Date post: | 16-Jan-2017 |
Category: |
Marketing |
Upload: | godigitalmarketing |
View: | 136 times |
Download: | 0 times |
TargetingHoliday 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.
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.
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.
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.
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.
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.
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.
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).
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
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
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!
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