Scottsdale, AZ—By most accounts, 36% of all holiday shopping was done online in 2011. Expect that number of continue to rise this holiday season—probably increasing an additional 17% as even more shoppers turn to the Internet for their gift giving.
Coinciding with this increase in online holiday shopping, is the increasing importance of consumer reviews and social referrals. Which is all the more reason retailers need to strategize on their holiday online marketing.
“It is imperative to optimize opportunities within social media in a way that will quantifiable impact sales during the holiday season,” says Jeff Herzog, founder of ZOG Digital, a search and social marketing technology firm. Herzog offers retailers the following four tips:
1. Engage Your Fans with Exclusive Social Media Offers
Your fans and followers have been there for you all year, so now’s the time to give them the appreciation they deserve with access to exclusive content and rewards, and they’ll reward you with loyalty and positive word-of-mouth:
●Create “early reveals” promoting products they can purchase during the holiday season.
●Grant early access to merchandise, so your community members can make their purchases before other consumers.
●Use apps like Instagram to showcase these products and provide a “behind-the-scenes
●Surprise loyal fans with “featured customer” holiday gifts.
2. Drive Awareness with Paid Social Advertising
When planning the release of this holiday-specific campaign, timing can be everything. Act now in creating a campaign roll out schedule so that you can receive all of the benefits of holiday sales.
Take advantage of paid advertisement targeting on Facebook, leveraging promoted posts to ensure your audience is receiving your holiday message. In particular, the new Facebook retargeting ad unit in particular is showing excellent early performance for brands.
Along with paid media, create landing pages that cater to your holiday season promotions. Driving additional visibility through conversations will connect you to your target audience and specific gift-giving demographics.
3. Show, Don’t Tell
Visual storytelling is an important social trend. Image-based social media platforms, such as Pinterest, are exploding in popularity and successfully driving quantifiable results.
Pinterest is projected to account for 40% of all social media driven purchases this year. Ensure that your product pins have a price posted–pins with prices attached are 36% more likely to convert. Polyvore should also be utilized to create collages and pin them on Pinterest.
Encourage the sharing of your items through other platforms such as Facebook and Twitter. You can leverage your images on those sites by using apps that further promote your products and drives fans toward your purchase path.
4. Continually Monitor and Optimize Performance
Understanding performance is the key to furthering your campaign’s success in this season and in the future. A large part of this is optimizing visibility in all aspects of search and social media. Potential consumers need to be able to find your products not only on search engines, but also on social networks.
While many businesses put social campaigns in place, few capitalize on the “social SEO” value of the optimization process. When potential consumers go looking for you, they will either find you or your competitors.
Optimizing all aspects of your brand on social media networks can produce impressive sales and ROI, so get started early.
About ZOG Digital
ZOG Digital is a search and social marketing technology company in Scottsdale, Ariz. Jeff Herzog, founder, is also the founder of the largest digital marketing company, iCrossing. Having already pioneered search while at iCrossing, Herzog is now pioneering bringing search and social together. www.zogdigital.com
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