“It’s Christmaaaas!” Well, not yet. But it isn’t far off. And as you start to hear those sleigh bells jingling and ring ting-tingling too, staying competitive should be at the top of your priorities.
The festive period is actually the perfect opportunity to win back market share… provided you play your marketing strategy right. Read on to discover how you can win hearts and maximise sales this Christmas.
We can’t emphasise this enough. If you haven’t started planning yet, you’re already late to the starting line. Don’t see this as a reason to not begin at all though – if you do nothing, nothing will happen and you’ll miss out on the opportunity entirely.
Take this lesson into next year as well. You may not be able to get ahead of Christmas marketing right now, but it’s never too early to start working on your plan for the year after.
Review previous efforts
Launched a Christmas marketing campaign before? This is an absolute gold mine for insights and statistics – if used correctly, that is. Your first port of call is to assess what worked and what didn’t. What were your bestselling products or services? Which offers resonated most?
Next, turn your analytical eye to your messaging. What performed best, and when? What were the peak times? A data-driven approach will ensure you can craft your marketing to better meet your audience’s needs, in turn increasing the likelihood of campaign success.
Find your angle
There’s a good reason that everyone waits in anticipation for the John Lewis Christmas advert each year – because they always find a new angle that captures the hearts of the nation. One of the most important parts of a marketing campaign is this angle. In an increasingly competitive world, it’s difficult to find a unique one, but you won’t get very far without it.
Rather than going for the classic ‘we bring families together’ approach, think of a hook or story that will pique someone’s imagination. Grab a few team members from different levels of your business, and have a good old-fashioned brainstorm about potential themes for your Christmas marketing strategy.
Target new audiences
It’s always wise to advertise to your existing followers and customers, using tried-and-tested methods on social media and email. But since you’ve probably already won them over, think about how you can entice new audiences too.
Do your research and learn how best to reach them. From paid media platforms (such as TikTok, Instagram and Taboola) to a blog on a guest site (like an influencer’s gift guide), you might have to think a bit outside the box. The most important thing is to be in the same space as your new audiences, otherwise any Christmas marketing content you produce just won’t land.
Create a full campaign
Think the odd social post and email will be enough? People are too busy to try and remember that one Tweet they saw three days ago, and your competitors have probably buried it deep in their feed by now anyway.
You need to create an entire campaign, with the likes of landing pages, drip emails, Christmas guides, and frequent social content. This way, you’ll have multiple touchpoints with your audience, moving them further down the sales funnel until they’re ultimately persuaded to take that step over the line.
Obviously, winning hearts at Christmas is a lot of work – especially when you’re on a deadline and struggling to get heard among the noise. The team at Making You Content is here to help. We can sit down with you to draw out those distinctive Christmas marketing campaign ideas, before getting to work creating content, designing it, and pushing it out.
Ready to maximise sales this festive season? Let’s chat.