The marketing timeline to take your holiday promotion from planning to publish, while while helping you stay organized, sane, and set up for success.
Halloween, Black Friday, Small Business Saturday, Cyber Monday, Thanksgiving, Christmas, Hanukkah, New Year’s Eve, basically all the holidays. The year is packed with holidays, festivities, and fantastic excuses to connect with your audience.
Your success with a holiday promotion hinges on a deliberate marketing plan. Good news: There is a plan for you here.
This Hustle Campaign Planning Checklist
is going to become your new best friend. It’s the
1-2-3 guide that will make sure your promotion goes off without a hitch and provides you with the key elements to consider and complete for maximizing your results.
READY TO ROCK THIS CAMPAIGN?
Let’s get started
Planning and Foundations
When: 4+ weeks before promotion
The best promotions don’t just come out of thin air.
Give yourself some space to lay a proper foundation for your promotional event. You can always be flexible as you build out the campaign, but the greater clarity at the beginning, the better focus you’ll have executing your plan.
- Set your goals
- Brainstorm your offer
- Determine the main hook/angle of your promotion
- Determine promotion methods
- Add your Facebook pixel to your site and pages
- Create list segment in your Email Service Provider or Customer Relationship Manager
- Upload custom audiences into Facebook
Prime Your List
When: 3+ weeks before promotion
During the holidays, ecommerce giants are able to outspend most small businesses in advertising.
So it’s essential that entrepreneurs with smaller budgets rely on their own email lists for their campaigns. You’ll also benefit from relationship marketing at a time when everybody else is selling at a discount.
- Create fresh, free content
- Deliver via landing pages, pop-ups, etc.
- Engage your audience via email
- Engage your audience on Facebook
- Engage your audience on relevant social channels (Instagram, LinkedIn, Twitter, Pinterest, etc.)
- Gather testimonials
- Create a Facebook ad for your fresh free content
- Run Facebook ads to your free content (Saved audiences, Lookalike audiences, Custom audiences)
Create Your Offer
When: 2+ weeks before promotion
To get buyers to happily give you their money, you need a great offer that stands out from the noise.
Avoid discounting your existing product or service, and instead consider bundling what you have or introducing a new product at a special introductory price. Focus on the benefits of your offer: people want to buy better versions of themselves.
- Determine features of your offer
- Determine bonuses
- Craft benefits of those features
- Create product listing in your merchant account or membership site
- Write welcome email for new customers
- Write follow-up email for new customers
- Set up emails for new customers in your Email Service Provider or Customer Relationship Manager
- Rough draft of sales page copy
- Create a thank you page people will see after their purchase that details what they’ve bought
- Create segments/tags/lists/ campaigns/workflows for new customers in your Email Service Provider or Customer Relationship Manager
Create Your Sales Page
When: 1 week before promotion
With the proper social and email engagement over the prior weeks, your sales page shouldn’t need to do a lot of heavy lifting.
However, you will want to capture the desires of your audience and the benefits your offer provides on your sales page. Make it a compelling and easy decision for people to say yes to.
Hint: You’ll know your page is great when you’re excited to buy your own offer yourself.
- Write sales page copy
- Find images for sales page (hero, headshot, testimonials)
- Add countdown timer for promotion window
- Connect sales page to merchant account or membership site
- Connect buying process to your thank you page
- Test your sales page and buying process
- Bonus: Create sales page video
Create Promotion Campaign
When: 4 days before promotion
With your offer locked in, it’s time to shine a light on it.
Your promotion campaign is a combination of communications across several channels: email, social, and remarketing ads. Stick to a specific theme, and don’t be afraid of frequent messaging.
- Develop 4-part email series for promotion (assuming a 4 day promotion window)
- Add emails to ESP/CRM and schedule for delivery
- Develop 3-4 ads for Facebook retargeting ads (focus on remarketing to custom audiences only)
- Set up ad campaigns in Facebook
Bonus: Create split test for sales page
When: Day of promotion
All your hard work is ready to pay off.
Open up the gates and enjoy the thrill of seeing your “baby” take flight.
- Pull the “switch” to go live, including sales page, ads, and social promotions
- Monitor results of campaign
- Avoid pulling the plug or dramatically changing anything during the first 24 hours of the promotion
- Monitor the delivery of your offer
- Deliver what you promise
Measure and Enjoy the Results
When: 1 week later
You made it—it’s time to breathe again!
But while the promotion is fresh in your mind, take the time to reflect on how you did and plant the seeds for your next successful campaign.
- Look back at your goals and see how you did
- Evaluate your key metrics: revenue generated, sales page conversion rate, email open and click-through rates, ad ROI
- Solicit feedback from your new customers (and those that didn’t buy)
- Create a “What I’d do same/ differently next time” doc for future reference
- Take a day to enjoy the rewards of your promotion
- Schedule your next holiday promotion 3-6 months from now