Marketing your business can be overwhelming these days. With so many options, you’re sure to be confused about where you should direct your attention and money. However, you know that your business needs to be out there to grow, and the holidays are probably a significant portion of your yearly sales. So how do you combine the two? Of course, you don’t want to overhaul your current marketing plan that’s working well, but have you ever considered just pivoting your paid ad strategies for the holidays?
What Exactly Is Paid Marketing and Why Should I Use It?
Paid marketing campaigns use digital advertising techniques to attract customers. This can include the use of social media, website advertising, partnering with influencers on blogs, and more. Customers are targeted based on previous purchases, web searches, and interests.
Paid marketing strategies can help your business to:
- Create customer engagement
- Build brand awareness
- Target certain customers
- Calculate and track campaigns and interest
Are Paid Ad Strategies Right for My Business?
You’ve probably noticed your own shopping habits have changed dramatically, even in just the last five or six years. In 2021 we tend to do more online shopping than ever! Even if purchasing electronically isn’t possible, we usually check out the products and services we are interested in online before exploring further. In fact, 2.14 billion people globally are projected to buy products online this year! (Statista, 2021). If this statistic doesn’t explain your business’ need for online advertising, nothing will!
Pivoting Your Paid Ad Strategies
If you are using paid ad forms of marketing, you (or a hired ad agency) create ways to direct people’s attention to your business. While you may have a great ad currently running on multiple platforms, you want to make sure that you don’t create ad fatigue for your customers.
Ad fatigue occurs when shoppers become tired and weary of seeing the same ad over and over. When this happens, customers can start ignoring the redundant ad altogether, resulting in a much lower return on investment (ROI) than you would like, possibly risking your company’s reputation.
It can be very easy to flood the online scene with your chosen marketing message with digital marketing. Therefore, it’s essential to be vigilant and look for signs of ad fatigue so that you can pivot and change your strategy when needed.
Utilizing analytics on social media platforms and other search engines can help you measure the number of times someone sees one of your ads (impressions) and if they choose to find out more or click on the ad. This information can help you avoid ad fatigue and know when your strategy needs to be changed up.
Pivoting your strategy can mean rotating the use of certain ads so that there is an ever-changing view for your customers. Changing out initial images or videos can be helpful as well. Spreading your message across several platforms is helpful too. Although your message may stay very similar, it appears different so that it can draw the attention of potential customers.
Learn from Past Marketing Mistakes
Just because a particular marketing technique works well for one business doesn’t mean it’s right for you. Look back at past marketing efforts. What worked? What failed miserably? If something didn’t work in the past, learn from it. Either adjust and try again or choose something completely different. Learning from our mistakes is just as crucial in the business world as it is in our personal lives.
8 Ideas for Pivoting Your Marketing Strategy for the Holidays
- Try running a cart abandonment campaign. Can you believe that in March 2020, over 88% of online orders were left in the cart (abandoned) and didn’t lead to purchases? Imagine if even half of those orders were realized! Reminding your customers about the items they thought about buying can bring in some of those deserted purchases.
- Target specific audiences. Knowing your audience and those most likely to purchase from you can narrow down your marketing pool. It can also help you create the best kinds of marketing for the age, gender, and other characteristics that match your chosen criteria.
- Offer incentives for first-time buyers. Although it’s tougher to attract new customers than existing ones, you must continually do so to grow. Offering something beneficial to new buyers shows your appreciation for their purchase and makes them want to come back again.
- Don’t forget your existing customers. When marketing to this group, you know they have been or are still interested in your brand or products. So make sure to run marketing ads targeted to this group during the holiday season.
- Give back to the community with each purchase. Customers always love knowing that part of their purchase is going to a good cause. Partnering with a non-profit organization can be amazing, especially during the holidays!
- Take advantage of those impulse buyers. You’ve already got a customer purchasing from you. Why not show them another item that they may like before checkout? Impulse buying at its best!
- Make sure your customers can shop from their mobile devices. More and more people are buying on the go. When your website is optimized for mobile devices, it becomes easier and more convenient for people to make quick purchases whenever and wherever they are.
- Make your ads and website festive! Nothing gets you more in the mood to buy than some hot chocolate, gingerbread houses, and a little holiday music. Use some of these same ideas on your ads and website. Make it fun for your customers to buy from you!
Make Your Holiday Paid Ad Strategies a Reality
Suppose you’re ready to explore the idea of expanding and/or pivoting your current paid ad strategies this holiday season or any time of the year. In that case, ARYU Advertising can guide you in making the best choices and modifications for your company. Contact us for more information on how we can help you grow your business today.