HOLIDAY MARKETING QUICK WINS Brought to you by Whereoware #WOWWEBINAR - PowerPoint PPT Presentation

HOLIDAY MARKETING QUICK WINS Brought to you by Whereoware #WOWWEBINAR Private and Confidential. Property of Whereoware, LLC. 1

MEET OUR SPEAKER BRADY COMPTON TWEET USING #WOWWEBINAR BRADY COMPTON Marketing PM 2

ABOUT US Award-Winning Digital Agency • 18 Years Of Experience • Personalized Websites • Email Campaigns • SEO and Digital Advertising • Visual Design • Digital Products • Mobile Applications • Data Integration • Analytics • 3

PRESENTATION AGENDA Recap: Holiday Sales Last Year Holiday Planning Holiday Campaign Inspiration Promote across channels: Web, Email, Social Ads, SEO, Marketplaces Follow up 5

RECAP: HOLIDAYS 2017

Holiday sales during November and December increased 5.5 percent over 2016, to $691.9 billion. - The National Retail Federation

Holiday online and non-store sales grew almost 12 percent in 2017, to $138.4 billion over 2016. - The National Retail Federation

A STRONG THANKSGIVING WEEKEND FOR ONLINE SALES Sales in Billions , by Day in 2016 vs 2017 Thanksgiving 18.3% growth Black Friday 16.9% growth 10.8% growth Saturday 9.5% growth Sunday 16.8% growth Cyber Monday 15.2% growth Total $- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 $16.00 $18.00 $20.00 2016 2017 9 Source: Adobe Systems Inc.

START YOUR STRATEGY What worked last year? What can we do to increase these? Why are these channels more successful than others? 10

MAP OUT YOUR CAMPAINGS- B2B OCTOBER NOVEMBER DECEMBER 20-30% holiday emails with Your best holiday emails Use Smart Targeting for Free Shipping Offers website updates emails 11

HELP YOUR REPS HELP YOUR CUSTOMERS OCTOBER NOVEMBER DECEMBER Holiday season planning Check that the retailers have the Check on Black Friday and drop shipping needs support they need for the big rush days 12

On average, retailers increase their email frequency to their subscribers by roughly 50% during November and December, compared to non-holiday months. - Litmus

HOLIDAY PLANNING – B2C SEPTEMBER OCTOBER Holiday planning 10-20% holiday emails, website updates 20-30% holiday emails with website updates Your best holiday emails DECEMBER NOVEMBER Start your paid ads, use smart targeting for email Change focus to gift cards + last minute deals Change focus to shopping for you 14

HOLIDAY CAMPAIGN INSPIRATION

PROMOTE HOLIDAY CAMPAIGNS ACROSS CHANNELS Web eb Ema mail il PPC PC 16

LOGICAL USER EXPERIENCE Descri riptive ve C CTA + + F Focused Landing Page 17

Drag a and nd D Drop B Bloc ocks – It’s s that e easy sy! 18

Drag a and nd D Drop B Bloc ocks – It’s s that e easy sy! 19

Ema mail il and l landin ing p page desig igns s should ld work rk t together t r to build c consistency 20

HOLIDAY CAMPAIGN IDEAS B2C BOTH B2B Gift Guide and Trends Black Friday Stock Your Shelves Free gift with purchase Cyber Monday Buy More Save More Free shipping Last minute shoppers Company card Last day for shipping Holiday closings Last minute shoppers Countdowns and daily deals 21

HOLIDAY EMAILS

Email drove 20 percent of holiday site visits. - Adobe

STOCK YOUR SHELVES 24

DAILY DEALS 25

LAST DAY TO SHIP 26

LAST MINUTE GIFTS 27

HOLIDAY CARDS 28

HOLIDAY EMAIL TIPS Feature a prominent CTA • Make sure CTA goes to a logical • landing page Product focused, clean design • Mobile friendly and responsive • 29

WEBSITE

SEASONAL NAVIGATION August 2018 December 2017 31

ADD HOLIDAY PROMOTIONS AND IMAGES Product Category P ry Page U Update Holid liday He Hero 32

GIFT CATEGORIES 33

NEED-TO-HAVES Contact and store info • Free or two day shipping • Last-day to ship dates • Option to buy online and • pick-up in-store Return policy • 34

SEO + CONTENT

Organic and paid search brought in the most revenue during the 2017 holiday season, driving 44.8 percent of all online holiday visits. - Adobe Systems Inc.

SEO CHEAT SHEET META TITLE Unique for each page, 50-60 characters, URL STRUCTURE META DESCRIPTION Add descriptive or seasonal keywords, 155 characters 37

SEO QUICK TIPS DESCRIPTIVE, TARGETED KEYWORDS EASY TO SCAN BULLETS CLEAR CTA 38

UPDATING SEO FIELDS TITLE KEYWORDS PAGE DESCRIPTION 39

72 percent of online marketers describe content creation as their most effective SEO tactic. -HubSpot

EMAIL TO LANDING PAGE - GIFT GUIDE Email creative ve a and copy m y matches l landing page b e banner ner 41

GIFT TRENDS 42

TAKEAWAYS Identify terms and phrases to rank for • Write keyword-focused product titles and • descriptions, page titles and meta descriptions Use bullets to make product details easy to scan • Repurpose existing content through gift, trend • guides, and more 43

DIVE INTO DIGITAL ADS

MATCH AD SPEND TO YOUR AUDIENCE Google Amazon Facebook 45

LINK AD COPY TO A LOGICAL LANDING PAGE 954% ret eturn o on ad ad spen end ( (ROAS) + 38% i increa ease i e in r rev even enue e 46

THINK THROUGH Aligning ad images and copy with holiday promotions • Link ad CTA to a logical landing page • Include holiday photography • Schedule ads to start and stop at a logical time • Measure daily, because ad spend can skyrocket during • the holidays Try longer tail keywords, because it will be so • competitive during the holiday season 47

MARKETPLACES

42 percent of shoppers say they are most likely to buy a holiday gift on an online marketplace , like Amazon and Ebay. -NetElixir Inc.

MARKETPLACES ATTRACT MORE SHOPPERS THANKSGIVING WEEKEND Web traffic Black Friday and Cyber Monday vs. October 2017 Friday, Oct 27 Black Friday Cyber Monday Amazon.com 60,802,214 101,770,931 106,332,877 eBay.com 27,311,279 33,526,553 31,639,116 Walmart.com 12,410,263 32,007,113 28,587,337 Etsy.com 3,754,718 5,247,567 5,213,388 Newegg.com 1,705,893 5,976,920 4,615,053 Sears.com 860,036 2,513,416 1,119,317 Jet.com 586,467 1,263,707 1,432,588 Rakuten.com 157,830 395,738 288,031 50 Source: Internet Retailer analysis of Similar Web U.S. Traffic Data

UPDATE IMAGERY AND ADD ALTERNATIVE VIEWS ADD IN SEASONAL/GIFT KEYWORDS 51

TIPS FOR AN EFFECTIVE MARKETPLACE Check product listings for accuracy • Replace slow moving product with top sellers by Cyber Week • or bundle items that aren’t selling with Top Sellers • Make sure your return policy is visible and simple • Try advertising • 52

KEEP THE MOMENTUM GOING

1 in 5 shoppers will spend 23% of their budget after December 25 th . -Deloitte, 2017

FOLLOW UP Send a Thank You follow up email • Send an inventory close out email • Grow your email list - capture email addresses • for all returns 55

QUESTIONS? ASK BRADY We’re offering a Holiday Marketing Paid Ads Package to help small to medium businesses get started with Facebook and Google advertising. *This offer is not available for B2B businesses or current Whereoware PPC clients. Contact us and mention this webinar offer by September 28 to get started. Feeling stressed over your holiday marketing strategy? Contact us for a free 30 minute consultation with one of our digital experts. Contact us: Follow us on: 14399 Penrose Pl #450, Chantilly, VA 20151 facebook.com/whereoware (877) 521-7448 @whereoware info@whereoware.com