Implement Your Holiday Communications Strategy Early
Whether you're a small business or nonprofit organization, consider this your encouragement (and green light) to start connecting with your audience NOW before you launch any holiday campaigns.
While you don't need to promote any Black Friday or year-end specials at this point, you DO need to start increasing your online activity and engagement (email, social media, advertising), especially if you are not currently active or consistent on social media or email.
The reason for this is because the online algorithms know your accounts' usual patterns of behavior, and if you go from no/low posts/emails to a high level of posts/emails, this activity could be viewed as spam by the algorithm of each respective platform because this isn't your normal level of activity.
If this happens, your content will be shown to very few people, and in the case of emails, your emails may end up in spam rather than the inbox. That's a big waste of time, energy, and even money!
The goal is to cultivate a warm relationship with your audience by offering value now to increase your Know, Like, Trust (KLT) factor. Later when you make your ask/sale, your audience will be more inclined to act on your offer because they’ve come to know, like, and trust you/your organization.
“Nobody likes being ‘used’ for their money, so why would you only talk to your customers when you want them to buy something? That’s the fastest way to lose your customers’ trust.”
So, if you have a social media and/or email campaign scheduled for around/after Thanksgiving, make sure you give it the best shot for success as possible by increasing your online activity now. Be sure to maintain consistency in your communications between now and then as well as throughout the sale season and beyond.
If consistency is a struggle for you, consider investing in help to increase client/customer communications. Embellish Marketing can help! Contact us for a discovery call to see how we can assist you in better communicating with your clients.