The holiday shopping season is upon us, and wouldn’t it be dazzling to have a gaggle of Elves just like Santa, who take care of a lot of the behind-the-scenes work? You can! It’s called a marketing automation workflow – and it’s just one of six marketing strategies with a holiday twist included in this round of POIs!

Back in Black

As you get busier toward the holiday shopping season – Hello, Black Friday! – wouldn’t it be remarkable to generate extra revenue without doing anything extra?

Marketing automation workflows may be the gift that keeps on giving back long after the holiday season. Retail Dive shares three ways to get automation working for you:

  • One, consider a welcome series of messaging that includes a SMS campaign delivered via text to potential and returning customers.
  • Two, utilize an “urgent” themed abandoned cart series of messages, as opposed to instant discounting on those abandoned items.
  • Three, give customers a choice in confirmation messaging. Some might still like an email, where others prefer a text or social instant message.

Check out the informative article for some details in implementing these tactics.


Venngage just released a cool infographic covering some of the trends and expectations for graphic design in 2020. 

At Savoir Faire, we love the use of clever, abstract illustrations, so we’re glad to see them moving into the mainstream! For example, project management software Asana has some fun, wild illustrations on display that stand out in the right way. 

Some of things Venngage illustrates we should look at include:

  • Muted colors
  • Gradients
  • “Heavy” fonts

In fact, the infographic inspires some creativity into an exciting project we plan to launch early in 2020.

Hey, BERT!

Didn’t we just write about a big Google update that affects how search rankings are seen by consumers? It sure seems like it.

But, welcome bidirectional encoder representations from transformers a.k.a. BERT, the latest search update that might affect how your site pages are seen in search. According to a recent article in Search Engine Journal, BERT affects about 10 percent of search queries. 

Rather than processing words in one by one order, BERT deciphers a searcher’s intention by analyzing the words that come before or after a keyword. 

The update taxes Google’s hardware, which is why it’s only being used on about 10% of searches currently. 

In theory, BERT may be a boon for companies with amazing content. Google aims to deliver the best results for a query or problem, and if your company has the best user-friendly solution, your pages should jump up in ranks.

I’ve Got a Coupon for That!

According to a recent study, 87% of millennials, 91% of Generation X and 96% of Baby Boomers use paper coupons. We’ve written about younger shoppers’ trust factor when it comes to paper, but with holiday shopping already going strong, consider a traditional-meets-digital marketing tactic.

Despite digital marketing byte-ing into some of traditional’s market share, direct mail paper coupons are still in high demand. Why? 

One, there’s a misconception that direct mail coupons are primarily for brick and mortar stores. Not the case. The majority sent these days are geared toward online shopping (or both in cases of businesses operating physical and online stores).

Two, digital marketing tactics are helpful in personalizing paper coupons. Mailing lists get segmented based on shopping info acquired online. Getting a coupon mailed to you with an item you placed into an online shopping cart might be just the ingredient to get you to click “Purchase now.”

Social Spending

E-commerce companies are spending more and more on product social posts as we get ever closer to the holiday shopping season. Research points to Amazon’s Prime Day this summer encouraging more businesses to spend on social, and the ad spend hasn’t slowed, according to Search Engine Land

What’s a smallish e-commerce biz to do? Do a quick audit and spend strategically. It makes sense, if you haven’t already, to look at your top sellers for the first three quarters of this year PLUS those from the holiday shopping season of 2018. 

Determine which handful of products you want to push. Make sure those products are up-to-date on the site with descriptions, great photos and pricing. Limit your social ad spend to those few products but also use your content to encourage shoppers to check out other items within a product’s collection or theme. 

Oh, and consider putting those items on sale for the duration of your ad push!


Look for more companies to include omnipresent, personalized messenger apps on their sites – more and more operated by smarter AI. If you’re not quite ready for that yet, utilizing multiple marketing channels to convert leads is still a wise – and do-able – strategy for the coming year.

You likely already have some dynamic tap- or swipe-worthy content on your site; it may just be too lengthy in its current form to convert all your desired prospects. Don’t delete the long content as search engines LOVE long, poignant, useful content pieces. 

Instead, utilize that great material on multiple channels by chopping it up into bite-size nuggets of wisdom.

Entrepreneur offers a baker’s dozen of tactics learned at the recent Conversations Conference 2019. Here are two more of our favorites:

  • One, reach out to a prospect with a brief personalized text, using the recipient’s first name to begin the text. Expect lots of replies, and be smart about the next step.
  • Two, if you’ve got a unique perspective on a news-y topic, publish now, before a bunch of others blast out a similar “unique perspective.” Polishing content can sometimes wait when you’ve got something people want to read right now. 

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