12 Days of ECommerce Christmas: Part 1

Posted by Hannah Gierosky, Michelle Kowalski and Stefanie Rhine

August 13, 2014 | 4:26 PM

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Although the weather outside is anything but frightful, now is the time to prepare your site for a delightful holiday season. As the traditional 12 Days of Christmas carol illustrates, no one can prepare for the holiday rush in a single day. But what good are French hens and calling birds to your eCommerce site? Read on because it just may surprise you.

In today’s post, we share just how to those drummers drumming and pipers piping can help kick off your holiday campaign. We have tied the entire traditional carol to the modern day eCommerce experience and compiled a series of 12 tips to make sure your site is ready for the onslaught of holiday shoppers. (Feel free to sing along!)

12 Drummers Drumming up Business

12-days-ecommerce-12The first step towards a successful holiday season is bringing customers to your site. An effective way to attract your potential customer is to use creative content. This begins with original and engaging content on social media as well as through marketing and blog posts.

Offering valuable content on social media, whether through Twitter, Facebook, Pinterest, or other sources, can increase customer engagement. This holiday season, why not start a Twitter campaign to drive customers to your site? Even something as simple as encouraging your customers to share their purchases on social media can help increase traffic to your site during the holiday rush.

Blogging, of course, is another way to use compelling content to entice shoppers to your site. Creating a voice for your company through blogs, as opposed to strictly promotional blogging, can increase customer loyalty and conversions. Creating a holiday blog series that allows your customers to better get to know your brand would be an effective way to drive traffic and increase conversions this holiday season.

Check out this ebook from SLI Systems for more ideas on creative content, including how to use pictures, videos and site search to drive sales.

Another surefire way to drum up new business is through inbound marketing. As our friends at SyncShow Interactive, an online sales and lead generation firm, have said, “Inbound (Marketing) is the combination of content marketing, search engine optimization, lead generation, website marketing, conversion strategies, social media, and thought leadership.”

Well-executed inbound marketing can promote brand awareness, drive traffic to your site and boost your sales. It’s all about finding your target audience and bringing them content that will engage them and, ultimately, help grow your business.

11 Pipers Piping

12-days-ecommerce-11So, your customers have come to your site and entered their email information. Now it’s time to make some noise! Don’t give your potential customer the chance to forget about you. The easiest way to stay on your customer’s mind is through email campaigns.

Emails are one of the more crucial ways to engage your customer, especially during holiday shopping season. They can help drive traffic to your site as well as increase sales. But you’re going to have to do more than just write the perfect subject line. Now is time to step up your campaign. During the holiday rush, when dozens of retailers are competing for the business of the same customers, a well-crafted email campaign can make the difference in clicking though to your site or clicking “delete.” Personalization is key to driving sales, especially in emails. Messages with incentives to purchase or suggested items specific to your customer are easy and successful ways to make a sale.

Bronto Software recently released a list of email- and marketing-specific tips to gear up for the holidays. Using information from last year’s holiday sales is a good place to start. Compare numbers to help determine which campaigns can be reused and which need a little work.

Bronto also has a great whitepaper full of more ideas to get your holiday email marketing campaign moving. 

Click here to see Part 2 of the 12 Days of ECommerce Christmas, when we explore what lords a leaping and ladies dancing have to do with your site's performance. 

Part 3, Part 4

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