Here’s how you can master your next seasonal digital marketing campaign

  • June 18, 2021
  • Misc
No Comments

30-second summary:

  • To guarantee natural presence for your seasonal pages, begin producing, enhancing, and examining them now
  • Start producing, arranging, and scheduling seasonal material possessions now for a head-begin when it’s time to start concentrating on driving sales
  • Evaluate your previous seasonal material efficiency to be able to recycle, upgrade, and potentially even broaden them into standalone jobs
  • Research your competitive strategies to assess how they make use of seasonality in their digital marketing technique
  • Create a comprehensive editorial calendar to plan all tasks and due dates to “capture” the increasing interest in seasonal material and offers

Summer is a sluggish season for numerous companies, specifically those in a B2B specific niche. If things are a bit sluggish for you now, here’s a concept – Use these peaceful months to turn your next huge season into a substantial increase for your company. Here is how you can begin getting ready for your next huge seasonal material marketing project now:

1. Check your seasonal rankings now

Do you have a page (or pages) using seasonal offers, present concepts, and special deals? The need for this kind of material might be seasonal however its rankings need to be long-term. That’s why I constantly encourage versus eliminating these pages or perhaps delinking them throughout the website.

You desire those pages to constantly be accessed by Google for your rankings to be there when the searches begin climbing up.

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

Seasonal campaignsSource: Screenshot created by the author

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

SERP analysis of seasonal marketing campaignsSource: Screenshot created by the author

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 yield results.

2. Start creating seasonal assets (content and social)

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

When brainstorming seasons content ideas, I constantly turn to Text Optimizer that does a great job suggesting related concepts and angles to focus on:

Semantic search for seasonal content ideas

Source: Screenshot created by the author

The tool relies on semantic analysis.

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

Furthermore, there are a few cross-channel content marketing tools that can help create and organize your seasonal content. For example, Boosted by Lightricks allows you to easily create festive videos in multiple formats:

Formats for cross channel marketingSource: Screenshot created by the author

This way you can create content assets that will fit all of your channels. 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 campaignsSource: Screenshot created by the author

The app is available on iPhone and Android for free. You can choose to upgrade for $4.99 per month. I for one have been using the free tier (and the above screenshots are taken when using the free version of the app).

The platform also offers a list of seasonal content ideas and hashtags to make your campaign even more effective.

There are a few more video creation apps out there but I don’t think any of them let you access so many great features for free.

Another great content creation tool that gives you lots of free features for free is, of course, Canva. I’ve been using Canva for free for as long as I can remember without ever having to upgrade.

Christmas campaignsSource: Screenshot created by the author

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

3. Evaluate your past seasonal campaign performance

If you were publicizing any seasonal content over the years, discover all of it to:

  • Explore an opportunity for an update (“Can I reuse this asset this year?” as well as “How can I make it better?”)
  • Evaluate how effective it was in attracting traffic as well as turning those clicks into conversions

Google Analytics offers an easy way to identify landing pages that did the best job attracting traffic during 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 select “Previous year” from the drop-down
  • Click “Landing page” tab in the chart below:

Analyzing past seasonal campaigns' performance in Google AnalyticsSource: Screenshot created by the author

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

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

Finteza dataSource: Screenshot created by the author

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

4. Consider starting a tradition

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

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

Start a tradition for your next seasonal campaignSource: Namify

5. Look what your competitors did (or didn’t)

Competitive analysis is important because it motivates a business owner to do more and do it better. Therefore I always include competitive analysis in any of my marketing planning.

There are plenty of ways to research your competitors and what they are doing. My first step is always checking Ahrefs and what other search inquiries they are ranking for:

competitor analysisSource: Screenshot developed by the author

Ahrefs is the only platform in the industry that also uses an estimate of traffic each search query sends. Here’s how they calculate it. Ahrefs lowest tier is $99 per month but it is definitely a must-have tool if you are doing SEO.

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

Similar WebSource: Similar Web

This basic report is available for free.

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

6. Create your editorial calendar

Every year people seem to start preparing for big holidays earlier. It is not unusual to spot a Holiday-centric social media ad in October. This can actually cause both excitement and irritation.

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

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

Google search trends on seasonal keywordsSource: Screenshot created by the author

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

Google Trends compareSource: Screenshot developed by the author

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

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

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

Instagram resource on holiday seasonal marketingSource: Screenshot created by the author

Conclusion

Seasonal planning is a great way to make the most of those seasonal interest spikes and build more sales. The earlier you begin preparing for your big season, the more time you have actually to manage an increased quantity of sales. Good luck!

Ann Smarty is the Founder of Viral Content Bee, Brand and Community supervisor at Internet Marketing Ninjas. She can be discovered on Twitter @seosmarty.

About us and this blog

We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.

Request a free quote

We offer professional SEO services that help websites increase their organic search score drastically in order to compete for the highest rankings even when it comes to highly competitive keywords.

Subscribe to our newsletter!

More from our blog

See all posts