It may be triple digits outside, but we're thinking cool thoughts as we're gearing up for the holiday shopping season. And why should we care so much about marketing 5 months in advance?
According to the National Retail Federation, sales in the holiday season (November and December) account for as much 30% of a retailer’s (and restaurant's) annual sales. All the more reason to get a head start on your holiday content in July.
United States retail e-commerce sales were up more than 40% in Q4 2017, according to comScore Inc. And eMarketer expects total US retail e-commerce sales will grow a further 32.7% in 2018.
So start playing those catchy Christmas carols and let’s get ready to rock around the social media tree.
Here Are Our Best Tips to Engage Holiday Shoppers on Social Media
Create Your Calendar Now
Create a calendar with key dates. Determine which dates are important to your business and create content for Facebook based on your customer demographics. Give yourself plenty of time to promote popular events. For example, you may want to start publicizing your Black Friday deals one week out.
Schedule key topics and promotions throughout the holiday season. Don’t overwhelm your audience with a barrage of posts. In a previous article, we warned you about posting too much on Facebook.
Create content that encourages interaction with your potential customers. Tell your brand’s story in such a way that invites your audience to get to know you better.
Use colorful and eye-catching images. Better yet, create videos that show off the overall vibe of your business. Just like so many of your customers, you’re also inviting others into your “home” and making them feel welcome.
Talk about wish lists and gift ideas. Put your product or service in the middle of their living room, around the dinner table, or under the tree. Describe feelings of joy, relief, and comfort that comes from having your product. Does your product save time, energy, or money? Convince your audience that they could be doing other worthwhile things while you do the work for them.
Studies have found that video is more appealing to brand audiences. 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.
Behind-the-scenes access is a huge draw for 87% of audiences, who would prefer to watch online versus on traditional television if it meant more behind-the-scenes content. (Livestream)
Schedule Facebook Live events on your calendar and use those to help generate excitement for your upcoming promotions. Host an Open House, a Customer Appreciation Party, or do a random giveaway.
One More Reason to Get Started Now
By the time the holidays roll around you’re already behind. Take a look at the results of this study that evaluated holiday product pushes over a six month period. Holiday-related content keywords (e.g., Christmas, holiday, stocking stuffer, new year, Santa) rose by more than 25x in November compared to the prior four-month average.