The Holiday season is one of the best revenue opportunities an online retailer will have all year. In fact, studies show that the majority of online purchases are made during the five weeks leading up to Christmas. That means you cannot afford to miss out on making the most of the holiday shopping season.
But, you can’t simply use your same-old marketing methods during November and December. You should tweak your message and marketing tactics if you want to make the most of the profit potential that will be coming your way.
Why? Well, as opposed to the rest of the year, there is a different psychological dynamic when it comes to holiday sales. From January through October, people are generally buying for themselves. Therefore, your sales material is designed to show what your product or service can do for them. In November and December, however, people are buying for others, so your marketing efforts need to focus on how your product or service will make other people happy.
That’s a crucial difference and if you don’t exploit it, you’ll miss out on a lot of sales opportunities. Let’s take a minute to discuss what you can do to increase your chances of capitalizing on the Holiday shopping season.
Home Page And Keywords
People search for products and services differently during the holiday season. They are looking for gifts − things that will make other people happy − and that creates a different mindset.
Your home page and the keywords you use need to reflect this shopping disposition. You can do this one of two ways: either alter your home page, or create a new landing page hosted on a different URL. It doesn’t matter which path you choose. What matters is that you have a holiday-specific page to greet potential shoppers.
Try to use keywords that reflect the holiday season, such as “gift” and “gifts,” as often as possible. Use “Christmas” as one of your keywords for SEO and paid search. Try to get as many holiday-specific keywords into the text as you can – without losing sight of your primary marketing message.
Tell Them What They Need to Know
Instead of describing how your product or service can help the website visitor, explain why your product or service would make a great gift. Many people have no idea what they want to buy for the people on their list, and are looking for people to tell them. That gives you a great opening for a powerful call to action –you can tell them that if they buy your product or service, they will be giving a great gift that will be appreciated.
Use Targeted Testimonials
If your company has been in business for a while, you probably have a long list of testimonials that you can use. Look through your available testimonials and find ones that talk about your product as a gift, or as something that was recommended to them by their friends.
The goal is to support the idea that this isn’t an item for the shopper, but rather a gift that people like to receive from friends and family. In other words, a testimonial that reads, “I was so happy when my brother told me about your product” will work better than “I was so happy when I found out about your product.”
Develop Holiday-Themed Graphics
Your home page should do something to reflect the spirit of the season. People want to feel comfortable that your product or service is the type of thing that people give and receive during this time of year. Putting holiday-themed graphics and images on your site makes it feel more welcoming, and will encourage people to spend more time on the page.
You can also incorporate pictures of people giving your product to other people. Remember, people buy products or services because of subtle psychological triggers, and they really do respond to positive images that reflect the season. Seeing a picture of someone being happy to receive your product as a gift can boost sales.
Create A New Autoresponder Campaign
Now is the time to capitalize on your email list. People who didn’t respond to your email marketing campaign during the year may very well respond to a targeted email marketing campaign during the Holiday season. You will want to develop a new autoresponder series to capitalize on this.
Your earlier campaigns probably were designed to motivate visitors to buy the product for themselves. Now, you want to create a campaign that lists exactly why they would want to buy your product or service for someone else. Talk to them about why their friends or family members would love your product or service as a gift.
In your messages, create a sense of urgency to motivate impulse purchases. Point out how many days there are until Christmas. Ask them if they have their Christmas shopping done. With each email, remind them that they are running out of time for the holidays.
As people feel more and more pressed to finish their Christmas shopping, they will become much more willing to buy from you just to have one more person crossed off of their list.
Leverage The Power Of Last Minute Shoppers
Lots of people put off Christmas shopping until the last minute. This isn’t good for them, but can be great for you if you can capitalize on it. In the last week before Christmas, shoppers are in a rush to “check everyone off of their list”.
This can work in your favor. Make it easy for them to choose you for their last minute shopping. If you sell a physical product, offer to throw in overnight shipping for free. It will cost you very little, but the increased sales will more than make up for it.
If you sell something that can be delivered or downloaded instantly online, capitalize on that. Stress that even if it’s December 24th, they can have the product delivered electronically to the person they want to give it to. That will motivate a lot of last-minute sales. Electronic gift certificates are particularly powerful for exactly this reason.
We hope these tips help you grow sales during the Holiday season!