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How online businesses should prepare for Christmas

Author: pmcindoe  |  Category: Internet Business
Published: October 31, 2008

Of course, it’s only weeks away but there are a few helpful tips as an online business that you can follow, to help get the most out of the festive season. And, with the present economic climate, this year’s Christmas sales could make or break your business. So, it’s critical that you get your act together and start competing.

Here are 5 top tips you can follow:

1. Get ready early

As it goes, online sales usually peak at the start of December and tail off soon after, due to perceived delivery worries of consumers. In fact, the offline world is actually favoured the closer to Christmas it gets. So, ensure you make the most of your window of opportunity by planning for Christmas a couple of months in advance and be prepared with your ‘last days to order’ messages, including them on your website, emails and other advertising.

It is important to understand that poor communication about your delivery policies over the Christmas period can result in a loss of trust between customer and company. Furthermore, this can even affect your reputation throughout the coming year.

2. Christmas catering

If you know your customer base and your products/service well, then ensure you offer what your customers want for the festive season. It seems obvious but there is no point in offering a summer clothes sale in winter, but you’ll be surprised how companies clog up the customer journey with irrelevant products at this time of year. As such, offer the right products, at the right time and to the right people; the right prices can set you on course for a busy festive period.

3. Christmas presence

You may not think it but sending out small gifts with customer orders is quite often a nice touch. And, although this can cost you a little extra, you will feel the effects of this clever brand awareness tactic into the New Year, as customers remember you for the future. In fact, even something as simple as a Christmas card can add that personal touch that customers expect.

Alternatively, in this eco friendly business world you live in; why not send a digital Christmas e-card? And, state you are donating your normal Christmas card funds to a local charity; the gift that keeps on giving.

4. Be a brand it bandit

Many online stores often make the mistake of optimising their PPC Ad campaigns with terms such as “Christmas present ideas” which is a very competitive term resulting in a high cost that might not guarantee results.

Instead, optimise your Ads, and indeed your landing pages and website with the brand names and product types you have at your disposal. A website promoting branded gift ideas is a more trustworthy source than a website that seems desperate for any Christmas related sale. And Google will love you more, as you have relevant content which will improve your quality score.

5. Don’t waste money this Christmas

Not only should you be clever when choosing your PPC keyword Ad terms, but constant monitoring of your campaigns will help you identify the Ads which are most successful. For example, if a company wants to sell a mannequin or shops dummy, it is best to check you’re bidding on the more favourable terms for this product at all times, rather than the terms that have a smaller click through rate.

Also, remember to check your ad copy, fine tune it where possible and review your competition regularly on their wording. In doing this, you can ensure that you are not wasting money on ineffective Christmas Ads.

And, from following these tips, it is possible to prevent another painful Christmas for your online business this year.

Paul McIndoe writes for a digital marketing agency. This article has been commissioned by a client of said agency. This article is not designed to promote, but should be considered professional content.

Author: pmcindoe

Paul McIndoe writes for a digital marketing agency. This article has been commissioned by a client of said agency. This article is not designed to promote, but should be considered professional content.

This author has published 174 articles so far.

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