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Getting Any Holiday Marketing Right

When developing a strategy for which keywords to attempt to rank for it is always smart to have a list of high quality, “ever-green” words and phrases to target.  Marketers who overlook the seasonal or holiday based keywords, however, are missing out on huge opportunities.  There are hundreds of important seasonal or holiday words and phrases which can be gathered from around the world to help with very targeted searches for savvy marketers.

When considering putting some effort into this type of seasonal marketing it might seem like a lot of work, but the payoffs can be great.  Looking at the recently passed Independence Day holiday there were 1.5 million searches for “July 4th” and another 800,000 for “Forth of July.” This is not even including the broader searches related to this popular American holiday.  Depending on the types of products or services your selling this can be a great time to offer promotional deals or sales to attract new customers.

With well written, seasonal specific content it might be easier to rank for keywords with lots of traffic during a small portion of the year.  This can result in a boost in traffic (and therefore sales) during these times of the year.  With many different holidays and seasons throughout the year, however, it is possible to get these types of boosts from different keywords on a very regular basis.

While this type of marketing isn’t for every business, it is definitely something to consider. The following are some important points to take into account to ensure the best results can be enjoyed:

  • Get the Keywords Right – The most important thing is to do proper keyword research.  Simple things can often make a huge difference.  For example, “Valentines Day” vs “Valentine’s Day”.  While it is tempting to use the grammatically correct “Valentine’s Day”, keyword research will show that leaving out the apostrophe will get you 22.3% more searches.
  • High Quality Content – Take the time to create high quality content that people will want to share.  Some marketers are tempted to rush through this step because it is only going to be used for a short time each year, but it is better to do it properly so it can keep benefitting the bottom line year after year.
  • Start Early – Don’t wait until the last minute to produce the content and then expect to rank well.  Writing content as far in advance of the holiday as possible will allow the search engines to properly index the page and display it to users.  Remember, the search engines don’t worry about when the holiday is actually occurring so work on ranking for seasonal keywords as soon as possible.
  • Diversify – For some businesses it will make sense to only focus on a few select seasons or holidays.  Others, however, can benefit from just about any spike in traffic.  Look up all the holidays for countries around the world, different religions and even local festivals.  These can all be great ways to get boosts in traffic.
  • Plan for Conversions – Remember, all the traffic in the world isn’t going to do you any good if you can’t convert them. Whether you’re looking to build an email list or you are looking for direct sales, make sure you have everything in place when the traffic begins to come in each year.

Seasonal or holiday traffic can be a great way to increase the profitability of any business.  What types of things do you do to target this type of traffic?

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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