1. Get in a newspaper holiday gift guide
Every year, newspapers and magazines publish printed and online gift guides featuring local products and services. Submit a high-quality image with a description and pitch your business for inclusion—deadlines run till early December. Download a free list of newspaper and magazine gift guide opportunities from public relations software company Cision.
2. Build your holiday email campaign
From sale announcements and reminders to coupon offers to holiday greeting messages, this is the time of year to work your customer email list. Find 30 examples of holiday email campaign types on this list from Constant Contact. Schedule your email sends carefully: Announce Black Friday/Small Business Saturday sales two to three weeks out, remind customers the week of the sales, and thank them for shopping the following week. Front-load your Christmas-themed campaigns in the holiday season; a study of email open rates by Yesmail found that consumers get overloaded with Christmas marketing as December 25 approaches.
3. Plan your coupons
Customers love coupons – a study by Experian found that holiday season emails offering coupons were the most-clicked promotional email types. Mobile phones make in-store coupon redemption easy; customers just hold up the phone to display the coupon they received via email or text message. Here are the details on how to set up a mobile coupon program. You don’t have to offer deep discounts to win with coupons, the Experian study found; even $5-off coupons outperformed other promotional emails.
4. Target your pay-per-click ads
Google gives some advice on stretching your search-advertising dollars in this Holiday Checklist. Some important tips: Make sure your ads are optimized for mobile to hit your customers as they’re out and about shopping. And actively monitor your budget to make sure you don’t go dark in the middle of the holiday season.
Image: Holiday coupon from Zazzle