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How To Maintain Sales Momentum Post-Holiday
It’s new year’s eve, everyone is excited about their holiday celebrations and tomorrow marks the first day of the new year and new beginnings. But for e-commerce businesses, it’s also typically the start of the slowest sales season of the year.
After Black Friday brought in $6.22 billion in e-commerce sales, Thanksgiving Day totaled $3.7 billion in online sales, and Cyber Monday sales hit new records with $7.9 billion in online sales, it’s apparent why traffic and sales dip significantly in the new year.
Let’s take a look at three strategies that go beyond simply increasing ad spend to keep the sales coming in post-holiday.
Preparation and organization lead to increased sales.
“I like to work with clients into the end of the year to devise a plan that they can execute once the new year hits. Together we devise a roadmap and toolkit of relevant materials, pricing, and offers to generate sales in Q1,” says Stacie Sussman, Founder of SSR Digital Group, a sales and digital marketing consultancy firm.
Sussman advises creating an actionable outbound marketing strategy and a content marketing calendar. Planning ahead allows you to hit the ground running and see an immediate impact. “I recommend creating a list of clients or companies you want to reach out to and then creating a customized email marketing campaign,” she adds. This will allow you to reach out to segments of customers who are at different stages of the sales process and send a customized and relevant message.
For a content marketing strategy, create a calendar by month and plan which days you will post content on your own website and then across your social media accounts. Creating a quarterly plan makes this process more manageable.
Content can be tied into holidays, seasons, sales or company launches. The key is to spend 20% of your time creating content and 80% of your time promoting and sharing it.This goes beyond sharing it on your own social channels, the key is to have other companies, influencers, and publications share your posts in order to get the most traction from them. So allotting time for this outreach is key.
Plan in-person pop-up events.
“Our plan for continuing the strength of our sales in January and February is to do a monthly pop event to get in front of those local customers,” says Gianne Doherty, Co-Founder of Organic Bath Co., an organic skincare company.
With the pop-up shop industry being valued at $50 billion in 2016, it’s clear that consumers love these events they can experience for a limited window of time, and they are lucrative for retailers too. Pop-up shops and events are low risk, introduce your product to new consumers, can generate press, and are relatively easy to execute.
Having a themed pop-up allows you to capitalize on sales at different times of the year, whether the theme be the gift-giving season, Valentine’s Day, or around a company launch. 61% of shoppers list seasonal products as the main reason to shop at a pop-up store , making it even more beneficial to plan your event around a holiday or theme and target a specific segment of your customers.
Find ways to connect with your audience on a personal level.
“Connect with your audience, and not only at the holidays when they are in buying mode. In a world where there are unlimited ways for people to spend their money, it is important to connect and show the person behind the business,” says Mary Clavieres, Founder & CEO of Brief Transitions, a disposable postpartum underwear company.
Whether you share intimate stories about your business, your journey, or your team, consumers like to know who is behind the brand. That’s why it’s important to create emotional connections with your audience.
In fact, according to the Advertising Research Foundation, ‘likeability’ is the measure that best predicts whether an advertisement will increase a brand’s sales.
“Personalization gives people another way to connect with you, see behind the business and keep you in mind when they want or need a product like yours. In addition, I find it’s imperative to keep up your social media strategy to continue engagement with your audience. Social media posts and ads may or may not be the reason they buy your product but it absolutely builds the engagement and keeps you top of mind when they are ready to buy,” adds Clavieres.
Since the first few months of the new year tend to be much slower, putting an emphasis on your customer service team to spend more time with each client and nurture the relationship will pay off. This is the time of year when focusing on the customers who are looking to purchase and going above and beyond their needs, is critical. Since majority of people are not spending money at this time, it is more important than ever to do everything you can to fulfill the needs of the ones who are browsing.
December 31, 2018 at 10:37PM
Forbes – Entrepreneurs