The holidays are coming… we know everyone hates to hear that in October, but now is the time to plan and implement your paid advertising campaigns to turn this holiday season into money in your pocket.
SATURDAY NIGHT AND I LIKE THE WAY YOU MOVE
Firstly you’ll need a plan, your plan should answer the following questions:
- What do you want to achieve?
- Who do you want to reach?
- What products or services do you want to promote?
- What are your competitors doing?
- What is your budget?
- Who will be implementing your campaigns?
An easy way to utilise your plan so you can target each type of person in the right moment, is to think of the holiday season as one big party.
EARLY BIRD SPECIALS
There’s always people that show up on time, the early birds. They often turn up with supplies, offer to help and find their spot to get comfy quickly. Research shows that these people begin researching and purchasing gifts or services in October, they are often early adopters of technology and services.
These people need to be targeted early if you want them to use your products or services. Search Engine Optimisation can be used but it’s likely that if you haven’t begun implementing SEO strategies in the Summer, you’re unlikely to meet them at the top of the rankings. So PPC both on Search Engines and Social Media is incredibly important for you.
WHAT TO DO
Use keywords that offer facts and specific information. Consider what information might be valuable to someone looking at your products or services. What sets you apart from your competitors and the benefits you offer, it might be that you offer an early bird discount perhaps to sweeten the deal.
It’s also important to make the most of reviews and testimonials on your social media platforms. Facebook is a great option if you already use it and have a solid fan base. You can pay to target people with similar interests or in your location, plus use your ratings to promote quality etc.
You know those people, you’re could even be one of them… they don’t want to be the first to arrive, but they don’t want to be last through the door either. They are the ones who turn up a few hours late but are always ready to socialise and get stuck into the party atmosphere.
It’s quite easy to target these people with your paid media campaigns. They sit somewhere between using recommendations and researching products and services themselves. They might be procrastinators who have every intention of being prepared but something always comes up.
WHAT TO DO
Utilise your social media presence by promoting your product or service through recommendations and reviews, make sure you encourage Google reviews as well so that they come up in search results when people find you.
You can also attract these users through broader search terms and phrases as it’s unlikely they will know exactly what they want so you can spread your budget out a little thinner and still attract clicks.
FRIENDS OF FRIENDS
You’ll often find that at most parties there’s someone you don’t know, perhaps a friend invited them along or they are a partner of a friend. They are always welcome but are often in unchartered territory.
These types of people rely on reviews, testimonials and word of mouth to ensure they know what they are getting. They want to know that people like them are using the product or service already, they don’t necessarily look at the small print but are happy to trust other people’s recommendations.
WHAT TO DO
Don’t worry. Just because you don’t know them doesn’t mean they aren’t worth investing in, but how do you target these people if you don’t have many reviews or use social media enough to garner this?
It would be worth creating specialised landing pages on your website, focusing solely on the product or service in more detail, talk about the people already using your products or service and the pros of your offering. Make sure you research your keywords carefully to ensure you meet their needs, answer their questions and back up your information with testimonials or ratings. Make it easy for people to share your content with their friends and perhaps consider even giving them a little something for inviting people…
You’ll always get the people that say they are going to come to the party but then don’t show up. It’s disappointing and unavoidable. It might be that they get in touch with you on social media, fill in a contact form or add products to a basket but then never check out.
It’s likely they haven’t really thought about what they want in detail or are unsure, maybe going back and forth between you and competitors, you can however make sure you’re still in their thoughts with retargeting.
WHAT TO DO
Retargeting anonymously ‘follows’ your audience around the internet. Ask your developer to put a browser cookie on the website pages you are trying to promote. Every time they or a new visitor comes to your website they will then be followed around the internet (don’t worry they won’t know it’s you and it is completely above board).
By doing this your PPC ad provider will display ads to them in ad spots around their browsing behaviour – it’s not intrusive and is a largely successful way of converting no shows into the fashionably late.
If you’d like to know more about Digital Marketing services we offer including PPC and SEO please call us today on 01392 667766