Social media is a great place for brands to connect with current and potential consumers leading up to the holidays. It’s also a channel to promote the latest products, provide exclusive offers and have direct dialogue with users who engage with your branded content. According to recent data, people are already getting ready to shop for Back To School almost 4 months early this year.
It’s not surprising that the holiday season is the most important time for retail sales and even less surprising that consumers are doing their shopping online. Last year, mobile sales and traffic accounted for nearly 40% of online traffic on Black Friday and nearly a third of all online traffic on Cyber Monday. The trends continue to support that the biggest push for major brands who want to succeed during the holiday season need a strong strategy around mobile, social and integration.
Perfecting these strategy takes time, testing and analysis. Here are ways to implement strategies now so you are ready when it’s holiday crunch time:
Test, Test, Test
What channels are your most engaging customers in and what are they interested in? Brands need to figure this out down to a science. With all of the holiday cluster, consumers are only going to convert and engage with something that they want, in the channel that they are most active in.
Do your Twitter followers want deals or content? Are your Instagram followers looking for a sneak peek on the newest product or just like the dogs in the office? By testing out channels over a period of time, brands can learn which channel their consumers respond best in and where they are most likely to purchase.
Learn About Your Email House File
Another valuable data set that is important to succeeding in mobile is knowing how social your email list is. When it comes to the holidays, consumers will be getting hundreds of emails and it’s most likely only the subject line that will get them to open.
Discovering if your truly engaged email consumers are willing to share your email content (deals!) within social media to get something in return is highly valuable. By putting a tweet intent in your email (“Tweet #Want #PromoCode to get 20% off your next purchase) not only allows you to learn who your most likely to purchase consumers are— but takes your private offering and amplifies it in social media for their friends and followers to see.
After gathering learnings, brands now can create a new data set of qualified consumers who participate in a social promotions, knowing they are highly engaged with your brand. If a consumer is willing to take steps to get access to your brands promotions, they are the consumers you will want to reward (VIP) with access to promotions instantly. This creates a more seamless way to give your consumers what they are asking for when they are ready to spend money this upcoming holiday season.
After taking some time to learn which channels your consumers are active in and what content or deals they are looking for, you can strategize your social media holiday plan. You may realize that your audience in Twitter are most responsive to promotions and your Facebook audience really wants to see exclusive content. By segmenting accordingly, you can set yourself up for maximum results.
Questions about how this works? Learn more by downloading a best practices guide here.