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Monday, November 12, 2012

The 2012 Guide to Marketing for Black Friday and Cyber Monday

Posted by @ 12:52 am

With the holiday shopping period just around the corner (Black Friday is 23rd November and Cyber Monday is on 26th November), now is the time to get your marketing and website into shape!

Here is a list of tips to help you get started:

Start with last year’s data
Which products did shoppers buy in 2011? Do you see any trends? What dates last holiday did you bring in the most revenue? Do people tend to buy more on a specific day of the week? What are your peak hours? Make sure to use all of this data wisely in order to get the best bang for your marketing buck during this season.

Stand out from the crowd
Searchers are going to be exposed to thousands of deals during this period, so to avoid getting lost in the crowd improve your call-to-action messaging and add reassuring statements along the way such as:

  • Free shipping on all returns
  • Guaranteed arrival before Christmas
  • Holiday gift wrap available
  • Extended return times
  • Satisfaction guaranteed

Expand your keyphrase list
Think of what your target audience are going to be searching for during this sales period, and tailor your SEO around keyphrases,

They could include:

  • cheap [brand][product]
  • bargain [brand][product]]
  • [brand][product] black friday
  • [brand][product] cyber monday

Consider running Google Shopping ads
To get the most exposure this holiday you should be on every paid advertising platform, which now includes Google Shopping. Product listings Ads appear when a shopping search query matches the content in your data feed product description, so make sure your product descriptions are filled with as many keywords as possible.

Think outside the box with social media.
While most will target Facebook and Twitter to promote their business this holiday sales season, don’t forget about to major players that have come on the scene this year:

  • Google+ – Google is the powerhouse of search, so there is no reason why you shouldn’t have a Google plus page. Plus, when someone searches for your site, the right hand side of the results page will feature your Google plus content.
  • Pinterest – Free, simple and growing fast. Pin your product images onto Pinterest directly from your website for a new way to promote your products. Don’t forget to include hashtag keywords with each image so they can be easily found in a search.

Be Mobile Friendly
Mobile shopping is set to exceed $20 billion in 2012. With that said, if you don’t have a mobile friendly site you should rethink.

Courtney Mills Courtney is an online marketing and communications specialist at ineedhits - a leading search engine marketing firm with over 16 years experience. Courtney has been living and breathing online marketing for over 5 years. She specializes in web and communication marketing, while providing news and opinion to online marketing communities.

View Courtney Mills's profile

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