Join the GenieLab Community

Receive regular updates and inspiration to help your business stay ahead of the game.

Need Assistance?

How to Leverage Partner Marketing for Customer Growth

Key Highlights Partnership marketing involves collaborating with other businesses to achieve shared marketing goals...

How to Market Ethically: A Beginner's Comprehensive Guide

Introduction Ethical marketing is essential for successful campaigns today. It is more than just promoting products....

For many eCommerce businesses, the holiday season can be a hectic time of the year - but if you are following your marketing plan, you are ready for those occasions as an opportunity. With the portfolio of content marketing, social media marketing, and email marketing your activities can resonate to reach your target audience. The holiday shopping season starts with Black Friday and Cyber Monday past New Year's. Pre-announce your exciting deals with blog posts and via your Email list to get them excited about what will be featured and offered.

A great holiday marketing strategy

If you have a marketing plan, revisit it to check for today's market dynamics and make sure you are still on track. Confirm that your current content marketing campaigns will engage like you've been planning by checking keyword trends, Google Analytics trends and profiling, and your current conversion performance. Putting effort into event marketing can be easily defeated if you haven't reviewed your current marketing trends and performance first.

Auditing previous marketing campaigns

Look back to previous years of your marketing campaigns to see what worked and what didn't. Growing your email list is a good place to start, as email addresses can be used in social media marketing as well. Customer data and demographics are key to study over the past years and identify if there are any shifts to take into consideration. Marketing automation often overlooks this, requiring a dedicated review to ensure you find your target audience with precision during the higher competition of holiday events.

Adapting your strategy to your audience

Competitive learning can take place by doing a SWOT of the competition, mapping their Strengths, Weaknesses, Opportunities, and Threats. With this in hand, you get a better objective view on what is to be learned and what you might pilot or apply to your strategy. Use focus groups to understand user engagement on certain products and validate the demographic you're targeting. Look for adding flexible ways of doing business with fresh gift ideas, additional payment methods, curbside pickup, and gift wrapping options.

Holiday marketing strategies worth considering

Hold team meetings to collect market information on competition, supply chain, product trends, economic environment, current marketing performance, and budgets.
Identify gaps, opportunities, and profit pools to plan your holiday marketing approach. Know the 4 Ps clearly, especially Product and Promotion for the holiday season.
Ensure you have a Loyalty Program in place to capture the surge of users and entice them to be returning customers. Leverage marketing residual between Black Friday, Cyber Monday, and Christmas.
Have small interim events over the holiday period to maintain engagement — raffles, donations, and social-based events can keep the engagement going.
Coordinate your marketing between campaigns so keywords are reinforced between social media, content marketing, and advertising. This is very important for search, referral, and ranking.
Perform A/B Testing on value propositions, landing pages, and call-to-actions to ensure you optimize conversions. Conversion Rate Optimization is a crucial aspect of good marketing execution.

Conclusion

Holiday and event-based marketing requires careful thought and research for strong execution and results. Success builds on previous success and due diligence ensures that your digital marketing plan delivers for your business, employees, and customers. If you would need assistance in the marketing space, give us a shout at wish@thegenielab.com

Need a Shopify expert to plan and execute your seasonal campaigns? TheGenieLab turns key dates into high-converting revenue opportunities.

Plan your next event-based campaign with us →

View all blog posts