Hey I’m Katherine Griwert, and this content and coffee, let’s reflect on the fact the week of Thanksgiving is the not-so-calm before the storm: No matter what vertical you’re in, the weeks ahead are the end-of-year crunch. Big time holiday shopping for consumers, lots of final budget decisions for the new year for businesses.
Here are 3 ways to cut the stress and build the success this holiday season. Click play to watch the video, or read on for the full transcript.
1. Talk to the first responders:
You’ll be getting web referrals, email replies and call-ins specific to your online holiday marketing campaigns – is the follow up message the same? B2B campaigns are 20 percent more successful when there’s consistency in branding and offers.
Your content team is on the same page about the sale, the themed blog series (or whatever else makes up the campaign). But don’t forget to set regular touch bases with the team that’s interacting directly with your web leads to keep the message consistent and maintain prospects’ interest. That’s how your hard work translates into real revenue.
2. Make numbers and agility your allies:
Don’t get so bogged in the minutiae that you forget to check in on the big picture. If the early numbers tell you one particular promotion is outperforming another, or a specific headline or subject line garners the most clicks, don’t be afraid to redirect your team’s emphasis on what’s really resonating with the audience.
Here’s a hint: Emails with subject line sale generally have a 27 percent higher CTR during the week leading into December 25th!
60 percent of marketers with a documented plan say its effective, but this shrinks to just 32 percent who say their un-documented plans work.
3. Document everything:
When it feels like everything is coming to a head at once, make sure you have a clear and logical to-do list. (How many times is that graphic being promoted on each social channel? What’s the right UTM code for “reminder” or “last chance” email?) 60 percent of marketers with a documented plan say its effective, but this shrinks to just 32 percent who say their un-documented plans work.
By documenting everything, you create a clear path to success for your team AND you’re outlining important steps to replicate – or improve upon – for NEXT year’s campaigns.
Be sure to check out Brafton’s full holiday marketing checklist in our resource center.
Thanks for tuning in!