Thanksgiving is almost upon us, and along with it comes one of the biggest retail events of the year - Black Friday. And, of course, the gift-giving season is just around the corner. If you're a retailer, you probably have been planning for this season for a long time and have a robust campaign already in market, along with a strong marketing presence planned through to the end of the year. But retailers shouldn't be the only ones revamping their strategies for the holiday season. Virtually no matter what category you're in, it probably makes sense to attempt to inject some seasonality into your online marketing campaign. After all, the holiday season isn't just ripe for traditional retailers; it can be a potential revenue boost for many other businesses as well.
There are several things that any company with a paid search campaign can do to "seasonize" their campaign:
Even categories that are not the first to come to mind around the holidays can stand to benefit from some focused holiday-themed advertising. Specifically, I wanted to use the pharmaceutical industry as a rather interesting example of how even a seemingly non-seasonal category/industry can still leverage the season.
The table below illustrates a few examples of how pharmaceutical manufacturers with medicines in certain categories could potentially "seasonize" their paid search campaigns.
|Category||Seasonal Keywords||Seasonal Ad Copies||Seasonal Landing Pages|
|Anxiety, Depression||"holiday stress"
|"The holidays can be a particularly stressful time..."
"Get some helpful tips to help you through the holiday season"
|Holiday gathering imagery
CTA: Download tips guide
|Diabetes, Hypertension (high blood pressure), High Cholesterol||"diabetes holiday diet"
"healthy menu for Christmas dinner"
|"You can still enjoy the holidays while maintaining a healthy lifestyle"
"Get our free, healthy holiday recipes guide"
|Holiday meal/dining imagery
CTA: Download/register for recipes guide/database
|Arthritis, Pain||"arthritis after skiing"
"back pain from shoveling snow"
|"Don't let your [arthritis, pain, etc.] get in the way of doing winter activities"
"Learn stretches you can do to prevent pain after winter sports and activities"
|Winter sport/outdoor activity imagery
CTA: Watch videos of stretching/exercises for winter activities
Those were just a few examples of how various companies could potentially better leverage the forthcoming holiday season. If you haven't tested seasonal strategies in the past, it might be a good time to start...you might uncover a market you never knew existed!
Julie is a member of the senior strategy team at Klick Health, focused on online media and digital. Julie initially established and led the media practice at Klick for several years, relinquishing leadership to expand beyond media into additional digital tactics. She brings a wealth of experience in search marketing, digital media, and all facets of digital strategy to bear, helping Klick's clients develop innovative digital solutions. As her role has evolved, so have her contributions to ClickZ, which she has been writing for since 2007.
May 22, 2013
1:00pm ET / 10:00am PT
June 5, 2013
1:00pm ET / 10:00am PT