especially early this year – we’re here to help you tie a festive bow around your seasonal messaging.

Step 1 – Create an action plan

Before we get stuck in, let’s start by identifying your strengths – and how you can work them to your advantage. This is especially important when time is of the essence. Perhaps you have a sizeable social media following that you can engage with weekly blog posts, or maybe your email database runs in the thousands. These are the channels to focus on first.

Next you’ll want to structure your ideas around a sales funnel. Since a lot of people start planning their Christmas gifts way ahead of December, it makes sense to start generating insightful content around predicted big sellers which will move prospective customers from ‘awareness’ to ‘interest’. Set out a week-by-week plan of key dates and actions to focus your efforts – things like gift guides, interactive quizzes, unboxing videos, customer testimonials, and exclusive discounts and promotions all prove popular when it comes to driving sales.

Step 2 – Optimise your website

In the fast-paced digital era, attention spans are fleeting. Consumers crave efficiency and simplicity – they want maximum value for minimum effort. And if you want to ensure your Christmas marketing efforts aren’t in vain, you need to accurately reflect their needs. That’s why you should consider auditing your website to uncover any areas that may be causing customer frustration before heading into the festive season.

To streamline the user experience, create a dedicated landing page for your Christmas offering – or multiple category pages to promote ‘Gifts For Her’, ‘Gifts For Him’, and ‘Gifts For The Dog’. This targeted approach allows customers to quickly navigate to their preferred section – improving engagement and maximising conversion rates.

Step 3 – Scale with the season

Digital marketing has the power to drive unprecedented growth – but only when it’s done right. If you’ve spent the best part of September forming campaign ideas and getting your infrastructure ready, make the most of October by focusing on keyword research, target demographics, and media channels that promise to deliver the best results.

Starting early ensures your marketing efforts stay in sync with the evolving Christmas shopping cycle, keeping your message relevant as your audience’s search activity increases. What’s more, it also increases the chance of clicks converting into sales. 

Step 4 – Be realistic

Embrace the spirit of the season – but don’t let it cloud your judgement. From manufacturing budgets to delivery deadlines, make sure that your marketing campaign is realistic. There’s no point promoting your products right before the 25th if the last order deadline has already passed. Work in harmony with other departments to guarantee the only surprises you’ll have in December are the ones under the tree.

Equally, factor in the resources you’ll need to see your Christmas marketing strategy through. Have you accounted for annual leave? For someone to continue to handle business as usual content? This is critical if you want to turn your ideas into action.

Keep your audience engaged in December and beyond

There you have it: four foolproof steps to sleighing your marketing this Christmas – and plenty of merry metaphors to inspire your festive campaigns. 

If you think your marketing strategy could do with a helping hand, our expertise is evergreen (no tinsel required). Reach out to our award-winning team for guidance on crafting compelling content that resonates with your audience – no matter the season. 

Words by Kelly


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