Step-By–Step Guide to Holiday Campaign Planning (Part 2)


 

It is crucial to get on board the holiday train as soon as possible. This Holiday Campaign Planning Guide provides a detailed strategy to ensure your campaigns are ready for the holiday season.

Refresh and review landing page:

Although landing pages are a key element of any campaign, they can also make or break it. It doesn't matter how much money you spend to drive consumers to your site; if the shopping experience is poor, so will your sales.

  1. The product that you advertised in paid search ads should be featured on landing pages, not your homepage.
  2. Consumers should understand the click to buy path.
  3. Pages should not be cluttered, but airy.
Enhance your ecommerce experience

An ecommerce experience that is well designed can reduce abandonment of shopping carts. Take the role of the customer and test drive your website. What can you do to improve your site?

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Add:

- Live chat with customers at peak times of interest

- Social Links: Give consumers the option to follow you.

- Similar products: Give consumers the option to find more products through a module of related products on your website.

Motivation for mobile devices

Mobile market penetration is increasing, and so does the percentage of mobile shopping. Prepare:

  1. Check that your location information is current on all your online business profiles, such as Google+ or Bing Business.
  2. Optimize your ads for mobile shoppers. Geo targeting options can be used for paid search advertising. This will allow you to position yourself better to capture impulse shoppers.
  3. Mobile-optimized landing pages can be created.
  4. Use Google's " Total Value of Mobile" calculator to determine the true value of mobile in your business.
Make a contingency planning:

Consumers' preferences, moods and patterns are constantly changing. You should be prepared to change the ad copy and images. Also, have some sales offerings such as free shipping and a percentage discount.

Targeting existing customers:

It's more costly and time-consuming to attract customers than to keep them. Loyal customers can benefit from special promotions that encourage them to return to you again and to spread the word about your great services.

Establish a reporting schedule

Step-by-Step Guide to Holiday Campaign Planning (Part Two) Reduce the chaos during the holiday shopping season by creating a reporting schedule with daily and weekly reviews. Discuss with your team if there are any additional metrics that should be tracked. Designate someone to update the metrics and analyze the data. At the beginning of each week, review all metrics. Which goals are more important than the actuals? Report on new opportunities during the holiday season.

Contact list for holiday core team:

Include the contact information for everyone on your team. To ensure you are ready for any emergency, include the contact information of your vendors and their business hours.

Review

To make sure that you are covered, go through the holiday checklist once more. You can skip an important step if you don't have the time. To ensure that everyone is on the same page and has the same goal, go through the plan together with your team. Review the following before you publish your plan.

Campaign flight dates

Promotions

Calls for action - Are your calls consistent across ads and landing pages?

Ad copy Do you have any backups for every campaign?

Targeting -- Did your campaign include geo targeting?

Images Will your customers like the images that you choose to use in your ads?

Landing pages: Is it clear what the user path is? They are mobile-friendly?

- Call to action - Does it make sense what your customers will get by following you?

The most recent essentials - Business hours, phone number and online profiles. Privacy and return policies.

The Step-by-Step Guide To Holiday Campaign Planning (Part 1) is available at Independent Retailer.com.

All the best for a happy holiday season and Happy Holiday Planning!

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