Don’t look at the calendar and fret – consumers are still out there looking for a deal, and will be even after the 25th of December comes and goes. That means your marketing machine does not shut down for the holidays. Here are some ways to keep it running (even while you have visions of sugar plums dancing in your head).
Google looks at bounce rate when determining where your website ranks for certain searches (just one of the many aspects of your site Google regularly analyzes). Decreasing (improving) your bounce rate means enticing visitors to visit multiple pages of your site.
Improving bounce rate is not a quick or simple task, unfortunately. However, there are some tactics we recommend you try in order to urge Google to bump your pages up in the search ranks:
- Improve your keywords: Using three- or four-word long keywords or phrases delivers customers who seek something more specific. If your site is a good fit for a specific search, a visitor is likely to wander around.
- Include versatile content: Experiment with different media types to boost the success of your content – and expose your site to new audiences.
- Watch page speed: Page speed and screen-load time have a huge impact on bounce rate. If your site does not load in less than four seconds, Google may penalize you.
We go more in-depth on these and other tactics to improve your bounce rate in this post.
Look at me
Search Engine Optimization (SEO) should be an ongoing tactic for your content in order to keep your site visible and ranking for your intended keywords.
TechTalks introduces some SEO tips that you can put into play to bring more eyeballs – including the right eyeballs – to your pages:
- Be smart about keyword usage: You can incorporate your main keyword into your URL, and you should be using it wisely in your content. Don’t just stuff it into places where it doesn’t make sense – or risk penalization from search engines.
- Keep your URL brief and intuitive so visitors don’t have to guess what the page is all about.
- Use hyphens not underscores in your URLs, as Google does not recognize an underscore as a separator.
- Perform ongoing research in your industry, and use that research to bring backlinks from authoritative sites to your pages, which will help your own ranking.
CTAs for FOMO
Short attention spans mean your site must inspire action quickly. One way to do that is with Calls to Action (CTA). There are some ways to be cunning with a CTA. For instance, you can give FOMO a try.
There’s a growing anxiety in people called “fear of missing out,” and it doesn’t just relate to social activities. Instinctually, most of us do not want to feel like we’ve been left in the dark about anything. CTAs encourage some strong responses with something as simple as, “Click here, your neighbors already did it.”
Or, for a business that is very competitive, “Check out our free resource guide — because your competition already downloaded it.” On this same mindset, people love feeling like they’re on the inside track, so try using the phrase, “Let you in on a secret.”
We offer several more CTA tactics in this post. There are some better ways to drive your customers to do what you want via a CTA — or multiple CTAs, including the language to use, where and how many to place on a page, and revisiting any existing CTAs.
Check them twice
We’re all crazy-busy as the holidays approach, so consider using some optimized social media ad automation to ensure your campaign is working even when you physically are not.
Marketing Land offers a new article demonstrating the power of three of Facebook’s Ads Manager:
- Dynamic Creative Optimization allows you to test messaging and creative concepts while ensuring stable performance by keeping your creative/messaging enabled.
- Campaign Budget Optimization lets you allocate budget to top-performing ad sets within your campaign dynamically. Marketing Land urges you to keep your daily budget high enough so that your ad sets can get out of the learning phase within the seven-day optimization window.
- Automated Rules automatically check your campaigns, ad sets and ads, and then update or notify you of any changes. In addition to automatic checks and notifications, the tool performs necessary actions for you.
Tick tock (or TikTok)
There are still shopping days left before Christmas 2019 (unless you are reading this in January 2020 and then you’ve got LOTS of time to shop).
Don’t move your e-commerce away from holiday marketing too early. Some folks purposefully wait until the last minute in hopes of early markdowns. Social Media Today offers some inspiring tactics to try and keep those sales high throughout the season.
- Re-target your existing customers: Loyal customers love a sweet deal, and you should create one for those who have supported you in the past. Consider this, If you don’t offer your existing customers a solid, personalized deal, they may wander over to your competition’s sites.
- #Ho-ho-holiday hashtags: Use your social media to target customers who seek deals by searching for hashtags. Consider peppering your messaging with hashtags such as #christmassale and #holidaygifts to make your posts more visible.
- Try TikTok: The TikTok app is HUGE right now, especially with young people with money to spend. While marketing on the app is new, you can actually place ads directly in front of videos (like YouTube). It’s another opportunity to show customers your holiday product line and introduce the deals available at your site.
Use all the crayons in the box
A new survey from martech company PFL claims 83 percent of marketers reported good or very good return on investment when direct mail integrated into a multichannel marketing campaign. Direct mail response rates have been growing steadily for the last several years with no signs of slowing.
Direct mail’s physical nature makes it an interactive form of marketing, so it’s already offering a more personal touch than an ad on the side of your screen. A List Daily recommends utilizing direct mail in a multichannel campaign, as the medium produces results. Oddly, PFL’s study says little more than half of marketers surveyed used direct mail in a multichannel campaign, despite its hefty ROI.
A List recommends pre-targeting your audience and using a strong call to action (CTA – more about those elsewhere in this issue) when prepping the direct mail portion of your campaign. The article highlighted a clever holiday-themed approach:
A small company included a $20 bill with a letter to customers, encouraging them to donate it to the charity of their choice. In the direct mail piece, a scannable code led to a YouTube video further explaining the decision to go this route, creating a second touchpoint for customers.