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With the holidays quickly approaching, it is vitally important to reach your customers in the most effective way. Every business ramps up their holiday digital marketing and advertising during the holiday season and the already crowded digital marketing space sees an influx of advertising. Competition increases as brands try to reach customers in the most efficient way possible, making it difficult to maintain a voice in the marketplace. The cost of digital advertising across display networks and social media platforms increases significantly during the holiday shopping season as retailers and companies battle for clicks and views.
Steps to Improve Your Holiday Digital Marketing Strategy
The last thing you want during the holiday season is to see digital advertising money being spent without the return on ad spend results. Thankfully, there are a few tricks and strategies that you can use to make sure that you are getting the best return on ad spend for your holiday digital marketing investment.
1. Target the right people.
A lot of effort goes into creating the images and messaging for your display and social media ads. Make sure they are reaching the right people. Optimizing your targeting can make a huge difference in the performance and reach of your ads.
Display ad networks and social ad networks have detailed audience building tools that allow you to target everything from age and gender to location and search keyword. Consider your target demographic for each ad you create and then build a target audience around that demographic.
Additionally, do not underestimate the power of remarketing. The ability to target the people who have already visited your website with display and social ads is a powerful tool during the holiday season. These remarketing ads ensure that your company stays top of mind and more frequently than not pushes purchase action from the customer.
2. Segment Your Audience
Look at each target audience in terms of single category purchasers. These single category groups include: members of your loyalty program, recent purchasers, past holiday purchasers, and/or email subscribers. Layer audience segments, remarketing techniques, and keyword targeting on top of each other to create highly focused ad targeting.
Create unique holiday ads for each group of single category purchasers. Creating individualized ads for each of these groups increases the likelihood of purchase action. These audience groups are also a good starting point for creating targeting advertising and remarketing.
3. Use the latest ad formats.
Over the last year, there has been a large expansion in the number of ad formats available to advertisers. Advertisers may now create ads with video, moving images, carousels of products, and more.
Both Facebook and Google have stressed that advertisers embrace video, since dynamic ads are outperforming advertisers sticking to traditional photo and text ads. When you are planning your holiday ads, consider branching out and choosing one of the newer ad formats. Coordinate with your web development team to make sure your product feeds are up to date to maximize your display ads. Also, make sure to work with your copywriters and content managers to create individualized ad content for the different Facebook ad units.
4. Be creative.
There are so many ways to set your ads apart from your competitors. Showcase your best-selling product with interesting and original photos, videos, and copy.
If you are looking to increase conversion, encourage clicks and create urgency with limited time offers and flash sales that are advertised only online or in your emails. Design exclusive “secret sales” for your loyalty program customers to encourage them to purchase. Offer shipping deals like free shipping with a certain purchase amount or “free shipping for 12 hours only.” Smaller offers like this can go a long way in the digital marketplace and will help your ads stand apart from the rest.
Don’t forget to take full advantage of shopping holidays during the holiday season like Black Friday, Cyber Monday and Super Saturday. Customers often expect offers during these days, and you should save some of your best deals for them.
Holiday advertising has become increasingly challenging as the digital market grows more and more competitive. Using techniques like the ones listed above can help you drive return on ad spend, and make for a successful holiday marketing season.
If you are looking for help with your digital marketing and social media, contact Front Porch Solutions today for a tailor made program from your business.