Here is how you can master your next seasonal digital marketing campaign

30-second summary:

  • To ensure organic visibility for your seasonal pages, start developing, optimizing, and analyzing all of them now
  • Start creating, arranging, and scheduling seasonal articles assets now for a head-start when it’ s time for you to start focusing on driving sales
  • Evaluate your past seasonal content performance to be able to recycle, update, and possibly even increase them into standalone tasks
  • Research your competitive strategies to evaluate how they utilize seasonality in their digital marketing strategy
  • Make a detailed editorial calendar to plan out all assignments and deadlines to “catch” the particular rising interest in seasonal content and deals

Summer is a slow time of year for many businesses, especially all those in a B2B niche. In the event that things are a bit gradual for you now, here’s an idea – Use these quiet several weeks to turn your next big period into a huge boost for the business. Here is how you can start preparing for your next big seasonal content marketing campaign now:

1 . Check your seasonal ratings now

Do you have a page (or pages) offering seasonal deals, gift ideas, and special offers? The requirement for this type of content might be seasonal but its rankings should be permanent. That’s why I always advise against removing these types of pages or even delinking them throughout the site.

You want these pages to always be accessed simply by Google for your rankings to become there when the searches start climbing.

If you cannot find your site ranking for your target periodic queries, it is time to set all of them up even if the actual season is still months ahead.

Seasonal campaigns Supply: Screenshot created by the author

Furthermore, Spyfu offers a comprehensive analysis of all SERP motions for you to identify important styles and spot a competitor that was doing the best job retaining their organic visibility for seasonal search questions:

SERP analysis of seasonal marketing campaigns Source: Screenshot created by the writer

Read more about this feature here .

When it comes to SEO, seasonality can be tricky but it definitely needs to be planned ahead as organic SEO takes time to produce results.

2 . Start creating seasonal assets (content and social)

Your own high season is going to be a busy time for you as well as your team, so while planning your upcoming campaigns, start creating (and even scheduling) your content assets beforehand.

When brainstorming seasons content concepts, I always turn to Text Optimizer that does a great work suggesting related concepts plus angles to focus on:

Semantic search for seasonal content ideas

Source: Screenshot created by the author

The particular tool relies on semantic evaluation .

Content material marketing involves a lot of stations, so the more you are prepared, the easier (and more productive) your seasonal campaign can turn out to be.

Furthermore, there are a few cross-channel content advertising tools which will help create and organize your seasonal content. For example , Increased by Lightricks allows you to simply create festive videos within multiple formats:

Formats for cross channel marketing Source: Screenshot created by the author

In this way you can create content property that will fit all of your stations. There’s also a handy Brand Kit feature allowing you to maintain a consistent visual identity throughout all your assets:

Creating a brand kit for seasonal campaigns Source: Screenshot created by the author

The particular app is available on iPhone and Android for free. You are able to choose to upgrade for $4. 99 per month. I for just one have been using the free rate (and the above screenshots are usually taken when using the free version of the app).

The platform furthermore offers a list of seasonal content material ideas and hashtags in making your campaign even more effective.

There are a few more video creation apps out there but Dont really think any of them allow you to access so many great features for free.

Another great content creation tool which gives you lots of free functions for free is, of course , Canva. I’ve been using Canva for free for as long as I can remember with out ever having to upgrade.

Christmas campaigns Resource: Screenshot created by the author

Here’s the guide upon planning a Christmas marketing campaign .

3. Evaluate your past seasonal campaign functionality

In case you were publicizing any periodic content over the years, find all of it to:

  • Explore the opportunity for an update (“Can I actually reuse this asset this season? ” as well as “How am i able to make it better? ”)
  • Evaluate how effective it was in attracting traffic as well as turning those clicks into conversion rate

Google Analytics provides an easy way to identify getting pages that did the very best job attracting traffic throughout any period:

  • Go to the Acquisition report and select one channel (for example, “social” or “organic search”)
  • Select the date range of your seasonal campaign from the last year
  • (Optionally) Check the box “Compare” and choose “Previous year” from the drop down
  • Click “Landing page” tabs in the chart below:

Analyzing past seasonal campaigns' performance in Google Analytics Source: Screenshot created by the writer

This gives you a good at-a-glance report of the highest traffic page from your earlier campaigns. You can further filter it down by using word filters (for example, type “blog” there to see your best performing seasonal content).

To assess conversions, you can use Google Analytics goals and funnels . Another device I am using to closely monitor incoming traffic and its conversions is Finteza. Because it makes it incredibly easy to filter the data down to identify which usually traffic source is sending traffic and how well it converts as compared to other pages.

Finteza data Source: Screenshot created by the writer

Read more about Finteza’s conversion funnels here . Finteza expenses $25 a month and there’s a 30-day trial readily available for you to play with the device before committing.

4. Consider beginning a tradition

If any of these previous content assets turned particularly successful, consider growing that idea into a brand new project! We all remember the particular overwhelming success of “ Elf Yourself ”, Ask Santa , and NORAD mini-projects that were capable to engage (and convert) thousands of people year over calendar year.

A separate ( single-page ) site will be easier to brand and advertise without causing any strong associations with your main business. If you need some inspiration, check out Namify:

Start a tradition for your next seasonal campaign Source: Namify

five. Look what your competitors do (or didn’t)

Competitive evaluation is important since it motivates a business owner to accomplish more and do it better. Consequently I always include competitive evaluation in any of my advertising planning.

There are plenty of ways to analysis your competitors and what they are performing. My first step is definitely checking Ahrefs and what various other search queries they are rank for:

competitor analysis Source: Screenshot created by the author

Ahrefs is the only platform in the industry that also offers an estimate associated with traffic each search issue sends. Here’s how they calculate it . Ahrefs lowest tier will be $99 per month but it is surely a must-have tool if you are performing SEO.

Similar Web is another nice tool for competitive research. I like looking at their particular “Referral Traffic” report to determine which sites are sending traffic to my competitors:

Similar Web Supply: Similar Web

This basic report is available for free.

It is also a good idea to setup Google Alerts to be modified when your competitors are doing something new.

six. Create your editorial work schedule

Every year people seem to start getting yourself ready for big holidays earlier. It is far from unusual to spot a Holiday-centric social media ad in October. This can actually cause each excitement and irritation.

So the important question remains: When should I start publishing seasonal content?

This may depend from market to niche, so I generally suggest typing your target seasonal search query directly into Google Trends :

Google search trends on seasonal keywords Source: Screenshot created by the author

It also helps to compare several of your target search queries. For example , in this particular niche the demand appears to be pretty consistent over the years:

Google Trends compare Resource: Screenshot created by the author

When it comes to organizing and scheduling your content assets, there are a few great calendar plugins to choose from. I mostly use CoSchedule because it allows me to also schedule those updates for your social media channels as well as give certain content assets to several contributors.

CoSchedule costs $29 per month. It supports scheduling to Twitter, Facebook, Linkedin, and Instagram. I prefer the particular tool because it combines on-site content planning (assigning content material assets to be written) plus social media scheduling. This allows me to create a very well-aligned content marketing campaign and makes it easy to organize editorial workflow across several channels.

Instagram also offers the helpful guide on planning your seasonal content strategy here :

Instagram resource on holiday seasonal marketing Source: Screenshot created by the author

Conclusion

Seasonal planning is a great way to make the most of those seasonal curiosity spikes and build a lot more sales. The earlier you start getting yourself ready for your big season, the more time you have to handle an elevated amount of sales. Good luck!

Ann Smarty is the Founder associated with Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She are available on Twitter @seosmarty .

The post Here’s how you can master the next seasonal digital marketing campaign appeared first on Search Engine Watch .

Source: searchenginewatch. com

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