{"id":14411,"date":"2020-10-08T08:00:12","date_gmt":"2020-10-07T19:00:12","guid":{"rendered":"https:\/\/www.pureseo.co.nz\/?p=14411"},"modified":"2020-10-12T09:35:51","modified_gmt":"2020-10-11T20:35:51","slug":"holiday-season-digital-marketing-strategy","status":"publish","type":"post","link":"https:\/\/pureseo.com\/cn\/blog\/holiday-season-digital-marketing-strategy","title":{"rendered":"Optimise your Digital Marketing for the 2020 Holidays"},"content":{"rendered":"

The Holiday season is slowly creeping in, but you won\u2019t want to wait until the last minute to turn your digital marketing strategies up a notch. While your physical store or office may be gearing up for the holidays, is your website prepared? Have you thought about how you\u2019re going to refine your digital marketing<\/a> strategy?<\/p>\n

It\u2019s no secret that most consumers these days go through multiple channels before committing to any single purchase of a product or a service. Omnichannel marketing is more powerful than ever, and with Christmas just around the corner, it\u2019s time to rethink your online presence.<\/p>\n

Plus, with 2020 being the unprecedented (and frankly apocalyptic) year that it\u2019s been, being prepared is now more important than ever. Besides, our team of 5 million will welcome the much-needed holiday cheer, so we might as well make the experience great for them! So, is your website ready for a boost? Here\u2019s how you can optimise your online strategy for the upcoming 2020 Holiday Season.<\/p>\n

Use Google\u2019s Holiday Tools<\/h2>\n

Google recently launched a mini holiday hub for small businesses, chock full of insightful resources and handy tools for marketers and business owners. These are aimed to help businesses identify opportunities so they can prepare for the busiest (and most wonderful) time of the year.<\/p>\n

We tested these tools and read these resources ourselves, and it\u2019s safe to say they really do offer useful advice and insights, some of which we\u2019ve listed below!<\/p>\n

Grow My Store Personalised Reports<\/h3>\n

The Grow My Store<\/a> tool analyses your website\u2019s experience against the industry average and provides practical, actionable tips on how you can improve it. These include advice on how to imprive user personalisation, frictionless shopping, online customer service, etc.<\/p>\n

\"Screenshot<\/p>\n

We expect this tool will prove handy for small business owners indeed, as it provides a visual snapshot of what improvements need to be made on the site and why.  <\/p>\n

Grow My Store Market Trends<\/h3>\n

While Grow My Store currently only provides US based insights, it still pays to see how online shoppers are behaving. The Reach more customers <\/em>tab provides industry trends on any retail industry, all you have to do is select which is most relevant to you, and Google Trends pulls up recent information on the top 5 topics within that industry.<\/p>\n

\"\"<\/p>\n

Free Google Training Lessons<\/h3>\n

Google\u2019s curated a list of video tutorials, articles, and more on how small businesses can succeed online. These free Google training lessons<\/a> cover topics from starting an online store to creating an effective social media plan.<\/p>\n

Account for pandemic-related risks<\/h2>\n

This wouldn\u2019t be a 2020 blog if we didn\u2019t address the elephant in the room. Reckoning with the effects of COVID-19 may put a damper on our holiday spirits, but it\u2019s always better to be safe than sorry when it comes to conducting business during a pandemic.<\/p>\n

It probably goes without saying, but prioritising safety and consistent communication, regardless of alert levels in the country, is still a must. Next, make sure to have measures ready for if you\u2019ll need to change your processes caused by social restriction, and have communication channels ready and prepare for the risks that the pandemic brings.<\/p>\n

Lastly, you will want to service your customers as smoothly as possible no matter the circumstance, so stay as flexible as you possibly can and help customers with cancellations, refunds, and other customer service-related issues. After all, gifts will need to be sent out, and your services will still be required.<\/p>\n

Update your Keywords<\/h2>\n

How long has it been since you last checked your keywords? Are they still relevant? What are your current rankings? What are your analytics looking like? What are your searchers typing in to find you?<\/p>\n

It\u2019s time to review your keywords<\/a> to see what\u2019s bringing in a high search volume and possibly update them. It also pays not to touch the pages that are already doing really well unless you\u2019re making big positive changes, or you\u2019ll risk losing your rankings!<\/p>\n

Lastly, check the keyword seasonality for any holiday-related terms that may bring in a good volume using Google Trends<\/a>.<\/p>\n

Make it Mobile Friendly<\/h2>\n

Mobile-first indexing<\/a> isn\u2019t news \u2013 but with the Holidays just around the corner, it may as well be. Google most recent report \u2018Masters of Mobile: Australia and New Zealand Report<\/a>\u2018 revealed that 84% of Aussies conducted pre-purchase research on smartphones and 65% abandon a poorly designed mobile site.<\/p>\n

Our biggest challenge, according to Google, is speed, with mobile sites within both Aussie and NZ loading at nine seconds on average. That\u2019s much slower than the recommended three seconds, with 53% of mobile site visits likely to be abandoned if they load any longer than that.<\/p>\n

Source: Think with Google<\/em><\/p>\n

Here are three quick fixes from Google to increase site speed:<\/p>\n

    \n
  1. Lighten the website by compressing images and text.<\/li>\n
  2. Reduce server response time by reducing HTTP requests and DNS lookups<\/li>\n
  3. Cache static objects to avoid repetitive browser requests.<\/li>\n<\/ol>\n

    Be Active on Google My Business<\/h2>\n

    As we get closer and closer to shopping crunch time, people are more likely to Google for the products and services they\u2019re looking for. When they find your Google My Business profile, you\u2019ll want it to be updated with the latest offers, store hours, photos and posts so you can secure that conversion.<\/p>\n

    Google My Business offers plenty of tools that businesses can use to their advantages, such as creating product offers and content posts. People also go to Google for authentic reviews and photos (Google has been pushing for local contributions), so you want your business to stay updated and stand out from the competition.<\/p>\n

    It\u2019s also smart to update your store or office hours to accommodate for the holiday hours \u2013 whether that\u2019s late nights or closing days.<\/p>\n

    If you are not sure on how to optimise your profile, read our Google My Business Listing optimisation guide<\/a>.<\/p>\n

    Be Visible on Multiple Platforms<\/h2>\n

    While that may sound easier said than done, there are plenty of ways to reach your audience. Whether that\u2019s through a search engine or social media ads, or simply through organic hits, you want to be out there consistently.<\/p>\n

    Keep your ads updated, post eye-catching posts on your social media, and create interesting and valuable content that your audience will want to engage with.<\/p>\n

    Ready to take on the holiday season?<\/em><\/h4>\n

    If your digital marketing strategy could use a boost for the holidays and beyond, Pure SEO has a team of SEO, SEM, and experts who can help. Contact us<\/a> or give us a ring at 0800 SEARCH<\/strong> to talk to one of our experts today!<\/p>\n","protected":false},"excerpt":{"rendered":"

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