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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • October 26, 2012

3 Tactics to Drive Marketing Success From Your Community This Holiday

holiday social media tree.jpgIt's
hard to believe the holiday season is upon us once again. As marketers
scramble to tweak their last-minute holiday plans and promotions, top
priorities likely include acquiring new customers, amplifying existing
efforts, improving targeting, and increasing conversion. With those
objectives front and center, I'd like to offer up three quick and
tactical recommendations that can help assure your brand has a very
happy holiday season.
Tactic: Social login/Facebook Connect.

Benefits: Acquire new customers, increase data accuracy, improve relevance, and generate new program opportunities.

Looking
to acquire new customers and improve relevance? Look no further than
implementing social login, which enables users to log in to your site
using their social identity from leading social networks like Facebook.
There is no doubt that retail site traffic spikes during the holiday
season, so why not take advantage of all that increased attention and
turn it into more registrations and email subscribers? Including a
social login option to register, subscribe, and purchase from your site
can not only grow sign-ups 30 percent to 50 percent, but it can increase
the accuracy of the data collected. Be sure to include an opt-in to
future email communications and gain permission to collect critical
social attributes (birthdate, location, and interests) within the
Facebook app acceptance process so you can create new programs and
improve the relevance of future marketing efforts.

Tactic: Socialize existing email efforts.

Benefits: Grow communities, increase reach/amplification of promotional efforts, and generate new program opportunities.

Billions
of emails will be sent this holiday season on behalf of thousands of
retailers. As a result, email presents one of the best and easiest ways
to help you grow your social communities as well as amplify your social
media promotions. To do that, marketers should socialize existing email
efforts in order to grow communities and encourage your most loyal
audience to share key promotions with friends, family, and followers. To
do that, consider including the follow components in every email:

  • "Join
    us." Include social community icons to encourage existing subscribers
    to join social communities offering you the ability to engage users
    across multiple channels in the future.
  • "Like." Give email
    recipients the ability to like/approve an offer within your existing
    email communications. When liked, offers will appear on their
    wall/friends' newsfeed and will result in greater visibility for your
    brand and promotions.
  • "Share with your network." SWYN enables
    further distribution of the email offer to some or all of the
    recipient's friends. Include multiple share options including posting to
    Facebook, tweet, and email.
  • "Connect with us on Facebook."
    Including a connect option that when clicked includes an app acceptance
    process offers brands the opportunity to collect critical social profile
    data (birthday, location, interests) that can then be used to optimize
    your future email marketing efforts or generate new programs (e.g., new
    store opening announcements based on location).

Tactic: Relationships retargeting.

Benefit: Increase conversion.

Targeting
known users via relationship retargeting is one of the most effective
and efficient uses of holiday budgets any marketer can make. Setting
cookies across known users interacting with your brand via a site visit,
purchase, or email opt-in and open allows marketers the opportunity to
create a rich and addressable audience online that can later be used for
display retargeting efforts. Once the cookie pool of active known users
is built, the possibilities are endless and benefits great. Imagine
being able to then leverage those cookies to target users who visited
and then abandoned a purchase on your site, or who opened and clicked on
an offer in email but didn't convert, or perhaps someone who didn't
open the email at all. As a result, brands experience a lift in
conversions, sales, and ROI in the double digits.

So there are
three tactics that enable you to make simple, yet critically important
enhancements to existing holiday marketing efforts. Taken together,
these changes can help you acquire more customers, amplify your
promotional efforts, and increase conversion. For even more tips on
optimizing your digital marketing efforts for the holiday season, check
out my company's 2012 Retail Email Guide to the Holiday Season and my
column from last year, "11 Ways to Leverage the Power of Social Media
for the 2011 Holiday Season
."

Please note: This article originally published on ClickZ

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