Tis the season…again! This go-to guide will give you simple pointers to help you reach your holiday marketing goals this year.

You’ll learn about these topics:

• Why it’s important to be sensitive to the times
• Successful marketing starts with a simple plan
• Questions to help you with effective planning
• Inclusivity is a living principle (not a buzzword)
• Think like a clever marketer with 5 easy tips

Given that we’re a team of digital marketers, we’ve got to ask: What’s your marketing goal this holiday season? Maybe it’s to:

• Achieve more sales 💰
• Connect authentically with your clients/customers 🙌
• Reach a new or wider audience 👋
• Keep calm (spoiler: easier said than done) 🤪

Let us help you nail each of those aims with our quick go-to holiday marketing guide.

First, a serious note: Like other recent years, 2023 was…quite a year. Mass tragedies. More political controversies. Record-breaking weather. Social unrest & wars. Artificial Intelligence. And still more uncertainty.

As a nation and as a world, not one of us is unaffected. What does this have to do with your holiday marketing plan? Maybe more than you realize: in everything, it’s never been more important to be sensitive to the times we’re living in, whether you’re writing copy for a social post or designing a catchy graphic.

With that said, let’s talk about your marketing plan…

How to Reach Your Holiday Marketing Goals

Tip #1: Start with a Solid Plan

Yup, there’s that word again (hint: we ❤️ planning). Did you know? It’s usually suggested that July to September is the best time for businesses to get the ball rolling on a holiday marketing plan. If you missed the bus, no worries – it’s never too late to start.

As you plan for the holiday sales season, ask these questions:

• What’s your (realistic) budget? Identify areas where you can reduce spending, and where to increase it. Are you financially able to offer sales, promos and discounts to clients & customers? If so, how much?
• Do you have the bandwidth to accommodate a holiday increase in sales? Determine whether you’ll need to hire additional help. What about supplies and inventory? Plan your purchases now so you’re not caught off guard later on.
• How will your marketing strategy differ during the holiday season? Maybe your messaging looks different to reflect the season. Consider the most suitable channels for promotion that would effectively reach your target audience. Speaking of them…
• Have you thought about the unique needs of your clients & customers? What are they seeking at this time of year that might be different from other times? How can your messaging connect with them on a more authentic, “human” level?
• Wait! Did you leave out the basics? It’s super easy to overlook the most obvious details, like what your holiday hours are. Make sure you announce what days/times you’ll be closed so your clients & customers aren’t left out in the cold…literally.

Tip #2: Smart Marketing is About People First, Not Sales

This is 2023. Inclusivity shouldn’t just be the buzzword of the modern era, but a living principle infused deep into every business.

Because each business is unique, there aren’t necessarily hard-and-fast rules that outline how to be more inclusive. This is where knowing your audience becomes vitally important.

As important as it is to determine which channels make the most sense to promote on, you should have an in-depth understanding of exactly who your audience is.

For many businesses, their clients and customers span a range from many different walks of life. That itself can present a challenge. You may ask, “How can we be more inclusive, when our audience is so diverse?”

If that’s the case for you, perhaps it’s best to segment your messaging to reach, honor and respect everyone. For instance, maybe your audience isn’t ok with “Merry Christmas”-type content and prefers “Happy Holidays” instead. Knowing this will help you craft content that connects, not that divides.

No matter who your audience is, avoid emphasizing overused words and phrases. By now, everybody knows times are “unprecedented” and (cue the eye-roll) not everything is “amazing.” Here are more of 2023’s “Banished Words,” courtesy of Lake Superior State University. In case you’re wondering, GOAT topped the list, and quiet quitting made an appearance too.

Think Like a Clever Marketer with 5 Easy Tips

Hopefully, you’ve got a clear holiday marketing plan and you feel like you know your audience so you can reach them most effectively.

Yay! Now, how do you reach them? Try these tips:

1. Appeal to people’s love for nostalgia. Most of us have an emotional connection to the season and yes, to tradition of some kind. What tradition means to each person will of course differ widely. Bottom line: If you can connect to your audience on an emotional level they can relate to, you’ll cultivate a meaningful shared experience – with benefits that extend beyond the season.
2. Offer sales, promos & discounts. That product or service you offer? Create buzz and excitement with fun sales, festive promos, and irresistible discounts that appeal to customers. Now’s the time – running a holiday savings promotion not only shows your current clients & customers some love, but gives you the chance to reach an even wider audience.
3. Get social! Instagram. Facebook. TikTok. YouTube. Even LinkedIn. The power of social media is undeniable. From visually-focused IG to the trendy TikTok, it’s like tapping into a virtual goldmine of potential sales leads. Once you know which platform(s) your target audience frequents, you can craft memorable social posts to engage with them.
4. De-emphasize sales. For a little while, at least. Not everything you do should focus on sales, sales, sales. Let loose a little & share some funny memes, seasonal photos or something totally different from what you’d regularly share, like your dog in his silly Santa hat. Consider sharing community photos or even images of your local area to help people connect with you.
5. Leverage AI to create an all-around top-notch customer experience. 2023 was the year of Artificial Intelligence. Implemented wisely, AI can be a game changer for your small business. Where possible, consider implementing AI tools to enhance customer/client support and to increase business efficiency – a win-win for you and them!

There you have it: our favorite tips to help you create a prosperous holiday season!

If you need a little help along the way with expert digital marketing support for your business, schedule a complimentary call to chat with us. And from our entire team to you & yours…enjoy the season!