Social media marketing for the holidays doesn’t have to be hard. It comes down to having the right time, tools, and knowledge to implement tactics to help drive traffic and awareness. Since this is one of – if not the busiest – times of the year for retailers, we’ve put together a blog post to help you increase sales. Keep reading to find out how to promote yourself to potential clients, as well as remind your existing customers to shop your merchandise.
Have a Calendar
The first step to any social media marketing for the holidays (or any time of year for that matter) is to have a calendar. There’s nothing more important than being prepared. Whether you plan week by week for the full month at once, calendars are a great way to not only have everything prepared to auto-post, but also to keep organized. Many planners these days have options to save hashtags, view some kind of preview of your feed, and add the first comment.
There are hundreds of calendars to choose from with their own pros and cons, so it’s best to research what works best for you.
Use Story Templates
Do you see Instagram or Facebook stories and wonder how people get these amazing stories with graphics and animation? The answer is more likely that they were made with templates. There are tons of free apps on phones and tablets that will allow you to create stories that fit your aesthetic. They can help to further your social media marketing for the holidays. Some even have holiday-themed options as well!
Stock Images are Great but Don’t Forget Your Products
During this time of year, people tend to post more stock images to achieve certain aesthetics – not that there’s anything wrong with that. However, it’s best to keep in mind that while there is an aesthetic that is more popular and eye-catching this time of year, that doesn’t mean your merchandise should be shrouded by stock images. Our tip is to find a good balance.
Keep in mind, when we sat stock images, we’re talking about photos that have nothing to do with your products that were shared on a royalty-free website. Think pictures of snowy sceneries and decorated pine trees. Editorial images of your products with holiday backdrops and props are totally acceptable and should be included. Again, we’re not telling you how to run your account, just giving tips.
If you’re short on editorial images then you can always head to the HOJ HD Image bank to use photos of products. While there may not be a large selection of Christmas themed images, there are some that still fit the winter aesthetic.
Research Appropriate Hashtags
Hashtags are (and always will be) important, but only when they’re used correctly. Considering that hashtags are how people discover your business, take some time to learn which hashtags are relevant and how many you should use per post. What works on Facebook may not necessarily work on Instagram. At the same time, what may work for the business down the street may not work for you. After the research, apply some of these new hashtags and see what works best according to your analytics. It’ll take some time, but it’ll be worth it.
Research What Others are Doing
Again, see what others are doing. It doesn’t necessarily have to be what your direct competitor is doing. Maybe the coffee shop down the street is using a shop local hashtag you really like? Social media marketing for the holidays isn’t about following strict rules and guidelines, it’s about seeing what works and applying it to your strategy.
Hold a Contest
Yes, times are tough for everyone, so this is more of a suggestion if you’re in the right place to do so. Contests bring in quite a few new customers when done correctly and can benefit your business. Try something along the lines of having people follow your account and commenting on their favourite piece for a gift card or sharing a photo of them wearing something from your store to win a piece of jewellery. At the end of the day, people love free things and it’ll drive traffic and brand awareness.
Don’t Forget to Engage with Customers
Many people forget that at the end of the day, there are real people running a business. Show your true colours by liking, commenting, and using stories to engage with your audience. Share a photo that a customer posted of a recent purchase, comment on a photo your store was tagged in, add polls and question boxes to stories – there really isn’t any reason you should be using social media to socialize.
Advertise Promotions
Social media ads can be tricky to navigate, but if you do it right, they’re an effective way to gain new customers. Promote new products, advertise holiday specials, and other merchandise you want to upsell. Again, social media ads can be confusing so it’s best to research how to execute them properly. When done right, your social media marketing for the holidays will help to turn in a profit.
Show Off Any Festive BTS
For those who may not know, BTS means “behind the scenes,” which is a popular source of social media content. Showcase in your stories the people behind the business and any fun holiday-themed activities happening in the store. Are you decorating the shop? Are you setting up a festive-themed collection? Are you preparing custom-made holiday-themed gift cards? Share the process through Instagram stories – and maybe even add a highlight real.
Remember Important Dates
Christmas Eve, Christmas Day, Boxing Day, New Year’s Eve, and New Year’s Day are all important dates to keep in mind when planning your social media marketing for the holidays. If you want to get creative with it, look to classic television hits. Think of the Friends episode with the Christmas Eve Eve celebration, or Seinfeld‘s Festivus episode. There are many ways to get creative with this.
Advertise What Makes Your Business Special
Do you have a built-in cafe? Do you offer exceptional customer service? Advertise what makes you the ideal store to shop at. Some people showcase their online reviews in story highlights or they feature their phenomenal staff. Some stores rotate promotions regularly and others have amazing backstories.
Be Authentic (Especially When Going Live)
Sure, it’s easy to be very robotic and stiff with your social media marketing for the holidays. Being comfortable on camera takes practice. However, more companies – including some big department stores – are trying to appeal to the movement of authenticity. Take a look at the openness of many small businesses these days. It humanizes the brand and makes it more appealing to customers both new and existing.
Promo Other Local Businesses in Your Area
Is there a restaurant across the street you visit for lunch every day? Do you buy groceries from your local independent convenience store? If you’re able to, why not reach out and suggest a cross-promotion? Feature them or their products and they could do the same for you? It’s a small way to support your community without having to break the bank.
Pushing Product is Important, but not the Only Focus
At the end of the day, social media marketing for the holidays isn’t just about making money. It’s about everything that makes a business function: the employees, the customers, and the spirit of giving. Keep that in mind while coming up with your campaigns and you’re sure to do great!
