Here’s how you can master your next seasonal digital marketing campaign (2022)

30-second summary:

  • To ensure organic visibility for your seasonal pages, start creating, optimizing, and analyzing them now
  • Start creating, organizing, and scheduling seasonal content assets now for a head-start when it’s time to start focusing on driving sales
  • Evaluate your past seasonal content performance to be able to recycle, update, and possibly even expand them into standalone projects
  • Research your competitive tactics to evaluate how they utilize seasonality in their digital marketing strategy
  • Create a detailed editorial calendar to plan out all assignments and deadlines to “catch” the rising interest in seasonal content and deals

Summer is a slow season for many businesses, especially those in a B2B niche. If things are a bit slow for you now, here’s an idea – Use these quiet months to turn your next big season into a huge boost for your business. Here is how you can start preparing for your next big seasonal content marketing campaign now:

1. Check your seasonal rankings now

Do you have a page (or pages) offering seasonal deals, gift ideas, and special offers? The demand for this type of content may be seasonal but its rankings should be permanent. That’s why I always advise against removing these pages or even delinking them throughout the site.

You want those pages to always be accessed by Google for your rankings to be there when the searches start climbing.

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.

Here’s how you can master your next seasonal digital marketing campaign (1)Source: 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:

Here’s how you can master your next seasonal digital marketing campaign (2)Source: 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, start creating (and even scheduling) your content assets beforehand.

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

Resources

Digital Marketing Email, The Weapon Against Identity Fraud

Digital Marketing 21 Ways to Grow Email Lists

(Video) Here’s How You Can Master Your Next Seasonal Digital Marketing Campaign by Ann Smarty #514

Here’s how you can master your next seasonal digital marketing campaign (3)

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:

Here’s how you can master your next seasonal digital marketing campaign (4)Source: Screenshot created by the author

(Video) How to Create a Marketing Plan | Step-by-Step Guide

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:

Here’s how you can master your next seasonal digital marketing campaign (5)Source: 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.

Here’s how you can master your next seasonal digital marketing campaign (6)Source: 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, find 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:

Here’s how you can master your next seasonal digital marketing campaign (7)Source: 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.

(Video) Earn Huge Profits This Q4 With Amazon Q4 Mastery 2022

Here’s how you can master your next seasonal digital marketing campaign (8)Source: 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) site will be easier to brand and promote without causing any strong associations with your main business. If you need some inspiration, check out Namify:

Here’s how you can master your next seasonal digital marketing campaign (9)Source: 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 queries they are ranking for:

Here’s how you can master your next seasonal digital marketing campaign (10)Source: Screenshot created by the author

Ahrefs is the only platform in the industry that also offers 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 identify which sites are sending traffic to my competitors:

Here’s how you can master your next seasonal digital marketing campaign (11)Source: 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.

(Video) The 2023 Investing Plan

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 important 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:

Here’s how you can master your next seasonal digital marketing campaign (12)Source: Screenshot created by the author

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

Here’s how you can master your next seasonal digital marketing campaign (13)Source: Screenshot created by the author

When it comes to organizing and scheduling your content assets, 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 content 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 planning (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:

Here’s how you can master your next seasonal digital marketing campaign (14)Source: 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 start preparing for your big season, the more time you have to handle an increased amount of sales. Good luck!

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

More about:

  • campaign performance optimization
  • campaign strategy
  • competitor analysis
  • content
  • data analysis
  • Digital Marketing
  • evergreen content
  • Google
  • Google Analytics
  • holiday advertising
  • holiday marketing
  • influencer commentary
  • search intent
  • search rankings
  • seasonal campaigns
  • SEO
  • SERPs
(Video) Monetising personal digital data sparks interest in the Den 🐉 Dragons’ Den - BBC

FAQs

What are the 5 pillars of a digital marketing campaign? ›

  • Content Marketing. It's no coincidence this is first on the list of digital marketing pillars. ...
  • Inbound Marketing. ...
  • Social Media Marketing. ...
  • Email Marketing. ...
  • Mobile Marketing. ...
  • Bonus: Integrated Marketing.
11 Nov 2011

What are 3 seasonal campaigns advertisers might be interested in? ›

Christmas, Easter, and Valentine's Day are among the most popular seasonal campaign periods marketers should use. Apart from them, you can offer sales during mid-seasons, Black Friday and Cyber Monday times.

What are the four digital marketing strategies? ›

Digital marketing can be broadly broken into 8 main categories including: Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics and Affiliate Marketing .

How do you present a digital marketing campaign? ›

Here's how to create a solid digital marketing strategy:
  1. Explore the landscape and analyze your results. ...
  2. Map out your strategy. ...
  3. Define your target audience. ...
  4. Build your content strategy. ...
  5. Choose your channels and tactics. ...
  6. Set key performance indicators and benchmarks. ...
  7. Execute with best practices. ...
  8. Analyze and adjust.
25 Feb 2021

What is the strongest pillar of marketing? ›

#1.

Product is one of the most important and pillar of marketing. Everything will be useless if you dot have a product to offer.

What does a digital marketing campaign entail? ›

A digital marketing campaign is an online marketing effort put forward by a company to drive engagement, conversions, traffic, or revenue. The campaign ties in with the overarching goals of the organization and includes one or more digital channels in the efforts.

Which is an example of a seasonal push marketing campaign? ›

For instance, a flower shop would probably see a surge in sales during Valentine's week, and a bathing suit retailer would find great success during the summer. This is called seasonal marketing.

Why seasonal promotion is important? ›

The primary benefit of these promotional marketing strategies is to attract attention to your business at an opportune time and increase revenue in an otherwise quiet period. In some cases, these seasons are critical to revenue because they represent a time when a substantial amount of your sales takes place.

What are the 3 most important things in digital marketing? ›

At its highest level, digital marketing has three main components: Lead Generation, Lead Capturing, and Lead Nurturing.

How do you create a successful digital campaign? ›

5 Steps to Building a Killer Digital Marketing Campaign
  1. Define Your Goals. To some people, this advice seems so glaringly obvious that you might wonder why we would include it at all. ...
  2. Identify Your Target Market. ...
  3. Define Personas. ...
  4. Realistically Assess Your budget. ...
  5. Take Advantage of Social Media.
18 Oct 2018

How do I create a winning marketing campaign? ›

There are six essential steps to develop a winning marketing campaign:
  1. Step 1: Determine Your Objective and Budget.
  2. Step 2: Identify Your Target Audience.
  3. Step 3: Create Your Message.
  4. Step 4: Develop Your Media Strategy.
  5. Step 5: Implement Your Marketing Campaign.
  6. Step 6: Measure & Analyze Your Results.
5 Jul 2022

What makes a successful digital marketing campaign? ›

Build your core ads and service offerings first, and then write content with CTAs that lead users towards a purchase. But make sure that it's relatable, relevant and useful to your audience. You'll also want to have a clear understanding of how your content is working with regards to SEO and analytics patterns.

What are examples of digital marketing campaigns? ›

Let's take a look!
  • American Express and the building of authority.
  • Airbnb and the focus on user content.
  • Lyft and the need for creating promoters.
  • Domino's and the embrace of new technologies.
  • Sephora and the omnichannel path.
  • Slack and the focus on solutions.
25 Mar 2020

What are the 4 concepts of marketing? ›

The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability.

Who is the father of digital marketing? ›

The “father of digital marketing,” Philip Kotler, is often referred to as such. He is an American professor who is credited with founding marketing as an academic discipline and has produced over 60 marketing books.

What are 4 key pillars of marketing? ›

The 4Ps of Marketing, often referred to as the Marketing Mix, are Product, Price, Place and Promotion. Consideration of these four elements should form the basis of any good marketing strategy.

What skills do you need to be a digital marketer? ›

Top 7 Skills Required to Become a Digital Marketing Expert
  • Data Analysis. ...
  • Content Creation. ...
  • SEO & SEM. ...
  • CRM. ...
  • Communication Skills. ...
  • Social Media. ...
  • Basic Design Skills.

What is the best marketing strategy? ›

If you are looking for the overall most effective marketing strategy for small business, content marketing is the winner. Content marketing encompasses blogs, videos, social media posts, podcasts, webinars, and more – basically, any type of content you can distribute online falls into this category.

What do you mean by seasonal marketing? ›

Seasonal marketing refers to marketing that revolves around special holidays. As cultural and popular business events like Christmas or Black Friday come around, there's heightened excitement, which forms the perfect foil to support your marketing efforts.

What are the ways you can identify and showcase seasonality factor to your client? ›

Seasonality
  • Step 1: Understand seasonal drivers.
  • Step 2: Know the calendar and start preparing early.
  • Step 3: Optimize your site.
  • Step 4: Prepare for seasonal opportunities.
  • Step 5: Track performance and audience engagement.

What are the seasonal products? ›

Products that are either not available on the market during certain seasons or periods of the year or are available throughout the year but with regular fluctuations in their quantities and prices that are linked to the season or time of the year.

How do you plan a seasonal campaign? ›

Step-By-Step Guide on Planning a Seasonal Marketing Campaign
  1. Step #1: Pre-Planning Gives You an Edge over Your Competitors. ...
  2. Step #2: Determine the Goals of Your Campaign. ...
  3. Step #3: Determine Your Target Audience. ...
  4. Step #4: Be Creative but Also Do Some Research Similar Campaigns. ...
  5. Step #5: Look for a Perfect Call-to-action.

Why is seasonal content important? ›

Seasonal content proves to your audience that your brand produces content that is relevant and useful to their daily lives. It helps build a sense of trust and loyalty, and it showcases your brand as current and in tune with current trends.

What is the meaning of seasonality? ›

What Is Seasonality? Seasonality is a characteristic of a time series in which the data experiences regular and predictable changes that recur every calendar year. Any predictable fluctuation or pattern that recurs or repeats over a one-year period is said to be seasonal.

What are the benefits of promotional campaigns? ›

‍Key advantages of seasonal promotion campaigns
  • Attract attention to your business and increase brand awareness.
  • Boost product sales and revenue at certain times a year.
  • Increase visibility among your customers.
  • Enhance chances to convert one-time customers into loyal customers.
  • Boost profit in an otherwise quiet period.
18 Jul 2022

How does seasonality affect pricing? ›

That means charging different prices for products and services depending on whether it's high season or low season. The idea is to smooth demand by enticing customers with low prices during the slow period, while maximizing revenues with higher prices when demand is strong.

What are the benefits of promotion in marketing? ›

The benefits of promotion are:
  • Creates a source of information.
  • Creates product differentiation.
  • Generates higher revenue.
  • Provides communication opportunities.
  • Creates target marketing or market segmentation.
  • Creates word of mouth.
  • Creates a reason to buy.
  • Creates a platform to cross-sell and upsell.

Which digital marketing strategy is best? ›

5 Most Effective Digital Marketing Techniques
  • Paid Search Advertising. This could be anything from media buys to display ads. ...
  • Email Marketing. Email marketing is still considered one of the most powerful advertising media on the Internet. ...
  • Search Engine Optimization (SEO) ...
  • Social Media Marketing. ...
  • Video Marketing.

What are the 5 benefits of digital marketing? ›

Top Advantages of Digital Marketing
  • Global Reach. Traditional marketing is restricted by geography and creating an international marketing campaign can be hard, expensive, as well as labor-intensive. ...
  • Local Reach. ...
  • Lower Cost. ...
  • Easy to Learn. ...
  • Effective Targeting. ...
  • Multiple Strategies. ...
  • Multiple Content Types. ...
  • Increased Engagement.
18 Oct 2022

What are the main 5 reasons to implement digital marketing in a company? ›

5 Reasons Why Digital Marketing is So Important For Businesses
  • Your customers are online. ...
  • Your competitors are online. ...
  • Compete with global corporations. ...
  • You can target ideal customers. ...
  • You get to know your audience and allow them to know you personally, which can help to create brand loyalty and a community.
15 Sept 2021

What is the biggest problem with digital marketing? ›

#1 Generating Quality Leads

Perhaps one the biggest, if not the biggest, digital marketing challenges facing small businesses is finding new customers – but not just someone who might buy from you and never see them again – repeat customers – also known as quality leads. Quality leads are tough to come by.

How do you write a campaign strategy? ›

  1. Building a campaign strategy. ...
  2. Identify your goal and objectives. ...
  3. Policy analysis. ...
  4. Identify your audience. ...
  5. Identify your message. ...
  6. Analyse your strengths and weaknesses. ...
  7. Identify your tactics and activities. ...
  8. Monitoring and evaluation.

What are campaign ideas? ›

What Are Marketing Campaign Ideas? A marketing campaign is a multi-channel promotion centered around a theme, event, or specific content. Marketing campaign ideas are the published content, or events, that bring your message to your audience.

What are the 3 types of campaign? ›

Campaigns come in all shapes and sizes, and there are many different types of campaigns. They usually fall into three different categories - channel-specific, tactic-led and by objective.

What makes a campaign successful? ›

Successful campaigns first and last establish credibility and a sense of truth and rightness in all that they do. People, products and ideas all seem to be reasonable, feasible, competent, trustworthy, expert and so on. It is easy to accept what is said as fair and difficult to make accusation of lying or deception.

How do I start my own campaign? ›

Getting ready to campaign
  1. Figure out your goal – the big change you want to see.
  2. Research your campaign to check you've got the facts right.
  3. Set some objectives – which are the things you think need to happen to bring about your goal.

What is pulsing strategy in advertising? ›

Pulsing: This model is the combination of both continuity and flighting scheduling. Here, ads run whole year round but at a lower sidxe that means less ads, and heavy advertisements are preferred at the peak time. So this model has advantages of both the other models. Generally scheduling is fixed for a month.

What do you understand by social media advertising? ›

Social media advertising is a type of digital marketing that utilizes social networks such as Facebook, Twitter, and Instagram to deliver paid ads to your target audience. Social media ads are a quick and effective way to connect with your consumers and boost your marketing campaigns.

How do you fly an advert? ›

In a flighting strategy, the advertiser only places adverts during optimal periods. During periods that are not optimal, the seller does not place any ads. We refer to the periods with and without adverts as the flight and hiatus respectively.

What are flighting strategies? ›

What Is Flighting? Flighting is an advertising scheduling strategy that alternates between running a normal schedule of advertising and a complete cessation of all runs. Flighting refers to the period when advertising is being run, while the cessation period is known as a hiatus.

Which platform is best for advertising? ›

Online advertising platforms list
  • Google Ads. It should be no surprise that Google Ads is first on our list, as it's essentially the king of paid advertising platforms. ...
  • Bing Ads. ...
  • 3. Facebook Ads. ...
  • Instagram Ads. ...
  • Twitter Ads. ...
  • LinkedIn Ads. ...
  • Pinterest Ads. ...
  • Amazon Ads.
29 Oct 2020

What are the best strategies for social media marketing? ›

10 Social-Media Marketing Strategies for Companies
  • Start using chatbots. ...
  • Create a personalized experience for your customers. ...
  • Create an efficient content marketing strategy. ...
  • Create a community for your audience. ...
  • Jazz up your profiles with a diverse content strategy. ...
  • Use brand advocates.
1 May 2017

Videos

1. Multilevel Marketing: Last Week Tonight with John Oliver (HBO)
(LastWeekTonight)
2. “Hey Boy” Karaoke Sing Along Song | Over the Moon | Netflix After School
(Netflix After School)
3. The 100-Year Game | SBLIII
(NFL)
4. 7 Effective Marketing Strategies for 2022 (TIPS, TRICKS & TACTICS)
(Adam Erhart)
5. 9 Passive Income Ideas - How I Make $27k per Week
(Ali Abdaal)
6. Who is Becca? - Talking Tom & Friends | Season 4 Episode 9
(Talking Tom & Friends)

Top Articles

Latest Posts

Article information

Author: Edwin Metz

Last Updated: 11/20/2022

Views: 5505

Rating: 4.8 / 5 (58 voted)

Reviews: 89% of readers found this page helpful

Author information

Name: Edwin Metz

Birthday: 1997-04-16

Address: 51593 Leanne Light, Kuphalmouth, DE 50012-5183

Phone: +639107620957

Job: Corporate Banking Technician

Hobby: Reading, scrapbook, role-playing games, Fishing, Fishing, Scuba diving, Beekeeping

Introduction: My name is Edwin Metz, I am a fair, energetic, helpful, brave, outstanding, nice, helpful person who loves writing and wants to share my knowledge and understanding with you.