Preparing Your Marketing For The Holidays

Keep in mind that there will be even more day-to-day operations work during the holiday season, so it’s best to have everything marketing-related in place beforehand. Here are the most important things you should be preparing before the holiday season.

  • Ensure you have the bandwidth for traffic spikes: Check the past performance of your website against seasonal spikes in traffic. Be sure that you have the bandwidth to handle this extra traffic and that your site performs well under the extra pressure. If your website is slow or crashes, you will lose customers (many of whom may have turned out to be returning customers). Keep your average page loading time under three seconds –– under two, if possible.
  • Make certain your inventory is ready: The holidays are the most important time to be paying attention to inventory forecasting. Develop a robust forecast of which products will sell at which time, and allow sufficient lead times to get your products in. Late-arriving products can cause other problems for your operations and create problems down the whole chain.
  • Bring on additional staff to handle increased orders: Calculate staff capacity and ensure that it can handle the worst-case scenario. This goes for handling orders (a very time-consuming process) as well as answering customer queries. Shipping orders quickly will keep those customers coming back. Aim to keep your average shipping time consistent during the holiday season. Also, answering those customer queries faster will lead to higher conversion rates. After all, it’s easy for customers to switch to a competitor during the frenzy of the holiday rush.
  • Email marketing: Do you have a list of buyers who might be ready to come back? Maybe they just haven’t thought about you for awhile. The holiday season is the best time to hit them up again. This is a great opportunity to leverage your holiday promotions and of course, use great holiday-related content to entice people to shop.
  • Pay-per-click advertising: Although there will be a lot of competition from other retailers during the holiday season, this is a great opportunity to attract new buyers to your store, especially if you launch your campaigns early. Highlight your promotions and offers in order to attract buyers.

Author: georged31093

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