The holiday season accounts for the majority of yearly sales. In the fourth quarter of 2019 alone, ecommerce sales in the US grew over 16% on the previous year, comprising a total of $187 billion.
Although some industry insiders are predicting that 2020 figures may be down, online sales will explode as customers take advantage of virtual holiday shopping experiences.
What does that mean for you? Conversion rates are likely to increase which means you need to be on your A-game when it comes to promoting your brand to drive sales.
Let’s take a look at the most effective way to drive sales this holiday season, as well as our magic two step formula for skyrocketing your revenue.
Get creative but keep the message simple
As it’s the busiest time of year for retailers, standing out from the crowd is essential. When it comes to advertising campaigns you need to start thinking outside the box in order to capture the attention of consumers.
Remember, your potential customers are being bombarded with advertising messages from multiple channels. If you’re planning on investing a significant portion of your budget to holiday marketing, you need to be strategic.
Every retailer wants a slice of the holiday profit pie, but keeping your marketing simple is enough to drive conversions. Each campaign only requires one straightforward message, benefit, and emotion, to captivate your audience.
Halloween, Black Friday, Cyber Monday, and the Christmas holiday period, provide you with a great opportunity to maximize your sales. Both new and returning customers adopt different purchasing behaviors so it’s important to consider channel distribution.
Creating a balance between your new and loyal customers is key to a successful marketing campaign so keep it simple, but be ready to quickly adapt, especially if this is your first big holiday campaign.
We’ve created a simple 2-step approach, or our magic formula, as we like to call it! This strategy will help you to create a winning campaign this holiday season, driving sales forward so you can skyrocket your revenue.
Step 1: user generated content
Your holiday marketing campaigns are going to require lots of content. One of the most effective methods for creating content that resonates with your target audience is user-generated content.
What is user generated content? This is content created by people, such as influencers, rather than by a business themselves. This type of content can include anything from text, images and video to product reviews and audio.
The difference between user generated content and traditional content is that it’s created by consumers for consumers. Content creators like influencers are highly powerful in engaging audiences. In fact, for every $1 you spend on influencer marketing, you can expect to make $18 back in return.
Utilizing influencers for your marketing campaigns enables you to leverage consumer generated content which helps your brand to become more ‘human’ and develop a closer relationship with your audience.
As you need to produce a vast range of content for the holiday season, incorporating several influencers from varying categories into your marketing campaigns gives you the diversity to appeal to more people. For example, if you’re a beauty brand, you could use beauty, fashion, and lifestyle creators to cover a wide range of content which relates to your business and products. Armani Fragrance used this strategy to work with Instagram fashion creators like Men’s Fashion Post:
You may be wondering how you can find creators to work with. Using a platform like Insense is ideal as you can search a marketplace of thousands of vetted influencers to collaborate with.
This takes away the hassle of reaching out to creators directly as you can easily find a curated community of influencers at your fingertips. The simplified process means you don’t need to think about what you’re going to pay them as you can easily find this information on each individual profile.
Via the marketplace, you can directly converse with influencers you wish to work with, negotiate a fee with them, and inform them of campaigns you wish them to work on.
Insense categorizes creators into different sectors so you can easily find ones in your niche. Additionally, you can discover influencer stats, including number of followers and engagement, to identify suitable creators for your campaign.
If you’re a new brand with a low marketing budget, you can also work with creators in exchange for products rather than a monetary fee – perfect for creating influencer product reviews.
The great thing about producing content with influencers is that you can come up with a range of ideas to promote your brand, including:
- Product images or videos
- Brand overview/review
- Product demonstration video
- Product haul video
- Product review
- Social media takeover
- Social media ads
- Gifting video
- And much more
Once you’ve produced your desired content, it's time for step 2 of our magic formula – promotion!
Step 2: whitelisting for promoting content
Using whitelisting for promotion of your content is extremely effective as it gives you huge opportunity for coverage with specific targetings.
If you’re not familiar with whitelisting, it's essentially a method of using an influencer’s social media account to promote your content.
The most popular types of whitelisting include a sponsored Instagram post or a giveaway. Take a look at this Coach influencer Instagram ad as an example:
Remember, you don’t have to choose just one type of content for whitelisting. Why not choose to work on several ideas with a bunch of creators – this is a great way to maximize your conversion potential.
If you’re already familiar with the basics of whitelisting and want a more comprehensive resource, download this free ebook.
Extra tips for your holiday content:
The holiday season can be hectic for everyone, including brands. Take a little pressure off your business by automating your holiday content. You can even automate your social media ads. Facebook automatic placements gives your brand the best outcome for your budget by automatically being shown to users where they’re likely to perform best.
Many consumers begin their holiday shopping before November. For your brand, that means starting your holiday campaigns earlier than you may have assumed. Starting your marketing early also gives you ample time for testing strategies, and identifying any extra target audiences.
Don’t be afraid to give extra help
The holiday season is centered around gift-giving. Make it easier for consumers to find gifts for their loved ones by creating gift guides. Text, images, and video are all excellent opportunities for demonstrating your products to your target audience, and increasing conversions.
Start preparing your holiday content today
It’s never too early to start planning your holiday marketing campaigns. Successful influencer marketing campaigns begin by locating the right creators for your brand.
Search Insense today to find influencers within your chosen niche and collaborate on holiday campaigns. Seamless integration with Facebook Ads Managers means you can also amplify your created content with social ads. We’ve worked with over 100 ecommerce brands in the last year alone so we can help you to run successful campaigns to skyrocket your sales.