Don’t underestimate the power of social media marketing when it comes to your holiday prep. Social media has the ability to help you reach a large audience, interact with followers (who might become customers) and appeal to last minute shoppers.
The key to success is careful planning, says Melanie Spilbeler of FreshPath Marketing.
“You must be intentional. So, defining your target audience, developing goals and objectives for the campaigns — including which channels you will use and how much you are willing to spend — are all part of the holiday planning process,” Spilbeler says.
She recommends time-saving tools that can batch content and schedule posts ahead of time, such as HootSuite, Buffer and Social Pilot. Those programs not only help save time but they also help reach your audience at an optimal time for each social media channel. Many of these programs also have content calendars to keep you organized.
Be prepared to respond to customers. It is important to determine ahead of time who at your business is responsible for managing communication on the social channels, Spilbeler says. Loyalty, trust, and sales are at stake if you are unable to quickly respond to customer inquiries regarding product availability, shipping and delivery or holiday hours.
Lastly, when developing content, stick with a theme or themes that are on brand, but make sure to keep the posts fun and festive, Spilbeler says. Use social media templates in Canva, for example, to help achieve a consistent, professional and seasonal aesthetic for posts.
How do you create posts that are fun, creative, and boost sales? Here is some inspiration from Spilbeler:
- Show your followers how your team celebrates the holidays. Offer value-added content by sharing a team member’s favorite holiday recipe or cocktail. You can even show off your company’s favorite holiday traditions.
- Holidays are a time for giving, and your business probably gives back to the community. Don’t forget to highlight all the good you do in the community.
- Do a giveaway! One idea: Ask followers to post photos of your product in their holiday tablescapes. The best tablescape wins a free arrangement. This type of campaign encourages interaction with followers and also increases user-generated content for you to repost.
- Partner with local influencers or other businesses during the holiday season. Cross- promote your brands on social media.
- Hold a holiday open house. Invite followers to tour your shop. Offer special holiday promotions or discounts during the event. Partner with other vendors to create more brand awareness and extend your reach.
- Appeal to last-minute shoppers with gift card options for your business. If you offer a floral subscription services don’t forget to promote it right before the holidays as the perfect gift that keeps on giving after the holidays have passed.
Spilbeler also has these tips to keep in mind as you consider your holiday social media marketing plan:
- Make sure your order cutoffs are prominently displayed and communicated on your social channels.
- Be inclusive. Celebrate the diversity of different faiths, but make sure to do it in an authentic way to connect with your audience.
- Don’t shy away from video! Video is the medium by which your audience is consuming social content. Use Facebook and Instagram live to announce your giveaway winner or promote your open house!
- Test out Reels and short-form video content on Tik Tok by showing a behind the scenes video of how to make a holiday wreath or arrangement. Make it festive by adding popular holiday music.
Amanda Jedlinsky is the managing editor of SAF Now.
