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Defining The Content Strategy

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Defining The Content Strategy

  1. 1. 43 Tips for KILLER Holiday Retail Campaigns
  2. 2. The 2013 holiday season is coming up fast! •  Struggling to lock down all your holiday media buys? •  Feel like you’re scrambling to keep up on the latest trends and technologies? •  Not sure how to practically apply the latest buzzwords – big data, small data, hyperlocal, second screen, native ads, gamification – to your ad campaigns?
  3. 3. Don’t worry – you’re definitely not alone!
  4. 4. The good news: the rise of new marketing channels and technologies presents a HUGE opportunity for advertisers.
  5. 5. Not sure where to start? Let us help you out. We know it’s tough out there for advertisers. Attention spans are short, budgets are tight, and the market is more crowded than ever. To make things easier, we have a little gift for you – 43 tips to help you cut through the noise and make an impact with your holiday ads.
  6. 6. 1 Get smart about segmentation. Build detailed personas for each your target audiences – who they are, what they want, how you can help – and tailor your campaign messaging accordingly.
  7. 7. 2 Mobilize your campaigns. Over half of US adults own smartphones. One third own tablets. Avoid frustrating mobile users by making your website, blog, emails, landing pages, and any other digital assets mobile-friendly.
  8. 8. 3 Get creative with retargeting. Leverage both traditional ad networks and Facebook Exchange ads to retarget shoppers who visit a page or abandon their cart without buying. Test different messages, products, and audience segments to find what works best.
  9. 9. 4 Leverage the second screen. Many US consumers watch TV while using Facebook on their smart phones. Synchronize your Facebook ads to air at the same time as your TV ads. Yes, it’s possible, and we can help you do it. Contact us to learn more.
  10. 10. 5 Use great images. Don’t rely on tired stock photos for your ads. Use eyecatching, high resolution images that connect emotionally with consumers. This is especially true for Facebook, where image-rich ads have consistently better engagement rates.
  11. 11. 6 Leverage small data. Big data may be all the rage, but small data – timely, relevant snippets of data often segmented and optimized from big data sources – is what really makes real-time marketing possible. Connect your small data feeds, such as inventory, email subscriptions, and cart abandonments, to Facebook ads and measure their impact on ROI. Contact us to learn more.
  12. 12. 7 Talk like a normal human being. No one wants to feel marketed to. Use ordinary language and a conversational tone in your ad campaigns. Avoid jargon and buzzwords at all costs.
  13. 13. 8 Tell a multi-channel story. The best campaigns leverage multiple marketing channels. Make sure you’re telling an integrated, but not repetitive, story across email, mobile, social media, web, print, television, and any other channels you’re using.
  14. 14. 9 Make it all fun and games. Try gamifying your online user experience to motivate shoppers to take certain actions. For example, you might offer a 10% discount to refer a friend, or create a system of badges and rewards for leaving online reviews.
  15. 15. 10 Have a compelling call to action. Beautiful images and artful ad copy aren’t enough. If your audience doesn’t know how to convert or where to go next, your ads will fall flat.
  16. 16. 11 Integrate customer reviews. Third-party validation is everything. Integrate consumer reviews into your advertising content to give shoppers confidence in your product.
  17. 17. 12 Give something back. ‘Tis the season for giving. Inspire some good will among your fans and customers by pledging a percentage of sales to charity this holiday season. For the best results, pick a specific charity and timeframe (48 hours, for example) to encourage fans to act.
  18. 18. 13 Reward your best customers. Show your top customers and fans how much you value them – reward them with exclusive offers like discounts, presales, and free shipping.
  19. 19. 14 Make it ridiculously easy to share. Give shoppers every opportunity to share your amazing products, offers, and content. Integrate social sharing opportunities into every aspect of your online campaigns, from emails to content to product and thank-you pages.
  20. 20. 15 Show your holiday spirit. Give your brand a festive makeover with holiday-inspired imagery on your social profiles and web properties.
  21. 21. 16 Let customers shop how they want to shop. Everyone likes to shop differently. Make it easy for consumers to shop in whatever way suits them best: online, in-store, or on their phones.
  22. 22. 17 Empathize with your buyer. Human beings are hard-wired for empathy. Make sure your campaigns speak to shoppers’ needs, hopes, dreams, and challenges, and show how you can help.
  23. 23. 18 Do a holiday count-down. Get customers in the holiday spirit with a countdown promotion, such as the 8 nights of Hanukah, an advent calendar, or a New Year’s Eve ticker. Work in time-specific deals and offers to create a sense of urgency.
  24. 24. 19 On Facebook, focus on the News Feed. On Facebook, invest in News Feed Ads, where you’ll see better engagement and clickthrough rates. Leverage the mobile News Feed, too, and remember that beautiful, high-resolution images are key!
  25. 25. 20 Go native. Native advertising is ad content that blends into the surrounding context of the platform, and it includes ads like sponsored Tweets, Facebook News Feed ads, and sponsored blog posts. It’s a great way to engage shoppers without interrupting their experience, but there’s a catch – your content has to be good. Include a call to action, too!
  26. 26. 21 Build a mobile application. Mobile-friendly websites are important, but they aren’t enough. To offer a really stellar mobile shopping experience, build a mobile application for your shoppers. Once you’ve built your app, Facebook’s mobile app download ads are a great way to promote it.
  27. 27. 22 Encourage mobile engagement. Building your app is just step one. Once users have downloaded it, utilize Facebook’s new app engagement ads to keep them coming back.
  28. 28. 23 Don’t make it all about the sale. Promotions and discounts are great, but you’ll sell more in the long run if you focus on helping shoppers, too. Help them solve a problem, such as finding the perfect gift or locating a rare item, and you’ll gain their loyalty as well as their dollars.
  29. 29. 24 Get hyperlocal. Shoppers in Manhattan want different things than shoppers in Memphis or, for that matter, in Queens. Tailor your messaging to reflect the style, quirks, and preferences specific to local markets, without succumbing to stereotypes. Start with small tests and iterate quickly on what works.
  30. 30. 25 Hold a contest or a sweepstakes. Sweepstakes and contests are a great way to gather new email addresses that you can market to year-round. Think carefully about your target audience and offer a prize that will attract the right people.
  31. 31. 26 Build an interactive Facebook application. Why should you get to have all the fun? Build an interactive Facebook app that lets shoppers create their own wishlists, find the perfect gift, follow Santa’s journey… you get the idea.
  32. 32. 27 Use videos, but keep them short! Create short, memorable videos - no more than 15 seconds long - that showcase new products or share holiday tips. Include a call to action at the end to encourage shoppers to purchase, share, or simply stay engaged.
  33. 33. 28 Create a warm, fuzzy holiday feeling. Your fans will get bored if you talk about your products nonstop. Give them a warm, fuzzy feeling with seasonal holiday content, such as tree decorating tips, favorite recipes, or top holiday movies.
  34. 34. 29 Say thank you (and mean it). You wouldn’t be here without your customers. Remind them with a simple, heartfelt thank you. Bonus points if you send snail mail.
  35. 35. 30 Ask customers what they want. Smartphone or tablet? Cinnamon or peppermint? Christmas sweater or Santa hat? Holding votes can be a great way to gather customer intelligence. Not only will this help you know what customers want now; you can use this data to segment and target offers throughout the year.
  36. 36. 31 Ask your fans a trivia question. Add a little fun to your social marketing messages by throwing out some holiday trivia. To encourage participation, offer a prize to the winner.
  37. 37. 32 Respond to fair or frightful weather. Sudden blizzard in New York? Just hit 80 degrees in Phoenix? Synchronize your Facebook ads with the weather outside for hyperlocal relevance. We can help you do just that. Contact us to learn how.
  38. 38. 33 Capitalize on trending conversations. Creating buzz for your brand is hard, but you don’t have to do all the work yourself. Piggyback off of known buzzworthy events. Black Friday, Cyber Monday, and National Free Shipping Day (Dec. 18, 2013) are a few that come to mind.
  39. 39. 34 Use scarcity to your advantage. Nothing generates urgency quite like scarcity. Inspire shoppers to act quickly with flash sales, limited-time offers, and limited-quantity supplies.
  40. 40. 35 Offer a little something extra. Whether it’s free shipping, free gift wrap, or free valet parking, go above and beyond to stand out in the eyes of your customer. They’ll remember it later.
  41. 41. 36 Indulge in a little nostalgia. Who doesn’t love reminiscing about time-honored holiday traditions? Inspire some feel-good nostalgia among shoppers by incorporating oldtime photographs, carols, movies, and classic advertisements into your campaigns.
  42. 42. 37 Tie your ads to your inventory levels. Pay close attention to your inventory supplies. Turn off ads when an item is out of stock, and ramp them up when you have a surplus. We can help you do this automatically! Contact us to learn how.
  43. 43. 38 Ask shoppers to share their stories. Invite shoppers to share their favorite holiday memories. Hold a contest for the funniest, most unusual, or most inspiring stories.
  44. 44. 39 Show the people behind the brand. It’s nice to be reminded that real people work behind the brands we love. Give your campaigns a human touch by showing your own employees getting into the holiday spirit. Keep it honest and authentic, not contrived.
  45. 45. 40 Don’t forget to have some fun! The holidays are a stressful time for retailers, but don’t be afraid to let your hair down every once in awhile. Have some fun with your marketing campaigns. Not only will it make your job easier; shoppers will pick up on the positive vibes, too.
  46. 46. 41 Use the right keywords and phrases. Shoppers don’t have time to browse your entire collection. Choose words like “Gifts for her” and “Gifts under $50” to categorize products and guide your shoppers toward the products they’re looking to buy.
  47. 47. 42 Seize the (final) moment. Help out your last-minute shoppers with goodies like overnight shipping, free gift wrap, and guaranteed delivery dates. Your stellar service and helpful spirit will make them more likely to come back next year.
  48. 48. 43 Think about next year, this year. As you’re busy creating content for this year’s campaigns, make it easier on yourself for next year. Carve out some time to focus on your goals, priorities, and strategic initiatives for 2014.
  49. 49. Next Steps Want to talk social media marketing and optimization? We’d love to! Let’s chat. Like this guide? Follow us to see more just like it: