Every year as the 4th quarter rolls around every e-commerce brand starts building their holiday marketing strategy.
Rethink your holiday target marketing
Typically when we're running social advertising for e-commerce brands, our targeting is very specific.
We're looking to get our ads in front of the ideal potential prospects who would buy your products.
Seems logical, right?
However, during the holiday season if you only run your ads to your ideal target prospects you might be missing out on a lot of revenue.
Black Friday and Cyber Monday sales have definitely changed consumer shopping habits.
According to Yougov.com, 21% of people plan to buy gifts for themselves on Black Friday.
18% plan to buy gifts for themselves on Cyber Monday.
Those are the consumers that would fall into your typical holiday target marketing.
Source: https://today.yougov.com/topics/consumer/articles-reports/2019/11/12/them-or-me-why-black-friday-sometimes-about-gifts[/caption]
Other than those who plan to buy nothing, buying gifts for other people is the biggest bulk of the Black Friday/Cyber Monday shoppers.
If you’re an e-Commerce brand selling physical products in the fourth quarter, you want people to buy your product for someone who they love and care about.
So, you need to broaden your reach.
How do you do this?
Ways to broaden your reach outside of your typical target prospect
First of all, you want to make sure that you introduce your product through a great piece of content that will appeal to a wide range of people.
For a deeper understanding on how to use strategic content in this way, check out our free mini-class on the 3 Pillars to Successful Social Advertising
Your target marketing strategies should be focused on not just your target client, but also on all of those people who may be buying gifts for them.
One way to do this is to write copy that’s creative and that describes the benefits of buying your product for someone else.
Remember, these ads are going to be for people who may not be interested in using your product themselves.
So rather than focus on the typical selling points, you’ll want to really be persuasive when it comes to how good it would be for the other person.
As the numbers show, there are certainly a lot of self gift-givers out there during the holiday season.
But you don’t want to miss out on the large number of people who are looking to buy for friends and family.
Reconsider your holiday target marketing strategies. Don't just target the regular person you would but also those who buy for that person.
By making this shift during the holidays, you’ll be able to see a significant increase in your sales.
In today's digital age, a one-size-fits-all marketing strategy simply won't cut it.
To stay ahead of the competition and reach your audience effectively, you need to leverage the different stages of the customer journey with a multi-channel approach.
It's not just about reaching more people; it's about reaching the right people, at the right time, on the right channels with a message that resonates so you move people along the customer journey quickly and effectively.
If you are ready to revolutionize your marketing strategy and make a lasting impact on your target audience join our 3 Pillars Masterclass.
Gain the knowledge and tools needed to craft compelling brand narratives, create engaging content, and nurture meaningful relationships.
Click here to sign up for our 3 Pillars Masterclass:
https://3pillarsmasterclass.sunlight.digital/3-pillars-masterclass
