It's a familiar feeling—retailers are breaking out the Christmas deals and decorations. It's time for the holidays, and that means busy times are ahead for advertisers and marketers launching new sales and promotions.
But, beyond that, advertisers and retailers have a huge opportunity on social media, with holiday campaigns on Twitter alone generating $6.67 for every $1 spent by advertisers last year.
Being prepared to conquer the holiday rush is a huge advantage, but some brands can easily fall behind before the holiday spirit even hits us. Stay ahead of the competition with the following seven key steps.
1. Define your holiday wish list
The first step for launching any successful ad campaign is to define a set of goals. Every holiday campaign should be built around these two simple questions: What actions do you want your customers/prospects to take, and how will your social strategy help?
Goals can be wide-ranging, from lead generation and driving sales, to boosting brand awareness among a specific target audience. Brands that want to generate leads might launch ads that invite customers to submit their emails in exchange for more content or company information. For the goal of increasing sales on a website, ads can be specially designed to include links to holiday catalogs or special offers.
When such goals are in place, being able to measure success or evaluate a campaign's performance is just as important. Key metrics for marketers looking to improve brand awareness may include social shares, likes, comments, and call-to-action clickthroughs.
Successful brands will set specific, measurable goals for improvement. If a retailer has 100,000 Twitter followers, perhaps its goal might be to increase that number to 120,000 by the end of the holiday season. Regardless of the goal, if it is measurable and clear, it gives the brand something to chase and an ultimate purpose for the campaign.