Typically, spring is the time to set up an online marketing campaign for the summer season. But if you’re like most marketers, you don’t always get it right the first time. Even when you do, you may not know where to start. So, to help you get on the path to success, we’ve compiled this list of tips and tricks that will help you master your seasonal digital marketing campaign.
While a traditional digital marketing campaign may not be your primary business, chances are that you can benefit from a seasonal digital marketing campaign. Many companies find that the same tactics work well throughout the year, but with different keywords and content so that their campaigns are more relevant to each respective season. The key to success is to know what works well with your target market and where you can easily add seasonal touches to your digital marketing strategy so that you can be effective whenever the time is right.
- To ensure the organic visibility of your seasonal pages, you need to start creating, optimizing and analyzing them now.
- Start creating, organizing and planning seasonal content activities now to get a head start when it’s time to focus on driving sales.
- Evaluate the effectiveness of your existing seasonal content so that it can be revised, updated and possibly developed into stand-alone projects.
- Study your competitors’ tactics to determine how they use seasonality in their digital marketing strategy.
- Create a detailed editorial calendar to schedule all tasks and deadlines to accommodate growing interest in content and seasonal offerings.
Summer is a great time of year for many businesses, especially in the B2B sector. If you’re in a slump right now, here’s an idea: use these quiet months to make the next big season a big boost for your business. Here’s how you can start preparing for your next big seasonal content marketing campaign now:
1. Check your seasonal values now
Do you have a page (or pages) with seasonal offers, gift ideas and special offers? The demand for this type of content may be seasonal, but its value should be constant. So I always advise against deleting or even displaying these pages. You want these pages to always be available to Google so that your rankings are there when searches increase. If your website isn’t ranking for targeted seasonal searches, it’s time to bootstrap it, even if the season is months away. Source : Screenshot made by the author Moreover, Spyfu provides a comprehensive analysis of all movements in the SERPs, so you can identify important patterns and discover which competitor best maintains its organic visibility for seasonal searches: Source: Screenshot made by the author For more information on this feature, click here. When it comes to SEO, seasonality can be tricky, but it should definitely be planned in advance, as organic SEO takes time to produce results.
2. Start creating seasonal resources (content and social media)
Peak season will be a busy time for you and your team. So as you plan your next campaigns, start creating (and even planning) content assets from scratch. When I’m looking for ideas for seasonal content, I always turn to Text Optimizer, who does an excellent job of suggesting concepts and related angles for me to focus on: Source: Screenshot made by the author The tool is based on semantic analysis. Content marketing involves multiple channels. So the better prepared you are, the easier (and more productive) your seasonal campaign will be. There are also several cross-channel content marketing tools that can help you create and organize your seasonal content. For example, Boosted by Lightricks makes it easy to create holiday videos in different formats: Source: Screenshot made by the author This way you can create content assets that are suitable for all your channels. There’s also a handy branding kit feature that allows you to maintain a consistent visual style across all your assets: Source: Screenshot made by the author The app is available for free for iPhone and Android. You can upgrade for $4.99 per month. I have z. B. using the free version (and the screenshots above were taken with the free version of the application). The platform also provides a list of ideas for seasonal content and hashtags to make your campaign even more effective. There are a few other apps for making videos, but I don’t think you’ll get that many free features with any of them. Another great content creation tool that gives you a lot of free features is of course Canva. I’ve been using Canva for free for as long as I can remember and have never needed to upgrade. Source: Screenshot made by the author Here’s a guide to planning your Christmas marketing campaign.
3. Evaluate the effectiveness of your last season’s campaign
If you have published seasonal content over the years, you will find all this content :
- Consider upgrading (Can I use this plant again this year? and How can I improve it?).
- Evaluate its effectiveness in attracting traffic and converting clicks into conversions.
With Google Analytics, you can easily track which landing pages drew the most traffic in a given period:
- Go to the acquisition report and select a channel (for example, social or organic search).
- Select the date range of your seasonal campaign for the past year.
- (Optional) Check the Compare box and choose Last Year from the drop-down list.
- Click on the Landing Page tab in the table below:
Source: Screenshot made by the author This will give you a clear report on which page got the most traffic in previous campaigns. You can refine your search by using word filters (for example, enter the word blog to see the most effective seasonal content). You can use Google Analytics goals and funnels to analyze conversions. Finteza is another tool I use to track inbound traffic and conversions. Because it’s incredibly easy to use it to refine the data to determine which traffic source is sending traffic and how it converts compared to other sites. Source: Screenshot made by the author For more information on Finteza’s conversion funnels, click here. Finteza costs $25 per month, and a 30-day trial allows you to play with the tool before making a decision.
4. Consider creating a tradition
If one of your previous content pieces was particularly successful, consider developing that idea into a new project! We all remember the resounding success of Elf Yourself, Ask Santa, and the NORAD mini-projects that attracted (and converted) thousands of people year after year. A stand-alone website (one page) is easier to market and promote without creating strong associations with your main business. If you need some inspiration, check out Namify : Source: Call it
5. Look at what your competitors have done (or not done)
Competitive analysis is important because it motivates the entrepreneur to do more and do it better. That’s why I always include a competitive analysis in my marketing planning. There are many ways to research your competitors and what they are doing. The first thing I always do is check Ahrefs and see what other searches they are ranked for: Source : Screenshot made by the author Ahrefs is the only platform in the industry that also provides traffic estimates for each search. This is how it’s calculated. The lowest level of Ahrefs costs $99 per month, but it’s an indispensable tool if you’re doing SEO. Similar Web is another good tool to search for competitors. I like to look at the referral traffic report to see which sites are directing traffic to my competitors: Source: Similar web This basic report is provided free of charge. It’s also a good idea to set up Google Alerts to receive changes when your competitors do something new.
6. Create your editorial calendar
Every year people seem to get ready early for the big holidays. It’s not uncommon to see Christmas-focused ads on social media in October. In fact, it can cause both excitement and irritation. Therefore, an important question remains: When should I start publishing seasonal content? This may depend on a particular niche, so I always recommend entering a targeted seasonal search in Google Trends : Source: Screenshot made by the author It is also useful to compare different targeted searches. Thus, demand in this niche seems to be fairly constant over the years: Source: Screenshot made by the author When it comes to organizing and scheduling your content, there are several calendar plugins to choose from. I use CoSchedule the most because it allows you to schedule updates for your social media channels and assign specific content to different presenters. CoSchedule costs $29 per month. He supports programming on Twitter, Facebook, Linkedin and Instagram. I prefer this tool because it combines on-site content scheduling (assigning assets to write content) with social media scheduling. This allows me to create a highly coordinated content marketing campaign and makes it easy to organize editorial work across multiple channels. Instagram also has a handy guide to planning a seasonal content strategy here: Source: Screenshot made by the author
Seasonal planning is a great way to take advantage of seasonal peaks of interest and increase sales. The earlier you start preparing for the big season, the more time you have to focus on increasing sales. Good luck! Ann Smarty is the founder of Viral Content Bee, Brand Manager and Community Manager at Internet Marketing Ninjas. You can find her on Twitter @seosmarty.
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