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How to use social media to get more sales over the holidays

Looking for more effective ways to boost your holiday sales this year?

Social media has proven itself to be a strong driving force for holiday sales, demonstrating an average 34% YOY traffic growth across the 2017-18 Christmas period.

It’s also a fantastic channel for brand discovery, building customer engagement and increasing brand exposure in the lead up to holiday purchases.

As one of the fastest-growing sales platforms, investing in social media for your 2019 holiday campaign is a simple and effective way to get seen by more people and convert more sales.

Interested? Let’s take a look at some of the easiest ways to develop a killer social media campaign this holiday period.

Review what performed well last year

The best way to start planning for the holiday shopping season is to take a look at last year’s campaigns. What brought about the best results and how could you utilise this kind of strategy again for 2019? What didn’t work and how could you improve on this? Which channel brought about the best ROI?

Rather than feeling around in the dark, use the social data you have on hand to formulate a strategy that is tested and therefore more likely to bring about successful results.

Take advantage of special shopping days

Sale days like Cyber Monday and Boxing Day will bring about the best return for your marketing campaigns. This is not just limited to social media either but should be factored into your broader holiday marketing strategy.

When planning your social strategy and content plans, think about including the following promotions:

  • Singles Day – 11th November
  • Click Frenzy – 12th November
  • Black Friday – 29th November
  • Cyber Monday – 2nd December
  • Free Shipping Day – 15th December
  • Boxing Day Sales – 26th December

Develop your strategy

After reviewing last year’s stats, it’s time to think about your strategy. Here, you should consider things like which social media platforms you’ll use, what kind of content you’ll distribute and a schedule for your campaign rollout.

When developing your strategy, it’s important to remember that each social channel has a different purpose and should, therefore, have its own strategy. For example, what will work for Instagram will almost certainly not work for LinkedIn.

Put together your social media content calendar

After zeroing in on your social strategies, you’ll want to put together a content calendar containing your branded assets and messaging ready for roll out throughout the season.

When working on this, think about how you can disperse your content across your channels to receive maximum impact. For example, if a promotion goes live on Black Friday, you’ll want to ensure you’ve been promoting the sale in the lead up, so your audience is well aware of your sale.

Offer exclusive social media promotions 

Social media is a fantastic avenue for promoting your holiday campaigns. Not only is it a cost-effective platform for getting your messaging out, but your social followers are already engaged with your brand and open to receiving content from you.

To encourage your followers to shop with you this holiday season, try offering exclusive deals that only they can gain access to.

Reach out to influencers

With so much marketing noise around the holiday period, partnering with influencers to promote your products can really help to cut through the clutter in a way that feels more organic.

Especially for influencers with highly engaged followings, audiences will take their reviews as personal recommendations of your products. These recommendations are a really effective way to get your customers across the line.

Try video & animations

Did you know that audiences are 95% more likely to remember your call to action after watching a video, as opposed to just 10% when reading text?

Brands that are serious about social media should focus on creating and publishing rich and engaging video content that consumers love to watch. For your holiday campaigns, think about how a video or video series could elevate your messaging and further promote your holiday sales.

Implement Chatbots to improve customer service

If you haven’t already, now is a great time to start considering how Messenger Chatbots could elevate the shopping and customer service experience for your audience.

Not only are they a simple, affordable and automated way of connecting with your customers, but they’re also really effective among a range of markets across Facebook.

According to a study conducted by Hubspot, messaging delivered through Chatbot had an 80% open rate and 13% click-through rate. To put this in perspective, the same content was delivered through email and received a mere 33% open rate and 2.1% click-through.

In short, consider how Chatbots could elevate your customer experiences and start deploying them in time for the holiday sales period.

Don’t forget your holiday hashtags

Hashtags make your content easier to find by the people interested in what you have to offer, so it makes sense to take advantage of them to help drive holiday sales.

While the hashtags appropriate to you will differ depending on your industry and brand, consider some of the following for your Instagram, LinkedIn and Twitter campaigns.   

#ChristmasCountDown #ChristmasGifts #ChristmasShopping #ChristmasGiveaways #ChristmasCompetition #AllIWantForChristmas #ChristmasList #BlackFriday #CyberMonday #ChristmasDay #BoxingDay

Publish themed gift guides or reviews

Ever wondered what on earth to get someone for Christmas? Just about everyone has, and nowadays we turn to the internet to find our answers.

To help promote your products and holiday packages, try writing themed gift guides and product reviews that you can share across your social networks.

As well as offering a detailed guide to your most popular items, gift guides and reviews are a great way to boost your holiday SEO and get your products seen by more people.

Track & measure your holiday campaign success 

To determine how successful your holiday marketing campaigns have been, and to give you a starting point for next year, it’s really important to track and record your results.

There are 3 really simple ways to do this:

  1. Use Google’s Campaign URL Builder to create trackable links

When sharing reviews, gift-guides, newsletters or product links on social media, trackable links allow you to identify where your traffic is coming from to see what content performs the best.

  1. Use your social media analytics tools

Regardless of what channels you’re using, it’s really beneficial to monitor your analytics during and after your campaigns. This will help you better understand how your content is performing by determining the most popular types of content and the best times for content distribution.

  1. Record your findings

Recording your campaign performance is the best way to understand how to improve your social media marketing tactics for next year. While it might be somewhat time-consuming, we strongly recommend doing it soon after your campaigns finish while everything is still fresh in your mind.

Now it’s time to get to work! With the holiday sales period just around the corner, it’s important to get stuck into your campaign planning as soon as possible to make sure you’re ready to kick goals this shopping period.

For more detailed tips on prepping for Christmas, don’t forget to check out our article on getting your business ready for holiday sales.  

Happy planning!