As the holiday season approaches, it's time to ramp up your marketing efforts and stand out in the crowded marketplace. With shoppers eager to find the perfect gifts and deals, having a solid advertising strategy is crucial. In this blog, we'll explore 10 effective strategies to elevate your holiday marketing game, from leveraging user-generated content to optimizing for mobile. And if you’re looking for expert help to implement these strategies, stick around until the end to learn how MarketerHire can connect you with top-notch marketers to enhance your holiday campaigns!
10 Holiday Marketing & Advertising Tips for 2024
Lead with excellent creative
According to 2021 data from Statista, advertisers spent $45.6 billion worldwide in holiday ad spend. For many brands, the holiday season encapsulates their top earning quarter of the year.
Consequently, this means marketplaces are crowded and consumers are distracted during the holiday shopping season. One of the best ways to stand out in holiday ad campaigns is to differentiate your brand with unique, eye-catching creative.
Lean into your designer’s expertise and brand aesthetic to create ads that will stop the scroll. This is absolutely the time to integrate any learning from creative test initiatives earlier in the year. This is not the time, however, to simply rely on stock photography as an accompanying image.
Other creative considerations for enhancing your holiday campaign:
- Animation and video.
- User-generated content
- Influencer partnerships
Begin influencer gifting programs early
The holiday season is an effective time to tap into influencer gifting programs. However, many brands make the mistake of sending out their PR boxes to their influencer wishlist in early December. Influencers, like other brands this time of year, generally work ahead to create their content, film their unboxings, and establish their holiday content schedule. While they may still enjoy the gifts, if the end goal is to generate additional opportunities for influencer buzz ahead of the holiday in order to generate year-end revenue, move the timeline up.
Plan to ship your holiday gifts to influencers by the first week of November. What you send is up to you and the perceived value of the influencer partner you’re gifting. In general, more thoughtful, impactful packages will have a greater ratio than gifting a generic smaller item to a greater array of creators. Also be aware that mega influencers simply may give away your product this time of year as their PR closets runneth over, so adopting a mid or micro approach may deliver better results.
Key reminders about influencer gifting programs:
- Gifting programs are not the same as contracted content.
- Without a contract and compensation, a brand cannot dictate if or what an influencer chooses to post (or if they choose to post at all!).
- While it may be disappointing if an influencer doesn’t love or post about your gift, this is not the time to make specific requests if there isn’t an existing content agreement.
- This tactic should be used and viewed separately from “always on” or campaign-specific content that is briefed and has guaranteed deliverables attached to the effort.
- Be aware that if you wish to repurpose influencer content, such as reposting to your own organic channels or whitelisting for an ad campaign, an influencer is likely to request payment for usage rights. These are essential, as influencers simply creating content is not license for your brand to use it or monetize it without permission or payment.
Make the most of promo
Holiday shoppers gifting for themselves and others often also means trying to snag a great deal. Many brands opt to run some sort of promotion during year-end holiday pushes, most commonly buy-one-get-one, also called BOGO, fixed percent off, and free express shipping for guaranteed arrival.
However, how the promotion is applied, shared, and promoted is sometimes even more important than what the promotion is.
Use this checklist to ensure your promotion is active in relevant placements across your marketing channels:
- Pencil banner live on site
- Discount automatically applies in cart
- Homepage/landing page imagery reflects promo
- Email sent to prospect lists
- Email sent to existing customers
- Email sent to paused/lapsed customers
- Posts scheduled for social platforms
- Promotion extensions applied on Google Ads
- Promotion extensions applied on Facebook/Instagram Ad
- Unique sale codes created for each social platform to better track conversions
- UTM parameters applied to all shared links
- TikTok end cards created and implemented with sale details/promo
- Push notifications set for last minute gifting and shipping reminders
- Final day sale emails sent
Consider shipping delays
One of the most disappointing holiday shopping realities is shipping delays. For last-minute shoppers, this is an especially troublesome hurdle. To make the most of stretched ad dollars this holiday season, factor in USPS, UPS, and FedEx guaranteed arrival dates.
For the 2024 season, that means customers placing orders by the below dates in order for guaranteed delivery by December 25, 2024. If ads will be running past economy shipping dates, include information at checkout that clearly states arrival will be after December 25 without express shipping to avoid future issues. Keep these dates handy for the 2024 season:
Plan for community management
Sometimes even the best plans go off the rails. Community managers and customer experience teams can feel overwhelmed this time of year by the influx of requests, returns, complaints, and questions from customers on the quest to find the perfect gift for loved ones. Now is not the time to pull precious resources from these teams. Consider adding in additional team members, or tap into your longtime skilled freelance partners, to help with comment management and questions across ads.
Great holiday ad results are not just about stellar creative. Comments, questions, and problems posted on social media ads need quick attention, especially with year-end revenue on the line. If issues do arise, be sure to employ a proactive issue management response. Turning off comments doesn’t turn off the bad experience. Oftentimes, it only enhances it. Determine, or implement, a system for issue escalation and empower your teams to solve problems quickly.
Reporting and analysis
A plethora of tools exist to help a brand establish quickly, and fairly real-time, which ads or tactics are hitting the mark and which are falling flat. Validate your ad assumptions with data; just because your team loves an ad does not mean consumers will respond to it favorably.
Top recommendations for analyzing data to get results:
- Rely on data from your CMS, Google Analytics, and ad platforms to make decisions about ad performance, looking for early signs of performance in view-through rates, click-through rates, and conversion rates.
- Have confidence in directing resources behind the ads that are showing early promise and pausing ones that can't seem to catch up.
- Don’t be alarmed if costs rise above previous targets and averages as many more advertisers are in ad auctions than normal.
Leverage User-Generated Content
Encouraging customers to share their holiday experiences with your products on social media can significantly enhance your brand's visibility and authenticity. Create a branded hashtag for the season and incentivize participation through contests or giveaways. Highlighting user-generated content not only builds a sense of community but also provides authentic, relatable material that you can incorporate into your marketing campaigns. This social proof can be especially persuasive for new customers looking for genuine recommendations.
Utilize Retargeting Campaigns
Retargeting campaigns are a powerful tool to re-engage visitors who showed interest in your products but didn’t make a purchase. Use data to identify these potential customers and tailor your messaging to remind them of what they left behind, offering personalized discounts or highlighting popular items. As the holiday shopping season intensifies, a well-timed retargeting ad can reignite their interest, driving them back to your site to complete their purchase.
Optimize for Mobile
With a significant percentage of holiday shopping taking place on mobile devices, ensuring that your website and advertisements are fully optimized for mobile users is crucial. This includes fast loading times, easy navigation, and a streamlined checkout process. Consider implementing mobile-friendly features like one-click purchasing and click-to-call buttons. A seamless mobile experience can dramatically improve conversion rates, making it easier for customers to shop on the go.
Create Holiday-Themed Content
Developing engaging, holiday-themed content can captivate your audience and enhance your brand’s presence during the festive season. This might include crafting informative blog posts, creating how-to videos, or sharing festive recipes that incorporate your products. Content that resonates with the holiday spirit not only entertains but also provides value to your audience. It can position your brand as a go-to resource for holiday inspiration, encouraging customers to engage with your offerings while fostering a deeper emotional connection.Here are some holiday marketing ideas to get you started:
- Gift Guides: Curate a list of your products tailored for different recipients, such as "Gifts for Him," "Stocking Stuffers," or "Gifts for Foodies."
- How-To Videos: Create tutorials showcasing how to use your products in festive ways, such as holiday decorating tips or cooking demonstrations.
- Festive Blog Posts: Write articles on topics like holiday traditions, DIY decorations, or budgeting tips for holiday shopping.
- Social Media Challenges: Launch a holiday-themed challenge encouraging customers to share their creative uses of your products.
- Customer Spotlights: Feature stories from satisfied customers who have used your products during the holidays, adding authenticity to your marketing.
Challenges in Holiday Marketing & Advertising
While the holiday season presents a wealth of opportunities, it also comes with its fair share of challenges. Understanding these hurdles can help you better prepare your marketing strategy.
One common challenge is the sheer competition for consumer attention. With countless brands vying for the spotlight, standing out requires not only creativity but also a deep understanding of market trends and consumer behavior. Additionally, managing the logistics of promotions, including shipping delays and inventory management, can become overwhelming as demand peaks.
Another issue is the need for timely and effective community management. During the holidays, customer inquiries and engagement often surge, making it vital to respond quickly and effectively. A lack of resources or expertise in this area can lead to missed opportunities and dissatisfied customers.
Finally, measuring the success of your campaigns can be complex. With multiple channels and touchpoints, accurately analyzing performance and making data-driven adjustments is essential but can be difficult without the right skills and tools.
These challenges highlight the importance of having a strong marketing team in place. Hiring expert marketers can provide the experience and insight needed to navigate the holiday landscape effectively. With their help, you can develop and execute strategies that not only meet your goals but also exceed customer expectations. As we move through this blog, we’ll show you how MarketerHire can connect you with the right talent to tackle these challenges head-on and make your holiday marketing a success!
How to Use MarketerHire for Your Holiday Marketing Needs
When it comes to executing a successful holiday marketing campaign, having the right expertise can make all the difference. This is where MarketerHire comes in. With a vast network of experienced marketers, MarketerHire connects you with top talent tailored to your specific needs, ensuring you have the right skills on your team for the holiday rush.
By leveraging MarketerHire, you can quickly find professionals who specialize in areas critical to holiday success, such as digital advertising, social media strategy, content creation, and analytics. Whether you need a temporary boost in your marketing efforts or long-term support, the platform allows you to hire experts who can seamlessly integrate into your existing team.
The hiring process is streamlined and efficient, enabling you to focus on strategy and execution rather than sifting through countless resumes. Plus, you can scale your marketing team up or down as needed, ensuring you have the right resources at the right time.
With the challenges of the holiday season looming, now is the perfect time to consider how MarketerHire can enhance your marketing efforts. By partnering with skilled marketers, you can tackle the complexities of holiday advertising and create holiday marketing campaigns that resonate with your target audience, driving engagement and sales throughout the season. Explore how MarketerHire can help you achieve your holiday marketing goals today!
MarketerHire Pricing
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- Starter: $5,000 per month
- Pro: $10,000 per month
- Elite: $15,000 per month
- Custom: Contact us
For more details, check out our pricing page.
Here's how you get started:
- Fill out a quick form and hop on a 20-minute intro call with your dedicated growth manager to describe all your requirements
- Get matched with a pre-vetted marketing expert or team within 48 hours
- Have them start working with your team within three days
Wrapping it up with a bow
In short, holiday ads success or failure often comes down to strategy and planning. Year-end ad campaigns can be a meaningful revenue driver for Q4, but pitfalls that can be seen from a distance should be addressed before launch. Empathy for the consumer experience, attentive reporting, and thoughtful implementation will go a long way in helping to ensure success this holiday season.