As we enter the fourth quarter of the year, the marketing teams in France and Navarre will quietly begin to direct their full attention to the commercial events of the end of the year. It is a mistake! Not to activate in view of these looming events, but to afford the luxury of doing it quietly.
At the beginning of October, it is already almost too late to launch a good year-end digital marketing strategy. That said, with a blog post that clears the ground for you and helps you get to the point faster, it still can…
So here it is!
Here it is in the form of a checklist of 9 actions to check quickly to put the odds on your side to achieve your goals by the end of the year. Of course, this list is not exhaustive, but if you are already taking these 9 actions seriously, your performance as of December 31 should be positively impacted.
Your To-Do List is open? Let’s go.
- Set the key dates for your quarter in terms of digital strategy
- Put seasonality in your marketing
- Get started in video marketing
- Take care of your mobile interface
- Play the omnichannel card
- Bet on promotional offers
- Adopt an up-sell / cross-sell approach
- Anticipate last-minute customer needs in your UX
- Don’t overlook the post-Christmas high point
- Frequently Asked Questions
- What is the first thing to do to succeed in your last quarter of the year?
- What’s the best way to promote your business for the last quarter of the year?
- What are the main advantages for a company to embark on digital marketing for the last quarter of the year?
Set the key dates for your quarter in terms of digital strategy
You don’t set off on an adventure without having first established a precise and marked itinerary. In this case, your tags are the important business events of the year-end period:
- All Saints’ Day holidays: for certain sectors, such as DIY, tourism, household equipment and activities, etc., these first holidays of the school year represent a first peak of activity for the period. Traditionally, this holiday also marks the start of Christmas shopping.
- Halloween: although less developed in France than in Anglo-Saxon countries, this holiday is gaining momentum in our consumer culture and many sectors can now benefit from it.
- Black Friday: in terms of online business, it has become THE event not to be missed, both for consumers and for brands and distributors. Moreover, we have already given you our advice to adapt your Ads campaigns to this event.
- Cyber Monday: located in the natural extension of Black Friday, it is an event which is also gaining more and more momentum in French e-commerce.
- Christmas: for a grand finale, this is of course the high point of a successful end-of-year digital strategy. And you will see at the end of the article because we prefer to speak of a “high point” rather than a simple conclusion.
For each of these events, you must ask yourself how your Seo company can legitimately take hold of them and include appropriate web marketing actions.
Put seasonality in your marketing
Our daily life is today saturated by the digital marketing of the various brands with which we interact more or less directly. Also, to have a real impact, a marketing action must both stand out and echo the current state of mind of consumers.
The consequence is that your end-of-year strategy must incorporate strong seasonality. Between October 1 and December 31, you shouldn’t adopt exactly the same tone as the rest of the year. Your promotional campaigns, your “wording” or your sales arguments must meet the specific needs of the third quarter and adopt the cultural codes of the period.
Innovating under duress: this is the leitmotif, which is all the more important during this highly codified time of year.
Get started in video marketing
At Ad Premier, we repeat throughout the year that video is made for all advertisers, but many of our clients are still reluctant to get started. Often, it’s because they don’t feel entitled to it or because they’re waiting for the right opportunity to do so.
If this is your case, the holiday season is a golden opportunity to get started. The calendar exception that it represents in the world of marketing will put your target in the best possible position to welcome this novelty in your communication.
Take care of your mobile interface
At the end of 2021, it is likely that the majority of online purchases will be made on mobile devices. In any case, the majority of browsing sessions will take place on mobile and the web giants (Google in the first place) have already made smartphones and tablets their reference terminals.
From this point of view, making your environment responsive and adapted to the mobile user is a necessity. If you have been postponing this transition so far, now is the time to take the plunge. And, if you have already initiated the movement in your digital strategy, now is the time to go even further and place mobile at the heart of your approach.
Play the omnichannel card
For some time, the key to performance in digital marketing has been for many companies in the ability to nest the different channels into each other. This implies being able to combine the various digital acquisition and conversion levers (SEA, SEO, social media, Mailing, etc.) but also being able to associate these levers with physical business.
Selling online is ultimately a relatively modest goal these days. While it is more ambitious and more profitable to develop a global commercial environment, able to combine online experience and physical experience in the consumer journey.
Major brands and distributors, such as Adidas or Fancy, have succeeded in creating hybrid consumer journeys in recent months. By combining the striking power of digital and the depth of concrete interactions in the store, they have set up new consumption models that are particularly in tune with contemporary practices.
At your level, you can certainly take inspiration from these models to take advantage of the “online-to-offline” economy, in particular by making good use of the geolocation and “drive-to-store” tools offered by Google or even Facebook.
Bet on promotional offers
At the end of the year, especially for Black Friday and for Christmas, online consumers have become accustomed to benefiting from good deals. They therefore expect promotions and all advertisers will offer them. It’s up to you to adopt the right approach, by offering relevant discounts adapted to the event in which they are part.
In this regard, we cannot recommend too much not to improvise at the last minute and to anticipate your promotional offers. An approach that often hits the mark during the period is limited-time offers, because they combine the discount with justification, but above all because they introduce an urgency that reinforces the persuasiveness of your copywriting.
Anyway, over the last quarter of the year, a significant part of your Ads budget must be reserved for these promotional offers and the distribution must be done intelligently according to your stocks and the expected performance for your different products.
Another option would be to consider setting up an affiliate program for your products. This ensures that you give bloggers and influencers an opportunity to market your product in return for commission payments on every sale they bring. Consider the best affiliate marketing programs to run your promotion and see how that plays out.
Adopt an up-sell / cross-sell approach
Sometimes, we struggle to develop new acquisition strategies that are time-consuming and costly, whereas the addition of a simple up-selling / cross-selling plugin can considerably boost the ROAS of campaigns at little cost. Why seek new customers even before having optimized the PPC for Fencing Business average basket of customers who have already converted?
At the end of the year, consumers’ budgets are often higher and they are more willing to make multiple purchases. This is the perfect time to combine your different products and build on their complementarity to increase your sales.
Anticipate last-minute customer needs in your UX
If there is one marketing principle that has always been valid for all sectors, it is to meet the real needs of the target. However, as Christmas Eve approaches, a very fleeting need is emerging among many consumers: finding a gift at the last minute.
We have all experienced this situation and we are all happy to have found a seller to provide us with the right gift on time. If, as a seller, you manage to offer this combination of circumstances, you’ve won!
But, more generally, you should aspire to organize your entire user experience around the needs of your prospects who appear specifically at this time of year. So now is the time to make your purchasing process more fluid, to make it easier to make contact, to answer recurring practical questions in advance, to take care of your logistics, in short, to leave no doubt in your target’s mind.
Don’t overlook the post-Christmas high point
In the field of online business, the excitement of Christmas does not end on December 25th. From the day after D-Day, a final jolt is felt in the mobilization of consumers and this, at least until the New Year.
This is why we prefer to speak of the “high point” of the end of the year rather than an abrupt conclusion.
The brands and distributors who have been able to integrate this last week into the calendar of their end-of-year digital strategy are reaping a real benefit. So don’t neglect these consumers the day after. Their purchasing power is often reinforced by Christmas gifts and their willingness to buy is real.
What’s more, you can then play the card of transparency and explicitly offer discounts to sell your stocks.
However, given the excitement associated with the festivities, you may lack the resources to act and react in a timely manner during this period. It is therefore in your best interest to prepare yourself in advance and, possibly, to consider different possible scenarios.