Winter of ‘Web Content’
As we enter hibernation, we offer some advice for both retailers and service providers for increasing business during the colder season…
Sell, sell, sell.
Last year consumers spent 25% more online in November than October in the run up to Christmas. In the UK alone £5.3 billion was spent online during November and analysts predict that this will increase by 13 per cent again this year. If you have an online shop make sure that your website is ready for this early Christmas shopping season.
Increase your product lines and make it easy for people to buy from you. Remember that people still tend to do a lot of their competitive product research online as it’s a modern day fact that you can find a bargain online faster and easier than on the high street. Use a simple shopping cart with a number of different payment options to entice even ‘virgin’ online shoppers to convert their browsing into buying. Segregating your products by who they would make great gifts for is also a must when it comes to ticking off the Christmas present list. Try and section out your website to appeal to either male or female shoppers as well as the older and younger generations. Many online retailers last year even offered the option of listening to Christmas carols in their virtual malls – allowing customers to truly feel in the festive shopping spirit. Use social media to push your promotions too and feature bargain buys or special events you may be holding on Facebook, Twitter and via your e-marketing campaigns for a faster take-up.
Even if you are not competing with the high street for Christmas sales, November is a great month to follow-up existing leads and drum up new business for next year. Work out what sort of jobs or services people need to have done ready for the New Year and offer strong incentives for people to invite you in during this quieter period to see how you can help their business grow next year. Make sure your web site is up and running with your end of year promotions to fill up your diary. Planning these meetings now means you avoid rush jobs when people try and cram you into their diaries at the start of the New Year.
November is also a great month to really work on your business and invest time in doing those things that you may have been avoiding due to lack of time such as; rewriting your web content; brainstorming ideas or promotions for next year; and creating new marketing materials for your campaigns. Look at how you are utilising social media to promote your business – can you or should you be doing more? Review what marketing tools have worked for you in terms of generating leads and what hasn’t produced great ROI this year. Give yourself time to do it properly and get your revised marketing plan and your online and offline collateral designed and produced over the next few weeks so that you are ready to roll out in the New Year.