‘Tis the season to start marketing (a lot). From nonprofits to ecommerce, now is the time of year where media budgets increase and content is more important than ever. As the holiday season looms around the corner, it’s important to organize your holiday marketing strategies make a positive impression on potential customers, donors, and subscribers.
Now you might be scratching your head thinking, “Does this mean I need to triple my media investment?” – not necessarily! In fact, it’s more important to avoid these mistakes to ensure your campaign efficiencies are as strong as ever, so you can spend less and make more.
Together, we’ll be saying ho ho hooray!
4 Mistakes to Avoid in Your Holiday Marketing Strategies:
- Failing to set realistic revenue goals. We get it, the Dr. Evil in you wants 1 million dollars ASAP, but does this make sense for your $500 media spend? Probably not. Take a look back at your past results and define an average return on ad spend (ROAS). Most ad platforms will do this math for you, but if not, simply divide revenue dollars from marketing/advertising dollars spent. Once you understand your ROAS, you can better set a media budget to align with your goals for the holiday season.
- Procrastinating on content creation. Content is king when it comes to a successful marketing campaign. On both organic and paid media, users won’t buy into your idea or product if your content is weak. Don’t be that brand that waits until the day before Black Friday to start drafting concepts.
- Believing everyone is your target audience. Age, location, interests, buying habits, and more go into defining your target audience – and no, you can’t just cast a wide net and hope for the best. It’s critical you roll up your sleeves and look at your data to understand your customer demographics as well as your competitors’. This knowledge increases the efficiency of your ad campaigns, relevance of messaging, and potential for improvement in the future.
- Forgetting past customers. Your past customers should be held with the highest value. We’ve encountered numerous brands who forget to re-engage and re-market past consumers during the holiday season – and beyond! Your loyal fans will be the first to re-engage for gift-giving or for buying more themselves. Set up thoughtful, personalized email marketing and digital advertising campaigns to keep your brand top-of-mind and to increase the likelihood that they will continue with your business.
The reality is, the holiday season is jam packed with opportunities to expand and engage your audience. It’s easy to spend more media dollars and reach more users, but before you waste any dollars, make sure your:
- Goals are realistic
- Content is prioritized
- Target audience is defined
- Past customers are remarketed