Creating Meaningful Content for Your Holiday Promotions
Using Content to Make Your Customers Love You Year Round
Introductions
What is Content?
Content is...“Content comes in any form (audio, text, video), and it informs, entertains, enlightens, or teaches people who consume it.” ~ Derek Halpern, Social Triggers
Content is...“Content is any form of authentic communication between a business owner & audience that serves to solve a problem/help the audience.” ~ Brett A. Snyder
Content is...“Content is anything created to be engaging, clever, insightful, beautiful and intelligent, and should fundamentally connect with your target audience.” ~ Andrew Johnson
615,000,000Devices with ad blockers globally
Source: AdWorld
Ads Work - Content Marketing Works Better
Source: Neil Patel
Preparing Your Business
5 ways to prepare your business for
the holidaysthe holidays
1. Update your social channels2. Use your customer data3. Plan seasonal content4. Create a content calendar5. Take advantage of Facebook
Update your social channels ● Business info
● Seasonal offers● Featured images
Use customer data ● Who● When● Why
Use customer data: who
Use customer data: who
Use customer data: who
Use customer data: when
Use customer data: when
Source: Google/IPSOS
Use customer data: why
Use customer data: why
Use customer dataRecap
● Who● When● Why
Plan seasonal content Don’t just sell your business, tell
stories around it.
650%Posts that include images produce 650 percent higher engagement than
text-only posts.
Source: Inc
Thoughts?
Consider customers that have used and experienced positive change (winter and SAD, for example). Tell their story to relate to your customers.
Thoughts?
Consider less text, and superimpose quotes/testimonials on seasonal image background
“This is Mary. She’s really happy she bought her Christmas gifts early, so she can relax in her favourite chair (and one of ours, too). Mary’s smart. Be like Mary.”
“For when you need a haircut that makes the office party paws in admiration.”
Plan seasonal content
Recap
Don’t just sell your business, tell stories around it.
Create a content calendar
What is a content calendar?
What is a content calendar?
“A content calendar can be anything used to plan, schedule, and organize content and other marketing projects.” ~ CoSchedule
Why use a content calendar? ● Hit deadlines more easily and
hold yourself accountable for getting stuff done.
Why use a content calendar? ● See everything you’re working
on in one place.
Why use a content calendar?
● Think strategically about the content you’ll create. Stop scrambling at the last minute to create content around a major holiday - plan for it ahead of time.
Content calendar templates
Create a content calendar
Recap
● Manage and hit deadlines● See everything in one place● Think strategically
Take advantage of Facebook No, really! :)
Facebook stats for local business ● Users access Facebook an
average of eight times per day.
Source: WordStream
Facebook stats for local business
● The average Facebook user is separated from another given user by just 3.57 degrees of separation.
Source: WordStream
Facebook stats for local business
● Facebook Pages with smaller followings generally have higher reach and engagement rates.
Source: WordStream
Simply put, Facebook is your always-on online store.
Showcase products with holiday posts
● Create a carousel or multiple photos per product
● Tag products in your Page’s shop
● Keep photos similar
● Boost posts
Create Stories ● Perfect for special offers
● Use existing images
● Add a sticker or themed icon
● Link to product online
Plan a Holiday event● Create a holiday sale or
promo
● Host a pop up shop
● Offer a class about your business
Use Facebook Offers● Offers create reminders to
buy
● Redeemed online or in-store
● Great for lead gen
● Time-specific (mindset of scarcity)
Set up an online shop● Showcase your products
● Checkout online
● Create collections
● Direct one-to-one sales leads and questions
Use Page Templates● Optimize for your
product/service
● Use only necessary tabe
● Showcase lead content
● Encourage interaction
19%Time spent on mobile devices is on Facebook
Take advantage of Facebook
● Holiday showcases● Stories● Holiday events● Facebook Offers● Online shop● Templates
Learn, Rinse, Repeat
Open Discussion