Holiday SEM - Trends for Seasonal Marketing


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IS Conference 2010 presentation on Year Round Marketing for Holidays and Seasonal SEM. Learn how to look for popular phrases based on historical trends, use multi-channel marketing of well planned campaigns. From Schipul - The Web Marketing Company.

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  • Going to talk about a lot of things including seasonal holidays, promotions, special events and how we as social consumers react during these times.
  • Trends and Insights Choosing holidays Optimizing channels Measuring success
  • Everyone optimizes for Black Friday, Thanksgiving weekend sales, and even Cyber Monday specials. But, take a look at Green Tuesday which had the most online shopping sales in millions for 2009. It exceeded prior years by 21+ in what was considered to be a slow economic shopping season.
  • Discounts and Coupons reversed search volume in 2008 Coupons forecasted to be 60% more popular than Discounts this holiday season.
  • Different holidays provide trends, but usually predictable to social patterns Search for free shipping and gift ideas peaks, then drops. Returns begins trending upward almost immediately
  • Build a Gantt chart for overlapping planning and implementation of campaigns
  • Build a monthly chart Column of Monthly Holidays or events Planning column. Key industry events on the chart as well.
  • Searches for ‘cyber Monday’ increased 60% last holiday season and ‘black Friday’ increased 20%. Use promotions, specials free gift offers, gift ideas to provide a conversation and personalization of gifts. Use a holiday as an opportunity for an Open House or special Thank You event. From Google Insights for Search.
  • If people are seeing products or other buzz, then they are searching Ranking is different than indexing.
  • August 30, 2009 – 44% of people had already started shopping. December 20, 2009 – 14% had yet to start holiday shopping. This particular curve has its’ own long tail and the same can be true for most holidays. Start your campaigns in place long before they are on your radar of the regular media. From Google/OTX Consumer Pulse Check, 8/09-12/09.
  • Use low points of the season to complete your full annual editorial calendar. Assign specific tasks and dates for reviewing and making the creative elements Develop copy writing based on strong keyphrase research of past historical trends.
  • Don’t sell products or connect with traditional holidays? Make your own holiday or season! Review the handout for monthly opportunities and planning. Use the quarterly chart to see the overlap in campaigns and planning. Pick several times a year to begin annual promotions and campaigns for your company or products.
  • Audit your site before the campaign. Do contact forms work? Check Webmaster Tools for 404 pages, Do discount codes work? Is your service provider and IT department available for scalability? Use analytics to find your high traffic pages and put them work for you
  • KeyPhrase research will be different for each market, vertical and local. include Google Insights and Trends to see what resonates with your products and services and what people are searching for. Use Amazon and Twitter to see what the hot topics are any given day. Remember, Amazon sells more than books and you can see what other retail items are popular by what people are gifted and what they are putting in their wishlist.
  • Meta still has a place in SEO. Don’t ignore the possibility of conversion optimization and resonating with your target in the SERP. Change Title Tags and Meta Descriptions to include calls to action and specials on seasonal items. Use your action phrases such as discount, special or even free shipping in the description.
  • Use new navigation items for improved seasonal behavior, make sure graphics reflect top phrases. Use URL based landing pages and consider temporary 302 redirects if appropriate. Change landing page graphics to let visitors know they are in the right location for the right products or services. Add new graphics and text links from the most active pages to the seasonal pages for inbound link love.
  • On Page optimization still follows the simple rules of Unique Title Tags URL structure Headings subheadings Body Content Text Links Image tags and calls to action.
  • Online advertising can reach shoppers for highly competitive phrases Target local to preserve budget Test early and watch conversion rates
  • Connect online and offline. Why I became a “fan” on Facebook of Brands. 25% to receive DISCOUNTS and promotions 18% to show others I support the brand. Your conversions will be from online searches driven to offline local. From Chadwick Martin Bailey and Imoderate Research Technologies in eMarketer press release.
  • Video can be used to promote a light-hearted take on a holiday or provide instructions for a complicated assembly of a product. Use viral video to create social buzz, inbound links and tag with targeted keyphrases. Video viewers are rising and they spend. They spent on average 13% more compared to the total internet population in the 2009 holidays according to ComScore. Buy a Flip cam, product tours, live tours, buying guides, top sellers. See how other industries use them and make the leap. Works best if content is unique, interesting or instructive / educational.
  • Measuring Year to Year
  • Avinash Kaushik proposes Non-line conversions Use analytics to search highest bounce rate and exit pages and review search phrases to correct. Research Average Sales – If average order is $100, run promotion encouraging $125 of spend with special offer. Incrementally increases sales.
  • Don’t let all your hard work go to waste or make yourself start over each year. Leave the seasonal URL to continue ranking and developing trust, then update the content in the next cycle. Archive the old content to a page with a different URL. Update any content or calls to action to more relevant or forward to current topics.
  • Holiday SEM - Trends for Seasonal Marketing

    1. 1. Santa’s Got a Brand New Bag Jonti Bolles Schipul – The Web Marketing Company Seasonal SEM ^
    2. 2. Your Seasonal SEM Goody Bag <ul><li>History repeats itself </li></ul><ul><li>What’s your holiday? </li></ul><ul><li>Optimize + maximize </li></ul><ul><li>Sweet smell of success </li></ul>
    3. 3. December Holiday Planning
    4. 4. History Repeats Itself - Mostly Source: Google Insights
    5. 5. How Does Your Market Shop? Source: Google Insights
    6. 6. Q3 / Q4 Critical Trends
    7. 7. September - You are here. <ul><li>Holidays & Events: </li></ul><ul><li>Labor Day </li></ul><ul><li>Back-to-School </li></ul><ul><li>Fall/Winter sports sales </li></ul><ul><li>Fall Apparel Sales begin </li></ul><ul><li>Moving Season </li></ul><ul><li>Auto Model Year End </li></ul><ul><li>National Preparedness </li></ul><ul><li>Sept. 16 th – Mayflower Set Sail. </li></ul><ul><li>Hispanic Heritage Month </li></ul><ul><li>Prep For: </li></ul><ul><li>Halloween </li></ul><ul><li>National Breast Cancer Awareness Month </li></ul><ul><li>National Diabetes Month </li></ul><ul><li>B2C Holiday Bump (online research begins) </li></ul><ul><li>Retail Holiday Campaigns </li></ul><ul><li>Oktoberfest </li></ul><ul><li>Thanksgiving </li></ul>Industry Events: TechCrunch50, IS-Conference
    8. 8. Christmas is Easy-Peasy <ul><li>Cyber Monday </li></ul><ul><li>Free Shipping </li></ul><ul><li>Discounts, Coupons, Gift Certificates </li></ul><ul><li>Top Ten Gift Lists, Gifts for Her </li></ul><ul><li>Open House </li></ul>
    9. 9. How Early is Too Early?
    10. 10. Shopping Not for Everyone Source: Google Insights
    11. 11. <ul><li>Low Points of seasonal trends </li></ul><ul><li>Editorial Calendar </li></ul><ul><li>Ad Planning </li></ul><ul><li>Copy Writing </li></ul>Not Feeling the Spirit?
    12. 12. What’s Your Holiday?
    13. 13. Make your own holiday! 1 st Quarter budgets Fashion Week Hatch chile harvest Back-to-school Tulip bloom time Tax rebate time SXSW Festival Flu season
    14. 14. Optimize + Maximize <ul><li>Audit Your Channels </li></ul><ul><li>Optimize Keyphrases </li></ul><ul><li>Social Media Drivers </li></ul><ul><li>Track the Topics </li></ul>
    15. 15. Simple - No #Fail <ul><li>Test Contact forms </li></ul><ul><li>Test Commerce Carts / Scale </li></ul><ul><li>Test Coupon Codes </li></ul><ul><li>Look for 404 Errors </li></ul><ul><li>Most active pages link to new holiday traffic pages </li></ul>
    16. 16. The Keyword On the Street
    17. 17. Meta – Receive the Gifts
    18. 18. Mardi Gras and Tail Gating <ul><li>Edit Navigation </li></ul><ul><li>Reorganize Internal Links </li></ul><ul><li>Place Graphics / Actions </li></ul>
    19. 19. SEO Pirate For a Day
    20. 20. Online Ad Campaign <ul><li>Consider a promotional keyphrase in the Title </li></ul><ul><li>Use discount amount or pricing when available </li></ul><ul><li>Raise budget at peak times, but start early to test phrases and conversions. </li></ul>
    21. 21. ‘ The Cutest Animal in the World’ goes multi-channel!
    22. 22. Video Makes Things Fun (even Tax Day, sort of) <ul><li>Inbound Links </li></ul><ul><li>Video Tagging </li></ul><ul><li>Complimentary Buzz </li></ul>
    23. 23. The Sweet Taste of Success
    24. 24. Measuring Conversions <ul><li>Online </li></ul><ul><li>Offline </li></ul><ul><li>Non-Line </li></ul><ul><li>Natural Search Phrases, Social Media </li></ul><ul><li>Phone from online, coupons </li></ul><ul><li>Survey </li></ul> / Benchmark - Average $$, drive higher sales.
    25. 25. After the Party <ul><li>Time to clean up the place </li></ul><ul><li>Leave URL’s, but remove calls to action </li></ul><ul><li>Update content with thank you, new actions </li></ul>
    26. 26. Let’s Review <ul><li>Track your patterns </li></ul><ul><li>Pick Your Holiday </li></ul><ul><li>SEO on & off page </li></ul><ul><li>Measure Up </li></ul>
    27. 27. Now I Feel Like Shopping! Jonti Bolles Find this presentation here:
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