How to Drive Traffic to Your Website During the Holidays

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

How to Drive Traffic to Your Website During the Holidays


About the presenters• Paul 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.com

• Heather Rist @heatherrist• Director of Social Media and Content

• More 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.


Agenda

• Knowing the Holiday Shopper

• Paid Search• Local Search• SEO• Remarketing• Social Media• Email Marketing


TWO MAIN TYPES OF HOLIDAY SHOPPERS

What are they Buying?

• Gifts and Greeting Cards

• Holiday Entertaining (Hosting or Outside Events)


What Else During the Holidays??

I don’t sell this stuff, do the Holidays matter to me?

• No matter what you do, it’s important to let your customers know when you are / are not open• Emergency repairs• Last minute appointments• End of year opportunities

• You can offer a “Holiday Themed” promo • Pamper Yourself messages• Our Gift to You…• A helping hand• Taxi, DD or Limo services to “get you home safe during the holidays”

• Good Will and/or Charity Drives

• Even if it’s not holiday themed, people need stuff to wear at the various events


Two Main Types of Holiday Shoppers

Online 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 Survey

80% of Instore Shoppers are Online Researchers

Though 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


Online Influence is Growing

60% More will Shop Digitally

• 67% 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

Paid Search During the Holidays


6 – 10% of 3.5 Billion is a LOT of Searches

Researches estimate that between 6 to 10% of Searchers click on Paid Ads

Some 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


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


Paid Search• Unless you have a large budget, be as specific as possible. Holiday Gifts generates a LOT of traffic, but

will provide a lower return• Consider bidding on MPN (Manufacturer Part Numbers) if you carry a popular item• Holiday shoppers are busy, so link them to the page they are looking for (don’t 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


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


Location Targeting in Paid SearchSelect the location(s) you want your ads to be seen (either by city, state, zip code, etc.) or excluded.


Paid Search

• You 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 isn’t – you can upgrade your bids for Texas and downgrade them for New York without creating separate campaigns


Paid Search - Dayparting

• Another 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 times• Show 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


Paid Search - Dayparting

Product Listing Ads, aka Shopping Campaigns


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

Local Inventory & Ad Extensions


Local Inventory Ads


Local Ad Extensions• Location 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.


Google My Business• Make sure Google knows WHERE you are…

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



Search Engine Optimization


SEO

• Be specific and relevant in product name and page copy

• Unique information (don’t just copy and paste the manufacturer’s description)

• Do it now (it can take weeks for Google to crawl and update, so don’t 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)

Remarketing


RemarketingAds 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.


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 aren’t likely to benefit from this.


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.

Takeaways


Things to Remember…

Holiday Shoppers are Busy & Easily Distracted

• Be as specific as possible• Target only potential customers you can serve• Show them what they need to see• Take them where they want to go• Remind them about you whenever possible


Some Google Resources

• Google Adwords - https://adwords.google.com

• Google Webmaster Tools - https://www.google.com/webmasters/tools/home?hl=en

• Google My Business - https://www.google.com/business/befound.html

• Google Shopping Campaigns (PLAs) - https://www.google.com/retail/shopping-campaigns/

• Local Inventory Ads - https://www.google.com/retail/local-inventory-ads

• Local Ad Extensions - https://support.google.com/adwords/answer/2404182?hl=en

https://adwords.google.com/

https://www.google.com/webmasters/tools/home?hl=en


https://www.google.com/retail/shopping-campaigns/

https://www.google.com/retail/local-inventory-ads

https://support.google.com/adwords/answer/2404182?hl=en

Social Media MarketingHoliday Marketing: Part IIDirecting Holiday Traffic to Your Website


• Get found (awareness)!

• Reach new and existing customers

• Raise awareness for your deals, products & services

• Increase traffic to website

• Drive online/in-store sales

Goals for Social Media Marketing During the Holidays

OrganicSocial Media Marketing


Resource

Business

Real-Time

40%

40%

20%

Social Media Content: Rule


• Tips• Trends• Professional advice• Industry news• Community

Social Media Content: Resource Examples


• Products• Projects• Sales• Event Promotion

Social Media Content: Business Specific Examples


• Events• Updates• Community • Engagements

Social Media Content: Real-Time Examples


• Deals and special offers• Products• Services• Convenience (store hours, etc.)

What to highlight on social media during the holidays?


Example Copy:

As our gift to you this holiday season, we’re 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


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


Example Copy:

Your hosting Thanksgiving and the stove just broke. Don’t worry, we have you covered. We’re open from 6am – 10pm on November 24 - 27.

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

Recommended Messaging: Convenience


Tip: Create Call To Action Tab on Page


Tip: Create “Events” for Important Announcements

PaidSocial Media Marketing


• Choose Ad Objectives• Goal (clicks to website)• Call-To-Action (using Shop Now button)

• Select Target Audience• Interests (new people/non-fans)• Current Fans• Current Customers: Use your custom email lists

to retarget customers

• Develop Ad: Tips• Text: 90 characters• Headline: 25 characters• Photo: 1200x628

Use Facebook Ads to Drive Traffic This Holiday Season


• Boost post / page post engagement

• Promote your page / page likes

• Send people to your website

• Increase conversions on your website

• Get installs of your app

• Increase engagement in your app

• Reach people near your business

• Get people to claim your offer

• Raise attendance at your event

• Get video views

Recommended Goals/Conversions for Your Holiday Ads


• Shop Now (Clicks to website)

• Book Now (Clicks to website)

• Learn More (Reach people near you)

• Sign Up

• Download

• Watch More

• Contact Us

• Apply Now

• Donate Now

Recommended Call-to-Action Buttons for Your Holiday Ads


How to Create Your Holiday Facebook Ad: Basic

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 50

• Goal: Send People to Your Website • CTA: Shop Now

Holiday Facebook Ad: Basic


How to Create Your Holiday Facebook Ad: Product Carousel


• Goal: Website conversions • CTA: Shop Now

Holiday Facebook Ad: Product Carousel


How to Create Your Holiday Facebook Ad: Custom List


How to Create a Custom Audience List to Retarget








How to Boost Your Holiday Posts

Driving Traffic To Your Website With Holiday Emails


Start Spreading Holiday Cheer EARLY

73“The average number of days before Christmas that retailers began sending holiday emails to customers in 2015”(October 13th!)American Marketing Association


Prepping for the BIG FOUR• Black Friday – Nov. 27

• Small Business Saturday – Nov.28

• Cyber Monday – Nov. 30

• Christmas Eve – Dec. 24

• Honorable Mention: Giving Tuesday - Dec. 1


The Email Holi-Dos• Create an action plan for each campaign

• Always promote your bestsellers of the year

• Incorporate holiday branding everywhere

• Make it personal

• Think of ways to add value


The Email Holi-Don’ts• Leave it to the last minute

• Offer limited options for purchasing

• Write in colorful text throughout your copy

• Be hard to reach or find


Naughty or Nice? Segment Your Lists! •Know who’s on your list(s)

•Use segmentation to suit your campaigns

•Schedule in follow-up emails

•Tailor your CTAs to each audience


Holiday Email Must-Have Items•Subject line – Why open?

•CTAs/Links – Get them to your site

•Social Media – Share and Follow buttons


Holiday-Themed Subject Lines•Remember the magic number – 10 words

•Symbols are welcomed

•Be original and brand-authentic

•Focus on the benefits


Holiday Subject Line Inspiration


Avoid The Grinch and THIS: FREE SHIPPING• Use alternatives like ‘Cost-

Free Shipping’, ‘No Shipping Fees’ , ‘Shipping’s on Us’

• Highlight shipping options with ‘Expedited’ or ‘Rush’

• Save shipping details for body of email



Call-to-Actions & Links• Ensure all CTAs are clear and holiday appropriate

• Test them out as a customer would

• Check all links twice before sending out

• Avoid italics or underlining for non-CTAs or links




Holiday Social Media Tips•Incorporate holiday branding •Promote your in-store and online sales•Customer service platform for shoppers•Product ‘Show and Tell’ •Social-only promotions•Make sure you can be found on social



You Can’t Always Get What You Want…• Inventory shortage• Winter Weather Problems

• Website Service Issues• Accidental overcharges• Wrong Product Sent• Product Exchanges