The holiday shopping season is almost here. You are about to enter the season of sales and special promotions, starting with the Black Friday exclusive offers and ending with the early January sales.
But running a sale can be tricky, especially when you are battling against the special offers and incentives your competitors are putting together.
How can you promote your sale without getting lost in the noise and without racing to the bottom with unsustainable promotions? Getting it right isn’t easy. That’s why we put a checklist of the best practices for advertising a sale, just in time for the holiday rush.
Content marketing is one of the most powerful tools you’ve got at your disposal because it works for various stages of your funnel. One simple way to use it to advertise your sale is to create content for customers at these three stages of awareness:
After you’ve mapped out the content based on prospect stages of awareness, create a custom Call to Action (CTA) for each post that ties your sale to the blog post.
You can create a short downloadable checklist for problem-aware customers with 10 unusual gifts for their parents. For your product-aware customers, you can offer 25% off a product of their choice. This is an effective tactic: 93% of consumers would shop with a retailer if they get a good deal.
You can reach new customers and discretely advertise your sale by publishing articles in publications your audience reads. This tactic does require a bit more work and relationship building. Here’s how you can get started in two steps.
By creating a relevant special offer you can drive people to your site, store or email list. In the next few tips, we’ll show you how to use those to advertise your sale.
Create social media updates that focus on different part of the sale. Here are a few ideas to get you started:
Experiment with different approaches and then use UTM tracking to measure the results. Keep one crucial thing in mind: your customers care about themselves. So focus on how your sale benefits them. This will increase the number of shares and general engagement around your posts.
You’ve got an existing network of customers and business connections. Use both to advertise your sale.
One of the easiest ways to get your existing customers on side is to offer them some personalized attention. You can:
Don’t forget to tap into your existing business network. Consider partnering up with complementary brands that attract the same audience. This is a great way to promote each other’s products to your respective audiences so both of you can reach more people.
Running ads where your customers are likely to see them is still one of the best ways to grab their attention. You can run ads:
Put together a sales sequence for your email list. When this e-commerce store run a holiday sale, sending three emails to their list over a three day period got them 250k+ in sales.
List segmentation can make your “ads” a lot more effective. If you’ve segmented your list, create special offers for each segment based on purchase history or other behavior: 76% of customers feel that receiving personal discounts based on past interactions is important.
Use your site to advertise your sale. You can create a sale-focused lead magnet– which doubles up as a way to grow your email list– that helps your readers navigate holiday shopping.
You can also add a holiday theme or UX elements that highlight the sale without distracting from everything else.
One of the best things you can do for your business is track your efforts. Make a note of each method you use to advertise your holiday sale and track just how effective it is. This will give you specific data you can use to improve your holiday sale next year.
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Who would you rather do business with? A company that values you and keeps winning you over with personalized promotions and awesome content? Or a company that saves their best stuff for their new customers and completely ignores you once you’ve made that first purchase? I know which one I’d pick.