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Why you need to create a social media strategy now for the holidays

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This text was initially printed on Sept. 13, 2018. It was up to date on Nov. 11, 2020, and Nov. 1, 2021.

Is it simply me, or do the winter holidays appear as if they get right here sooner and sooner annually? Momma mentioned that may occur as I received older, however that’s not likely the level of this text. The purpose is that we should always begin getting ready our social media strategy for the holidays as early as potential.

In spite of everything, buyers save all yr lengthy to purchase the excellent items for their family and friends, and even themselves. Your enterprise deserves a minimize of all these juicy earnings. That’s why you need to begin working now to get your slice of the pie. If you don’t, you may find yourself neglected in the chilly whereas your rivals are making all the scorching gross sales.


Associated: A newbie’s information to social media for small enterprise

COVID-19 and its continued impression in your 2021 vacation social media strategy

Whereas we’re not practically as in the thick of issues as we have been in 2020, the COVID-19 pandemic remains to be impacting the shopping for habits of shoppers worldwide. Whilst vaccination mandates roll out and are enforced, a lot of the points confronted by firms and their prospects final yr have to be saved prime of thoughts this vacation season.

Individuals are shopping for merchandise on-line

Many people continue to work from home with no indicators of heading again into the workplace anytime quickly as the Delta variant continues to unfold. As such, they proceed to spend a lot of their time on-line throughout the workweek, leading to a greater tendency to store on-line.

Though many retail shops throughout the nation have opened up at this level to permit folks to store in-store, many consumers nonetheless really feel uncomfortable about bodily going into brick and mortar shops to do their procuring.

If you haven’t applied a manner for prospects to store for your items and companies on-line but, you may miss out on untold quantities of income. No matter what you promote, there’s no time like the current to launch your web site and reap the benefits of the world of ecommerce.

Associated: 5 ideas for including an ecommerce store to your brick-and-mortar enterprise

Folks need to keep the vacation spirit

Whereas travel to the United States remains to be restricted, and a few states are tightening restrictions due to the Delta variant, folks need to join with family and friends — even whether it is remotely on Zoom or Fb. Take into consideration how the need for reconnecting with family members strains up along with your choices.

What’s it about the items and companies you’re promoting that shouts household ties, or “present your beloved you care”? How can you implement this sentiment in your social media messaging?

Folks proceed to have much less earnings in 2021

In August 2021, CNBC reported that many states have been ending unemployment advantages that had been elevated throughout the worst of the 2020 pandemic fallout. Due to this, those that are nonetheless unable to get again to work can have much less cash to spend on vacation procuring this yr and for the foreseeable future. That’s why you ought to proceed to contemplate issues like:

  • Creating smaller choices to attain extra budgets
  • Creating bundle offers (reminiscent of partnering up with different companies to give extra worth for the value)
  • Specializing in “Black Friday” specials that final all vacation season lengthy to give your potential prospects the skill to lower your expenses whereas nonetheless making vacation purchases

With all of this in thoughts, it’s necessary to keep in mind that this vacation season, and maybe 2022’s vacation season as effectively, could also be a little powerful for all of us.

Nevertheless, that doesn’t imply you can’t preserve boosting your model’s consciousness, and that you can’t make any cash. It simply might imply you need to pivot, and alter your messaging barely.

Associated: 5 advertising and marketing classes from companies thriving throughout the COVID-19 pandemic


Transport delays and prices might be a drawback

We’ve already seen breakdowns in the provide chain (rest room paper scarcity of 2020 anybody?) of products to shoppers, and these breakdowns continue in 2021 with no signal of slowing down. To make issues worse, the USPS announced that starting October 1, 2021, they might be slowing supply. In addition they said they are going to be growing prices for transport packages by way of the 2021 vacation season.

What does this imply for your online business?

You may want to contemplate how transport value hikes may impression your prospects. A $10 merchandise with a matching transport price or greater may give your consumers pause about whether or not or not they need to select a totally different present.

That mentioned, can you create bundles that permit consumers to get items for a number of folks on their listing? Or maybe develop digital merchandise that don’t have a transport value connected? Assume ebooks, audio/visible downloads, programs, eCards, or perhaps even digital present playing cards.

One other concept can be to play up the free transport if your online business provides this. Hashtags like #freeshipping and textual content overlays that allow your consumers know you’ll cowl the supply prices may yield extra gross sales for you this season. Whereas masking transport will impression your revenue margins, it beats not making any gross sales if you can swing it and nonetheless keep some stage of profitability.

Don’t drop the ball in your vacation social media strategy

Social Media Strategy Ball

Take into account for a second what occurred final yr. If you’re something like most enterprise homeowners, you started the yr with the better of intentions. You determined this can be your organization’s yr to make all the gross sales, for each event. Then, what occurred? Life and duties took over, and you didn’t have a plan in place to appropriate your course.

Right here’s the factor: Yearly the holidays get insanely busy.

The hustle and bustle might begin out gradual, however earlier than you understand it you’re merely days away from the hottest procuring season of the yr, and you’re merely not prepared for it.

Don’t let that occur to you once more this yr. Dropping the ball may price you a whole lot, if not 1000’s, in earnings.

Associated: 5 issues you should do now to put together for the vacation procuring season

5 methods to create a strong social media strategy for the holidays

Now that you perceive why planning forward is so important, do you need to know the finest methodology for planning your social media strategy? I’m spilling all the things I’ve realized, so preserve studying to study 5 methods to create a strong social media strategy for the holidays.

  1. Be taught from the earlier yr’s methods.

  2. Refine your goal market for the holidays.

  3. Draft your social media strategy on paper.

  4. Write your posts, and design your graphics.

  5. Schedule all the issues prematurely.

Now let’s have a look at these classes intimately!

1. Be taught from the earlier yr’s methods

Step one is to study from the earlier yr’s methods. What did you do along with your social media strategy final yr that labored? What didn’t work? Make notes about all the things.

For instance, did you schedule posts forward of time for folks to see? Or have been you struggling to get one thing uploaded every day, and sometimes missed the alternative to do it as a result of one thing else got here up?

Use the classes from the earlier yr to assist you do higher this yr along with your social media strategy.


So, if you struggled to get posts loaded, perhaps begin scheduling them days or perhaps weeks forward of time.

Professional tip: You may schedule Fb posts on your online business’s web page as early as six months forward of time, and Twitter for business states that you can schedule Twitter posts up to a yr prematurely.

What if you didn’t have a social media strategy the earlier yr?

That’s OK. There’s nonetheless a lot to study from final yr. You may look by way of the posts of your prime rivals, and see which of them received the most engagement, and which of them didn’t.

A fast manner to do that on Twitter is to use Twitter’s Advanced Search. Overlook scrolling by way of all of their tweets till you get to the winter vacation posts. Utilizing the superior search you can discover tweets from particular accounts in the actual date ranges you need. You may even search particular hashtags and phrases they could have used, too.

The quickest manner I’ve discovered to see what my rivals have carried out on Fb is to go straight to their photographs and look by way of the thumbnails for photographs which can be vacation themed. I do the identical factor on Instagram. That is a lot sooner than scrolling by way of every picture individually.

Editor’s be aware: Need a little assist managing your online business’s social media presence? Try GoDaddy Social to get paired up with a workforce of social media consultants who won’t solely handle your presence in your social networks, but in addition can assist flip a web-based interplay into a lifelong buyer.

2. Refine your goal market for the holidays

Step two of your social media strategy is to refine your goal market. If you haven’t outlined a goal market, there’s no time like the current. Nevertheless, as soon as you do have a goal market in thoughts, you need to refine it for the holidays. Take into consideration who would need to buy your services or products as a present.

This step might clue you in as to how to strategy promoting your services or products as a present on social media.

For instance, if you promote an hourly service, you may create a present bundle that comes with a printed certificates for an hour or extra of your time. A digital assistant may promote a calendar/planner full with a present certificates providing an allotted variety of hours of assist for a enterprise proprietor. A private coach may create an at dwelling exercise package with a certificates for a number of hours of private coaching.

Refining your goal market with a present mindset doesn’t simply assist you work out what to promote, it helps you work out what to put up on social media, too.


That digital assistant can now create graphics and social posts with phrases like “give the present of time.” And, that non-public coach can design ones that say issues like “give the present of well being.”

As soon as you get clear on what you’re promoting, and get into the present giver’s mindset, the social media posts virtually write themselves.

Associated: Prime 20 questions to construct a purchaser persona that can skyrocket gross sales

Social Media Strategy Stockings

3. Draft your social media strategy on paper

Step three is to draft your social media strategy on paper. Seize a calendar and actually write on every day what number of posts you need to go reside, when you need them printed, and which platforms they need to go reside on. This can assist you determine when you need to have particular gross sales pricing, and when you need to have further stock in inventory (or when your present certificates need to be printed).

Begin excited about what you need to say to your prospects and prospects. What would compel them to purchase a present from you?

After all, it’s additionally necessary to keep in mind that not each social media put up ought to be a hardcore gross sales pitch. You additionally need to give folks these heat and fuzzy emotions that include the holidays.

Since 2020 has been a closely emotional yr for so many individuals, you may make it a level to create posts with enjoyable and humorous content material to give your prospects a good snort as they try your merchandise.

Connecting these good feels with your online business will make them see your organization in a extra constructive gentle. This might translate into extra gross sales for you.

Social Media Strategy Icons

4. Create your posts, and design your graphics

You understand who you’re promoting to. You understand what you’re promoting. Now the subsequent step of your social media strategy is to lastly create the messages and graphics that drive engagement in your social media profiles. As you write these posts, and design these graphics, save all of them to a folder in your laptop (or in the cloud) so you can use them this season, and presumably the subsequent one, too.

Editor’s be aware: GoDaddy Studio can assist you create merry graphics to ring in the vacation season. With our library of templates and options like take away background, you’ll have the ability to create eye-catching social posts with time to spare for celebrating.

If you’re not utilizing video but, you ought to be. As Digital Advertising Institute explains, “Video is a versatile and interesting content material format that not solely provides us a real-life image of what’s going on; it’s additionally straightforward to share throughout a number of platforms. Shoppers prefer it as a result of it’s straightforward to digest, entertaining and interesting, and entrepreneurs prefer it as a result of it may give a doubtlessly enormous return on funding (ROI) by way of many channels.”

Create quick movies to showcase your model and educate prospects about merchandise. Then, have interaction prospects in the feedback part of your video posts.

You might additionally put up movies to create pleasure round new product releases, or just to present updates concerning upcoming gross sales and provides.

If you dare, take it a step additional and schedule time to broadcast livestreams to reply prospects’ questions.

Some enterprise homeowners can write and craft posts for a complete month in only one afternoon. Others need a little extra time than that. Who is aware of? You would possibly notice at this level you need the assist of a social media supervisor. Higher to know that now than when it’s too late. Nevertheless you get it carried out, get all these posts written and prepared to go so you’ll be prepared for the final step.

 Associated: GoDaddy Studio — Create eye-catching imagery for your model

5. Schedule all the issues prematurely

Be mindful, the extra posts you can schedule forward of time, the higher!

Bear in mind, the holidays can get loopy busy with out warning.


You don’t need your gross sales to endure from this chaos. To essentially make your vacation social media strategy work, schedule your Fb posts, your Twitter updates, and even your Instagram posts if you can. You as soon as wanted to have to use a third-party app to schedule on Instagram, however thanks to Fb’s Creator Studio, it’s by no means been simpler to schedule each Fb and Instagram posts on your whole Fb and Instagram enterprise profiles.

Don’t overlook about Pinterest! You may schedule Pinterest pins to go reside two weeks prematurely. And, if you would favor to schedule out even additional, apps like Tailwind can assist you schedule limitless pins months prematurely for your online business, and re-pins from different companies as effectively.

Whereas we’re speaking about scheduling, did you know that you may even schedule TikTok videos to go live? You’ll need to convert your account to a enterprise account if you haven’t carried out so already, however you can schedule your posts up to 10 days prematurely.

And, as a result of TikTok permits you to upload videos via desktop, you can batch your content material creation as far forward of time as you would love to. Movie all of them, and save them to your laptop in order that you have movies for as many days, weeks, or months as you would love!

Schedule as many issues as you can as quickly as potential in order that it’s one much less factor you have to fear about.

Take notes on all the things that’s taking place in your social pages as effectively. Every part you study this yr by yourself profiles can assist you plan for the following vacation season.

And, if for some cause you don’t have all the things scheduled, no less than having drafts of your posts and graphics will make it straightforward to toss something in your profiles at the final minute. This isn’t the most very best state of affairs, but it surely’s higher than nothing.

Associated: How to get the first 1,000 Instagram followers for your online business

What if you’re studying this in the center of the present vacation season?

You would possibly already be too late to take full benefit of this yr’s gross sales, however that doesn’t imply you can’t do one thing about it. Can you carve out simply an hour or two to write and schedule some posts in your profiles? If that’s the case, do this.

Schedule as a lot as you can to final all through the remainder of the season. This can work out a lot better for you than making an attempt to put aside time each day to put up one thing. Nevertheless, placing the strain on your self to make it a level to put up as soon as a day in lieu of scheduling a number of posts prematurely, will doubtless lead to you simply giving up in your social media till the finish of the season.

Then once more, if you do surrender on this season, you can nonetheless glean concepts and information from what you see others doing this yr. You may start watching your rivals and drafting plans for all the things you need to do in a different way subsequent yr. Moreover, planning your social media strategy for the following vacation season wouldn’t be the worst factor you may do.

Till subsequent time, might your social media profiles be loaded with engagement, and your vacation gross sales be excessive!

Associated: 11 steps to get your on-line retailer prepared for vacation gross sales

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