3 Things To Consider For Seasonal Marketing

Mar 16, 2022

Seasonal digital campaigns are not always heard of in the digital marketing world, but many professionals use this tactic to tap on the emotions of their prospective and current customers who align themselves with certain global holidays, days of observation, and probably even phases of the moon.

But what is seasonal marketing exactly and how does it fit in your own digital marketing strategy? Read more to find out.

What is seasonal marketing?

Seasonal marketing may sound self-explanatory, except that it isn’t. On the surface, it may look like you’re planning a post around a holiday – let’s say Christmas. What makes this more strategic and effective, however, is that it helps you identify certain opportunities to capture leads, promote your product or services, or whatever goal you have in mind. It’s putting your overall strategies in context of that particular holiday.

Around the world, the most important holidays are Christmas, New Year, Easter, Lunar New Year, All Souls Day (linked to Halloween) and Black Friday (linked to Thanksgiving). You can couple that with holidays in Australia, like ANZAC Day or Australia Day. You can even go local with specific days of observation in your territory, city or suburb to truly get the appeal of your community.

So what makes this a successful marketing strategy?

Seasonal marketing help brands by increasing “their customer base by 30-50% during the holiday season.”1  With the holiday season starting as early as October in most countries—thanks to Halloween—your brand can reap benefits with solid seasonal digital campaigns.

Is this the same as moment marketing?

Moment marketing uses current events as a marketing tactic to attract, convince and convert people who visit your online real estate. While it does have similar goals to seasonal marketing, it does not take into account the globally observed holidays.

How can we have effective seasonal digital campaigns?

For you to have an effective seasonal digital campaign each time, you have to look beyond the calendar. You may need to refine a few existing strategies in your plan and even take a look at a few free tools offered by Google. The digital marketing experts from Dygiq came up with a few suggestions:

1) Prioritise social media and email marketing

Most businesses look to email marketing as their preferred strategy as it provides consistent return on investment for many brands. Emails are much more sophisticated nowadays compared to before, with more choices to personalise how the layout looks like depending on the customers’ behaviour on the brand’s website.

On the other hand, social media increases brand awareness. Because there are more than 4.62 billion social media users around the world,2 it won’t be hard for your business to gather loyal fans who pay attention to your updates and keep you top of mind.

These two will be essential in keeping your customers informed about your sales, new offers and other deals during a specific holiday. In fact, personalised emails announcing your latest updates provide 8x more click through rates and 6x more transaction rates3 during this time and, in 2021, it was discovered that around 28% of shoppers used social media to search for things they want to purchase4.

Use these two together to bring customers to your website and you will have an easy time making a sale.

2) Use Google Trends to see what people are searching for

Google Trends allows you to enter a search query or topic that you want to learn more about in terms of people’s search behaviour. This is exceptionally helpful during the holidays when you want to know what exactly during a specific peak season your customers are looking for.

For example, you want to learn if the short tail keyword “Christmas gifts” would be trendy around October throughout Australia so that you can plan your quarter-long holiday campaign. Go to Google Trends and set your parameters. The results usually look like this:

What we did was we checked September to December of last year to see where the search term will start to peak even before October comes rolling around. We also found out that people search for “mens christmas gifts,” “top Christmas gifts 2021” and “edible Christmas gifts” along with brand searches and product searches.

To help your marketing strategy, see what people are searching for so that your brand will be at the forefront of their search results. You can also compare keywords against each other to see which one performs best.

3) Go local with online listings

Google Business Profile, Bing Places, Yelp, TripAdvisor and many other online listings and citations can expand your brand awareness and improve your visibility in search results, especially during holidays. An important tip here is to make sure that your basic information (Name, Address and Phone Number) is complete and accurate across all your listings.

With Google Business Profile in particular, you can use its features to get more customers to visit your website or your store.5 This helps you reach your local community even faster as, more often than not, their purchase journey starts with a simple Google Search.

Takeaway

Seasonal digital campaigns require more than just taking a quick look at the calendar and see what everyone’s celebrating today. Your seasonal marketing campaigns require more research to be able to find the right keywords to attract your audience while refining your email and social media marketing strategies to get a good sale each and every time.

At Dygiq, we make seasonal marketing our everyday thing. Our digital marketing experts know the ins and outs of what it takes to create a winning holiday marketing strategy. If you need an extra set of eyes to help you improve your online visibility during the peak season, talk to us today.