Before we begin, let me first say that this holiday post is not premature… In fact, it’s never too early to prepare for the holiday rush. Next time you walk into your local drug store or Target, take a look around. Halloween decor has been out since Labor Day weekend and stores have long been planning and receiving items for Thanksgiving and Christmas. Consumers shop for holiday goodies year-round – you’ve either said or heard someone say “Ooh I can use/give this on/for Christmas” in the middle of July.
When it comes to the holiday season, you either love it or you hate it. You leave Thanksgiving dinner early for Gray Thursday, campout for Black Friday, and stay up till midnight to take advantage of Cyber Monday. Or… you stay home and shake your head at the stampede of people you see on the evening news. Regardless on your personal feelings for the holiday madness, it’s the biggest shopping season for tons of businesses and brands. And any business, from retail to CPG, can benefit from using social media during this time.
Here are 5 ways that any business can use social media during the holiday season:
- Showcase your products – While you should do this year-round, the holiday season is a great time to give it that extra push. Your audience is extra susceptible to making purchases so your ability to pique their interest is at a high. This is a time where consumers also come looking for you, so make sure that you give them something they want to see – throw in a free sample, BOGO offer, referral deal, etc. to sweeten the package. Remember, this is a time for high purchase volume so take the time to show your consumers why they need to have your product.
- Start a holiday campaign – Despite recent findings that retailers are focused on reinventing the traditional discount (which was labeled as “just noise”), let’s be real… discounts work! Discount deals capture consumer’s attention and make them more likely to try out or purchase a product, especially during the holiday season when consumers are working with a holiday budget. Many people opt for online shopping so make sure you’re making it simple for them. But make sure you track your efforts: provide a direct link to purchase, designate a hashtag, create a unique landing page, include UTM codes to track behavior, etc. Remember, you want to be able to look at and analyze the success of your efforts to set benchmarks and plan for future campaigns based on the results.
- Thank your customers – The holiday season is not only about buying and giving gifts. You can thank modern capitalism for monetizing holidays but also take a moment to thank those that make your business possible – your customers. Whether you’re a small dental practice with 20 patients or Amazon.com, the gift of thanks goes a long way. Social media is a great place to give that thanks if personal gift baskets and cards aren’t an option for your business. And no, I don’t mean a simple “Thank you” tweet. This is fine, of course, but accompany it with a link to your blog that holds the real message. Remember, your business is made possible because of your audience.
- Show your spirit – No one likes a grinch. Nor do they like the party pooper in the corner who stands against the wall with his arms crossed. So whether you say “Merry Christmas”, “Happy Hanukkah”, or “Happy Holidays” it’s a good time to get into the spirit of things. It’s also a great time for team bonding! As an added bonus, team bonding events are fun to share with your friends and followers. At Viralheat we take advantage of the fun holiday season (I have a hunch it may be because I’m behind the events and I live for the holidays) – pumpkin carving during Halloween, potluck for Thanksgiving, Secret Santa gift exchange and office decorations for Christmas. Remember, there are real people behind the brand not robots – it’s refreshing to remind your customers (and each other) of that fact.
- Find potential customers – At the end of the day, all businesses are looking to increase the bottom line. Social media can help do this by surfacing potential customers using predictive social analytics. This process works year-round, but can be especially fruitful during the holiday season for all the reasons above – people are looking for deals, products, gifts, etc. all with the specific intent to make a purchase. Imagine surfacing leads who are looking for your product or service (or a similar one); these individuals are already warm, pre- and self-qualified leads that can turn into an opportunity. Imagine how many people talk about their #ChristmasWishList how they “absolutely need to have” the newest toy on the market. Remember, people are always talking about their wants and needs online – by proactively seeking these potential customers you can increase your chances of conversion.
See? The holiday season is no reason to fret or swear yourself away from Target or the mall till 2015. Rather, embrace the season and use the social weapons you have at hand to both survive and enjoy the holiday season simultaneously. After all, “tis the season to be jolly”… who says we can’t be prosperous as well?
