Winter is coming – not only in Westeros but also in the world of marketing.
In other words, it’s the time of year once again where we set our clocks back an hour in preparation for shorter and colder days. It also signals the end of Daylight Savings Time, the start of the holiday seasons, and most of all, it also means resetting your lead gen campaigns.
When talking about resetting your lead generation strategy, the easiest and also the worst thing to do is reusing your old holiday promotion or pre-designed marketing campaign. That is not just plain laziness but also an insult to your customers.
- Do you expect them to buy the same gifts they purchased last year?
- Are they going to use the same style when they buy some clothes for fall and winter?
If you were the customer, you wouldn’t so don’t expect your customers to do anything differently.
Instead of panicking, embrace the new season because it brings new opportunities that can boost your revenue. Here are a few practical marketing tips as you turn back the hands of time before winter comes.
Timing and Buyer Persona
Fall and winter are holiday seasons which means they are also busy seasons. Black Friday and Cyber Monday are fast approaching; then, Christmas. During this time, timing is very critical – especially in sending emails.
Many factors affect the response rates. That includes the type of offer you have, the subject line you use, the time of day you sent the email, and the type of person who received the mail. Therefore, there’s no telling what time your subscribers will engage with the email you sent.
To remedy that, you have to go back to your buyer persona(s). Who is your target audience? What habits, interests, and dislikes do they have?
If your target audience is entrepreneurs and workaholics, then it doesn’t matter what day and time you send an email because this group is always at the computer working.
An infographic from Propeller showed that if you want people to respond to the emails, the best time to send it is either early in the morning or evening while the best day to send them is on Tuesdays, specifically 10 AM on Tuesdays and 3 PM on Thursdays.
How about if your clients are in different locations and time zones?
And the answer is simple – segmentation.
Segmentation is simply grouping your clients based on their age, interests, locations, etc. In this case, you segment them based on their time zones. By doing so, you are sure that you deliver your newsletter and product offers on time to your clients no matter where they are.
Aside from segmentation, you can also customize your marketing campaigns based on customer behavior. For example, what time do they open your email or when was the last time they opened an email from you.
By segmenting and customizing your campaign, you increase your open and clickthrough rates.
Saving Time, Increasing Success
Since we’re talking about Daylight Savings Time, it is just appropriate to talk about how to save time even when you reset your marketing. And the best method to help you save time is through automation.
Instead of just focusing on producing new content, think of expanding your existing content into a series of content. After that, automate it into a sequence of emails. You can either make that a mini-course or a welcome series. By doing that, you save time, money, and effort.
Another time-saving strategy is creating new templates for different people, seasons, and special promotions. By having a template, you can quickly build your content. All you need to do is add or modify it a little to make each of them unique and fresh.
Timing and Planning
Time is short and precious. As DST ends, your customers will have to deal with winter and the holidays. That means they will be busier than usual, so you need to manage whatever time you have to catch their attention. You can do that through relevant campaigns delivered to the right group of people at the right time.
Aside from planning your holiday marketing campaigns, you can also start strategizing for the next spring. It is never too early to do that. After all, time is short!