The importance of celebrating national holidays on social media is a well known fact within the marketing industry. It’s crucial to have some form of holiday marketing in your strategy, but here’s where brands and businesses alike fall short, they ultimately try to do too much.
It’s not entirely their fault, there is an abundance of information highlighting the importance, followed by a list of 100 important dates to remember including the big and relatively important smaller holidays! So let’s dive into the crux of this article.
You don’t need to post about every important date.
You need to be strategic and choose your holidays wisely so that you can really get the most out of your marketing, while simultaneously saving time, money and energy you would otherwise lose trying to keep up with every single date.
So let’s talk about how you can do just that in three easy steps.
Start by keeping it relevant to your audience
Consider what you can give, whether it’s a special offer or an increased awareness on an important issue. Generally, the posts that perform the best amongst a sea of Happy Holidays, are the ones that give back to an audience, community and a brand’s customers.
It could be hosting a discount for women to celebrate International Women’s Day, or offering a discount or giveaway for couples to celebrate Valentine’s Day.
If you simply want to raise awareness on a topic that’s important to your business, or an initiative you care about, such as climate change, you can create an infographic to celebrate World Earth Day while inviting them to support the cause.
Knowing who your audience is and how you can give back to them through your content is key to your holiday marketing campaign, but remember it also needs to be relevant to your business, which brings us to our next point.
Keep it relevant to you and your business
What your audience wants, ties heavily into what you can give. Valentine’s offers will do incredible things for a business in the hospitality or beauty industry, but for an online service provider, it wouldn’t have the same impact. Whereas offering a discount on your newest service to celebrate Entrepreneurship Day or even to kick off the New Year can go a long way, as can raising awareness towards World Mental Health day.
In layman’s terms, if the date isn’t relevant to your business or values, something you avidly support and you know you can’t offer anything relevant to the date itself, then you don’t need to do anything, not even a post, which gives you the space to focus on the more relevant areas of your business that need your attention.
Follow marketing etiquette
And finally, the make or break of your national holidays for social media marketing strategy is understanding tone. Knowing when, who and how to approach your audience depending on the importance of the date, and the reasons behind the date.
Black Friday is a fantastic day to push out special offers and promote them like crazy all over social media, but days such as memorial day exist to pay respect and using it to bring in more cash would be in poor taste, it can also have a negative impact on your reputation.
This is the difference between knowing when to create excitement and when to show support. Don’t forget that marketing on social media is all about stirring up the emotions, so you want to make sure you’re hitting the right buttons
Remember there’s nothing wrong with using any important dates in your marketing, nor posting about them on social media, but if you really want to reap the rewards, it needs to be done with intent and a high level of awareness.
So with that said, keep it relevant to your audience, to your business, know when and how to recognise your chosen dates, and know when to say no.
Now we’ve covered the basics, it’s time to review your marketing initiative and shift your attention to that which really matters most.
Need support with your marketing strategy? We’d be happy to help so don’t be afraid to get in touch.