Festive Digital Marketing: How eCommerce Sites Can Prepare For Christmas

With the festive season fast approaching, online retailers should begin to prepare their digital marketing strategy in order to take advantage of the increase in online Christmas shoppers.

Now is a great time to refresh your content, plan in any new content, address any errors and audit your user experience to ensure you’re in a good position as we go into the most profitable time of year for many retailers.

So with Black Friday just a few weeks away, here are just a few ways you can prepare…

Content For Gifters

As we approach Christmas, the typical customer often changes from somebody buying for themselves, to somebody who is buying a gift, and so content should begin to reflect this.

Think about the type of questions somebody might have when buying a product for a gift, and create content that answers these common queries.

Creating new content such as gift guides for specific recipients is a great way of not only taking advantage of rising search queries such as ‘best gifts for teenage boys’, but it also provides customers with inspiration, guiding them to your products most suited to them.

Create new categories

Create new product category pages to reflect the ways in which your customers are searching in the lead up to Christmas.

The example above shows how search volume for ‘stocking fillers’ peaks significantly in November / December, and so creating a new category page for these types of products and optimising elements such as page content, headers, title tags and meta descriptions will allow you to target these trending keywords and drive targeted traffic to your website.

Email marketing

Email marketing can be invaluable, giving you direct access to your customers’ email inbox. In the lead up to Christmas, consider using email marketing to drive traffic to any promotional campaigns, gift guides or other festive content you’ve created to benefit your customers.

As retailers begin to increase email marketing activity during this time, your customers inbox is likely to be busy, so it’s important to stand out and test different metrics such as subject line, messaging and send time in order to establish what works with your customers and what doesn’t.

Remarketing

Dynamic remarketing allows you to show customers ads featuring the products they have viewed whilst browsing your website, acting as a reminder to revisit and complete their purchase.

Around Christmas customers are likely to be doing a lot of browsing and shopping around searching for the perfect gift, so remarketing ads act as a great way to tempt customers back to your website.

These are just a few of the ways you can prepare your ecommerce business for Christmas, so with the big day fast approaching, get in touch with our team of digital marketers to help you achieve your best Christmas yet.