According to comScore, holiday spending is up 13% for November-December this year as compared to last year. And Black Friday (November 26) was the heaviest online spending day in 2010. So, if you haven’t yet amped up your online marketing, it’s time to do so.
1. Holiday Keywords
Research seasonal keywords. Begin by evaluating your last year’s keywords and take note of the words or phrases that did particularly well last year. Try and come up with ways your products or services will add value to a particular holiday and work those angles into your online ads. For instance, as an example in blastam.com, if you sell gazebos then let people know how they can celebrate the holidays outside with your warm and cozy gazebos. Aim for long tail keywords that are highly relevant to your products or services. Longer tail key phrases are often associated with shoppers that are closer to actually making a purchase rather than “just browsing.”
2. Use Helpful Content
Consider the needs of holiday shoppers and then use words and content that show them how you can make their lives easier. For instance, highlight gift ideas, gift certificates, wrapping, and free shipping, if you are able to offer that.
3. Holiday Landing Pages
Create landing pages with holiday themes that are in line with the specific keywords you are using in your ads. Your landing pages should provide the buyer with a seamless shopping experience from pay per click ad to landing page to buying cycle – this includes the chosen words, images, and overall look.
4. A Simple Note on Prices
If you have the lowest price anywhere, then advertise it. If you don’t, then emphasize other elements in your ads, landing pages, and site.
5. Other Winter Holidays
Your winter marketing does not have to be only about Christmas, Hanukkah, or New Year’s. You might consider adding some other holidays/events in the mix such as the First Day of Winter (12/21/10) or Kwanza (12/26 – 1/1).