Maximizing 2024 Holiday Sales: Essential SEO and PPC Strategies for a Brief Shopping Season
The holiday season is a time of joy and celebration, but for marketers, it also presents unique challenges. This year, in particular, poses even more obstacles with a shorter shopping period and overlapping holidays. However, with the right strategies in place, businesses can turn these challenges into opportunities for growth.
First and foremost, it’s important to acknowledge the compressed timeline. Instead of the usual four and a half to five weeks between Thanksgiving and Christmas, we only have 27 days to capture holiday sales. This means that marketers need to act quickly and efficiently to make the most of this limited time frame.
One of the key considerations this year is the overlapping holidays. Hanukkah starts on Christmas, and Kwanzaa follows on the day after. This means that retailers need to be mindful of catering to customers celebrating these holidays as well. E-gifts and gift cards may be in high demand, as they offer convenience and flexibility for last-minute shoppers.
Another factor to consider is the impact of the previous election year, which took place during the pandemic. Shopping habits and promotions are not comparable to previous years, so marketers need to adapt their strategies accordingly. The shorter shopping period also means that the last shipping day deadline is earlier, forcing businesses to clear inventory for 2025 sooner than usual.
Despite these challenges, there is good news for marketers. This year, there is no need to separate holiday campaigns, saving both time and money. Instead, businesses can use an all-encompassing message that includes all religions and celebrations, such as Solstice on December 21. Email campaigns can also be tailored to reach all holiday customers, reducing design work and deadlines.
When it comes to marketing channels, there are several strategies to consider. Niche sites, influencers, and publishers play a crucial role in reaching specific target audiences. Collaborating with these content creators can help businesses gain exposure and increase sales. It’s important to plan the editorial calendar carefully, focusing on niches or industries that require more time for shipping. Additionally, pricing can be increased to compensate for the limited quantity available this year.
PPC and paid social advertising are essential for reaching a wider audience during the holiday season. Messaging plays a crucial role in capturing the attention of potential customers. By segmenting your audience based on their location and voting patterns, you can tailor your messaging to be supportive, upbeat, or standard, depending on the election results. This ensures that your ads resonate with customers in their current mental state.
Search engine optimization (SEO) is another critical aspect of holiday marketing. Search engines now play a significant role in the shopping process, highlighting brands, filters, and coupon codes. Businesses need to ensure that their tech stack is optimized to take advantage of these features. Using the promotions feature in Google Merchant Center can help get your deals to show up in organic search results. Keeping data feeds up-to-date and working with PR and affiliate teams can also help improve search visibility.
Affiliate and influencer marketing should not be overlooked during the holiday season. It’s important to prepare early and reserve dates for promotions and products with influencers. Providing conversion phrases and wording to content creators can help ensure consistent messaging across different platforms. Collaborating with email newsletters and securing guaranteed inclusions in listicles and ad space can also boost sales.
In conclusion, the 2024 holiday season presents unique challenges with a shorter shopping period and overlapping holidays. However, by implementing essential SEO and PPC strategies, businesses can turn these challenges into opportunities for growth. The key is to act now and prepare early to capture your share of holiday sales in this condensed shopping period.
