The holiday season is well underway, and whether you're an e-commerce business or a retail store, it's a busy time of year. Marketers are in the perfect position to enjoy the seasonal joy and promote our products and services with creative, fun, and festive events that attract new customers. The holiday season presents an opportunity to address every aspect of your marketing strategy, whether it’s boosting click-through rates through email, partnering with influencers to promote your products, or building brand awareness through branded links. While Black Friday and Cyber Monday are always universally celebrated among marketers, there are plenty of opportunities to take advantage of holiday marketing trends to elevate your strategy, from December into the new year.
Here are five-holiday marketing trends garnering a lot of attention in 2021 that you'll want to incorporate into your upcoming strategies this season.
Embrace Email Marketing With Buyer Personas
One of the biggest challenges email marketers face during the holiday season is creating compelling campaigns that differentiate them from the sales and spam that permeate customer inboxes. One of the key things that can help you differentiate your emails is to use data that mines your target audience to structure your campaigns around buyer personas. Buyer personas can help determine where your customers are in your sales funnel by working with your marketing and sales teams. Whether it's a digital marketer working for an enterprise company or a small business owner building an e-commerce store, these roles can help you communicate with your customers through unique and relevant personalized emails.
Use the holidays to conduct market research to help you understand your customers' demographics, behaviors, and economics, which you can then apply to personalize email marketing strategies for each persona. When you do email marketing intentionally, your customers will want to read, engage and click on your content. The holiday season will be crowded with businesses looking to upsell, bundle, and block last-minute conversions, so this is a great opportunity to think about how your email marketing can break the mold and actually connect with your customers.
Leverage Branded Links to Boost Engagement
Holiday marketing is like stuffing your campaign into your competitor's confetti cannon and hoping you have the perfect mix of appeal and engagement for customers to see. Brand links are in high demand this holiday season as more brands and businesses dive into digital marketing and harness the power it brings to their customers. Links with your brand or business brand help build trust, communicate information, and share where the link points to. As your marketing and sales teams scramble to create resourceful, engaging, and festive content this season, investing in a link management platform can strengthen your brand with features that help you differentiate your content from your competitors.
Use Remarketing to Reach an Engaged Audience
In the world of e-commerce, the goal is always to generate new leads and convert shoppers to generate sales. But what happens when your customers leave more products in the cart than they complete the checkout? AKA - Cart Abandonment. We've all been there, we see something we love, we add to the cart, hesitate to buy it or forget it completely, and the next thing you know it's a missed opportunity. For businesses, without a strategy in place to guide customers back to closing deals, this can lead to huge lost revenue. This season, retargeting your audience is an important strategic component to add to your marketing efforts to bring wanderlust customers and visitors back to your website. To entice customers to re-purchase, you can create customized ads that reflect their activity on your website.
Partner With Influencers to Build Authority
Influencer marketing continues to dominate the social media hemisphere and will only increase during the festive season when brands and businesses partner with the most popular personalities to promote their products. Heading into the holiday season, you'll need to start researching, planning, and setting aside a dedicated budget for influencers. While micro and macro-influencers are easy to get and work with your business, you don't want to work with anyone. Influencers should be reached strategically based on similar interests, audiences, and whether they are a good fit for your business.
Developing a multi-channel digital strategy for your influencer partners can help you leverage social media marketing and have dedicated influencers for each channel that organically connects with your audience. All social media platforms are created differently, and your approach to using influencers shouldn’t be a “one size fits all” mentality, as you won’t get the same results across every social account. Research the strengths of each influencer candidate and how they fit into your marketing strategy, whether expanding your presence on TikTok or generating new leads on Facebook.
Stay Updated on Social Media
As customers continue to flock to these platforms, from daily news to trends, social media shows no signs of stopping. Staying abreast of the latest social media updates, emerging platforms, and popular apps can help your marketing team create relevant, dynamic campaigns that build on the platform's strengths. For example, if you're looking to launch a new product this holiday season, consider whether a video campaign will perform better on YouTube or TikTok.
If you're planning to promote an ebook, webinar, or virtual meeting, are you using Instagram's Stories feature to drive traffic by sharing a link? In the hustle and bustle of the holidays, the worst mistake you can make is missing out on developing a great marketing strategy because you don't realize the power social media can bring to your brand. As social media evolves, marketing content and strategies must become more flexible and open to out-of-the-box ideas and creative assets that are not part of traditional marketing models.
Embrace the upcoming holiday trends and start implementing them into your marketing strategy this season!