HOLIDAY MARKETING QUICK WINS Brought to you by Whereoware #WOWWEBINAR - - PowerPoint PPT Presentation

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HOLIDAY MARKETING QUICK WINS

Brought to you by Whereoware #WOWWEBINAR

Private and Confidential. Property of Whereoware, LLC.

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MEET OUR SPEAKER

BRADY COMPTON

TWEET USING #WOWWEBINAR

Marketing PM

BRADY COMPTON

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ABOUT US

• Award-Winning Digital Agency
• 18 Years Of Experience
• Personalized Websites
• Email Campaigns
• SEO and Digital Advertising
• Visual Design
• Digital Products
• Mobile Applications
• Data Integration
• Analytics

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PRESENTATION AGENDA

Recap: Holiday Sales Last Year Holiday Planning Promote across channels: Web, Email, Social Ads, SEO, Marketplaces Follow up Holiday Campaign Inspiration

RECAP: HOLIDAYS 2017

Holiday sales during November and December increased 5.5 percent over 2016,

to $691.9 billion.

• The National Retail Federation

Holiday online and non-store sales grew

almost 12 percent in 2017, to $138.4 billion

• ver 2016.
• The National Retail Federation

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A STRONG THANKSGIVING WEEKEND FOR ONLINE SALES

Source: Adobe Systems Inc.

Sales in Billions, by Day in 2016 vs 2017

$- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 $16.00 $18.00 $20.00 Total Cyber Monday Sunday Saturday Black Friday Thanksgiving 2016 2017

18.3% growth 16.9% growth 10.8% growth 9.5% growth 16.8% growth 15.2% growth

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START YOUR STRATEGY

What can we do to increase these?

What worked last year?

Why are these channels more successful than

• thers?

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MAP OUT YOUR CAMPAINGS- B2B

20-30% holiday emails with website updates Your best holiday emails Free Shipping Offers Use Smart Targeting for emails

OCTOBER DECEMBER NOVEMBER

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HELP YOUR REPS HELP YOUR CUSTOMERS

Holiday season planning Check that the retailers have the support they need for the big rush days Check on Black Friday and drop shipping needs

OCTOBER DECEMBER NOVEMBER

On average, retailers increase their email

frequency to their subscribers by roughly 50% during November and December, compared to non-holiday months.

• Litmus

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HOLIDAY PLANNING – B2C

NOVEMBER DECEMBER SEPTEMBER OCTOBER

Holiday planning 10-20% holiday emails, website updates 20-30% holiday emails with website updates Your best holiday emails Start your paid ads, use smart targeting for email Change focus to gift cards + last minute deals Change focus to shopping for you

HOLIDAY CAMPAIGN INSPIRATION

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PROMOTE HOLIDAY CAMPAIGNS ACROSS CHANNELS

Web eb PPC PC Ema mail il

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LOGICAL USER EXPERIENCE

Descri riptive ve C CTA + + F Focused Landing Page

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Drag a and nd D Drop B Bloc

• cks – It’s

s that e easy sy!

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Drag a and nd D Drop B Bloc

• cks – It’s

s that e easy sy!

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Ema mail il and l landin ing p page desig igns s should ld work rk t together t r to build c consistency

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HOLIDAY CAMPAIGN IDEAS

Black Friday Cyber Monday Last minute shoppers Stock Your Shelves Buy More Save More Company card Holiday closings

B2C B2B

Gift Guide and Trends Free gift with purchase Free shipping Last day for shipping Last minute shoppers Countdowns and daily deals

BOTH

HOLIDAY EMAILS

Email drove 20 percent of holiday site visits.

• Adobe

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STOCK YOUR SHELVES

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DAILY DEALS

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LAST DAY TO SHIP

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LAST MINUTE GIFTS

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HOLIDAY CARDS

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HOLIDAY EMAIL TIPS

• Feature a prominent CTA
• Make sure CTA goes to a logical

landing page

• Product focused, clean design
• Mobile friendly and responsive

WEBSITE

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SEASONAL NAVIGATION

August 2018 December 2017

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ADD HOLIDAY PROMOTIONS AND IMAGES

Product Category P ry Page U Update Holid liday He Hero

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GIFT CATEGORIES

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NEED-TO-HAVES

• Contact and store info
• Free or two day shipping
• Last-day to ship dates
• Option to buy online and

pick-up in-store

• Return policy

SEO + CONTENT

Organic and paid search brought in the most revenue during the 2017 holiday season, driving 44.8 percent of all online holiday visits.

• Adobe Systems Inc.

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SEO CHEAT SHEET

META DESCRIPTION Add descriptive or seasonal keywords, 155 characters META TITLE Unique for each page, 50-60 characters, URL STRUCTURE

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SEO QUICK TIPS

CLEAR CTA DESCRIPTIVE, TARGETED KEYWORDS EASY TO SCAN BULLETS

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UPDATING SEO FIELDS

TITLE KEYWORDS PAGE DESCRIPTION

72 percent of online marketers describe content creation as their most effective SEO tactic.

• HubSpot

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EMAIL TO LANDING PAGE - GIFT GUIDE

Email creative ve a and copy m y matches l landing page b e banner ner

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GIFT TRENDS

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TAKEAWAYS

• Identify terms and phrases to rank for
• Write keyword-focused product titles and

descriptions, page titles and meta descriptions

• Use bullets to make product details easy to scan
• Repurpose existing content through gift, trend

guides, and more

DIVE INTO DIGITAL ADS

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MATCH AD SPEND TO YOUR AUDIENCE

Google Amazon Facebook

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LINK AD COPY TO A LOGICAL LANDING PAGE

954% ret eturn o

• n ad

ad spen end ( (ROAS) + 38% i increa ease i e in r rev even enue e

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THINK THROUGH

• Aligning ad images and copy with holiday promotions
• Link ad CTA to a logical landing page
• Include holiday photography
• Schedule ads to start and stop at a logical time
• Measure daily, because ad spend can skyrocket during

the holidays

• Try longer tail keywords, because it will be so

competitive during the holiday season

MARKETPLACES

42 percent of shoppers say they are most likely to buy a holiday gift on an online marketplace, like Amazon and Ebay.

• NetElixir Inc.

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MARKETPLACES ATTRACT MORE SHOPPERS THANKSGIVING WEEKEND

Web traffic Black Friday and Cyber Monday vs. October 2017

Source: Internet Retailer analysis of Similar Web U.S. Traffic Data

Friday, Oct 27 Black Friday Cyber Monday Amazon.com 60,802,214 101,770,931 106,332,877 eBay.com 27,311,279 33,526,553 31,639,116 Walmart.com 12,410,263 32,007,113 28,587,337 Etsy.com 3,754,718 5,247,567 5,213,388 Newegg.com 1,705,893 5,976,920 4,615,053 Sears.com 860,036 2,513,416 1,119,317 Jet.com 586,467 1,263,707 1,432,588 Rakuten.com 157,830 395,738 288,031

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ADD IN SEASONAL/GIFT KEYWORDS UPDATE IMAGERY AND ADD ALTERNATIVE VIEWS

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TIPS FOR AN EFFECTIVE MARKETPLACE

• Check product listings for accuracy
• Replace slow moving product with top sellers by Cyber Week
• r bundle items that aren’t selling with Top Sellers
• Make sure your return policy is visible and simple
• Try advertising

KEEP THE MOMENTUM GOING

1 in 5 shoppers will spend 23% of their budget after December 25th.

• Deloitte, 2017

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FOLLOW UP

• Send a Thank You follow up email
• Send an inventory close out email
• Grow your email list - capture email addresses

for all returns

QUESTIONS? ASK BRADY

We’re offering a Holiday Marketing Paid Ads Package to help small to medium businesses get started with Facebook and Google advertising.

*This offer is not available for B2B businesses or current Whereoware PPC clients. Contact us and mention this webinar offer by September 28 to get started.

Feeling stressed over your holiday marketing strategy? Contact us for a free 30 minute consultation with one of our digital experts.

14399 Penrose Pl #450, Chantilly, VA 20151 (877) 521-7448 info@whereoware.com

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