Here are four points to tick off your list.
According to the panel of entrepreneurs speaking at a recent StarTrack Business Advantage Breakfast Seminar held in Melbourne, business owners need to tune in and recognise when people are starting to plan and talk about their seasonal shopping.
1. Pinpoint when people are buying
Look at your own buying patterns or your family’s tendency to start planning for special occasions in order to prepare for purchasing spikes in your business, says Facebook client solutions lead Gemma Faye Hernandez.
“October and November is when people are really buying, and by late November and December most people already have a product in mind. You want to get your advertising in early so that you’re a consideration when the time comes.”
2. Stand out from the crowd
Finding ways to differentiate yourself from the competition can be one of the biggest challenges when devising a digital marketing strategy.
“Digitally, the amount of noise is particularly loud from the latter half of November because everyone increases their marketing activity and updates their email frequency at the same time,” says AdoreBeauty founder and chief executive Kate Morris.
“Try to find different ways of cutting through – we do offline marketing with a printed magazine showing off all the different product options we have on offer. We do mail-outs as well.”
During this peak period stop focusing on the general content marketing. Switch the budget to the things that have clear call-to-actions to your products to place your offerings right in front of them, she says.
3. What’s your brand messaging?
“We focus on the different angles of having a story. But you can’t just run out a press release and expect everyone to take an interest,” explains Grant Arnott the founder of Click Frenzy and managing director of The Media Pad.
Every year in November, Click Frenzy offers a 24-hour online shopping sale. “From a media perspective, a big part of our positioning is the holiday season. Our focus is getting customers to think of us when they realise this may be their last chance to get a bargain,” he says.
“The weeks kick-starting the holiday shopping season are seen as the prime time to capitalise on your prices before putting them back to normal level. It should be your most profitable time.”
4. Customer needs are changing with mobile technology
Mobile technology is making it easier for customers to shop anywhere at anytime, across all devices. Whether you choose to attract potential customers with compelling copy or visually arresting imagery, you need to get your business message heard.
Unsurprisingly to some, people take their phone everywhere from their bedroom to the bathroom, so think about how to get into their feed and be relevant to them, advises Hernandez.
“People expect personalisation in social ads so think about who your typical customer is and start with that.”