The holiday season accounts for a massive 30% of annual revenue for many e-commerce businesses. For small business owners like myself, it presents a golden sales opportunity through social media marketing.
After seven years of running my accessories e-commerce store, I‘ve learned the ropes of strategically leveraging social media to drive exponential holiday season growth. Last year, we broke our holiday sales record with a 45% year-over-year increase, predominantly driven by our social media initiatives.
Here are my top tips for small business owners to maximize holiday sales through social media:
Kickstart Momentum with Pre-Holiday Sales
Prime your audience in advance by running limited-time sales leading up to peak holiday season. Early November is ideal timing for the first round. We offered a sitewide 20% discount for members of our email list to incentivize early shopping. It resulted in 15% more revenue compared to previous years.
Host Holiday Giveaways with Brand Partners
Strategic brand partnerships can unlock tremendous mutual value. One of our best performing holiday campaigns last year was a gift hamper giveaway with a gourmet chocolate brand. We asked users to tag 3 friends to enter, resulting in social buzz and over 5K new followers. It became our most shared post ever!
Go Live on Multiple Platforms
Live video offers highly engaging omni-channel opportunities for demos, special deals and connecting directly with shoppers. I ran live holiday shopping streams on Instagram and Facebook simultaneously, offering platform-exclusive flash sales and personalizing the experience. #ShopSmallBusiness LIVE secured over 20K views!
Leverage Influencer Marketing
Nano and micro-influencers are a cost-efficient way to expand your holiday reach. We sent our premium leather bags to over 30 relevant influencers, resulting in a flurry of beautiful user-generated social content. Their trust and authenticity converted followers into customers.
Embrace Ephemeral Content
Fun, ephemeral content performs exceptionally well during festivities. We drove high holiday engagement by creating a custom Snapchat holiday themed lens and also shared behind-the-scenes glimpses of our holiday gift prep on Instagram Stories.
Strengthen Retargeting Efforts
Remarketing to users who abadon carts or browse products on your website gives another chance to convert leads. We crafted personalized holiday offers for different segments – from first-time visitors to repeat customers. It resulted in 31% more conversions.
Foster UGC with Contests
User-generated content is crucial for credibility. We ran a holiday contest for customers to submit images styling our products in a festive winter setting. It gained spectacular traction on social media and also gave us rights to reshare user images.
Provide Value Through Content
At the core, focus on sharing posts that resonate with your audience and make their lives easier. For instance, my accessory cleaning and caring guides perform very well during gift shopping seasons and have directly driven sales.
By blending these data-backed social media tips with innovative thinking, small businesses can unlock record-breaking holiday sales. Let me know if you have any other questions!