Your online marketing should be active and customer-oriented all year around
Your customers and prospects will hardly “tune out” from social media and Google completely during any specific time period. At Skapa, it is our experience that online articles, social media posts, and other forms of content marketing, can receive even greater attention and interest over a holiday. Many of your customers will have more time on their hands, and fewer things to distract them. Why pass up that opportunity to reach out to them in a non-intrusive way?
It can of course be a good idea to publish slightly fewer posts and articles than usual over the summer or winter holidays. The important thing is to maintain continuity, showing your customers, prospects and followers that you provide them with useful information all year around.
What to focus on in your online marketing during the holidays
So, what to write about? During a longer holiday, most companies naturally see less business and marketing activity than they otherwise would. Still, it is rarely a complete standstill. And even if there is, that gives you an opportunity to talk about things you may not usually cover in your online marketing:
- Customer cases or reports on intriguing projects you are working on
- Introduction of/interview with a coworker, or someone in your staff
- Will you meet your customers at any events during the holiday season? Tell them about it, and write about your impressions from the events afterwards.
- Tips and suggestions: can your products or services help make your customers’ vacation time better in some way? If yes, tell them how.
- Mythbusting and did-you-know-tidbits about your area of work and expertise make for great social media posts. Sometimes, they can be elaborated on in informative, easily digestible articles too.
Try to think of the holidays as periods when you can allow your online marketing to be a bit more personal, without being unserious.
Schedule social media posts and content marketing articles for easy publishing
The publishing of content marketing articles, social media posts, Google Ads, etcetera, can very often be scheduled well in advance. Today, virtually all content management systems (CMS) allow for this. Develop a publishing plan for your online marketing and use your marketing tools (WordPress, Linkedin, Mailchimp) to get your content out when it suits you.
As mentioned above, it is rarely ever the case that there is just nothing to write about. Chances are that you have lots of material that is of interest and importance to your customers. What you need to do is to make your expertise accessible and your insights appealing to your customers and prospects. If you need any help with this, we are here for you.
In the case of your social media channels, there is probably content from the past 6-12 months that deserves to be republished as well. As long as the information remains accurate and useful, it is probably worth repeating at least a handful of social media posts over the course of the year. Everyone did not see them the first time around either, and you have likely attracted new followers since.
What do your online marketing needs look like? What customers do you want to reach, and what kind of material do you want to present to them? Does your online marketing offer the answers and solutions they seek? We create search engine optimized content marketing for companies within a variety of industries, raising their profiles online and within their respective markets. Let us know what we can do for you and your online marketing!
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