As summer comes to a close, retailers and businesses are turning their attention to their Christmas marketing campaigns.
I know. No one likes to be reminded of Christmas in September. But if your business is running a Christmas marketing campaign this year, there are a few things you need to get ready before your campaign begins.
Check your website
People have certain expectations when it comes to websites, and you need to make sure your website looks good and is easy to use.
You may have heard the phrase “responsive website” used a lot this year, but there’s a reason for that. Without a responsive website you’re alienating a big portion of users by not having a website that looks good or works well on mobile devices.
If your website isn’t responsive yet, there’s still time to update it if you act quickly.
Not convinced by responsive websites? Take a look at these 9 reasons why your website needs to be responsive.
As well as making sure your website works well across all devices, you need to make sure it contains all the information customers are likely to need.
- Does it contact customer service / contact details?
- Does it contain postage information such as costs and times?
- Does it contain enough information about your products and services? Now is a good time to spruce up product descriptions if they’re looking a little bare. Include things like size, colours available, and really sell the benefits of it.
- Do product pages have enough photos of the product?
- Have you got reviews or testimonials on your website which act as proof?
Your target audience are bombarded with information from competitors all the time, but even more so in the run up to Christmas. This means you need to be providing your audience with the easiest service. Which requires them to do as little work as possible.
For example, if someone visits one of your product pages and it contains lots of information about the product. How it’s used, the size, etc, it’s much easier for the customer to make a decision than if they visit a product page which contains little information and requires them to do something to find out more.
Review your internal processes
Depending on what Christmas marketing campaigns you’re planning, you might need to look at changing the way things work. You may even need to take on more staff if you are anticipating a big increase in sales.
How well are things currently working? Do you need some new software to make things faster and easier? Maybe you need to update your accounting software to handle more orders faster.
It’s best to anticipate these things and act on them now. Rather than waiting until you’re swamped and can’t get orders out fast enough and are letting customers down.
Look at previous campaigns
As well as reviewing your internal processes, look at how previous campaigns, both Christmas campaigns and any other marketing campaigns, have worked. What will you maybe need to change to make things easier for you and your customers.
- Was there something you forgot to do last time?
- Is there a way of improving how certain things worked?
- Did your customers have any problems?
- Is there a better way of reaching your target audience?
- Did your website speed suffer as more people visited the site?
How will you reach your target audience?
Talking of reaching your target audience. One of the most important things with any campaign is to make sure you are reaching the right people in the right way.
Consider your target audience and which methods of communication are most popular with them. Perhaps you ran a direct mail campaign last time, when a social media campaign might have been better?
Again, it’s useful to review previous campaigns. To compare different ways of reaching out to your audience and look at what worked well, and what didn’t work so well.
How will you review how well your Christmas campaign is performing?
Before your campaign begins, you should make sure you have all of the tracking and analysis tools in place. Without that, how will you know how your campaign is performing?
For example, if you’re running an ecommerce campaign, you could look at how to connect your email marketing software to your website to track purchases from your email.
If your website isn’t responsive, or you would like advice on this year’s Christmas marketing campaign, get in touch to find out how we can help you develop your business.