How to market your business this Christmas
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In this talk, Anna Morrish, MD or Quibble.Digital explains how to make the most of the festive period to increase your search volume, keyword rankings and sales! This talk will not only look at what businesses should be doing in the run-up to Christmas but also what to do afterwards as we enter the new year. Key takeaways from this session: -Learn how to prepare and plan ahead for Christmas -Discover ways to maximise sales in the run-up to Christmas and afterwards -Find out how to connect with a wider audience
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How to market your business this Christmas
- 1. Enterprise Nation e_nation e_nation Connect with me on enterprisenation.com today How to market your business this Christmas Anna Morrish Founder & MD of Quibble
- 3. Enterprise Nation e_nation e_nation Session takeaways: 1. Learn how to prepare and plan ahead for Christmas 2. Discover ways to maximise sales in the run-up to Christmas and afterwards 3. Find out how to connect with a wider audience
- 4. Enterprise Nation e_nation e_nation Quick introduction • Over 10 years’ marketing experience – both offline & Online • Worked with a plethora of businesses & organisations
- 5. Enterprise Nation e_nation e_nation When should you begin prepping?
- 7. Enterprise Nation e_nation e_nation Key dates:
- 8. Enterprise Nation e_nation e_nation Key dates: 1st November
- 9. Enterprise Nation e_nation e_nation Key dates: 1st November 24th November
- 10. Enterprise Nation e_nation e_nation Key dates: 1st November 24th November 27th November
- 11. Enterprise Nation e_nation e_nation Key dates: 1st November 24th November 27th November Last orders:
- 12. Enterprise Nation e_nation e_nation Key dates: 1st November 24th November 27th November Last orders: 16th – 20th December
- 13. Enterprise Nation e_nation e_nation How to prepare in time…
- 14. Enterprise Nation e_nation e_nation How to prepare in time… 1.
- 15. Enterprise Nation e_nation e_nation How to prepare in time… 1. Start planning now!
- 16. Enterprise Nation e_nation e_nation How to prepare in time… 1. Start planning now! 2. Set your goals, targets and expectations.
- 17. Enterprise Nation e_nation e_nation How to prepare in time… 1. Start planning now! 2. Set your goals, targets and expectations. 3. Confirm any offers or sales.
- 18. Enterprise Nation e_nation e_nation How to prepare in time… 1. Start planning now! 2. Set your goals, targets and expectations. 3. Confirm any offers or sales. 4. Set budgets.
- 19. Enterprise Nation e_nation e_nation How to prepare in time… 1. Start planning now! 2. Set your goals, targets and expectations. 3. Confirm any offers or sales. 4. Set budgets. 5. Review your UX.
- 20. Enterprise Nation e_nation e_nation How to prepare in time… 1. Start planning now! 2. Set your goals, targets and expectations. 3. Confirm any offers or sales. 4. Set budgets. 5. Review your UX. 6. Create landing pages, email templates and design assets.
- 21. Enterprise Nation e_nation e_nation How to prepare in time… 1. Start planning now! 2. Set your goals, targets and expectations. 3. Confirm any offers or sales. 4. Set budgets. 5. Review your UX. 6. Create landing pages, email templates and design assets. 7. Ensure tracking is set up!
- 22. Enterprise Nation e_nation e_nation How to prepare in time… 1. Start planning now! 2. Set your goals, targets and expectations. 3. Confirm any offers or sales. 4. Set budgets. 5. Review your UX. 6. Create landing pages, email templates and design assets. 7. Ensure tracking is set up! 8. Plot out your Christmas activity. This should include teasers on social media, ads, blogs and guides, new landing pages and email marketing.
- 24. Enterprise Nation e_nation e_nation Ways to maximise sales…
- 25. Enterprise Nation e_nation e_nation Give yourself a festive revamp!
- 26. Enterprise Nation e_nation e_nation Give yourself a festive revamp! Create festive gift guides.
- 27. Enterprise Nation e_nation e_nation Give yourself a festive revamp! Create festive gift guides. Update product filtering options.
- 28. Enterprise Nation e_nation e_nation Offer gift cards.
- 29. Enterprise Nation e_nation e_nation Offer gift cards. Create gift bundles.
- 30. Enterprise Nation e_nation e_nation Offer gift cards. Create gift bundles.
- 31. Enterprise Nation e_nation e_nation Offer gift cards. Create gift bundles. Offer gift wrapping.
- 32. Enterprise Nation e_nation e_nation Set up Google & Facebook Shopping.
- 33. Enterprise Nation e_nation e_nation Set up Google & Facebook Shopping. Provide exclusives via newsletters.
- 34. Enterprise Nation e_nation e_nation Set up Google & Facebook Shopping. Provide exclusives via newsletters. Use posts, stories & reels.
- 35. Enterprise Nation e_nation e_nation Set up remarketing.
- 36. Enterprise Nation e_nation e_nation Set up remarketing. Be charitable.
- 37. Enterprise Nation e_nation e_nation Set up remarketing. Be charitable.
- 39. Enterprise Nation e_nation e_nation Customers > The gift that keeps on giving
- 40. Enterprise Nation e_nation e_nation Customers > The gift that keeps on giving Create a sales funnel that nurtures and delights customers.
- 41. Enterprise Nation e_nation e_nation Customers > The gift that keeps on giving Create a sales funnel that nurtures and delights customers. Create a loyalty program
- 42. Enterprise Nation e_nation e_nation Customers > The gift that keeps on giving Create a sales funnel that nurtures and delights customers. Create a loyalty program Create a referral program
- 43. Enterprise Nation e_nation e_nation Customers > The gift that keeps on giving Create a sales funnel that nurtures and delights customers. Create a loyalty program Create a referral program Share user generated content
- 44. Enterprise Nation e_nation e_nation Any questions? Get more insights at > Quibble.Digital Connect with me on EN & LinkedIn > linkedin.com/in/annamorrish/ Download these slides > slideshare.net/AnnaMorrish
Editor's Notes
- Whether you’re B2C or B2B, there are huge opportunities in December. B2C – Biggest month for sales. B2B – Perfect for relationships and prepping leads for busy the period which is Jan > May.
- So… the first question you may have is…
- Beat the rush… start now!
- For retail.
- The beginning of November is accepted as an appropriate time to begin talking, thinking and shopping for Christmas.
- Black Friday - Some people have even finished their shopping by Black Friday.
- Cyber Monday
- Last delivery for various stores > https://www.savethestudent.org/shopping/last-order-dates-for-christmas.html
- The ideal time is to have some rough plan even in January. However, you can make and adjust plans any time. September/October are ideal for getting everything in place.
- If you’ve left everything until last minute, you can’t expect the same results as if you’d have prepared well ahead of time. Consider your previous Christmas sales and annual growth, to set realistic targets and communicate this with all your team – It’s a team effort after all. Your goals may also include building your social following & community along with your customer data.
- Have it organised nice and early so you can start building up some anticipation. You also want customers to know about your offer and exclusive items before they head to your competitors.
- Whether this is for outsourced support to manage orders, design work, social media and ads! Also giveaways.
- If you haven’t kept on top of this any way, now is a good time to review everything and then consider the journey a potential customer might take if they land on one of your new blog posts or landing pages. How will you guide them to make a purchase or enquiry?
- Get all of this created well in advance and ensure it’s all consistently branded.
- We’d also recommend setting up UTM tracking. You can then tag/segment this data and send targeted emails too.
- This should also include activity into the New Year, especially for B2B as you need to continue nurturing leads. Also, if you haven’t logged into any system you use – Business ad accounts for examples – do it now to minimise the potential for any hiccups.
- Once you have a plan you can relax a bit.
- Get into the festive spirit. Noone likes a Grinch.
- Give everything a festive revamp - including your social profile images, logo, website favicon etc. It shows customers you're in the festive spirit. They're much more likely to keep you in mind and follow your activity in anticipation that you may provide an offer.
- Create content such as "Gift ideas for husbands" - But make it super specific. "Gift ideas for bike lovers" Consider the keywords potential customers might use in Google. Create blogs and gift guides around this and link to products from your content. This includes around Xmas, but also other holidays and special events. Also update your existing product content. This will help support your organic search, both now and in the future.
- Include related products, customers also bought, popular products etc. Add these to product pages, and additional low-cost items at the checkout. Creating product suggestions based on age, gender, product type, interests and price. Also consider adding a “products for her under £20” category.
- There are a number of sites out there that give businesses the platform to create and promote personalised digital gift cards, including Tillo and PayPal. £5 off gift card purchases over £20 or £50, or even a discount code that they can redeem in the New Year.
- This also works for B2B lead generation campaigns.
- Provide details across your site and an option at checkout.
- Newsletter should include an exclusive offer - this will encourage more people to sign up, which in turn enhances future campaigns. Segment your data! Encouraging repeat business is easier and more cost-effective than attracting new clients. In fact, a 5% increase in customer retention generates more than a 25% increase in profit, on average.
- Shout out about everything we’ve just mentioned. Link to your content, products, special offers, gift wrapping techniques etc. Don’t forget TikTok!
- You’re directing traffic to your site, so keep them coming back for more. You can use this for any boxing day sales and New Year offers. Set up dynamic ads too!
- Christmas is the time for giving. So, whether you’re delivering gifts, or donating money over the festive period, let people know that supporting your business is also supporting other good causes.
- Pop ups with an offer Website banner Include a countdown or provide exclusive access to members. Create a limited-edition product – great for PR!!!! Internal linking You could start to encourage engagement prior by boosting a post – not something we recommend often but can be great for increasing likes and getting an engaged fan base
- All of this will help extend your reach! How? Through people using search and social to search. Along with targeting the right people via ads.
- And… Don’t forget…. We mentioned: Encouraging repeat business is easier and more cost-effective than attracting new clients. In fact, a 5% increase in customer retention generates more than a 25% increase in profit, on average. Show you care!
- This includes photos, videos and reviews. Share emotive content and content your customers are interested in. This will help form a community around your brand. This community will champion what you do.