Did you know that 92% of shoppers will do initial research, and buy gifts online? Now is the time to make sure your Website, Social Media, and Marketing messages are all as easy to use, and as engaging as possible.
And as over 51% of all web use is on mobile, ensure that your output is mobile friendly, too.
You may want to be noticed, but make sure it’s for the right reasons. Customers are hit with an onslaught of marketing messages for months before Christmas, so don’t add to the noise.
A study by Litmus concluded that brands only have eleven seconds (a figure that has risen by 7% since 2011) to engage with a newsletter recipient, before they decide whether to delete your email. So when you do reach out to them, whether it is through social media, email, or advertising, make sure that what you’re saying is relevant (to your brand and the audience that receives it,) well timed, concise, and engaging. Remember, you don’t have to give all the information at once: a newsletter or social media post should also encourage the reader to continue on to your site, or in person. To help spread the word, an original hashtag can be more powerful than a detailed explanation on social media.
Christmas can be a stressful time for families, and many consumers are trying to get a lot done in a small amount of time. Show that you understand, by providing solutions to their challenges. Prove that you can save time, money, stress etc, and that you’re the brand who can be there when they need you. If you can give them that relief when nobody else will, you’ll really stand out.
Understanding your audience and tailoring the message and timing to them will give you a competitive edge. You need to create content with answers, that people want to share. And this will serve you not only now, but throughout the year.
Demonstrate your brand’s humanity
Consumers are becoming increasingly adept at spotting a sales pitch. So in a season where consumerism is threatening to overtake traditional holiday values, celebrate the personality of your brand. Your approach may vary between products and services, but emphasise the human side whenever possible, both in terms of photographing people using your products, and (particularly in service-based businesses) photographing the team behind the brand. You could even promote your charity of the year, or give a percentage of your holiday profits to a cause close to your heart (while explaining how, and why you’re doing it.)
The key is to share a human moment that your base can relate to: since people are in the spirit of giving, they’re more likely to hand over their cash, if they feel a sense of connection with your brand. Inspiring genuine emotion can promote more engagement than strictly factual information and when in doubt, humour goes a long way at Christmas!
Celebrate Brand Loyalty
With so much competition, and customers often struggling to make final decisions, it can be a great time to treat those loyal to your brand, and give them an extra reason to choose you. Offer exclusive discount codes and make them feel special. This can also increase your standing on social media, as your message is shared.
The key here is to look at what you can do to increase loyalty and remember, this doesn’t have to be a discount. Consider creating a reward scheme, competition, exclusive invites, or a newsletter with insider information. This can be just as effective as giving something away: if recipients feel like they gain something from being on your mailing list, or social media, they’re much more likely to stay on it.
Focus on visuals
There’s no need for neon and flashing banners, but concentrate on visuals. Memorable images, videos, gifs, and infographics, will all catch the attention and help to deliver information quickly and effectively.
Even if you offer more detail elsewhere, a brief visually conveyed message will prove far more memorable. It’s also important to adjust campaigns for each platform. Twitter followers might want concise content and hashtags (which help to connect with your target audience), Facebook followers might want to ask questions, take a poll, and have more interaction and your Instagram community may want a more informal behind-the-scenes look.
Want to know how ZMG can help your brand? Drop us a line and we’d be happy to chat.