Shine Bright in December: Top Digital Marketing Strategies
December is a month of contrasting marketing landscapes that present unique business opportunities and challenges. For B2C companies, it’s usually a time of heightened activity, with consumers actively seeking products and services for the holiday season.
Conversely, B2B organisations might experience a slowdown as businesses wind down and hesitate to embark on new projects. This dynamic month requires a strategic approach to digital marketing, ensuring that your efforts align with your audience’s specific needs and behaviours.
Whether you’re looking to capitalise on the holiday rush or maintain steady engagement, the following tips will guide you in optimising your December marketing strategy. Keep reading to discover how to make the most of this pivotal month regardless of your business type.
Check Landing Page Optimisation
A business’s landing page is your digital storefront, and in December, it’s more crucial than ever to ensure it’s primed for conversion. Most companies we work with make the mistake of leaving their landing pages as-is. You should regularly update your landing pages to reflect the holiday season, such as Christmas, Easter, Thanksgiving, etc.
You will want to start by evaluating the user experience – is your page easy to navigate, visually appealing and quick to load? Incorporate elements of psychological persuasion, such as social proof through updated customer testimonials, to build trust. You can also add a social media stream if there is enough engagement, showing how you respond to customers and a live snapshot of reviews received. Customers must trust the social proof as much as they see it.
Use clear, compelling calls-to-action (CTAs) to guide visitors toward purchasing or signing up. Large buttons and unique fonts are just some ways you can convert visitors to leads or customers.
Remember, a well-optimised landing page resonates with your audience’s desires and pain points, offering them a seamless and persuasive journey from arrival to conversion.
Tweak Ad Design
Advertising in December is a high-stakes game. It’s essential to monitor your ad performance closely. Identify your top-performing ads and analyse what makes them successful – is it the imagery, the messaging or the targeting?
Using these insights to refine your other ads is imperative, ensuring consistency in quality and effectiveness. Feel free to pause underperforming ads to save your budget, especially if you want to capitalise on the holiday season’s buying frenzy. That said, you also shouldn’t hesitate to experiment with different types of ads, copy and graphics. Most businesses find that standing out during the holiday season with unique ad graphics helps them boost conversions.
Enhance your ads with seasonal themes, emotionally engaging content, and clear value propositions to capture your audience’s attention and drive better results.
Take Note of Dips in Traffic and Conversions
December’s fluctuating traffic and conversion rates require vigilant monitoring. Pay special attention to significant holiday dates, adjusting your marketing strategies accordingly.
Most businesses, for instance, should expect a dip in traffic around Christmas Day. Use this insight to adjust your ad bidding – decrease it during expected lulls and increase it when higher engagement is anticipated.
As part of your marketing campaign, mark these key dates on your calendar and plan your marketing activities to align with these trends, ensuring optimal use of your budget and resources.
Analyse Target Keywords
The goal should be to look for ‘low-hanging fruit’ – keywords you rank moderately for but could easily improve with targeted effort. Also, be on the lookout for emerging keywords that you haven’t capitalised on yet. This analysis will refine your current strategy and lay a solid foundation for your January plans.
Speaking of keywords, a power tip here is to sort keywords by intent. Ideally, you will want to target keywords with both informational and commercial intent. However, keywords with a commercial intent tend to pull in conversions. Thus, categorising them helps develop a comprehensive content strategy that pulls in relevant traffic using informational keywords and drives conversions by ranking keywords with commercial intent.
Turning Up The Charm
December’s festive spirit offers a unique opportunity to showcase the human side of your business. Engage your audience with behind-the-scenes content, sharing glimpses of your team celebrating or preparing for the new year. This approach builds a more personal connection with your audience, making your brand more relatable and approachable.
It would help if you also planned to publish content that resonates with the season’s emotional warmth and cheerfulness, keeping your audience engaged and looking forward to what’s coming next from your brand.
Make Your Offer Irresistible
Unlike what many business owners assume, the lowest prices aren’t the only incentive to buy. Plus, reducing prices only means racing to the bottom without offering any real value.
When you think about making an offer or proposition irresistible, consider that your service or product is meant to solve a problem. Once you identify that problem, you can add value by providing something extra that helps the buyer.
For instance, if you are selling gaming tables. The problem you are solving is providing players with a stable table that looks great and will last them a long time. You can add value by offering free lifetime support, an eBook on how to customise the gaming table or a discount voucher for a popular game. All of these sweeten the deal.
As we wrap up, remember that effective December marketing requires a blend of strategic planning, keen observation and creativity. While these tips provide a roadmap, the intricacies of digital marketing often demand professional expertise.
Consider partnering with marketing professionals to navigate this busy month efficiently. Our experience and skills can save you time and yield better results, setting your business up for a prosperous new year.