The holiday season is a time of excitement, busyness, and opportunities for businesses. While many may consider it a time to slow down, savvy marketers know it can also be a season of growth. The holiday season is a prime time to boost sales and deepen connections, making a strategic approach essential for success.
In this blog, we’ll explore five actionable strategies to help your business not only survive but thrive during the holidays. These tips, drawn from our recent podcast, are designed to make your marketing efforts efficient and impactful.
1. Focus on Your Audience’s Seasonal Needs
Understanding your audience’s needs is crucial during the holiday period.
“I always think first about who the audience is and what they might be doing at that time of year and what they need at that time of the year.” Megan McKnight, Marketing Director – Pixeld
For example, if you’re in the B2B construction industry, your audience may be winding down operations before Christmas. In such cases, rather than pushing for immediate conversions, focus on content that helps them plan for the upcoming year. Conversely, businesses in the fitness or retail industries might tailor their messaging to tap into the seasonal boom, such as post-Christmas fitness goals or last-minute gift shopping.
Consider using data analytics and audience insights to identify what your customers are looking for during this time. Tools like HubSpot can help you segment your audience and craft personalised messages that resonate with their holiday mindset.
2. Engage with Retargeting Campaigns
The holidays are a perfect time to reconnect with potential customers through retargeting campaigns.
Retargeting allows you to re-engage with people who have previously interacted with your brand but haven’t converted. This could include offering exclusive discounts, free trials, or early access to your services in the new year.
Platforms like Google Ads and social media networks provide excellent retargeting tools. Use them to stay top-of-mind without being overly sales-driven. Remember, the aim is to build relationships that can yield results in the long term.
3. Optimise for Seasonal Ad Costs and Competition
It’s no secret that advertising costs soar during peak periods like Black Friday and Christmas.
To navigate this, focus your ad spend where it will be most effective. If your product or service isn’t suited to the holiday season, consider reallocating your budget to quieter periods when competition is lower. For instance, running traffic campaigns in January could help you start the year strong while saving on costs.
“During Black Friday, the cost per click on platforms like Facebook and Instagram skyrockets because of the sheer volume of advertisers competing for attention.” Paula Pessagno, Digital Marketing Specialist – Pixeld
Alternatively, explore creative options beyond paid ads. Email marketing, partnerships with complementary brands, and organic social media content can be equally effective while keeping your budget in check.
4. Use Seasonal Content to Build Engagement
Holiday-themed content is a powerful way to connect with your audience. Whether it’s a reflective blog about the year gone by or a fun social media post celebrating your team’s holiday spirit, seasonal content can humanise your brand.
“We’ve been looking at TikTok trends, like music or themes that resonate with the season. It’s a chance to show your fun side,”
Consider creating content that’s not overly sales-focused but adds value or entertainment. For example, a holiday gift guide, industry insights for the new year, or even a simple “thank you” post for your customers can foster goodwill and keep your brand top-of-mind. Platforms like LinkedIn are particularly great for reflective, personal posts that engage your professional audience.
5. Delight Existing Customers to Foster Loyalty
The holiday season isn’t just about attracting new customers—it’s also an excellent time to show appreciation for your existing ones.
“Recognising the relationships you have with your existing clients is so important. Whether it’s an email, a phone call, or even a thoughtful gift, small gestures can make a big impact.” Megan McKnight
Sending thank-you emails, sharing personalised reports (such as a “Marketing Wrapped” summary), or offering exclusive perks are great ways to make your customers feel valued. Not only does this enhance loyalty, but it also encourages word-of-mouth referrals, a priceless form of marketing.
If budget is a concern, partnerships can also be an effective way to add value. Partnering with a complementary brand to offer combined discounts or perks allows you to delight customers without shouldering the entire cost alone.
Plan Now, Grow Smarter
The holidays can be a challenging time, but they’re also full of potential. By understanding your audience’s needs, leveraging retargeting, being smart with your ad spend, creating engaging content, and showing appreciation for your existing customers, you can set your business up for success both during and after the festive season.
“The best leads are those you already have relationships with”. So, while it’s essential to attract new customers, don’t overlook the value of nurturing the ones you already have.
As you prepare for the holidays, remember that the key is not just to work harder but to work smarter. With the right strategies in place, this season can become a springboard for growth in the year to come.
