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How to Leverage Social Media For Your Holiday Marketing Campaigns

By Lizz McCrindle

NSGA Communications and Social Media Manager

Let’s face it, the holiday season is chaotic in a normal year. Now, let’s factor in some of the external variables at play, whether it be consistent supply chain disruptions, an increase in the cost of raw materials, product shortages, inflation or a combination of these. Although a lot of these instances are out of your control, one thing completely within your control is how your business decides to leverage social media channels to communicate updates with current and prospective customers. Before building a marketing plan for social media, equip yourself with all the information necessary to make informed decisions, realistic projections and impactful posts. Utilize the analytic features available through each channel to determine which platform best affords you the ability to connect with your target audience, generate engagement and ultimately result in conversions. Once you understand how and where your audience is engaging with your brand on social media, you can begin building out your marketing plan. Below are some easy and cost-effective ways to maximize your social media platforms this holiday season. • Keep your customers informed. If your business is experiencing product shortages or delays on order fulfillment this holiday season, communicate that immediately to your customers so they can plan accordingly. • Showcase products in stock. Evaluate current inventory and create a social media marketing campaign that features products available for purchase immediately. • Tip: Increase visibility by including an image of the item and a brief description. Consider allowing your team to get creative by uploading videos demonstrating/using the product. • If possible, direct the user back to your website to learn more about the product or to purchase. Utilize tracking links to measure referral traffic from your social media channels to your website. • Provide and promote an omnichannel shopping experience.

During the pandemic, many shoppers became accustomed to e-commerce shopping, the ability to order items online and pick them up in the store or even have them brought right out to their car. If your business offers any of these conveniences, share them on social media so your customers are aware of all the options available to them. • Post Promotions and Sales. Use social media to share any promotions or seasonal discounts being offered. Consider including a promotional code in the campaign to drive sales. • Tip: Increase visibility by including an image of the item and brief description. • Humanize your brand. Sharing on social media affords your business the opportunity to take customers behind the scenes.

Post video or photos of your team breaking down a big shipment to prepare for a sale or feature a member of your team every week introducing him or her to your audience. Find ways to connect with your customer base on a personal level to deepen brand loyalty and share what sets your team apart from the competition. As you set out to develop or reassess your social media marketing plans for the upcoming holiday season, check out NSGA’s Small Business Saturday resource page on our website (www.nsga.org). There you will find some pre-drafted social media content, graphics and practical resources to help drive engagement and create impactful content.