For retail businesses, the holiday shopping season can represent a sizable percentage of yearly revenues, making it imperative that your marketing efforts reach and resonate with your targeted audience. If your business has a social media presence, the holidays provide several seasonal marketing opportunities to leverage your advertising and connect with potential and existing customers.
Offering Limited Promotions and Sales
One of the distinct advantages provided by social media platforms is the potential to create campaigns with minimal lead times. Posting promotions limited by time or quantity can motivate customers to buy on the spot, particularly if the offers provide substantial value. Once they’re on the website, customers may continue shopping or return at a later date to take advantage of subsequent sales.
This social media marketing strategy works in a similar manner as steep Boxing Day discounts on specific items, which draw shoppers who are likely to make additional purchases while in the store. The advantage of using this strategy on social media platforms is that you can create new promotions quickly to sell slower-moving inventory or highlight popular seasonal products.
Encouraging Engagement and Sharing
Due to the social nature of these platforms, holiday marketing campaigns composed entirely of outbound ads may be perceived as intrusive and generate diminishing returns over time. Instead, campaigns that incorporate posts to encourage engagement and sharing from their communities can connect to their audiences while building trust and credibility for their products and services through user-generated content and recommendations.
For example, encouraging your community to share images or posts on specific topics, preferably at least tangentially related to your business, can start third-party conversations and threads which encourage increasing participation within your target market. Imaging or content-based contests offering gift cards or rewards can also drive higher levels of sharing and engagement.
Adding New Social Media Channels
Understanding the platforms preferred by your target market is a key factor in the success of social media marketing campaigns. For example, while Facebook is the largest social network, Millennials generally prefer Instagram and Snapchat, perceiving Facebook as the platform where their parents hang out.
If your business’s social media presence is limited to a single Facebook page, consider broadening your exposure with social networks frequented by consumers in your target market. Taking this step can substantially expand your audience reach. Heavier social media traffic during the holiday season can provide an early jump start in your number of fans and followers.
Social media plays an increasingly important role in the ways people connect with the world, which presents tremendous opportunities for business owners. These opportunities are magnified during the holiday season as retail sales generally reach their highest levels of the year.
With the strategic use of this medium, your business can introduce promotions and sales, engage directly with consumers and expand its reach into its target market with the potential to grow revenues and profits. The key to optimizing these results is to start your social media marketing campaigns as quickly as possible, which can deliver benefits during the holiday season as well as in the months and years to follow.