As the holiday season approaches and the year comes to a close, it’s crucial for businesses to adapt their marketing strategies to the unique challenges and opportunities that December brings.
And no, it’s not too late to do most, if not all, of these.
In this comprehensive guide, we’ll dive deep into the world of December marketing, offering valuable insights on Pay-Per-Click (PPC) advertising, social media management, your content and more.
These are dos and don’ts that will help your marketing efforts shine brighter than Santa’s baubles during the festive season.
Pay-Per-Click (PPC): Tis the Season for better ROI 💸
Do: Consider the holiday season as a golden opportunity for PPC advertising. Surprisingly, while your competitors might be taking a break, this is your chance to shine. With reduced competition, overall costs tend to decrease, cost-per-click (CPC) falls and your ads can claim higher positions in search results. It’s the perfect time to maximise your ROI.
Don’t: Make the mistake of pausing your PPC campaigns completely during December. Instead, strategise and optimise your campaigns – even if you believe your clients won’t buy in December (and who really knows? You’ve probably never tried) make the objective to measure signals of intent, such as gathering their details from a gated e-guide on a landing page, for example.
Social Media Management: Standing Out Amidst a Christmas Onslaught 🎅🪓
Do: Start planning and scheduling your social media content now. With the Christmas chaos in full swing, your content needs to cut through the clutter. Be more experimental with some irreverent posts that still resonate with your audience and can catch the eye of new contacts. And try some counter-programming (non-Christmas) posts as well.
Don’t: Leave your social media presence to chance during the festive season. Failing to schedule and plan ahead can lead to missed opportunities and lost engagement.
Mistletoe Moments: Connecting with Decision Makers 🍃😚
Do: Understand that even during the holiday season, many decision-makers are still working and thinking about the year ahead – and for some, it can be the only time they get some bigger-picture headspace. Be ready to cater to their needs and provide valuable insights for their planning.
Don’t: Assume that everyone is off and unplugged for 2 weeks. Instead, keep the lines of communication open and if you’re scheduling, work hard to make it appear ‘in the moment’.
Visit the 3 Spirits of Reflection, Realisation and Transformation 👻👻👻
Do: Recognise that December is a month of reflection. People are looking back on the year and contemplating changes and improvements for the new year. Craft content that resonates with this reflective mood, and be open to exploring new strategies and ideas.
Don’t: Neglect the opportunity to connect with your audience on a personal level during this introspective time. Share your own reflections and aspirations for the coming year. Top tip: make it what you’ve learnt, what you changed and why the positive results make it something you’re doubling down on in 2024.
Silent Nights, Social Heights: Leveraging Reduced Noise 🌚
Do: Make the most of the decreased social media competition. With fewer posts going out, your content has a better chance of gaining attention. Use this to your advantage by maintaining a consistent and valuable social media presence.
Don’t: Simply make noise for the sake of it. Make sure you provide value or entertainment in one form or another. In short, keep it meaningful and you will have a better chance of your social posts being memorable.
Conclusion 🧠
In conclusion, December is a unique and challenging month for marketers, but with the right approach, it can be a time of significant opportunity. By implementing these dos and avoiding the corresponding don’ts, you can ensure that your marketing efforts not only survive but thrive during the holiday season.
Stay on top of PPC, social media management, and client engagement, and you’ll be well-prepared to make the most of this festive seasonal: boosting December sales and setting up a strong January.
As always, if you need any expert help, reach out to marketing@briight.websitedesignstaffordshire.com and we’ll treat you like you’re on the nice list.
