If only the world of marketing took a little break every now and then. As a chaotic, tumultuous Christmas season of desperate brainstorming sessions for new holiday slogans, themed ads, and special offers comes to an end, marketers find themselves tasked with battling through the New Year's lull.
While the transition months from winter to spring tend to be calm for many retail and e-commerce businesses, more and more businesses are running marketing campaigns to attract customers and maximize profits during the January, February, and March spending declines .
As can be seen from the graph above, the decline in retail sales from build up to Christmas time to New Year can result in a 30% drop in purchases among consumers. The graph depicting the recent history of retail sales in the UK shows that while spending has been increasing steadily, spending over the Christmas period has remained constant through 2020.
However, the arrival of the devastating COVID-19 pandemic in early 2020 indicated a significant disruptive impact on online retail sales in the UK. As more citizens spend more time indoors while socially distancing themselves and isolating themselves from the pandemic, it appears that there are more online shoppers decided to spend their money on goods and services.
With the pandemic culminating in a widespread shift towards workers moving from the office walk to work from home (WFH) and the continued spread of the COVID-19 pandemic across much of the world Marketers may face a new opportunity Create successful marketing campaigns for sales during this traditionally slow phase.
Recognize the larger roles of social media in the WFH landscape
The rise of WFH seems to stay here, and this could have a significant impact on the world of marketing – especially as social media campaigns continue to grow in popularity among marketers looking to generate greater brand awareness and loyalty alongside advertising campaigns.
(Picture: Marketing Charts)
According to the above criteria, the use of social media in the US should accelerate significantly in the wake of COVID. As more citizens around the world are unable to personally interact with friends and family, the use of social media has become more common. With a social network TikTok is experiencing a huge surge in users.
(Picture: Marketing Charts)
At the height of the pandemic, more and more marketers were taking advantage of the potential of this huge new network of active social media users. In fact, 84.2% of CMOs used social media to increase brand awareness online, while customer loyalty and acquisition were a top priority.
While businesses can certainly use social media for more campaigns after the holiday season is over, one of the biggest downsides this time of year is how the best marketers can use their social media campaigns to attract new and returning customers.
With that in mind, let's examine some of the key ways CMOs try to keep content updated in the New Year:
Champion community interactions
There is hardly a better way to successfully kick off the new year than advocating for community-driven content. By opening your company up to the community, you not only get to share their content, but you can also build high levels of brand loyalty and awareness online. It is even possible to create a space for dedicated users to interact with and share their experiences and ideas through platforms such as Powerful networks or Zapnito.
Kristen Baker, Marketing Manager at HubSpot explained that "In today's highly digital and connected society, it's funny to believe that people can still feel separate from others. This applies to both personal and business relationships – especially between brands and their customers and brands and their employees. What is So it that makes people feel separate from others and the companies they do business with? It's a lack of community. "
A key example of an organization that is building a huge cross-platform community through marketing is Netflix. When the company teamed up with content marketing agency Mustache, a number of new social media accounts arose with the @ NetflixIsAJoke handle for posting funny videos, Memes and other forms of content.
The campaign sparked a vibrant community across a range of platforms, generating around 3.5 million new followers for Netflix.
When you spend the quieter months after the holiday season building a community and getting more in touch with your social media followers, you can not only build more brand loyalty, but also develop a deeper understanding of who your customers are and which ones Kind of content you want to see. You can even invite them to create content on your behalf and share the best posts for a price.
When marketing budgets run tight after the holiday season, user-generated content can pay off by motivating your social media followers and continually clicking on your brand for updates. This in turn, can lead to a healthy flare-up to website traffic, conversions, and a lot more engagement later when new promotions start.
Work on more organic promotions
There are many reasons why the New Year is a good time to start engaging more with your customers. In the age of WFH, they are likely to have more time on social media, and during those long winter months they may crave interaction with people – even if it turns out to be actually someone brand.
You can help build a sense of loyalty by introducing more Evergreen advertising in the form of a loyalty program. As a new year comes, customers may be looking for new challenges, and a loyalty or referral program might be perfect to keep them occupied during those first few months.
There are many ways you can implement a loyalty program specific to your business. The classic approach that is popular in both coffee shops and bookstores is a Stamp card where every purchase equals one postage stamp. After a set number of stamps, the customer can receive a free product or service – or a giveaway.
If your business is more dependent on service subscriptions, you can a Referral program Here, customers receive discounts for referring friends. You could imagine too tiered loyalty programs Here customers can move through levels based on their purchases. The higher the tier they are in, the higher the discounts.
Of course, these more organic and evergreen promotions encourage customers to convert more often, knowing that they will be rewarded for their loyalty. In a time that is traditionally much quieter after the hectic Christmas season, loyalty rewards can be granted bring a significant boost to conversions.
Promote self improvement
The rise of the pandemic has resulted in one widespread increase in self-improvement measures. Whether it's healthy eating, regular exercise, or mindfulness, these trends seem likely to continue in the age of WFH.
This could be a significant opportunity for social media marketers looking to increase brand loyalty in the New Year. Your social media marketing efforts can gain more resonance with consumers by promoting self improvement.
Make sure you build trust in your brand by sharing your expertise, creating tutorials to share on social media (these can be video-based or textual), or even create online courses central to your content.
These approaches can add value to your business on social media, and followers will feel encouraged to follow you and adopt the information you share.
The concept of self-improvement can be an important tool for businesses to use in their marketing campaigns in January and February when the New Year's resolutions stay fresh in the minds of online consumers. Place your online self-improvement materials on your social media accounts to give your followers the opportunity to learn from your company's expertise.
This social media marketing approach can be created as a giveaway or as a paid service. As long as it adds value to your customers, it's an effective way to resonate their mindsets after the holiday season. This increase in loyalty and awareness among your social media followers translates into more clicks on your landing page and then more conversions from users who were happy with your content for self improvement.
Content checking and errors
Of course, at this time of year it is important to continuously monitor the performance of your campaigns. Raw metrics are likely to show a decrease in the number of conversions your business has made. It is therefore important to look elsewhere for key indicators for the design of your campaigns.
By linking to your website landing pages through social media, you can track every step of your sales funnel through dedicated analytics engines such as: Google Analytics and Finteza. Both platforms offer comprehensive insights into the causes of page and shopping cart exits, as well as various bouncebacks.
At a time of year when consumer spending is largely hectic, it's more important than ever to make sure your funnels are squeaky clean and free of potential sticking points for no-obligation visitors.
Be sure to monitor your social media links and posts regularly and always compare and contrast your performance by looking at the various impressions and the click rate they are generating.
It may even be worthwhile to set up different landing pages for each social media platform so you can better identify the campaign that is best optimized for each network.
With the hectic Christmas season and huge corporate marketing spurts becoming a memory, it can be a lot harder to generate campaigns that have similar traction. In markets with slightly less purchasing power for consumers, the process of trial and error can really pay off when emerging trends are identified and leveraged.
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