The holiday season is a whirlwind of activity. From family gatherings, company holiday parties and holiday shopping, the list of things to do is endless. It can also be the most competitive time of year for businesses, with countless brands, businesses and nonprofits vying for the attention (and dollars) of eager shoppers and donors.
While marketing strategies amplify during the holidays, it’s for good reason. A 2023 Aprimo Holiday Content Survey found that out of 1,000 survey respondents, 85% said holiday content impacts their purchasing decisions. Interestingly, only half reported interacting with the “promotions and discounts” content.
How can you stand out in the sea of holiday advertisements to catch your audience’s attention? Here are six strategies to help your brand, whether you’re B2B, B2C or a nonprofit.
6 Marketing Tips to Stand Out This Holiday Season
#1. Nurture existing relationships
Paid advertising costs can skyrocket when the holiday season hits, and the temptation to focus solely on acquiring new customers can have your budget go through the roof. Instead of placing your budget in one bucket, focus on nurturing your existing customer relationships — they can be your own best advertisers.
Reports have shown that people are more likely to purchase a product if they hear about it from family or friends. So, why not use your existing customers to create organic social media content? Advertisers have seen a 36% higher ROI on social media spending than any other media.
Capitalize on this high ROI by sharing user-generated content on your platforms and responding to their comments and messages in a timely (and personalized) manner. The time and effort you put into humanizing your brand and connecting with your audience shows that you value their feedback and are actively listening to their needs.
#2. Keep it concise
People are busy this time of year, and their limited time means it’s crucial to deliver your message quickly and efficiently. Keep your communications succinct, avoiding lengthy thought-leadership-style content and instead opting for concise email marketing with to-the-point subject lines or scroll-stopping paid social ads.
Don’t forget to incorporate relevant SEO keywords into your messaging to improve your search engine visibility and reach a wider audience. Traffic to your site could be the difference between a few keywords!
#3. Tell your story
The holiday season is a time for connection and emotion. By telling your brand’s story and showcasing your values, you can create a deeper connection with your audience, let visitors know what your brand stands for and inspire them to take action.
For nonprofits, share stories about the lives you’ve changed. Data points are great for transparency, but not everyone is a data person! In fact, Stanford Graduate School of Business found stories are remembered up to 22 times more than facts. Use storytelling techniques to transfer donors directly into the heart of your projects, offering them a glimpse of their impact on the population or community served.
#4. Create a memorable experience
Tangible experiences can still make a lasting impression in today’s digital-first world. Consider incorporating traditional marketing materials, like printed mailers, postcards or print ads, to complement your digital campaigns. Your print marketing can take your brand’s personality from the screen to real life and engage your customers’ senses that aren’t used on the screen.
Not in the budget to print? Paid search ads can land on a well-designed landing page that’s optimized for user experience.
#5. Segment your audience and personalize your messages
During the holiday season, tailoring your marketing to speak directly to specific segments of your audience can significantly enhance your engagement rates and ROI. Personalization is more than just using a customer’s name in an email; it’s about delivering content that resonates with their unique preferences and behaviors.
Once segments are defined, tailor your messages to meet each group’s specific needs and desires. Some strategies could include demographic-based, behavioral targeting, geographic personalization or lifecycle stage customization.
#6. Say “Thanks”
Flip the script this holiday season. Instead of asking for something from your customers, give them something in return — your gratitude. A simple “thank you” can go a long way in building customer or donor loyalty.
Whether it’s a personalized thank-you note (handwritten or email), a spotlight on social media or even a special delivery for your most loyal customers, make them feel valued and appreciated. This can encourage others to do the same, creating a positive feedback loop that benefits your brand. Your genuine gratitude will leave a lasting impression and help you build stronger relationships with your audience.
Make Your Brand Shine this Holiday Season
With consumers bombarded by messages from all angles, standing out from the competitors can feel like a Herculean task for businesses. The holiday rush is fast approaching, and there’s no time to waste when setting your marketing strategy apart from the rest.
Whether you need help crafting compelling content, running targeted ad campaigns or creating a standout social media presence, our team is here to help. Contact 1905 New Media today to discover how we can elevate your holiday marketing and drive results that last well beyond the season.