Q4 and the Business Hunger Games
Q4 and the Business Hunger Games
It’s that time of the year when businesses find their engagement reach has dropped and what they are paying per click has gone up.
How do we know this? No, we can’t see into the future … it’s because statistics show that this occurs every year when Q4 (fourth quarter of the year) rolls around.
People notice the drop and they worry about what they’re doing wrong because they don’t understand what’s behind this and why.
In short, the reason is that it’s the most competitive time of the year in social marketing. It’s when all the big companies come out to play with big marketing budgets and strategies for Labour weekend, Black Friday, Cyber Monday, Green day (the final day you can order and still receive the delivery before Christmas) and Boxing Day sales.
The good news is that there are a few things you can do to remain in the race.
Every account has peaks and troughs. While you will always want to see continual upwards growth, the worst thing you can do is stop your campaigns or make big changes like cut your prices to draw engagement or sales. Desperation sales can be very off putting. Consider that it is a win when at least a single person saw your post and you made their day!
STAY TRUE TO YOUR WHY
Remember the client who needs your service or product, that you remain true to and what you have set out to deliver. Continue to show up, love your audience, remain authentic, interact with everyone who loves your brand and ensure that they have the best experience that you can offer.
Focus on content that is uplifting, fun, interesting and adding value to the user. Review your social media posts and do more of the posts that had good engagement. Focus on building community and conversation as this will improve the engagement, which in return improves your reach and therefore your ad cost.
Amplify your content on Facebook and Instagram by using their tools. We don’t recommend using hashtags on Facebook. Get in touch to find out more.
Remarketing lets you show ads to users who have previously visited your website as they browse the Web. In effect, you are ‘following’ your customers around the web (for a defined period). Talk to us for more help here.
NEWSLETTER OR BLOGS
Use engaging and interesting content to connect with your clients. Consider outsourcing this. You’ll be amazed how a fresh perspective and skills of a writer can add value to your blogs and newsletters.
LABOUR WEEKEND, BLACK FRIDAY, CYBER MONDAY, GREEN DAY, BOXING DAY
Planning around these with some strategies well in advance is crucial. Consider what you will have on offer or what service or product you want to promote. Use quality graphic design and content. You could offer a discount, make up gift packs, bundle deals or consider giving something away.
During Q4 we highly recommend that you run Google Ads. This is a great way to create leads instantly. If you commit some budget to this, you can show up and reach people that are looking for your products and services, including an audience that may be interested in your products and services. You only pay per click.
It’s important to run ads leading up to any event such as Black Friday. Focus on building up an organic audience via email and social retargeting audience. Also put effort into building up brand confidence in your Facebook, to ensure good traffic and conversions around big sales events. These elements will contribute to a more successful campaign during these big events.
Gather testimonials from customers and use these on your website and social media. When things are super competitive, showing evidence that people bought your products and services and had a great experience will can give you an edge.
TEST TEST TEST
You need to give potential customers every opportunity to buy from you – and no reasons to opt out of engaging with you.
Test every aspect of your website, ensure that there are no broken links, blurry images or check out issues. Ensure your content is easy to read and understand.
The final stretch of the year is crazy so remember to have fun with what you do. Engage subject matter experts to help because you don’t have to do this on your own. In the end, you will reap the benefits and you can look back and say that you have survived the Business Hunger Games!