Win Online Audiences This Cyber Monday

December 1, 2014

You may think Cyber Monday is only for retailers, but there are ways to integrate the holiday spirit into your online marketing plan this season.

Writer Jennifer Lonoff Schiff, head of Schiff & Schiff Communications, talked to experts and compiled these tips for using social media to drive traffic to your website this holiday season.

  • Update your Facebook and Twitter cover photos for the season. “One of the best pieces of real estate to leverage [this holiday season] is your Facebook cover photo,” says Melissa Ward, managing partner of NewWard Development. When choosing a holiday cover image, “consider seasonal photos that will connect emotionally with your audience, highlighting both your brand and message,” says Jay Hawkinson, senior vice president of emerging products at SIM Partners. Just remember to “be subtle and discerning with holiday colors and themes, and avoid being garish.”
  • Use holiday-related hashtags on Twitter and Instagram. “Be sure to research and use appropriate holiday hashtags, e.g., #HoHoHo and #Christmas2014, with your posts,” says Michelle Garrett, owner, Garrett Public Relations. “Experiment to see what works best. And include a dedicated URL to track those who click through.” Other popular holiday hashtags include #holidayshopping, #christmasgifts, #stockingstuffer and #wishlist.
  • Blog about holiday-related topics of interest to your audience. For example, you could “provide advice on what to wear and/or bring to family parties or corporate events or [provide suggestions on] gift giving,” says Adam Forrest, senior director of Americas marketing for Demandware. For real estate pros, consider posts on home decoration around the holidays.
  • Ask followers to share their holiday tips and memories on social. “People love to share their Christmas tips and hints,” says Velasquez. So “get people talking about their festive habits, purchases and activities.” Start discussions with open-ended questions like, “What are some fun stocking stuffer ideas?” “What’s your favorite holiday cocktail?” or “What’s your favorite Christmas song?” Keep track of those conversations by using hashtags like #stockingstuffers, #ChristmasMusic, or #holidaycocktail.

Source: "7 Ways to Use Social Media to Attract Holiday Shoppers," (Nov. 24, 2014).