With more and more consumers expected to search on social media for gifts and promotions this holiday season, many retailers hoping to reach shoppers online will put paid social media at the center of their marketing efforts this season. The result, no doubt, will be a very crowded social space.
Here are some tips on creating the most effective holiday campaigns, taking into account this increased competition for the shopper’s attention on social media channels.
Pulse your presence. Although certain days are more critical than others, more familiarly Black Friday and Cyber Monday, brands with the most social success this season will create a lasting customer experience throughout the entire six-week period. In order to achieve this while keeping costs down, lock in your ad prices by booking “non-holiday” days early. Not only will these prices be considerably lower, but they will also provide you with the necessary scale needed to stay relevant before, during and beyond Black Friday and Cyber Monday.
Expert tip: Engagement on social is 32% higher on the weekends, according to a recent ExactTarget study, “Why Social Media Managers Shouldn’t Rest On Sunday.” Look to increase your company’s involvement during “cheaper” non-holiday time periods and Sundays to achieve maximum value from minimum means.
