Creating Meaningful Content for Your Holiday Promotions

Using Content to Make Your Customers Love You Year Round

Introductions

What is Content?

Content is...“Content comes in any form (audio, text, video), and it informs, entertains, enlightens, or teaches people who consume it.” ~ Derek Halpern, Social Triggers

Content is...“Content is any form of authentic communication between a business owner & audience that serves to solve a problem/help the audience.” ~ Brett A. Snyder

Content is...“Content is anything created to be engaging, clever, insightful, beautiful and intelligent, and should fundamentally connect with your target audience.” ~ Andrew Johnson

615,000,000Devices with ad blockers globally

Source: AdWorld

Ads Work - Content Marketing Works Better

Source: Neil Patel

Preparing Your Business

5 ways to prepare your business for

the holidaysthe holidays

1. Update your social channels2. Use your customer data3. Plan seasonal content4. Create a content calendar5. Take advantage of Facebook

Update your social channels ● Business info

● Seasonal offers● Featured images

Use customer data ● Who● When● Why

Use customer data: who

Use customer data: who

Use customer data: who

Use customer data: when

Use customer data: when

Source: Google/IPSOS

Use customer data: why

Use customer data: why

Use customer dataRecap

● Who● When● Why

Plan seasonal content Don’t just sell your business, tell

stories around it.

650%Posts that include images produce 650 percent higher engagement than

text-only posts.

Source: Inc

Thoughts?

Consider customers that have used and experienced positive change (winter and SAD, for example). Tell their story to relate to your customers.

Thoughts?

Consider less text, and superimpose quotes/testimonials on seasonal image background

“This is Mary. She’s really happy she bought her Christmas gifts early, so she can relax in her favourite chair (and one of ours, too). Mary’s smart. Be like Mary.”

“For when you need a haircut that makes the office party paws in admiration.”

Plan seasonal content

Recap

Don’t just sell your business, tell stories around it.

Create a content calendar

What is a content calendar?

What is a content calendar?

“A content calendar can be anything used to plan, schedule, and organize content and other marketing projects.” ~ CoSchedule

Why use a content calendar? ● Hit deadlines more easily and

hold yourself accountable for getting stuff done.

Why use a content calendar? ● See everything you’re working

on in one place.

Why use a content calendar?

● Think strategically about the content you’ll create. Stop scrambling at the last minute to create content around a major holiday - plan for it ahead of time.

Content calendar templates

Create a content calendar

Recap

● Manage and hit deadlines● See everything in one place● Think strategically

Take advantage of Facebook No, really! :)

Facebook stats for local business ● Users access Facebook an

average of eight times per day.

Source: WordStream

Facebook stats for local business

● The average Facebook user is separated from another given user by just 3.57 degrees of separation.

Source: WordStream

Facebook stats for local business

● Facebook Pages with smaller followings generally have higher reach and engagement rates.

Source: WordStream

Simply put, Facebook is your always-on online store.

Showcase products with holiday posts

● Create a carousel or multiple photos per product

● Tag products in your Page’s shop

● Keep photos similar

● Boost posts

Create Stories ● Perfect for special offers

● Use existing images

● Add a sticker or themed icon

● Link to product online

Plan a Holiday event● Create a holiday sale or

promo

● Host a pop up shop

● Offer a class about your business

Use Facebook Offers● Offers create reminders to

buy

● Redeemed online or in-store

● Great for lead gen

● Time-specific (mindset of scarcity)

Set up an online shop● Showcase your products

● Checkout online

● Create collections

● Direct one-to-one sales leads and questions

Use Page Templates● Optimize for your

product/service

● Use only necessary tabe

● Showcase lead content

● Encourage interaction

19%Time spent on mobile devices is on Facebook

Take advantage of Facebook

● Holiday showcases● Stories● Holiday events● Facebook Offers● Online shop● Templates

Learn, Rinse, Repeat

Open Discussion