By Sharon L. Hadden on October 05, 2017
We know you have bigger things to worry about than creating a holiday marketing plan—like actually running your business—but now is the time of year women in business are focusing on the upcoming holiday season.
Typically, marketing plans start with an idea, progress into a strategy, and then move into a nice framework for execution. Because it's already October, and I personally do best when I work from the end goal toward the how-to, this post kicks off with creating your revenue and engagement goals first.
By creating your holiday marketing plan with goals first, you're more likely to keep the real, tangible outcome of your holiday marketing in mind. This will help motivate you to produce content and invest the necessary time, to absolutely crush your sales goals this holiday season.
1. Set Goals for Revenue and Engagement
Your holiday marketing plan should include revenue and engagement goals, and work backward to determine what needs to be done to achieve those goals. If your holiday marketing goal is $15,000 in sales, between October to December, break down that goal into smaller milestones. Gauge the number of best-selling products you need to sell per month and per week. Document the dollar amount of sales, per month and per week. Outline a target goal for website traffic, based on average conversion rates of large ecommerce brands i.e. 1 - 4% conversion rate. Brainstorm how much content you need to create, and share, to drive the right amount of website traffic.
2. Choose One Product to Focus All Your Holiday Marketing Efforts
Typically, your best-selling product is a good one to focus all your holiday marketing efforts. If you’re planning holiday marketing for custom jewelry, think about your most requested piece, items that always sell out, or special requests that seem to come up all the time from current customers.
Also, consider products that will make for good gifts this holiday season. Subscription boxes have become increasingly popular, so perhaps your approach to holiday marketing for beauty products is to partner with a subscription box that can help you sell more beauty products.
Whatever you decide, make sure it’s a product that you can easily create relevant content about because your entire holiday marketing plan will be consumed by the education, promotion and sale of this product.
3. Define Your Audience, Your Message and Your Content Schedule
Considering that we’re working backwards from goal-setting, decide whether you’ll reach more women customers by targeting your current customer profile, or defining a new target audience, with a specific gift-giving agenda.
If you decide to go the route of using your existing audience, there’s no need to reinvent the wheel, simply adjust your current message so that it has a holiday feel. Update your monthly e-blasts to holiday themes; change your website link on social media to specific product pages; run social media ads that boast discounts your audience can appreciate.
Plot out every piece of content, be it a social media post, blog post, or YouTube tutorial on a content schedule, so that you know what to share, and when to share it. This schedule doesn’t have to be so detailed that you’ve finalized the content, but it should be in-depth enough to outline your holiday deal(s) and the channels you’ll use to promote it.
Should you decide to narrow your focus down to a special holiday segment, it may take some time, and brainstorming, to define that audience, craft a message relevant to their needs, and build out new content that will help drive website traffic and conversions.