If only the world of marketing would come with a little respite from time to time. As chaotic, stormy holiday weather full of desperate brainstorming sessions for new holiday slogans, themed ads and special offers, marketers are tasked with leading the campaign through New Year’s lulls.
Although the transition months from winter to spring are quiet for many businesses that include retail and e-commerce, more companies are gathering marketing campaigns to win customers and maximize profits during the fall in spending in January, February and March.
As we can see from the chart above, the drop in retail sales from the upgrade to the holidays in the new year could amount to a 30 percent drop in purchases among consumers. The chart, which charted the recent history of retail in the UK, shows that, although consumption has been steadily rising, consumption peaks around Christmas time have been consistent until 2020.
The arrival of the devastating COVID-19 pandemic in early 2020, however, indicated a significant disruptive impact on online retail in the UK. As more citizens face more time spent indoors while socially distancing themselves and isolating themselves from the pandemic, more online shoppers seem to be decided to spend their money on goods and services.
With the pandemic culminating in widespread diversion to workers moving from office travel and towards work from home (WFH) and the continued prevalence of the COVID-19 pandemic in much of the world, traders may face a new opportunity to create successful marketing campaigns during this traditionally slow sales period.
Realizing the larger roles of social media in the WFH landscape
The the rise of WFH it seems like it’s here to stay, and this could have significant implications for the marketing world – especially as social media campaigns continue to gain appeal among marketers with the goal of creating greater brand awareness and loyalty with advertising campaigns.
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According to the above metrics, the use of social media in the U.S. should accelerate significantly after COVID. As more and more citizens around the world are unable to communicate in person with friends and family, the use of social networks has become more prevalent. With one social network, TikTok experienced a huge increase user code.
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The height of the pandemic saw more and more retailers harness the potential of this large new active network social network users. In fact, as many as 84.2% of CMOs sought to use social media to build brand awareness online, while customer retention and acquisition ranked high.
While companies can certainly use social media to continue campaigns after the festive season is over, one of the most important drawbacks of this time of year is how the best marketers can use their social media campaigns to attract new and returning customers.
With this in mind, let’s explore some of the key ways CMOs want to keep things fresh when it comes to content in the new year:
Interactions of the community of champions
There are few better ways to successfully enter the new year than working to advocate for community-led content. By opening your business to the community, you can not only share their content but also build a significant level of loyalty and brand awareness online. It is even possible to build a space for dedicated users who will communicate with each other and share their experiences and ideas using platforms like Powerful networks or Turn on.
Kristen Baker, Head of Marketing at HubSpot explained it “In today’s highly digital and connected society, it’s ridiculous to think that people can still feel disconnected from others. This applies to personal relationships as well as business relationships – especially between brands and their customers, as well as brands and their employees. So, what is it that makes people feel disconnected from others and the companies they do business with? It is a lack of community. “
One of the key examples of an organization building a large community of different platforms through marketing can be found on Netflix. When the company teamed up with content marketing agency Mustache, the result was a series of new social media accounts they use @NetflixIsAJoke handle for posting funny videos, memes and other forms of content.
The campaign has fueled a vibrant community across a range of platforms and in the process has generated around 3.5 million new followers for Netflix.
By spending quieter months after the holiday season working on community building and engaging your followers more on social media, not only can you establish greater brand loyalty, but also a deeper understanding of who your customers are and the type of content they would like to see. You can even invite them to create content on your behalf and share the best entries in return for the prize.
As marketing budgets narrow after the holidays, user-generated content can bring a dividend while keeping your followers of social networks engaged and constantly clicking your brand for updates. This is again can lead to a healthy stimulus on site traffic, conversions and many more engagements later when new promotions start.
You are working on more organic promotions
There are many reasons why the new year is a good time to start interacting more with your customers. In the WFH era, they’ll probably have more time to spend on social media, and in those long winter months, they might actually crave some interaction with people – even if that ‘someone’ really shows off the brand.
You can help foster a sense of loyalty by introducing more evergreen promotion in the form of a loyalty scheme. As the new year comes, customers may be looking for new challenges, and this could be a loyalty program or referral perfect for their engagement in those early months.
There are many ways you can introduce a loyalty program specific to your business. The classic approach that is popular in cafes and bookstores is brand where each purchase is equal to a stamp. After a predetermined number of marks, the customer can get a free product or service – or free.
If your business is more dependent on service subscriptions, then it is possible to start a reference program where customers get discounts for a friend’s recommendation. You can also present stepwise loyalty schemes where customers can move through levels based on the purchases they make. The higher the level, the higher the discounts.
Of course, these more organic and evergreen promotions encourage customers to convert more often, knowing they will be rewarded for loyalty. At a time that is traditionally much quieter after a frantic holiday season, loyalty rewards can bring a significant boost on conversions.
The rise of the pandemic has led to widespread increase in self-improvement measures. Whether it’s a healthy diet, regular exercise, or attention, it seems like these trends are likely to continue into the WFH era as well.
This could be a significant opportunity for social network retailers looking to increase brand loyalty in the new year. Your social media marketing efforts can resonate more with consumers by promoting self-improvement.
Be sure to build trust in your brand by sharing your expertise, creating social sharing guides (they can be video or text), or even creating online courses most important to your content.
These approaches can add value your business on social media, and followers will feel encouraged to follow you and download the information you share.
The notion of self-improvement can be an important tool that companies will be able to use in their marketing campaigns in January and February, where New Year’s resolutions stay fresh in the minds of online consumers. Post your online self-improvement materials to your social media accounts as a tool that offers followers the opportunity to learn through your company’s expertise.
This approach to social media marketing can be created as a free service or as a paid service, but as long as it shows value to its customers, it is an effective way to resonate with their thoughts after the holiday season. This boost of loyalty and awareness among your followers on social media will lead to more clicks on your landing page and consequently more conversions than users who were satisfied with your self-improvement content.
Content trial and error
Of course, at this time of year it is vital to continuously monitor the performance of your campaigns. Raw metrics are likely to show a drop in the number of conversions made with your business, so it’s important to look elsewhere for key metrics about how your campaigns are shaping up.
By launching links to your site’s landing pages from social networks, you can actively review every step of your sales flow through dedicated analytics engines such as Google Analytics and Finality. Both platforms can provide a rich insight into the causes of page and cart abandonment and a variety of feedback.
At a time of year when consumer spending is mostly frantic, this is more important than ever before make sure your funnels they are kept creakily clean and without potential guidance for those who do not commit.
Be sure to regularly monitor your links and posts on social media and always compare and contrast your performance by studying the different impressions you make and the clickthrough rate they generate.
It may even be worth setting up different landing pages for each social media platform so you can better identify the best-optimized campaign for each network.
As the frantic holiday season and huge marketing rush of companies become a memory, it can be much harder to generate campaigns that can see similar levels of traction. In markets with slightly less consumer power, trial and error can indeed bring a dividend in spotting emerging trends and their capitalization.
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