Maximize Holiday Sales
As the holiday season kicks into high gear, brands are scrambling to maximize sales and results. The growing use of social media and smartphones adds enormous complexity, along with many opportunities for today’s digital marketing gurus. But fear not! With a little preparation and integration, double-digit sales increases are possible. Here’s how to get the most out of your Q4 digital efforts to drive sales and grow lifetime value for many years to come.
Community tagging. Tag existing offline marketing efforts with Facebook/Twitter tags. Integrate “Like” opportunities at key touchpoints, such as your homepage and product pages. A recent study from Syncapse and Hotspex found the lifetime value of a Facebook fan is about $136 to top brands. Consider offering an incentive to encourage consumers to become a fan of your brand, such as making a donation to a cause/charity for each sign-up. And remember to stress the value of being a fan or follower. Adding a “Like” button or "Join the Community" call to action only makes return on investment sense if you have a strategy and communication framework established to engage the community once you’ve converted them.
Belly up to barcodes. It’s estimated as much as 70 percent of all purchase decisions are made at the point of sale (POS). Therefore, it's critical to stand out on store shelves and to offer some extra value. How about integrating new 2-D barcodes, which enables consumers to use their smartphones to “Like” your brand or product at the POS? Also, pay close attention to mobile applications like Foursquare, which now boasts more than 4 million users. Mobile will increasingly become a critical channel to not only acquire new customers, but grow the community and drive sales via the serving of location-based offers.
Segment and socialize. Implement sharing capabilities on banner ads and email marketing efforts. For existing email efforts, segment your audience based on engagement and social profiles. By targeting best customers and testing various incentives, you can encourage your best customers to get actively involved in the promotion of your brand, thus extending your marketing efforts’ reach and effectiveness. Remember to not only identify who shared the information, but flag them as an influencer for future campaigns.