The Holiday Season helps business small and large create revenue, but the question is: How can you create a solid marketing plan during this competitive season? Here are some simple steps that can help your business generate dollars. Whether you’re a small business or major corporation, planning is everything.
1. Review Last Year’s Plan.
It’s a good time to look over what worked and didn’t work for your business. The winning concept from last year is more likely to work for you this upcoming season. Your numbers won’t lie. As a small business, it may be as simple as comparing a limited time offer with the other revenue generated during that time period.
2. Build This Year’s Plan.
Knowing what worked in the past is only the beginning. Start to think outside of the box. Keep in mind that some of these ideas don’t need to cost you hundreds of dollars. It could be as simple as creating a social media contest to engage your users and help them with shopping.
3. Have a Plan B.
Back up plans are there to help if something doesn’t go the way you’d hoped. Having a Plan B in your back pocket can help alleviate any stress. This may be as simple as switching your current offer. If you’re giving a dollar discount, changing to a percentage off or free shipping could make a world of difference. Numbers can move a customer from a “maybe” shopper to a “yes” consumer.
4. Start Fall Cleaning.
Now that you have a plan in place, you’ll need to start cleaning house. Examine your email list and remove any invalid email addresses. You want to be 100% sure you are reaching a person’s inbox for the special sale. Every day counts during the holiday season, and you want to avoid the possibility that 30% of your targeted email list bounces.
5. Acquire New Consumers.
There are several ways to bring in consumers. One successful method is to use Facebook and Twitter to communicate the benefits of becoming an email subscriber. Create an exclusive email offer for new consumers as an incentive to join your list.
6. Collect Data for Analysis.
Your Holiday Marketing plan has been created, but how will you know if it is successful? Implement a reporting and/or data gathering system. Establishing a data collection method will allow you to examine what is working, and whether you need to start executing your Plan B offers.
7. Create and Review your Holiday Content.
All of your marketing plans and data collection methods are now in place. It’s time to get creative. It’s important to create and review your messaging by October in case you need to make adjustments. This may include email, Facebook, Twitter, and any ads, both online or in print. It’s time to take a note from Santa himself: make your list and check it twice. Find out what creative speaks best to your customer.
8. Get Testy.
Whether you’re changing the checkout process on your site, or sending out engaging email communication, make sure everything is working optimally. Nothing is worse for your consumer than a bad user experience. Take advantage of cheap online testing sites like usertesting.com that make it easy to run quick A/B tests. You can get revealing results with as few as 15 testers. Be sure to set up A/B tests for your email marketing, as well. Subject lines are an easy change to make for big wins.
9. Don’t be Afraid.
Planning can be stressful, but not having a layout for your Q4 season may cause a loss in revenue. Organization is key to eliminating holiday pitfalls and ensuring your days are merry and bright.
Happy Holiday and Marketing Planning!
