The Holiday Season is Approaching! Is Your Business Ready?

Here’s How to Plan Your Online Holiday Content

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Published October 30, 2024 by Catapult Web Solutions


As the holiday season approaches, small business owners have an exciting opportunity to drive more traffic and sales through timely, holiday-themed content. The period from Halloween to New Year’s is packed with shopping, celebrations, and consumer engagement.

But is your business ready for the holiday rush? Strategic planning is key. In this guide to help you prepare your holiday content.

 

1. Create a Content Calendar


A well-planned content calendar is your roadmap for holiday success. It allows you to map out your posts for each holiday, ensuring you don’t miss any important dates or opportunities to engage your audience.
 

Why a Content Calendar is Crucial

 
  • Consistency: Posting regularly helps keep your brand top-of-mind during the holiday season.
  • Stress Reduction: Planning in advance reduces the last-minute scramble, allowing you to focus on other aspects of your business.
  • Strategic Timing: Scheduling posts at optimal times ensures maximum visibility and engagement.
 

Steps to Create an Effective Content Calendar

 
 
  • Identify Key Dates: Include major holidays like Halloween, Thanksgiving, Christmas, Hanukkah, and Kwanzaa. Don’t forget to mark important shopping dates like Black Friday and Cyber Monday.
  • Plan Content Themes: Align your content with the spirit of each holiday. For example, share gratitude-themed posts for Thanksgiving and festive offers for Christmas.
  • Schedule Posts: Use social media management tools like Hootsuite or Buffer to schedule your posts in advance. This ensures that your content goes live at the right time without manual intervention.
 

Pro Tip


Consider creating a mix of content types—blogs, videos, infographics, and social media posts—to keep your audience engaged across different platforms.
 

2. Update Your Listings


Your online presence is crucial during the holiday season. Ensure that your business information is up-to-date across all platforms, including Google My Business and social media profiles.
 

Key Areas to Update

 
  • Holiday Hours: Clearly state any changes in your operating hours during the holidays.
  • Special Offers: Highlight any discounts, deals, or special events you’re offering.
  • Contact Information: Double-check that your phone number, email, and address are correct.
 

Why Updating Listings is Important

 
  • Customer Convenience: Updated information helps customers plan their visits or online orders more effectively.
  • Search Engine Optimization (SEO): Accurate listings improve your visibility on search engines, making it easier for customers to find you.
  • Trust and Credibility: Consistent and accurate information builds trust with your audience.
 

3. Engage with Seasonal Content


Seasonal content is an excellent way to connect with your audience on an emotional level. It not only reflects the festive spirit but also shows that your business is in tune with what’s happening in your community.
 

Types of Seasonal Content

 
  • Holiday-themed Posts: Share content that resonates with the holiday your audience is celebrating, whether it’s a Christmas giveaway, a Hanukkah recipe, or a Kwanzaa tradition.
  • Customer Stories: Encourage your customers to share their holiday experiences with your products or services. User-generated content (UGC) is a powerful tool for building community and trust.
  • Behind-the-Scenes Content: Give your audience a glimpse of how your business is preparing for the holidays. This could be decorating your store, packing holiday orders, or even your team’s holiday party.
 

Pro Tip


Tailor your content to reflect local traditions and preferences. If you’re a business in Baltimore, for example, consider how the city’s unique holiday celebrations can be incorporated into your content.
 

4. Highlight Local Events


The holiday season is filled with local events that can provide excellent opportunities for your business to engage with the community. Whether it’s a Christmas market, a Thanksgiving parade, or a Hanukkah lighting ceremony, these events can help you connect with local customers.
 

How to Highlight Local Events

 
  • Event Promotion: Promote these events on your social media channels and website. If your business is participating, make sure to highlight that as well.
  • Collaborate with Other Businesses: Partner with local businesses or event organizers to cross-promote each other. This can help you reach a broader audience.
  • Engage with Event Hashtags: Use event-specific hashtags to increase your visibility on social media. Engage with posts from the event to connect with potential customers.
 

Pro Tip


Consider hosting or sponsoring a local event. This not only boosts your visibility but also positions your brand as an active and supportive member of the community.
 

5. Plan Your Holiday Promotions


The holidays are synonymous with shopping, making it the perfect time to roll out special promotions and deals. However, the competition is fierce, so your promotions need to stand out.
 

Ideas for Holiday Promotions

 
  • Early Bird Discounts: Offer special discounts for customers who shop early. This can help you manage inventory and reduce the last-minute rush.
  • Bundle Deals: Create holiday bundles that offer more value. For example, a Christmas gift set or a Thanksgiving dinner package.
  • Loyalty Rewards: Reward your loyal customers with exclusive offers or early access to sales.
 

Pro Tip


Use scarcity tactics like limited-time offers or limited-edition products to create a sense of urgency and encourage quick purchases.
Holiday online content strategy

Pro Tip

“Creating a sense of urgency during the holidays, whether through limited-time discounts or exclusive bundles, can significantly drive conversions and increase sales.”

— Sarah Hughes, Marketing Strategist at Shopify

6. Optimize Your Website for Holiday Traffic


With more people shopping online during the holidays, your website needs to be ready to handle the increased traffic and meet customer expectations.
 

Key Areas to Focus On

 
  • Speed Optimization: Ensure your website loads quickly. Slow websites can frustrate customers and lead to lost sales.
  • Mobile Responsiveness: Make sure your website is mobile-friendly, as many customers will be shopping from their phones.
  • User Experience (UX): Simplify the navigation and checkout process. The easier it is to find and buy products, the more likely customers will complete their purchases.
 

Pro Tip


Implement live chat support to assist customers in real time. This can help reduce cart abandonment and improve overall customer satisfaction.
 

7. Leverage Email Marketing


Email marketing remains one of the most effective ways to reach your customers during the holidays. A well-crafted email campaign can drive traffic to your website, increase sales, and keep your audience engaged.
 

Types of Holiday Emails

 
  • Promotional Emails: Highlight your holiday sales, special offers, and new arrivals.
  • Gift Guides: Help your customers choose the perfect gift with curated holiday gift guides.
  • Thank You Emails: Show appreciation to your customers with a heartfelt message during the holiday season.
 

Pro Tip


Segment your email list to send personalized messages. For example, you could send different offers to loyal customers versus new subscribers.
 

8. Invest in Holiday-Themed Advertising


Whether it’s social media ads, Google Ads, or display ads, holiday-themed advertising can help you reach a larger audience and drive more sales.
 

Tips for Effective Holiday Advertising

 
  • Target Seasonal Keywords: Use keywords related to the holidays in your ad campaigns to capture the attention of holiday shoppers.
  • Create Festive Ad Creatives: Design your ads to reflect the holiday spirit. This could be through festive colors, holiday imagery, or seasonal messaging.
  • Retarget Past Customers: Use retargeting ads to reach customers who have previously interacted with your business. The holiday season is a great time to re-engage them.
 

Pro Tip


Set a budget for your holiday ad campaigns early and monitor them regularly. Adjust your strategy based on performance to maximize your ROI.
 

9. Enhance Customer Service


During the holidays, excellent customer service is more important than ever. With the increase in orders and inquiries, you need to ensure that your customers have a smooth and pleasant experience with your business.
 

How to Enhance Customer Service

 
  • Increase Support Staff: Consider hiring additional support staff to handle the increased volume of inquiries and orders.
  • Extend Support Hours: Offer extended customer support hours to accommodate holiday shoppers.
  • Use Automation: Implement chatbots or automated email responses to handle common inquiries quickly.
 

Pro Tip


Offer easy returns and exchanges during the holiday season. This can give customers more confidence in their purchases and increase overall satisfaction.
 

10. Monitor and Analyze Your Performance


After implementing your holiday strategies, it’s crucial to monitor their performance and make adjustments as needed.
 

Key Metrics to Track

 
  • Website Traffic: Monitor the number of visitors to your website and identify which sources are driving the most traffic.
  • Sales Data: Analyze your sales data to see which products are performing well and which promotions are most effective.
  • Engagement Rates: Track the engagement rates on your social media posts and email campaigns to see what resonates with your audience.
 

Pro Tip


Use analytics tools like Google Analytics, Facebook Insights, and email marketing platforms to gather data and make informed decisions for future campaigns.
Holiday online content strategy

Pro Tip

“A content calendar provides a clear direction for your holiday marketing efforts and ensures you’re not scrambling at the last minute.”

— Joe Pulizzi, Founder of Content Marketing Institute

FAQs

Q: When should I start planning my online holiday content?

A: Ideally, you should start planning your holiday content at least two to three months in advance. This gives you enough time to create and schedule your content without feeling rushed.

Q: How can I make my holiday promotions stand out?

A: Focus on creating unique and valuable offers that resonate with your audience. Consider using scarcity tactics, such as limited-time offers or exclusive holiday bundles, to create a sense of urgency.

Q: What’s the best way to engage with my local community during the holidays?

A: Highlight local events, collaborate with other businesses, and use location-specific hashtags to connect with your local audience. Participating in or sponsoring community events can also boost your visibility.

Q: How can I optimize my website for the holiday season?

A: Ensure your website is fast, mobile-friendly, and easy to navigate. Simplify the checkout process, offer live chat support, and consider implementing holiday-themed design elements to enhance the shopping experience.

Q: Should I invest in holiday-themed advertising?

A: Yes, holiday-themed advertising can help you reach a larger audience and increase sales. Focus on seasonal keywords, create festive ad creatives, and retarget past customers for the best results.