02 kwiecień

Marketing sezonowy – więcej okazji niż myślisz

Przedświąteczny okres to idealny czas na wykorzystanie zalet sezonowych strategii marketingowych. Kampanie oparte na nadchodzących wydarzeniach mogą być świetną okazją do wykorzystania kreatywnych pomysłów w celu pozyskania nowych oraz utrzymania kontaktu z obecnymi klientami.

Dzisiaj przedstawiamy Wam kilka wskazówek i sposobów na wykorzystanie świąt i specjalnych kalendarzowych dni w internetowych kampaniach marketingowych.

1. Wybierz najlepszy czas

Pomyśl, które dni czy święta oraz jaki sposób wykorzystania ich w marketingu będą najlepiej współgrać z potrzebami Twoich klientów. Prowadzisz sklep internetowy z zabawkami dla dzieci? Oferta darmowej dostawy przed Dniem Dziecka skusi wiele osób do zakupów właśnie na Twojej stronie. Posiadasz warsztat samochodowy? Pomyśl o rabacie dla klientów, którzy oddadzą swój samochód do naprawy w czasie Dnia bez Samochodu. Sprzedajesz komputery, podręczniki albo plecaki? Poinformuj swoich klientów o promocjach na czas rozpoczęcia roku szkolnego i akademickiego.

2. Wykorzystaj media społecznościowe

Social media są doskonałym źródłem przekazu informacji o kampaniach sezonowych. Pozwalają szybko i efektywnie dotrzeć do szerokiego grona odbiorców. Idealnie nadają się też do przekazywania treści, które z definicji są w marketingu sezonowym tylko tymczasowe. Oferujesz grudniowy kod rabatowy albo darmową przedświąteczną dostawę? Nie zapomnij podzielić się tą informacją z klientami poprzez Facebook, Google+ czy Twitter. Zacznij od posta czy wydarzenia informującego o akcji promocyjnej, a następnie na bieżąco informuj użytkowników o postępie w akcjach oraz o dniach, które zostały do końca oferty.

3. Powiadamiaj przez e-mail

Tylko najbardziej przywiązani klienci sami będą czekać na promocje i wyszukiwać je z własnej inicjatywy. Dlatego informacja o każdej kampanii czy korzystnej ofercie powinna trafić bezpośrednio do każdego, kto mógłby być zainteresowany produktem. Najłatwiej zrobisz to za pomocą mailingu. Aby mieć kontakt do wszystkich zainteresowanych i zatrzymywać jak najwięcej klientów, stwórz newsletter i zbieraj adresy e-mail użytkowników. Twórz wiadomości HTML z informacjami o promocjach, nowościach oraz ze świątecznymi kartkami. Życzenia są doskonałą okazją, aby przypomnieć klientom o Twoich usługach. Pamiętaj też, że prawo wymaga, aby klient w każdej chwili miał możliwość rezygnacji z subskrypcji.

4. Stwórz wyjątkową stronę docelową

Pierwsze wrażenie często zadecyduje o tym, czy klient zainteresuje się ofertą. Dlatego właśnie strona, na którą trafi on w pierwszej kolejności (landing page) wpływa na pożądane działania każdej kampanii marketingowej. Strona docelowa powinna być rozszerzeniem reklamy i wyświetlać się po kliknięciu w banner, mail czy link reklamowy. Jej głównym celem jest szersze powiadomienie o ofercie, przekonanie użytkownika do marki, rejestracja oraz dokonanie zakupu. Taka strona to doskonała możliwość optymalizacji witryny pod wyszukiwarki np. w okresie świątecznym, kiedy frazy związane z nim są częściej wpisywane. Niech strona docelowa poinformuje o możliwości otrzymania walentynkowego kodu rabatowego po zapisaniu się do newsletter’a. Niech najlepsze oferty wyprzedażowe, które pojawią się w pierwszej kolejnością zachęcą internautów do przejrzenia pozostałych przecenionych towarów. Darmowa wysyłka wielkanocnych dekoracji to też informacja, którą możesz się pochwalić na stronie docelowej. Możliwości jest wiele.

Pamiętaj, okazji do marketingu sezonowego jest niemalże tyle, ile dni w ciągu roku. Wybierz te z nich, które najlepiej pasują do Twojej oferty i działaj. Wysyłaj maile, udostępniaj posty, twórz strony docelowe. Niech kampanie marketingowe nabiorą kolorów.

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