This Merchant and retail Online marketing strategy are fit for all businesses that fall in the following categories.
- Cards & Gifts
- Clothing & Accessories
- Department Stores, Sporting Goods
Most of the times people are likely to shop at certain times. It could be around the end of the month when the paychecks are around or during holidays, when people need to get one another presents.
The holiday season is upon us and for small to medium-sized retail businesses, this means there’s no better time to target eager online holiday shoppers. One of the best ways businesses are leveraging social advertising to reach prospective customers throughout the holidays is with the help of Facebook’s carousel format for social ads.
Not only is Facebook’s carousel format resulting in significantly higher click-through rates and levels of engagement, it’s also proving incredibly user-friendly with new and improved insights.
About the Facebook Carousel Format
Facebook’s innovative carousel format allows businesses and marketing professionals to feature up to ten unique, high-quality images with links in one single ad unit. This gives retailers like you the freedom to showcase your products, seasonal collections and services in unique and innovative ways.
Additionally, thanks to the new and improved carousel insights, you’ll have all the details you need to determine which ads are performing best, which links are being clicked on most frequently and can even choose to have Facebook optimize them accordingly so the highest-performing images appear first.
Benefits of Facebook’s Carousel Ad Format
- Ability to showcase multiple products in one single ad unit
- More interactive than the more traditional, link-based ads
- Proven to be effective across various verticals and ad objectives
- Effective for both brand awareness and direct response marketing efforts
- Helped increase click-to-purchase conversions for a large number of businesses
- Results in 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than their single-image, link-based ad counterparts
- Advanced insights detail which links in the ad are performing best and, if you’d like, Facebook will optimize them
- Allows businesses and marketers to experiment with various social advertising strategies to see what’s most effective at boosting ROI
Facebook Advertising Tips to Improve Your Holiday Campaign
Tip 1: Choose the most appropriate objective. Before you can delve into details around the types of holiday shoppers you want to target, you must first determine your primary objective for this campaign. Once you have a clear understanding of what you’re hoping to achieve, you can then choose the most appropriate option from the list of objectives offered by Facebook.
If you’re looking to drive more customers to your website to make a purchase from your online store, we recommend the Website Conversions objective. If you’re looking to drive more customers into your actual storefront, try the Local Awareness objective. Have a special promotion or event coming up for the holidays? There’s an objective for that and many other types of goals, as well, so take a close look at them and choose the one that best aligns with what you hope to achieve.
Tip 2: Select and hone in on your target audience. Facebook offers a variety of targeting options — location, age, gender, language, interests, behaviors, connections and more – to help you reach the specific types of shoppers most important to your business or most likely to complete the intended action behind your Facebook ads.
Facebook recommends choosing narrower targeting options if your goal is action-oriented, like getting people to download your mobile app or purchase that brand new holiday sweater, and broader targeting options if your goal is to simply increase brand awareness.
Tip 3: Get creative with your creative. When creating your ads, keep in mind you can’t necessarily predict which ad will perform best, so it’s a good idea to create a number of different ones that each feature unique images and content. Once your ads are live, you can keep an eye on which ones are performing best and adjust your campaign accordingly – did catchy copy resonate with audiences? Maybe it was vivid imagery. If you find one ad is performing significantly better than others, you may want to consider deactivating the others so your targeted holiday shoppers are only seeing the best of the best.
Extend Your Reach with the Help of GETSALES
Understanding the ins and outs of Facebook advertising and knowing how to develop an effective campaign to achieve your desired results can be quite tricky and overwhelming. Fortunately, the social ads specialists at GETSALES are here to help you make the most of your holiday ads campaign with our tried-and-true digital marketing strategies.
Attract Shoppers for Any Holiday with Effective Last-Minute Marketing
The marketer in me says, “Yes, of course!” but the realist in me says, “Yeah, but who has the time?”. Because sometimes, creating a marketing approach for Easter when it’s only December just doesn’t seem like the best use of a small business owner’s time and resources.
If you have a big holiday approaching (Christmas holiday) but don’t have any planned marketing efforts, there are still a few strategies you can implement quickly that are sure to bring people through the door for the holiday.
For consumers, nothing gets those click-through fingers going quite like a surprise sale or promotion, which makes last-minute holiday sales an excellent way to get customers into your store on a long weekend.
And since everyone is on their mobile device anyway, customers are more likely to see your sale or offer and act than if you had sent the email earlier in the week.
Timing is everything on this one, and notifying your client base early of an upcoming sale might not resonate the way you want it to when the weekend rolls around.
Last-minute holiday sales are about getting the customer’s attention at the right time, and by planning a later, surprise event, you’ll likely draw a good crowd of shoppers. The key is distributing the message so that your target market will see it.
Here are some easy, last-minute ways to promote your sale across platforms:
Day-Of Email Blasts
Email is a tried-and-true marketing channel, and despite its status as the original form of digital marketing, it still works.
According to a survey conducted by Ascend2, 54 percent of marketers cite email marketing as the most effective digital tactic. Sending an email the day before or even the morning of your big sale can get a lot of people in the door if the subject line and offer are right. A few tips for crafting a grabby surprise sale email:
- Be specific. Some of the best email headlines are actually more direct than catchy. Try something like “Starts Now: 30% Off Everything” or “Flash Sale: Fourth of July Markdowns Store-Wide.”
- Let people know constraints. Your customers won’t be incentivized to act if they don’t know that the offer is for just one day or only at the weekend. Make sure it’s clear that the sale is ending at a certain time so they act quickly.
- Use high-quality imagery. Even if you’re doing this at the last minute, make sure your images are clear, hi-res and catchy. People will click on your email because of the subject line, but they’ll actually read it and get excited with the right imagery.
Promoted Posts on Social
Attracting people who aren’t on your email list is important, and the fastest way to reach those new customers is through paid posts on social media.
We recommend doing Facebook promoted posts in this situation because they’re very easy to assemble on your own (as opposed to Facebook advertising, which requires more knowledge of back-end targeting features).
Through your Facebook business page, you can create an offer using the normal page posting function. From there, you’ll want to boost your post.
- Click on “Boost Post” in the page posting function.
- Select your audience. In this case, we recommend selecting “People you choose through targeting”.
- Facebook auto-generates a target audience for you. We suggest clicking on “Edit audience,” then scaling to your target demographic in terms of age, gender, geographic location and, most importantly, interests.
- Set a budget that is reasonable for your business and desired reach. TIP: As a one-day deal, you’re more likely to see greater returns by being in front of a larger audience, so factor that into your budget.
- Make sure to set the duration for your promoted post. You don’t want people trying to claim your offer or showing up to your sale once it’s over.
- And then you’re ready to launch!
Even if you haven’t had a chance to plan a marketing strategy that aligns with the upcoming holiday, don’t miss out on bringing people into your store during peak shopping times. Use this easy-to-implement — and cost-effective — marketing tactics to take advantage of the long weekend’s potential profits.
Email Marketing Campaign for the Holidays
If email marketing is already an integral piece of your marketing strategy, we have a few tips to refresh your email campaign just in time for the holidays.
Prune Your Opt-In List
Every individual email sent through a vendor like MailChimp or ConstantContact costs you money, so it doesn’t make sense to keep sending emails to people who never open or engage with your email. Going through your list and removing these recipients will reduce your cost per send and make room for new customers who may actually engage with your promotions. Before you start sending out your holiday marketing emails, scrub that list!
Don’t Ignore the Preview Text
Preview text appears in the inbox before the email is opened and should act as a teaser or call-to-action to incentivize a person to open the email. During the 2014 holiday season, only about 47 percent of retailers optimized the preview text to complement the subject line. After the subject line, preheader text plays a critical role in a recipient’s decision to open the email or click delete.
Preheader text should complement your subject line, not duplicate it. This teaser text should be a quick overview of the content of the email. If your email contains a sweet deal, like free shipping with guaranteed delivery before December 25th, this is the place to mention it.
No email client displays preheader text the same way or with the same number of characters (Gmail displays 100, while iPhone will show up to 140 characters). To play it safe, preheader text should not exceed 100 characters.
Prioritize the Mobile Experience
Every year more and more people rely primarily on their smart devices to read emails, in addition to shopping and researching potential purchases. Mobile sales increased from approximately $8 billion in 2014 to $12.7 billion in 2015, a staggering 59% uptick. Compared to only 6% for desktop, that’s a pretty dramatic increase.
With this in mind, it’s critical for your marketing emails to look correct and behave in a user-friendly way on mobile. As a rule, buttons should be at least 44px wide and 44px tall to be easily clickable. Additionally, your email links should take users to a mobile-optimized website. Eliminate the number of clicks a user will have to make to get from the product that piqued their interest in the email to the checkout on your website.
Think About Your Incentives Ahead of Time
You can take several approaches to developing special offers and incentives for the holiday season. Think back to last year. What worked and what didn’t? Did any of your competitors outmaneuver you with better incentives that ate into your bottom line? Taking lessons from the previous year can help ensure your emails get attention this year.
Consider small but compelling incentives that will appeal to holiday shoppers, such as gift wrapping options, free-shipping or guaranteed delivery dates. You may even include these incentives in your preview text – it just might be what inspires someone to open your email.
Also keep in mind what’s popular with your customers right now. You’re the expert when it comes to your business and your customers, so use that knowledge to do your best to predict what the most sought-after items will be and which items may need a little extra incentivizing.
Progressive Profiling Emails
Not every business may be able to afford a progressive profiling email platform, like Marketo, but it can prove absolutely invaluable when targeting holiday shoppers. Keep in mind, holiday shoppers perform differently than year-round consumers, because holiday shoppers are most often shopping for other people rather than themselves.
Progressive profiling gathers data directly from your subscribers, which you can later use to send targeted emails. For example, you may send an email to your current subscribers and ask them what they’ll be shopping for this holiday season with clickable choices of products you offer. Then, when Black Friday and other busy holiday shopping times are near, you can send narrowly focused promotional emails featuring specific items to the users who expressed interest in those products. Because they already demonstrated an interest in the product, they are more likely to engage with the email and convert to a sale.
Partner with a Professional
The holiday season is an opportune time to grow your email list and find new leads. GETSALES uses historic performance data and industry best practices to write compelling subject lines, CTAs and design conversion-focused layouts to develop high-impact emails with a professional look.