Holidays are big business for sleep industry companies. The snoring associated with sleep apnea — and the distress it causes in relationships — is a natural connection with Valentine’s Day. Hopefully, you’ve got a plan in place for Valentine’s Day.
If not, let’s get you started planning for the next holiday opportunity. With a few simple strategies, you can sync your marketing with these events.
#1 - First step, create a great holiday offer
A compelling offer (especially a discount) is one secret to holiday marketing success.
#2 - Use the marketing channels your customers follow
Everyone is busy, so you must use the right platforms to get in front of the right people at the right time — to reach existing and potential customers. Optimise your website, use email marketing, social media, as well as review sites. Think seriously about your organic strategy as well as paid options like Google Search Ads and social media ads to extend your reach.
#3 - Set up an event plan
Determine the messaging for each channel and your schedule. Be prepared for the event day. When will you release ads, emails, social media posts to engage your current and potential customers?
#4 - Plan your follow-up
In your messaging, include a call-to-action to join your email list, so you can stay in contact with them year-round.
Top holiday marketing ideas
Offer a discount: This is the best way to compel people to take action; give them a money incentive.
Holiday event: Thank customers for ongoing support with an on-line or in-person event. This can include a contest with a prize — and encourage providing their email address. Discounts or small items can be used as prizes.
Add value: When running a promotion, always provide something special like a thank-you email.
Managing your marketing plan
#1 – Update your listings, reviews, and social media – All sites that list your business/products should carry your holiday promotion. That includes all social media platforms, Google Business Profile, Yelp and any other listing pages that come up in an online search. Your current offer should be listed at each point.
#2 – Update your website – Every message should drive customers to your website or online store. You want them to make a purchase or provide their email to receive an exclusive offer.
Your website must be updated with this offer and relevant information. Don’t make customers hunt for it; the home page must clearly provide details — with a nice graphic that’s appropriate for the occasion.
#3 – Create your holiday email offer – Use email to announce your holiday plan, remind people about important dates and deadlines, and thank them for their purchase.
#4 – Consider paid advertising – You will increase the potential for sales if you use paid ads on social media and Google. You can drive customers to make a purchase from your on-line store or sign up for your email list to get exclusive offers.
Create a post-holiday plan
After the holiday, it’s important to keep the momentum going — so your sleep business is top-of- mind through the year.
Offer a post-holiday sale – Encourage sales with a special after-holiday sale. This allows you to reach new people with your special offer, and also encourage existing customers to keep spending.
Paid advertising can help bring new customers interested in your promotion; you can use social media and email marketing to encourage existing customers to make purchases. Discounts and promotions also add value to your email program for subscribers.
Keep marketing messages relevant with segmentation – Your ads, emails and social media marketing will provide information on potential customers. In follow-up, you can use click segmentation and holiday purchases to fuel content for future messages.
In paid ads, use keywords, location targeting, and demographic information to adjust your future ads for different groups in your audience.
Provide value through the year – It’s critical that you provide value without selling all the time. You must create content that provides answers to your customers’ questions and online searches. Blogs are especially helpful in this regard, as they show your expertise–and they help your customers understand the importance of your products/services, and even use them better.
The Somnowell Marketing Team Can Help
Our team has helped many sleep industry businesses just like yours, to create and implement an email, paid advertising and social media campaign — Facebook, Twitter, LinkedIn and more. The team will work with you to develop the plan, they create and post (with your approval) content that reflects your brand, your unique selling points, your goals.
If your sleep industry business could benefit from a well-developed marketing plan, let’s talk.