How to Drive Traffic to Your Website During the Holidays

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How to Drive Traffic to Your Website During the Holidays

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. About the presentersPaul Stainton @PaulatDeluxe Over 16 years of online marketing management experience, ranging from Paid Search to Affiliate Management to eCommerce Development & Online Branding. Born and raised in Toronto, Ontario, Paul has brought his digital knowledge to such online entities as CBC.ca, NEBS.ca, Deluxe.com, VerticalResponse.com and PsPrint.comHeather Rist @heatherristDirector of Social Media and ContentMore than 10 years of experience in marketing communications with a focus in social media, content marketing, public relations, and internal communications

Kimber S. Powers Marketing training specialist at Verticalresponse, a Deluxe Company Responsible for managing the company's new hire training program alongside facilitating content production for customer-facing demos and webinars. Holds a Master's degree in Marketing Communications from Westminster Business School in London and a Master's degree in Global Publishing Studies from City University London. She is an international member of the UK's Chartered Institute of Marketing.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Agenda

Knowing the Holiday ShopperPaid SearchLocal SearchSEORemarketingSocial MediaEmail Marketing

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. TWO MAIN TYPES OF HOLIDAY SHOPPERSWhat are they Buying?Gifts and Greeting Cards

Holiday Entertaining (Hosting or Outside Events)

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What Else During the Holidays??I dont sell this stuff, do the Holidays matter to me?No matter what you do, its important to let your customers know when you are / are not openEmergency repairsLast minute appointmentsEnd of year opportunities You can offer a Holiday Themed promo Pamper Yourself messagesOur Gift to YouA helping handTaxi, DD or Limo services to get you home safe during the holidaysGood Will and/or Charity DrivesEven if its not holiday themed, people need stuff to wear at the various events

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Two Main Types of Holiday ShoppersOnline Buyers vs Online Researchers$434 Billion Dollars of Holiday Shopping will be Influenced by Online Digital interactions over desktop and laptop computers, tablets and smartphones are expected to influence 64% of retail stores this holiday season Deloite 2015 Holiday Survey80% of Instore Shoppers are Online ResearchersThough more than 90% of retail sales occur in-store, nearly 80% of shoppers say they engage with brands and retailers through digital channels before they set foot inside a store

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Online Influence is Growing60% More will Shop Digitally67% of shoppers intend to browse more often for purchases digitally than they did last year

60% expect to make more online purchases than they did a year

Source: Signal Digital Commerce Research

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Paid Search During the Holidays

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 6 10% of 3.5 Billion is a LOT of SearchesResearches estimate that between 6 to 10% of Searchers click on Paid AdsSome business owners use this statistic to decide NOT to invest in paid search. However, keep in mind that Google now processes 3.5 billion searches per day

Plus Paid Ads give advertisers greater flexibility and control than organic listings.

Paid Search

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Paid SearchProvide direct links to the products or services people are looking for during the holidays.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Paid SearchUnless you have a large budget, be as specific as possible. Holiday Gifts generates a LOT of traffic, but will provide a lower returnConsider bidding on MPN (Manufacturer Part Numbers) if you carry a popular itemHoliday shoppers are busy, so link them to the page they are looking for (dont link to general category pages on very specific keyword/ad matches)Even if not holiday related, make sure people can easily find out when/where you are available (e.g emergency plumbing, open on Christmas)Use targeting options to reach the right customers, at the right place, at the right time

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Paid SearchFor local businesses, use Location Based targeting to market only to people within an acceptable driving range from your location

Uniqueness + Value Time & Cost to Drive

=

Acceptable Driving Range

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. e.g. $20 Widget vs $500 off a popular TV model vs a Rare Vintage Pinball Machine

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Location Targeting in Paid Search

Select the location(s) you want your ads to be seen (either by city, state, zip code, etc.) or excluded.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. e.g. $20 Widget vs $500 off a popular TV model vs a Rare Vintage Pinball Machine

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Paid SearchYou can include ONLY those areas you want to be in, or include a wider range but use bid adjustments to pay less in other regions

For those with a national presence (either bricks or clicks) you can still use Location Bid adjustments +/- to target your better performing locations. Eg. Texas is a great state for you, New York isnt you can upgrade your bids for Texas and downgrade them for New York without creating separate campaigns

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. e.g. $20 Widget vs $500 off a popular TV model vs a Rare Vintage Pinball Machine

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Paid Search - DaypartingAnother key area of targeting is determining WHEN your ads will show.Match your business hours (if Retail/Offline only)Push heavier during busier online / slower offline timesShow different campaigns during Off Hours (e.g. Emergency keywords after business hours)Set hour-by-hour bids for each day of the week. Reduce or Increase by a % or Turn off Completely

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. e.g. $20 Widget vs $500 off a popular TV model vs a Rare Vintage Pinball Machine

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Paid Search - Dayparting

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. e.g. $20 Widget vs $500 off a popular TV model vs a Rare Vintage Pinball Machine

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Product Listing Ads, aka Shopping Campaigns

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Product Listing / Shopping Campaigns

Highly relevant and visible

Primarily intended for Online retailers

Data feed of your product details uploaded to Google Webmaster Tools

Bid for each product or product type separately

Links directly to that product for purchase

Heaviest lifting is creating the data feed

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Local Inventory & Ad Extensions

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Local Inventory Ads

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Start at :41, end at 1:5520

Local Ad ExtensionsLocation extensions show your business address, phone number, and a map marker with your ad text.

On mobile, they include a link with directions to your business.

Clicks on ads with location extensions cost a standard cost-per-click.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Google My BusinessMake sure Google knows WHERE you are

https://www.google.com/business/befound.html

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Search Engine Optimization

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

SEO

Be specific and relevant in product name and page copy

Unique information (dont just copy and paste the manufacturers description)

Do it now (it can take weeks for Google to crawl and update, so dont wait any longer or it will be far too late for the holiday season)

Learn for Next Year (it may already be too late for this year)

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Remarketing

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Remarketing

Ads that follow your customer around to remind them about you and/or your products

Remind busy shoppers about you, which can range from a general ad about your business down to a specific ad showcasing the product that they last viewed on your site.

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Remarketing Top 3: Ranked by Ease of Implementation#1 Standard:Show company ads to your past visitors as they browse Display Network websites and use Display Network apps.

#2 Semi-Dynamic: Create custom groups by product category where volume and sales opportunity warrants

#3 Dynamic:Show fully dynamic ads to past visitors with products and services they viewed on your website as they browse Display Network websites and use Display Network apps.

Need to determine level of effort vs possible return to determine how granular you get.

Google minimum is 100 in each pool before they will allow you to serve ads, so if you have less than 100 visitors to a specific section of your site per month, you arent likely to benefit from this.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Remarketing Top 3: Ranked by Ease of ImplementationRemarketing (Other Options for the REALLY adventurous)

Remarketing for mobile apps:Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites.

Remarketing lists for search ads:Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website. Worth setting this up now and set a really long (e.g. 6 month cookie length) for building return customers

Video remarketing:Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Takeaways

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Things to RememberHoliday Shoppers are Busy & Easily Distracted

Be as specific as possibleTarget only potential customers you can serveShow them what they need to seeTake them where they want to goRemind them about you whenever possible

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Some Google ResourcesGoogle Adwords - https://adwords.google.com Google Webmaster Tools - https://www.google.com/webmasters/tools/home?hl=enGoogle My Business - https://www.google.com/business/befound.htmlGoogle Shopping Campaigns (PLAs) - https://www.google.com/retail/shopping-campaigns/ Local Inventory Ads - https://www.google.com/retail/local-inventory-adsLocal Ad Extensions - https://support.google.com/adwords/answer/2404182?hl=en

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Social Media MarketingHoliday Marketing: Part IIDirecting Holiday Traffic to Your Website

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Get found (awareness)!Reach new and existing customers Raise awareness for your deals, products & servicesIncrease traffic to websiteDrive online/in-store sales

Goals for Social Media Marketing During the Holidays

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. OrganicSocial Media Marketing

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 40%40%20%

Social Media Content: Rule

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. PROVIDE VALUE

Resource: Tips, advice, 35

TipsTrendsProfessional adviceIndustry newsCommunity

Social Media Content: Resource Examples

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Instead of remaining focused on promoting your business through Facebook, seriously consider building your page as an authority figure in the industry. People need to come back to the page and you can easily do that in the event that you showcase something that is relevant for them.

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ProductsProjectsSalesEvent Promotion

Social Media Content: Business Specific Examples

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. EventsUpdatesCommunity Engagements

Social Media Content: Real-Time Examples

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Customer Care38

Deals and special offersProductsServicesConvenience (store hours, etc.)

What to highlight on social media during the holidays?

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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Example Copy:

As our gift to you this holiday season, were offering $10 off a $100 purchase. Make your wish list today!

Whether your shopping for your kids, parents or loved one, we have holiday specials for the whole family.

Recommended Messaging: Deals & Special Offers

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Photos, videos and links to your website are important.40

Example Copy:

Does holiday planning have you stressed? Treat yourself to a massage.

You deserve a new outfit for that special holiday party. Go ahead, take a look.

Recommended Messaging: Services/Products

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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Example Copy:

Your hosting Thanksgiving and the stove just broke. Dont worry, we have you covered. Were open from 6am 10pm on November 24 - 27.

No time? No problem. Complete your holiday checklist with our easy online ordering.

Recommended Messaging: Convenience

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Tip: Create Call To Action Tab on Page

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Go to your Pages cover photo and clickCreate Call to Action.Book NowContact UsUse AppPlay GameShop NowSign UpWatch Video

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Tip: Create Events for Important Announcements

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. PaidSocial Media Marketing

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