PPC is a great way to get traffic to your site quickly, which is perfect because it means you don’t need a long lead time to ramp up your efforts. Paid search advertising is also really flexible, so you can use the data you’re getting to make informed decisions quickly and change focus as needed to achieve the best return. This instant feedback is one reason why marketers love PPC advertising!
PPC is much less expensive than other traditional marketing channels and there is no startup cost. You simply set your ongoing budget and start running your ads, which means that you can always scale your efforts up or down depending on the ROI that you’re seeing. No matter what your budget is you get in the PPC game right away and start working towards achieving your marketing goals.
You can schedule holiday campaigns to run at different times as well, allowing you to advertise various promotions throughout the duration of the holiday season.
Your existing email list, comprised of existing customers and people who have signed up for communications from your company, is a treasure trove of potential when it comes to holiday marketing. Segmenting this list into smaller groups based on past engagement, preferences, and other distinguishing characteristics will allow you to better target each audience. Once your list is segmented, put together content that will appeal to this specific audience and track the results.
Personalize your messaging to help your emails resonate with recipients and don’t forget to vary your messaging to keep your emails from getting stale. Try offering promotional codes, valuable resources, and other types of content to appeal to each segment. During the holidays people love receiving gift-giving guides and recommendations, early information about new arrivals, the scoop on top selling products, and sale details.
Many shoppers hit social media to interact with and find information about brands they’re interested in during the holidays. Don’t miss out on this important touch point by having inactive social media profiles or foregoing them altogether. Post all of the latest information about your company and the products or services that you offer to keep your audience informed. And don’t forget to check your profiles frequently to answer shoppers’ questions and provide quality customer service.
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Social Media, Web Consulting for small businesses, Copywriting and Local Online Marketing. She lives in the Grand Rapids area with her husband and enjoys cooking, watching sports and spending time outdoors. Like a true digital marketing expert (i.e. geek), she loves talking about marketing theory and SEM trends… so don’t say you weren’t warned!