Marketing mistakes to avoid during the holidays

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Holiday Marketing

It’s the holiday season, which also means it’s the season for retail and e-commerce. It’s the time of year when you can really reel in some profits for your business. According to Adobe Analytics, the total online U.S. retail sales for the last two months of 2017 amounted to more than $108 billion. If you’re not leveraging for the season, then your business won’t be able to take advantage of the opportunities the holidays provide. Avoid these marketing mistakes so your business has a lot to celebrate this holiday season:

Being unprepared for an influx of orders

Plan for the holiday season by having enough hands on deck and enough products in stock so that you’re not overwhelmed when the orders start coming in. If you need them, hire seasonal workers. It’s a good idea to have excess inventory and extra packing materials just in case. This way you can avoid disappointing customers.

Don’t forget to check in with your website host to ensure your site can handle the additional traffic. You definitely don’t want to lose sales because of a crashing website.

Lack of adequate online support for customers

If a potential customer has a question about your product, it should be easy for them to find the answer. That’s why it’s super important to set up online support for customers, this should include a live chat function on your website and a support line through either email or phone. This will avoid pushing away potential customers by getting their urgent questions answered immediately. Make sure your team is well acquainted with the support functions in place. Set up automated messages and motivate your team to respond quickly to questions.

Lack of paid advertising

By investing in paid advertising, you will be able to reach new customers as well as re-engage existing customers. It’s very simple to do – create a custom audience based on your existing Facebook following. This will allow you to run ads to customers who are already receptive to or supporters of your brand.

Using paid advertising is also an opportunity to target previous visitors to your website and target ads to them based on their browsing or what items they added to their cart. Remarketing ads can be a great tool to give customers that extra push to make a purchase. 

Not having an effective e-mail marketing strategy

If you want to maximize holiday sales, then you need an effective e-mail marketing strategy. A 2017 Shopify reports that e-mail was most successful in converting shoppers into customers, in front of social, direct mail and search.

An effective holiday e-mail marketing campaign is specific to the particular holiday and is planned ahead. To get the most out of your campaign, start your promotions early, use holiday e-mail templates and offer exclusive holiday deals.

Bad checkout experience for customers

Holiday shopping is usually hectic and stressful. The best way to make sure customers buy your product is to be the least stressful part of their shopping experience. The last thing you want is to be an additional source of stress for your customers. That means the checkout process for customers should be smooth and easy.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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