{"id":20985,"date":"2022-12-05T14:00:01","date_gmt":"2022-12-05T14:00:01","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/05\/harness-2022s-holiday-marketing-data-strategy-to-win-the-next-ones\/"},"modified":"2022-12-05T14:00:01","modified_gmt":"2022-12-05T14:00:01","slug":"harness-2022s-holiday-marketing-data-strategy-to-win-the-next-ones","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/05\/harness-2022s-holiday-marketing-data-strategy-to-win-the-next-ones\/","title":{"rendered":"Harness 2022&#8217;s holiday marketing data strategy to win the next one&#8217;s"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/2022\/12\/Harness-2022s-holiday-marketing-strategy-to-win-the-next-ones.png\" \/><\/p>\n<div wp_automatic_readability=\"151.14084507042\">\n<p><?xml encoding=\"utf-8\" ????><\/p>\n<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>I\u2019ve seen huge corporations that create a new \u201cBlack Friday\u201d page every year<\/li>\n<li>Most businesses fail to apply reuse and learn their past seasonal campaign\u2019s data to further amplify ROI<\/li>\n<li>Pre-holiday traffic boosts can be hard to reverse-engineer unless you organize and recorded well<\/li>\n<li>Holiday marketing is tough, but it doesn\u2019t always have to be this way<\/li>\n<\/ul>\n<\/div>\n<p>A <a href=\"https:\/\/www.clickz.com\/a-shining-start-early-holiday-season-strategies\/\" rel=\"nofollow\"><span style=\"font-weight: 400;\">pre-holiday marketing<\/span><\/a><span style=\"font-weight: 400;\"> strategy can turn any business ROI around: It can literally either make or break your ROI for the whole year. Businesses get so obsessed with generating more sales over the big holiday season that they neglect their biggest asset: Data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This results in ill-informed decisions made for the following year. Businesses keep following the same routes year after year without relying on the previous year\u2019s results or learning from past mistakes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is understandable: Unless you capture your (and your competitor\u2019s) stats while the campaigns are still underway, it will be hard, if not impossible, to revive them later. Rankings drop, social media campaigns get archived, and landing pages get buried.<\/span><\/p>\n<p>\t\t\t\t\t<!-- Rezonence Block --><\/p>\n<p><!-- Rezonence Block End -->\t\t\t\t\t<\/p>\n<p><span style=\"font-weight: 400;\">Pre-holiday boost of traffic can be hard to reverse-engineer unless you do good homework of organizing and recording it well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few ideas.<\/span><\/p>\n<h2>1. Keep a record of all your seasonal content<\/h2>\n<p><span style=\"font-weight: 400;\">There are some huge mistakes most businesses make: They fail to reuse their past seasonal content or seasonal landing pages. They do not use the holiday period to A\/B test their marketing to gain hypothesis, and scale campaigns for the future.\u00a0 \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ve seen huge corporations that create a new \u201cBlack Friday\u201d page every year. What happens, in this case, is:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It is never enough time for that page to start ranking properly, so the brand is missing all the potential organic traffic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google may prefer older pages (due to their more established reputation) that may feature outdated offers or broken links<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This way the brand will not only fail to benefit from a huge increase in relevant traffic, but it will also annoy its current customers and send them away to competitors<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In contrast, re-using holiday content offers quite a few benefits. You can \u2013\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Take advantage of existing link equity those pages were able to accumulate. So your seasonal content will be able to achieve higher rankings within a short period of time<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be sure that no other pages exist with outdated information that can\u00a0 mislead user experiences<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consolidate all the seasonal pages to ensure there are internal links flowing from page to page for all that cluster to drive traffic and conversions to your site<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/howtonow.com\/how-to-make-a-schedule-in-google-spreadsheets\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Create a spreadsheet<\/span><\/a><span style=\"font-weight: 400;\"> listing all your seasonal pages, including commercial pages (gift lists, special offers, holiday category pages, etc.) and supplementary blog posts (holiday listicles, \u201chow to decorate\u201d, etc. articles).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure to include your PPC pages \u2013 those are often temporary but I recommend keeping them as you will be able to address those page layouts and CTAs when creating the following year\u2019s PPC campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make a lot of notes keeping a record of your best-performing pages or your losses \u2013 this helps you remember what you\u2019d like to change for the next holiday season. Record dates when you started seasonal marketing and how.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finding a good time to <a href=\"https:\/\/www.clickz.com\/when-should-you-start-your-holiday-marketing\/\" target=\"_blank\" rel=\"noopener\">launch publishing seasonal content<\/a><\/span><span style=\"font-weight: 400;\"> is tricky. You cannot start too early when it is still not relevant but you want Google to have enough time to pick up on it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, Starbucks <\/span><a href=\"https:\/\/stories.starbucks.com\/press\/2022\/starbucks-unveils-this-years-most-festive-holiday-gifts\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">started<\/span><\/a><span style=\"font-weight: 400;\"> its festive campaign right after Halloween. This timing is backed by a study from Sitecore claiming that <a href=\"https:\/\/sitecore.com\/~\/media\/SitecoreSite\/Files\/Home\/Files\/Sitecore_Holiday_2022_UK\" target=\"_blank\" rel=\"noopener\">48 percent<\/a> of US consumers begin their Christmas shopping in October. Another <\/span><a href=\"https:\/\/hellopartner.com\/2021\/11\/01\/research-reveals-that-christmas-marketing-needs-to-be-early-this-year\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">research<\/span><\/a><span style=\"font-weight: 400;\"> claims that Christmas shopping starts earlier every year, so you may want to start your holiday activities as early as possible. But this can also vary from niche to niche, so there\u2019s no single answer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The previous season\u2019s marketing experience will help you improve your timing year by year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With that in mind, keep a detailed record of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Seasonal page URL<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publication date<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Its purpose (SEO or PPC or email marketing landing page, etc.)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your own (or your marketing team\u2019s) observations for each page<\/span><\/li>\n<\/ul>\n<h2>2. Track your competitors<\/h2>\n<p><span style=\"font-weight: 400;\">Holiday marketing is quite ephemeral: The temporal spike of interest in certain products or topics may last for a few weeks and then vanish. If you look at your competitors a month or two afterward, it will be hard \u2013 if not impossible \u2013 to sign that obvious success with possible tactics that brought it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore the big holiday season is an ideal time to watch your competitors closely as there\u2019s always a lot to learn.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep an eye on your competitors\u2019 landing pages and main CTAs: What\u2019s their focus? Which products are they promoting the most? How do they structure their landing pages and what\u2019s their <\/span><a href=\"https:\/\/www.wpbeginner.com\/beginners-guide\/how-to-check-website-traffic-for-any-site-best-tools\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">main source of traffic<\/span><\/a><span style=\"font-weight: 400;\">?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Capture your top seasonal competitors, for example, those ranking for \u201cBlack Friday Deals\u201d, \u201cgift ideas\u201d, and other high-value keywords. Search for something like \u201c<\/span><span style=\"font-weight: 400;\">keyword<\/span><span style=\"font-weight: 400;\"> deals\u201d or \u201c<\/span><span style=\"font-weight: 400;\">keyword<\/span><span style=\"font-weight: 400;\"> Black Friday\u201d and keep a record of higher-ranking URLs before the season is over and SERPs drastically change<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Monitor their reviews<\/span><span style=\"font-weight: 400;\"> to be alerted when their clients get too excited \u2013 this will help you figure out their most effective tactics. Look for integrations to automate this activity, the best place to begin would be checking your existing tech stack<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If you are in a B2B business, download and analyze your competitors\u2019 seasonal <\/span><a href=\"https:\/\/optinmonster.com\/9-lead-magnets-to-increase-subscribers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">lead magnets<\/span><\/a><span style=\"font-weight: 400;\"> and how they are utilizing them to capture more leads<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Monitor their social media bio changes as those usually indicate the start of the biggest marketing campaigns<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This is also a good time to run a<\/span><a href=\"https:\/\/www.searchenginewatch.com\/2021\/05\/24\/using-seo-data-analytics-to-identify-business-gaps\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> keyword gap analysis<\/span><\/a><span style=\"font-weight: 400;\"> to discover more seasonal search queries. Make sure to use the URLs of holiday-driven landing pages while they are still searched a lot and ranked well. Both <\/span><a href=\"https:\/\/www.searchenginewatch.com\/2019\/01\/02\/ahrefs-semrush-alternatives-competitive-analysis\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SEMrush and Ahrefs (as well as some alternatives)<\/span><\/a><span style=\"font-weight: 400;\"> allow you to enter 2-5 URLs of your competitors to identify which keywords they are ranking well while your URL is failing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try to capture behind-the-scenes data from your competitors\u2019 holiday marketing. In other words, dig deeper. Identify the CMS they are using and learn how they are utilizing it for seasonality. For example, both <\/span><a href=\"https:\/\/blog.namify.tech\/wix-vs-weebly\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Wix and Weebly<\/span><\/a><span style=\"font-weight: 400;\"> offer some fun holiday marketing features you may be unaware of because you are using WordPress.\u00a0<\/span><\/p>\n<h2>3. Capture your data<\/h2>\n<p><span style=\"font-weight: 400;\">When your marketing campaign is underway, it always feels like you\u2019ll remember all the details clearly. From personal experience, you won\u2019t remember a thing by the following year\u2019s big season.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can revive some of that data (<\/span><span style=\"font-weight: 400;\">like your rankings<\/span><span style=\"font-weight: 400;\">) but it will take you hours of work to identify where your page stood, which were your best traffic-driving search queries, and which keywords brought the most conversions. Capture your most essential data points now while they are easy to surface:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your rankings with the highest traffic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your rankings with the highest click-through<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your best-converting URLs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your rich snippets that bring sales<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">I recommend noting all of that data in the spreadsheet you have recorded your existing seasonal content to be able to repeat that success the following year. It is always easier to rely on past success than starting from scratch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Likewise, maintain records of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your (team\u2019s) best successes: Social media updates that converted best<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your best-performing PPC audiences, <\/span><a href=\"https:\/\/www.shoutdigital.com.au\/remarketing-101-2\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">remarketing<\/span><\/a><span style=\"font-weight: 400;\"> campaigns, and landing pages<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your best-performing email marketing campaigns<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Make sure your data is not isolated. Your page rankings may be of no use unless you know which of those keywords <\/span><a href=\"https:\/\/seranking.com\/blog\/tie-seo-and-sales\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">brought actual sales<\/span><\/a><span style=\"font-weight: 400;\">, and that\u2019s the type of data that\u2019s the hardest to revive after some time.<\/span><\/p>\n<h2>Conclusion<\/h2>\n<p><span style=\"font-weight: 400;\">Holiday marketing is tough: Competition goes through the roof, and it is already getting year after year to get your brand noticed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your experience and data are the most powerful competitive advantage that will propel your brand ahead and help you overcome <\/span><span style=\"font-weight: 400;\">holiday mania.<\/span><span style=\"font-weight: 400;\"> Rely on the right set of existing data and make sure you don\u2019t lose it.<\/span><\/p>\n<hr\/>\n<div wp_automatic_readability=\"8.3835616438356\">\n<p><em>Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter\u00a0<a href=\"https:\/\/twitter.com\/seosmarty\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-feathr-click-track=\"true\">@seosmarty<\/a>.<\/em><\/p>\n<\/div>\n<div class=\"well\" wp_automatic_readability=\"13.821276595745\">\n<p><strong>Subscribe to the\u00a0<a href=\"https:\/\/www.clickz.com\/#newsletter-modal\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\">ClickZ newsletter<\/a> for insights on the evolving marketing landscape, performance marketing, customer experience, thought leadership, videos, podcasts, and more. <\/strong><\/p>\n<p><strong>Join the conversation with us on\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/112527\/admin\/\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\">LinkedIn<\/a>\u00a0and\u00a0<a href=\"https:\/\/twitter.com\/ClickZ\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\">Twitter<\/a>.<\/strong><\/p>\n<\/div>\n<p>\t<!-- Rezonence Block --><\/p>\n<p><!-- Rezonence Block End --><\/p><\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.clickz.com\/harness-2022s-holiday-marketing-data-strategy-to-win-the-next-ones\/267866\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>30-second summary: I\u2019ve seen huge corporations that create a new \u201cBlack Friday\u201d page every year Most businesses fail to apply reuse and learn their past&#8230;<\/p>\n","protected":false},"author":1,"featured_media":20986,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-20985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Harness 2022&#039;s holiday marketing data strategy to win the next one&#039;s - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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