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High-level search marketing: How to keep your momentum from the holiday season going

Businesses tend to have a huge marketing push right before, and often during, the holidays, but often times these marketing campaigns fizzle out after the new year.

It’s easy to dial back your marketing efforts and budget after a busy season, but if you’re smart you’ll keep that momentum up well into the first months of the new year.

Here’s how you can keep up your push in marketing efforts in 2018.

Start email marketing campaigns early and target right

If you played smart during the holidays, your email leads should’ve increased significantly. The best practice is to act fast. Your new leads may have purchased their holiday gifts already, but that doesn’t mean they’re done shopping. Understand that your customers want to hear from you, so it’s best to act fast.

This starts with targeted email campaigns. Instead of doing the hard work yourself, use the help of marketing automation software to determine which content fits each audience. For example, automation software looks at the previous purchases of customers and prompts emails for similar products.

Keep in mind that you don’t want to overdo it with the emails. This will turn your customers away quicker than they came. Offer valuable content in your emails early on and you’ll keep your customers coming back.

Some ways to add value to your email marketing campaign:

  • Reach out to customers who purchased their products as a gift. Use similar product suggestions for future gift purchases
  • Contact customers who left an abandoned cart. Customers often use their shopping carts as a “wish list” of sorts. Reach out to those customers to see if they plan to complete their purchase
  • Offer a discount to entice customers to purchase. Free shipping adds tons of value. Make your discount exclusive to email subscribers to further add value.

Continue to use paid ads

You already have your paid ad campaign underway from the holidays. Don’t let those ads go stagnant as you start the new year.

Leading up to (and during) the holidays, ads from all over are competing. That energy slows down as the holidays end. Take advantage of both lower competition and less expensive ads during the aftermath of the holidays.

This is a new year, which means it’s the right time to switch up your strategy. You’re no longer in holiday mode, but laying out the foundation for the rest of the year.

Do you normally bid second position keywords throughout the year? Change your strategy and look for keywords that are first position. The holiday campaign may have busted your budget, but that doesn’t mean you should pull back on your paid ads. You’ll actually spend more money in the long run, and completely kill your momentum from the holidays.

Keep your paid ads running throughout the year, so you’re not halting traffic and trying to build it back up after you run your ads again.

Take advantage of keywords around new year’s resolutions

“New year, new me” is the mantra for most people after the holidays are finished. A new year means a fresh start, and regardless of your market, customers focus on improving their health and well-being. Use these trends to benefit your business. This means creating impactful content that’s valuable to customers and their goals for the new year.

Use your content to promote your products and services in a way that appear useful to your customers. How can you portray your products as a tool for achieving customer goals? This tactic is possible to spin no matter what industry you’re in.

For example, let’s say you’re a company that specializes in green cleaning products. Cater your content towards improving health and keeping chemicals out of the home.

You know keyword choice is imperative when working on your search marketing campaign. Take advantage of new year resolutions by choosing keywords that match. For instance, words like “get healthy” and “get organized” are keyword phrases that tend to pop up as the new year approaches.

Look at last year’s organic keywords. Which were the best performing, and which could you stand to ditch?

Take a peek at your competitors’ keywords, too, to see what they’re ranking highly for. Incorporate these keywords into your blog posts and social posts to drive traffic to your company’s website.

Review your data and strategize for the upcoming year

No doubt about it, the months of January and February are slow months for everyone, no matter your industry. The best way to push forward is to take a look at what worked and didn’t work during the holiday season.

It’s also a great time to learn more about your new customers. This gives you great leverage to start working on your campaigns throughout the new year.

Look at things like your timing and segments. Who responded well to specific emails? Which groups brought you the most ROI? How was the timing of your campaign? When looking at your new customers, figure out which of these groups fit well for your business.

As far as your website goes, A/B testing will tell you which pages of your website responded well with your customers. Test your non-holiday specific landing pages and compare them to your holiday pages.

Notice the shift between the two and apply those shifts to your new year campaign. Take this information and tweak the things that didn’t work and apply those changes to your upcoming campaigns.

The takeaway

After the surge of the holidays, most SEOs and marketers feel they’ve exhausted their resources and budget. This doesn’t have to be the case. The success of a holiday campaign should continue well into the new year. Keep these things in mind during your slow months and you’ll keep the momentum up to prepare you for spring and busier selling seasons.

How do you keep your momentum going into the new year? Let us know what has worked for you in the comment section below.

Amanda DiSilvestro is a writer for No Risk SEO, an all-in-one reporting platform for agencies. You can connect with Amanda on Twitter and LinkedIn, or check out her content services at amandadisilvestro.com.

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