Christmas: it’s the most wonderful time of the year, and not just for the kids jingle-belling either. It’s a chance for brands to boost their sales with seasonal marketing that taps into the festive spirit. But increased sales aren’t just for Christmas. Here are some tips you can use to maximize your online sales for seasonal events throughout the year.
Appeal to your customers’ seasonal pain points
Our emotions are naturally heightened during seasonal events. Between planning the food, buying gifts, and dealing with that great-aunt who insists on kissing you on the lips when she sees you, seasonal events can be tough. For customers, it’s a difficult time. But as brands, you can play on that to maximize your online sales.
Identify in advance specific pain points that affect your customers during different events. For example, your customers might be concerned about spending too much at Christmas, so highlight your generous savings as a counter.
And at Thanksgiving, there’s a lot of pressure on the head chef of the family to cook the perfect turkey. Why not create a video showing your customers how (featuring your product, naturally)?
Useful content like this can help drive traffic to your blog, which in turn gets your products seen by a wider audience.
Take this further with countdown timers in your emails to create a sense of urgency as the big day approaches. Combine it with some FOMO-driven copy to needle your customers into shopping with you. Pain points are great for driving sales, so take advantage of them.
The early bird gets the worm
How many times have you promised yourself that you’d do your Christmas shopping early this year, only to find yourself panic-buying juicers on Amazon Prime a week before Christmas Day?
The truth is, the earlier you start the better. And it’s as true for your Christmas shopping as it is for your seasonal marketing.
Start your marketing campaigns early. I don’t mean sending out a Christmas discount email in the middle of June of course, but giving yourself at least a couple of months lets you build a slow-burning campaign that builds to a crescendo.
Don’t go too hard too early. Just a little reminder here and there to begin with to pique their attention, and then gradually build up to a solid seasonal campaign.
You can use this extra breathing space to create a seasonal loyalty scheme, starting a month or so before the event and ending in the month running up to it. Points earned during this period can be used during the final run-up to the event, keeping them locked in with your brand for a sustained period.
Increase your mailing list with a seasonal lead magnet
Email marketing is an important part of any seasonal marketing strategy, and this is especially true for seasonal events. And the bigger your mailing list, the wider your reach is. You’ll have more people you can push your products to, increasing your online sales in the run-up to the event.
While you’ve likely got a sizeable mailing list already, it’s worth adding to it as seasonal events roll around. And what better way to do that than with a lead magnet? Lead magnets are digital pieces of content that customers can download in return for their email address. They’re free for the consumer, free (or at least very affordable) for brands to make, and they’re great for building email subscriber lists.
While lead magnets can be used throughout the year at any time to build mailing lists, creating lead magnets that tap into the seasonal mood. For example, a gift guide blog post featuring product ideas for every member of the family is a standard for brands. But a downloadable gift guide ebook to inspire you on your commute to work? Even better.
Seasonal lead magnets work. Create a Halloween decoration guide using a good flipbook creator like Designrr, then create a dedicated landing page (there are some handy premade templates here) and direct customers to it using paid social ads.
A strong lead magnet that your prospective customers will genuinely want populates your mailing list with qualified leads in the run-up to seasonal events. This both boosts your sales in the short-term, and widens your reach in the long-term.
Add a season banner to your email signature
As we just mentioned above, email marketing is critical to your seasonal sales. And here’s another great way to make the most of it: Add a seasonal banner to your email signature. A seasonal banner is a great way to promote your holiday sales, products and simply spread holiday cheer. See how the email signature example below uses a banner to promote a Black Friday sale. You can easily add a seasonal banner to your signature by using an email signature generator.
Create a pop-up shop to drive online sales
While pop-up shops might not immediately seem to maximize online sales, they’re actually great drivers of digital revenue. Create a pop-up shop a month or two in advance of the event in question (but not so far back that it’s irrelevant) and sell your products in a brick-and-mortar setting. These events are great for capitalizing on real-world footfall in malls and Main Street. You can also participate in local retail pop-ups and events.
But it’s not just about instant offline sales. It’s a chance for you to showcase your online products to an offline audience, raising awareness of your business with customers who might not have experienced it before.
Even if you don’t sell your products, simply hosting a pop-up shop with some samples is enough to get your brand at the forefront of shoppers’ minds in the run-up to seasonal events. If you do decide to sell offline, offer your customers a receipt via email. This is a chance for you to build up your mailing list as the event approaches, presenting you with more marketing opportunities further down the line.
To Sum Up
Seasonal events are your chance to drive sales and boost profits in a short space of time. But to really wring the most from national events such as Thanksgiving or global ones like Christmas, you need to step up your marketing. Follow the tips above to create a concerted strategy that maximizes online sales for your business.