As the holiday season approaches, many businesses are focusing their efforts on advertising to increase online sales. If you sell products through an e-commerce website, how are you going to compete with the big brands like Target, Best Buy, Amazon, etc.?
Maintain your search engine optimization strategy, and focus on holiday keywords that result in a profitable season. If your traffic and conversions are falling short of your goals, implement a seasonal plan in both your organic and paid search efforts.
It’s never too soon to start thinking about leveraging your products for the holiday sales rush. Focus on what you can control, and hone in on your strategy. Keep in mind that over 60% of your potential customers will finish their holiday shopping by December 16. It’s the home stretch.
Keyword Research for Holiday Terms
Without being too specific, many users perform queries very generalized. Searches include queries such as “holiday gifts for women,” “tech deals for Christmas,” “unique holiday gifts”, and more.
You’re not going to convert if you’re going after search terms like “Samsung Galaxy s6” or “buy Surface Pro 4.” You’ll be competing with the big brands. How are you going to know what terms to target for the most success?
Check out Google Trends or Google Adwords Keyword Planner to get an idea of the terms that will lead to conversions for your e-commerce platform. To maximize your SEO efforts, capitalize on the timely seasonal searches.
Take another look at your keyword mapping for existing terms. If you’re selling home décor and your website is optimized for those products, consider targeting a term like “buy holiday home décor” or “festive home décor for holidays.”
Make sure you haven’t overlooked any opportunities that can result in a successful holiday campaign. For paid campaigns, keep the keywords relevant to your business and tightly themed in their own ad groups. Organizing your ad groups makes it simpler to run time-sensitive campaigns, and can improve your quality score.
Consider landing pages designed specifically for your holiday collection. Provide the best user experience and deliver your customers with the products they’re interested in without having to navigate through your site.
Whether it’s the top landing pages on your site or creating new pages for the season, include special promotions and deals. Establish a sense of urgency for the holiday rush, which pushes prospects toward your goal of a conversion.
Tell your customers how much time they have to take advantage of a time-sensitive offer. Split test your landing pages with different variations of banners that highlight your offers. The earlier you test, the more time you have to eliminate the poor performing landing pages and make sure you send your traffic to converting pages.
Direct your ads to the holiday landing pages, and give your visitors an ad hook laying out why they should buy from you. Use content that is relevant to your goals and the holiday season. Publish the content as early as possible to start driving traffic to your landing pages.
Leverage your brand this holiday season with a sense of urgency and great copy on your landing pages.
Retargeting for Your Audience
Segment your traffic with targeted ads and retargeting, which delivers your ads only to people that have visited your website. Retargeting gives your business the opportunity to respond favorably to your products, providing your brand a second chance for conversions.
After visiting your website and browsing your landing pages for particular products without purchasing, those people will begin to see your ads on websites they visit daily. From Facebook to Twitter to CNN and ESPN, your product will be staring them in the face.
Potential customers who may have forgotten or lost interest with your brand, retargeting proves to be an effective tool for recapturing their attention.
Complementing your search engine marketing efforts, create a retargeting list to ensure your visitors aren’t getting away from your brand. Generate ads with a holiday theme as the season approaches, making retargeting a valuable asset for your business.
During down time and work commutes, shoppers are using their mobile devices to browse products and compare prices between various stores. Trends in e-commerce are consistently shifting towards mobile, and for many of us, it is our primary access point to the internet.
More than making a mobile-friendly website, you have to make sure your site provides a unique user experience. Shoppers this holiday season want to complete transactions on their mobile device through secure payments.
Per an article on ClickZ, 72% of consumers will use their smartphones for holiday shopping. Increase your mobile ad spend from Thanksgiving through Christmas Eve. You don’t have much time, so keep your brand top-of-mind with targeted ads.
If your brand has a mobile app, provide your users with deep linking inside the app to direct your visitors to the exact product or page they’re interested in. Give your customers minimal disruptions on the path to conversions. Read my article that appeared in Website Magazine to answer all of your questions regarding deep linking and app indexing.
With Google recently announcing they are indexing app-only content to appear in the SERPs of users that haven’t downloaded your app, that feature will soon expand and you’ll have more potential customers finding your products.
Making sure your website is mobile-friendly and provides a unique user experience with easy navigation will lead to more mobile sales and conversions. Once your potential customer lands on your webpage, the user experience will ensure they complete the transaction without bouncing to a competing site.
To grow your traffic and increase your sales, social media plays a vital role in your strategy. Put your holiday offers on display, and utilize the themed hashtags on relevant platforms to reach a wider audience.
Don’t be too promotional through your posts. You want to connect with your audience on social media, but understand how they’re connecting with brands during this time of year. They’re looking for deals in an effort to save money. Show them through images and your content that you have the product they want.
Get them in buying mode. There’s no better time than the holiday season to promote your products while your entire audience is looking to make purchases. Don’t take it slow, either. Come right at your customers before they buy elsewhere.
Facebook, Twitter, and Pinterest have added “buy buttons” allowing users to purchase products directly from their trusted social media platforms. Create targeted social ads to receive the best response.
Through each post, include direct links to your special offers, and point out exclusive holiday deals. Understand that the conversion window is very small during the two-month holiday season. Make your products stand out, and provide your customers with a discount so they are more likely to convert.
Get Your Holiday Campaign Underway
There are plenty of aspects to consider when it comes to preparing for your holiday marketing initiatives. Fine tune your content marketing strategy with holiday themed blogs and social media posts, and take advantage of relevant keywords for your business.
With Black Friday and Cyber Monday right around the corner, don’t wait any longer to leverage your products. The landscape is crowded during the holidays. Use a clever and creative approach to grab the attention of your customers.
Engage through personalization. Generate converting traffic. Increase sales. Enjoy the holidays.