Last week we looked at how to boost local search presence with data amplifiers. This week we’re switching focus to the local marketing strategies that are perfect for securing seasonal buyers.
Local Marketing Strategies for Boosting Holiday Sales
Last year (at around this same time) we spoke with you about how to use a business’ Google Business Profile for holiday marketing campaigns.
And while you’ve seen it, have you ever really considered why stores start putting out their holiday merchandise so early? And yes, we’ve all noticed that this timing seems to be well before the start of each season.
Let’s look at Home Depot. Have you been in a Home Depot in the last two weeks? If so, then you were most likely greeted with Christmas trees – at least this is the case in Texas.
So, just why do stores start their sales earlier and earlier each year? Will the one who starts their holiday marketing first be the biggest winner? The answer to that is… maybe! However, it all starts with a plan – and we’ve actually outlined a seasonal local marketing plan before.
In an article on Street Fight there’s a quote that really sticks out. Paul Brenner said: “Advertisers don’t have to wait until someone is in the right aisle to engage with them. The customer doesn’t need to be anywhere near the seasonal candy section but the message can help guide them there.”
5 Untapped Holiday Local Marketing Techniques
Now apply this to the local marketing strategies for your clients. Where can you engage your clients’ prospective customers to get the results your clients are looking for? Hint: you might not normally engage them there. Let’s explore….
1. The Google Business Profile
Offer posts are not being used to their fullest potential. Consider creating bundled deals, free consultations, downloadable guides and limited-time seasonal coupons. Also, make use of photos or videos to enhance offers.
Event posts for open houses, seasonal sales, product launches and seminars. Be sure to include the benefits of attendance to get the best deals – and include eye-catching imagery.
2. Premium Features on Business Listings
For example, businesses listed in Judy’s Book through Advice Local get a premium Judy’s Book listing at no additional cost. This premium listing includes ad impressions on the free listings. You’ll need to log into the Judy’s Book listing through your partner dashboard to take advantage of this feature.
3. Advertising on Websites That Are Not Chock-Full of Competition
Advice Local’s BubbleLife is just one example here. This hyperlocal online newspaper offers ad space to reach consumers in a very specific geographic area. Take a glimpse at the ads displayed in the Park Cities BubbleLife to get a visual of what we’re talking about.
BubbleLife’s subscribers also opt in to get this online newspaper email delivered to them each day. This is an audience that most definitely wants to hear from local businesses in their area. You should suggest/consider submitting an article to these hyperlocal sites. It’s yet another way to support the business’ local community – and introduce consumers to the business.
Nextdoor is another hyperlocal site to consider. Listing your clients on Nextdoor is easy with Advice Local. Also examine any additional hyperlocal advertising opportunities available in the area in which your clients are located.
4. Supporting Community Events and Organizations
When the kids head back to school, the fundraising and advertising opportunities start up as well. By sponsoring various athletic teams, businesses can get listed as sponsors on banners, t-shirts, team Facebook pages and much more.
And if athletic events aren’t a fit for your clients, look to other local events such as advertising opportunities at the downtown festivals. Quite often these are starting now – and on through to the end of the year. Also, fundraisers like CASA or Boys & Girls Club of America are always an excellent way to support the local community – especially when you can donate items (services) for a raffle or silent auction. Lots of people will see your client’s business name when buying raffle tickets or bidding in the auction.
Consumers want to do business with other businesses that show they care. Supporting the community will go a long way towards this.
5. Don’t Forget the Traditional Methods
While focusing on new ways to reach consumers, don’t skip over the traditional ones.
- Social media is great for building an engaged audience and increasing brand awareness.
- The website blog is important for demonstrating credibility with readers.
- Display banners and downloadable coupons on the business’ website to drive up engagement.
- Email campaigns that include exclusive deals and offers for those who’ve opted in is always a winning idea.
Local #Marketing Strategies for the Upcoming Holidays by @BernieColeman #SEO
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