3 Ways Small Businesses Can Win The Holiday Marketing Game
The clock struck midnight on Nov. 1, and the Queen of Christmas sang her signature "IT'S TIIIIMMMME!" signaling the holiday season had begun. This time, she's a #KayPartner with sponsored content by @KayJewelers.
Can you imagine how much the brand paid for this? $500K at least, right? WILD.
Businesses and brands spend nearly $2 billion every year on holiday advertising, and when Mariah sings, the swirl of consumption begins. Consumers see ads for everything under the sun—even more than what they saw yesterday…which was already way too much advertising.
What if you're not Kay Jewelers or even a mid-tier brand that doesn't have much more than $1,000 to spend on ads in a month? Is it even worth it to advertise? To develop content?
It is worth it, but it needs to be strategic. Here are some ways to think about your content strategy this holiday season:
FOCUS ON YOUR CURRENT CUSTOMERS AND DIGITAL AUDIENCE
Digital inventory is expensive, and acquisition is, too. Reaching out to your current audience keeps your brand top of mind and keeps them loyal.
Reward your current audience. Content with a little giveaway or free consultation for the rest of the year will keep your audience engaged heading into 2025.
Stop hard selling your audience. It’s very unattractive and honestly, annoying.
People buy from brands and people they know, like, and trust. Not people who are constantly shoving their product or service.
SPEND TIME ON THE BOTTOM OF YOUR TO-DO LIST
For 11 months out of the year, my focus is on our current client roster. The marketing for my own company, City Girl Strategy, is always put on the back burner. You may have noticed that very little activity has occurred on our social channels this year.
That can change. Use the fourth quarter as a time to conduct a website audit and evaluate any SEO tune-ups you may need. Someone remind me to take my own advice…
What do you consistently push to the side? What have you procrastinated on for days, weeks, or like me, months! Just do it already.
SHARE MORE ABOUT YOU (IF YOU WANT)
Customers connect with people—even the people behind brands. Share your daily life with your audience. Consumers are SO nosey, give them something to look at while they’re doom scrolling when they should be paying attention elsewhere.
Consider a founder story or holiday wishes from the CEO, and share them on your social channels. The connection will only benefit both sides in the new year.