As a marketing manager and, especially, if your company has an online store, you know that the Christmas campaign is one of the moments with the highest number of sales throughout the year. Although during the year there are several interesting dates to generate sales, such as Valentine's Day or Father's Day, for example, it is undeniable that Christmas is the time of gifts par excellence and we have at least two clear opportunities in which potential customers They may be interested in shopping, Christmas and Three Kings Day.
In this article we will show you the 6 essential steps to plan your marketing strategy for Christmas, so that it becomes a successful selling moment.
Before starting the campaign you have to establish what objectives you want to be met once it ends and it is important that they are smart goals, that is, that they are specific, measurable, attainable, relevant and on time.
A smart goal for a Christmas campaign could be to increase the sale of a particular product during the Christmas campaign by 50% compared to the rest of the year.
Although it may seem that the buyer person for your Christmas campaign is the same as the rest of the year, you should think carefully if so.
It is very possible that your company has several buyer people determined to work in marketing, but it is important that you define if your campaign is aimed at all of them or if you should focus on those that interest you more or have more chances of converting for your Christmas campaign.
It is important that you think about your Buyer Persona and the products or services they may need at this festive time of the year. If you also classify your products or services as gifts, thinking who might be interested, it will be easier to design the perfect Christmas marketing strategy for your Buyer Persona.
A Christmas campaign should be prepared when returning from summer vacations, if we want to have enough time for good planning. In fact, the first promotional actions should start already in November, to start generating interest in the product long before having to make the purchase decision.
It is important to take into account the calendar and have done your planning in advance so as not to reach the Christmas season without having anything planned and having to perform the actions in a rash way and without adding value that helps to generate conversions.
Your marketing strategy for the Christmas season should be well prepared and in advance (as we discussed in the previous point) and there are some strategies that you can implement to get a greater focus on sales during this time:
What is important is that in that landing page there is the call to action of purchase of the product or service on which the campaign is based or an informational form that collects a contact form (email, telephone) that you can impact later.
Just as social networks are important, it is also important to include your campaign as a content post within your company blog. It is important that it is a valuable content, which provides the user with more useful information about the product or service on which the offer is based.
Similarly, you can also include the offer in a promotional post, which is usually shorter than a normal post and offers a quick introduction to the offer and an attractive call to action with the aim to direct traffic to your landing page, where there will be more information.
So that the email marketing campaign is effective in this type of campaigns, segmentation of mailing mailing lists is especially important, since a very high volume of mailings is received and, to highlight, it is essential that the recipient feels identified or may have a prior interest in our offer.
Now that you have launched your campaign, the most important step is to revisit the objectives and assess whether they have been met or not.
Measuring the results, in fact, is the most important part of the campaign, because it is what will determine if it worked, what you have to improve and, ultimately, the end result of all your effort.
In order to correctly measure the results you should take into account the digital analytics in your company's strategy and , especially, what are the KPIs you should measure, taking into account what are the Basic KPIs in digital marketing.
Once the results have been measured, it will only be necessary to take note of what has not worked to improve it in the next campaign of the following Christmas.
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