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Targeting Holiday Shoppers Effectively

Date post: 16-Jan-2017
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Targeting Holiday Shoppers Effectively
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Page 1: Targeting Holiday Shoppers Effectively

TargetingHoliday Shoppers

Effectively

Page 2: Targeting Holiday Shoppers Effectively

How to Effectively

Target Holiday Shoppers

With the biggest spending season of the year essentially upon us, it’s imperative for small businesses to be familiar with their

target customers’ particular holiday needs to better understand how to develop compelling social advertising and retargeting

campaigns.

In order to maximize your campaign dollar, you must recognize and capitalize on the intricate micro-moments in which your

target customers are looking for holiday discounts and other information that will help them reach the point where they’re ready

to make a purchase.

Page 3: Targeting Holiday Shoppers Effectively

Make Sure You’re “There” in

All the Right Micro-Moments1

Because online shopping occurs in random moments and not predictable, set-in-stone shopping sprees, it’s important for your business

to recognize the four different types of micro-moments so you can make sure your brand shows up at the optimal place and time.

Keep in mind that it’s essential for your business to show up in all four of the following micro-moments and not just those in which a

potential customer is ready to make a purchase.

If you only focus on your end goal as a business, chances are you won’t draw their attention during the other three moments and may

very well lose their business to one of your better-optimized competitors as a result.

Page 4: Targeting Holiday Shoppers Effectively

I-Want-to-Know Moments

These take place when a customer is browsing or

researching specific products or services. Shoppers in

these moments aren’t quite ready to make a purchase,

they merely want helpful information and/or

inspiration.

Establishing yourself as the go-to resource during this

phase can pay significant sales dividends in the future

when that customer is ready to make a purchase.

Page 5: Targeting Holiday Shoppers Effectively

I-Want-to-Go Moments

These moments are when a person is searching for a

specific type of local business or are contemplating

purchasing a specific product offered at a local store. By

showing up in this moment of their online search

journey, you can make sure your business is top-of-

mind when they are eventually ready to buy.

Page 6: Targeting Holiday Shoppers Effectively

I-Want-to-Do Moments

These can arise either before or after the shopper

makes the intended purchase, and are basically

moments in which he or she is looking for specific

“how-to” information to assist them in trying

something new or getting something done. Showing up

in this moment with relevant content is critical for your

brand and reputation.

Page 7: Targeting Holiday Shoppers Effectively

I-Want-to-Buy Moments

These are of course your end goal as a business owner,

as they represent the moments when a customer is

truly ready to make a purchase and simply needs some

help choosing what, how or through whom to complete

their purchase.

If you want to seal the deal in this critical moment you

cannot wait for the customer to come to you, you have

to make sure you’re seeking them out with relevant

content that will help seal the deal.

Page 8: Targeting Holiday Shoppers Effectively

Make the Most of Facebook’s Targeting Features

As an admin of your company’s Facebook page, you have the unique ability to target fans based on a variety

of very specific demographics and key characteristics, such as age, gender, location, relationship status,

education level, language, what they’re interested in, etc. When it comes to holiday shopping, targeting

fans by their location, gender and relationship status can be especially helpful.

For example, if your company has multiple locations but only one Facebook page, the location targeting

feature will allow you to promote location-specific deals, products, etc., and make your fans in those areas

feel as though you’re giving them your undivided attention.

Similarly, targeting users by gender and relationship status enables you to hone in your messaging and

speak directly to those who are likely looking to give big, sentimental gifts this holiday season.

Page 9: Targeting Holiday Shoppers Effectively

Carefully Compose Your Targeted, Holiday-Specific Content

Narrowly targeting a specific demographic of your clientele is only worthwhile if you take the time to come

up with clever, carefully composed content that will speak directly to them and their needs. Speak directly

to those audiences and make them feel as if your ad, popping up at just the right time, was fate telling them

now is the time to act.

If you have specific gift items or categories you think will entice certain users but won’t appeal to others,

target them accordingly with Facebook’s features and specific content. This will let you minimize the

potential of annoying or turning away customers who don’t find such items appealing (or may even find

them off-putting).

Page 10: Targeting Holiday Shoppers Effectively

Don’t Wait for Customers to Come to You

Many business owners make the mistake of assuming their customers don’t want to be actively targeted, and that they

would rather seek out deals and communicate with brands on their own terms.

This certainly isn’t always the case, as 56% of shoppers say they’d rather have retailers proactively inform them of

current/upcoming deals and discounts, with only 20% of shoppers preferring to seek out all deals on their own.2

Page 11: Targeting Holiday Shoppers Effectively

Reel Shoppers in with Effective, Mobile-Optimized Ads and Seal the Deal with Discounts

While clever, well-written content on your social media pages will help drive customers to your store or website, having

significant discounts on popular holiday items will help you seal the deal. In fact, according to a recent Accenture research

study, 87% of consumers report being persuaded to buy an item that’s discounted by 20% or more.2

Make sure you’re advertising holiday promotions across any and all social media platforms you use, and be sure all of your

business’s web-based content is mobile-optimized, as the number of customers who consult their phone while actually

shopping in-store is higher than ever at a whopping 82%.3

Page 12: Targeting Holiday Shoppers Effectively

Enhance Your Ability to Target Holiday Shoppers with G/O Digital

It’s important to understand that creating the optimal search advertising campaign doesn’t happen

overnight. But with the help of experienced digital marketing specialists like those at G/O Digital, you can

be on your way to effectively targeting holiday shoppers in your area in no time.

We encourage you to get started by requesting a free digital marketing analysis today, or learn more by

checking out our blog Social Media is the Ultimate Gift to Your Holiday Marketing Campaign!

Page 13: Targeting Holiday Shoppers Effectively

Sources:

1https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-

download.pdf2http://www.wsj.com/articles/holiday-shoppers-plan-to-spend-more-as-retailers-introduce-marketing-

promotions-14467604523https://www.thinkwithgoogle.com/articles/holiday-shopping-trends-2015.html

http://www.business2community.com/facebook/how-to-target-holiday-shoppers-with-facebooks-

targeting-features-0313548#7KBWWvGAHmpPz1rV.97


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