seasonal marketing Archives - Kirsty France Writes

Posted on 6th November 20236th November 2023 by Kirsty France — Leave a comment

How to talk to your audience at Christmas

No matter how you do marketing for the rest of the year, Christmas is a little bit different. The way your audience is feeling will probably change. They might have warm and fuzzy feelings, be completely stressed out, or even a combination of the two. Even if your business has nothing to do with Christmas, the language you use in your marketing may need to shift to reflect that. Whether you’re aiming for Christmas sales or New Year bookings, read on to discover how to talk to your audience at Christmas to make it happen.

Be emotional

There’s no getting away from it; Christmas makes people emotional. That means you get to use emotion in your marketing because it’s more powerful this time of year. Knowing how to talk to your audience at Christmas means understanding how they express emotion. You might have customers who wear their heart on their sleeve, are a bit more reserved or just hate the whole thing.

They might be stressed because they love Christmas but feel the weight of expectation is too heavy. Speak to how your audience is feeling, and your content will resonate.

Keep it short

You can make an exception for blog posts; otherwise, keep your content short and snappy. You’re speaking to people who either have too much to do or can’t be bothered but know they’ll be in trouble if they don’t buy at least a few presents. No one has the brain space for long social media captions.

Write short and snappy tips or gift recommendations, and your audience will be much more likely to read them.

Make your audience smile

Laughing is good for you. It reduces stress and helps you sleep better, so it’s the ideal antidote to Christmas stress. Even if you don’t have a Christmassy business, you can still give your audience a giggle to make them feel better. Even cheesy cracker jokes can help people bond over a collective groan.

Alternatively, post something calm to let them stop and relax for a couple of minutes.

Be direct

Keeping your posts short is great, but it’s also important to be direct. Tell your customers if a product is the perfect gift for their mum or someone who wants to make their garden more environmentally friendly.

A quick tip like “Here’s something you can do in less than 5 minutes to deal with X” will show your audience how helpful you are and win you new fans.

Show your personality

OK, this applies all year round, but it works really well at Christmas. You might be the sort of person who loves everything about Christmas, which probably means you want to attract customers who feel the same. Alternatively, you and your customers might enjoy Christmas but still feel stressed. There’s loads of preparation to do, and even the nice things, like the school carol concert, involve a full-on diary juggle.

Don’t worry about what people expect of you. Be honest about how you’re feeling, and you’ll attract customers who feel the same.

If you want to write engaging content that lets your customers get to know you at Christmas and all year round, I can help. I’ll write blogs, posts, emails and whatever else you need to engage your audience and encourage them to get in touch. If you’d like a chat to find out how it works, you can book a call here.

Alternatively, for writing hints and tips straight to your inbox every month, sign up for my mailing list using the form below. You’ll get a free copy of my eBook ‘Stop hiding your business’ as a thank you from me. I’m also a vegetarian, which means that my business and I are entirely spam-free!

Posted on 10th July 202310th July 2023 by Kirsty France — Leave a comment

The building blocks of your Christmas marketing plan

Do you have a Christmas marketing plan yet?

Creating your Christmas marketing plan as early as possible is a good idea, but where do you start? Your festive marketing will work best if it’s consistent with your existing brand, but you may also need to make a few changes. Here’s my guide to the building blocks of your Christmas marketing plan.

Who are you talking to?

Whenever you create new marketing, the people you want to talk to must be at the front of your mind. What do they want or need, and how do you help them? This can shift at Christmas, especially if you sell gifts. Think about how you can attract someone looking for a present for your ideal customer and how you’d describe them.

What does your audience need at Christmas?

It’s fair to say that people get a bit stressed at Christmas. (OK, understatement of the century.) What does that look like for your customers? Are they freaking out because they’ve got their extended family descending and have no idea what to cook for a vegan, or are they doing Christmas shopping between the office party and endless school events? Address their Christmas-specific concerns, and you’ll be onto a winner.

What can you offer existing customers?

If you deliver excellent service at Christmas, you’ll have fans for life. Ask yourself what you can offer your existing customers to thank them for their business during the year. For example, you could offer a discount or free delivery if you sell gifts. If you don’t, consider sending your regular clients a Christmas card or present.

How can you attract new customers before things get busy?

If you want to increase your sales during the golden quarter, consider ways to attract new followers to your business before your Christmas marketing starts in earnest. A lead magnet with valuable hints and tips can be simple to create and encourages people to sign up for your marketing emails.

What products are you focusing on?

When you sell conventional Christmas gifts, you’ll probably focus on your best sellers. However, what if you offer alternative gifts or ways to make Christmas more special, such as a Christmas mini photoshoot to get cute pictures of your kids? It’s a good idea to think laterally. For example, a recipe book or meal kits could be ideal if people are feeding a crowd or want something easy to eat in that netherworld between Christmas and New Year.

What if Christmas isn’t about sales?

Christmas might be the golden quarter for many businesses, but it can be quiet for the rest of us. Your Christmas marketing can help to raise awareness of your business so people get in touch in the new year. For example, I once wrote a blog for a bathroom designer offering advice on sharing your facilities with guests over Christmas, including tips on adding an extra shower room in a small space!

Think about content types and platforms

Adding new social media platforms or marketing channels at Christmas creates a risk of spreading yourself too thin without reaching a new audience. Instead, focus on the platforms and content types that work all year round, but do more of them. Thinking of ways to repurpose your content can help with this.

Make sure you have any new branding across platforms

Christmas branding can make your leaflets, emails, and social media feeds more festive and draw your audience’s attention. It’s vital to keep elements of your existing brand and keep it consistent across all your platforms so your followers will still recognise you.

If your Christmas plan involves creating a lot of new marketing content, I can help. I’ll write blogs, emails and product descriptions and repurpose them to make your content go further. If you’d like a chat to find out how it works, you can book a call here.

Alternatively if you want some Christmas content inspiration to help you create your own festive marketing campaign, sign up for my email list here. You’ll receive a copy of my eBook ‘Christmas content ideas to fire your imagination’ as a thank you from me, and you can unsubscribe whenever you like!

Posted on 3rd July 20233rd July 2023 by Kirsty France — Leave a comment

Why you need to plan your Christmas marketing in the summer

Woman on a beach thinking about planning her Christmas marketing.

If your thoughts are somewhere on a beach right now, shifting your mindset to crackling log fires and Santa’s Grotto might be a big ask, but I promise it’s worth it. Here’s why it’s a good idea to plan your Christmas marketing in the summer.

You can plan the build-up

Most Christmas marketing campaigns start sometime in November. That might still feel as if you’ve got a long time to sort your Christmas marketing out, but starting early gives you time to plan your build-up. Think about what marketing you want to do and when. If you make products, what are your final order dates going to be?

Drip-feeding your marketing over a longer period works better than bombarding your audience at the start of December. Starting your planning now helps you to think about how that will work.

Get suppliers in place

When you’ve created your plan, you might find that you need help from a writer, graphic designer or gift supplier. If you don’t already have regular suppliers, you’ll need to find some and forward planning lets you do that. If you want your Christmas marketing to include magazine advertising, you’ll need to work to their deadlines, which might be earlier than you expect.

Even if you already have some trusted suppliers on board, working on your Christmas marketing might increase their workload. If you’ve planned ahead, it means they can too.

Schedule your marketing

If Christmas is the busiest time of the year for your business, you’ll need to focus on sales and customer service rather than worrying about your marketing. Get your content written, images created, and everything scheduled ahead of time so that you don’t have to think about it again. Depending on the platforms you use, you can do this with social media posts, blog posts and emails.

Print marketing can also be very effective, so think about how and when you can distribute leaflets or brochures.

Think about platforms

Social media is still a useful marketing tool. Think about the platforms you use and what type of content you’ll create. You might be tempted to add new platforms, but your marketing is more likely to be effective on platforms where you already have a following.

Think about other types of marketing too. Do some Christmas-focused SEO research and update your website. Talk to other businesses that complement yours and see if you can join forces to reach a wider audience. That could be online or by sharing brochures and leaflets.

Attract new followers

I’ve already mentioned planning the build-up for your Christmas marketing. Part of that could include attracting new followers who’ll benefit from what you offer. Consider what you could include to encourage them to follow you on social media or sign up for your email list.

Part of that could be a lead magnet that helps them to solve a Christmas-related challenge, such as gift buying, entertaining or reducing their Christmas stress. I’ll be sharing a few more lead magnet ideas on social media, so come and follow me on Facebook or Instagram for extra inspiration.

Alternatively if you want some Christmas content inspiration to help you create your own festive marketing campaign, sign up for my email list using the form below. You’ll receive a copy of my eBook ‘Christmas content ideas to fire your imagination’ as a thank you from me, and you can unsubscribe whenever you like!

Posted on 11th October 2021 by Kirsty France — Leave a comment

How you can use product descriptions in your marketing

Using product descriptions in your marketing helps you to make more sales. — Photo by **RODNAE Productions** from **Pexels**

If you already write brilliant product descriptions (and if you’re not sure where to start, read this.) you might think that they’ll just sit on your website until your customers find them. Not necessarily. They can be incredibly time consuming to create, so why not share them further afield? Here are 5 easy ways to use your product descriptions in your marketing.

Create social media posts

If you’ve written engaging product descriptions that go beyond the technical details, you can share them as a post. Just read them through to make sure they’ll make sense on a different platform. This is really useful at Christmas or during other festivals, as you can make gift buying easier for your customers. Just add a sentence like ‘these are vegan and gluten free as well as being easy to wrap’ (or whatever fits your product). Add an image and it’s ready to go.

Use product descriptions in your blog

You could probably write a whole handful of blog posts talking about gifts for different occasions. Valentine’s Day, Mothering Sunday, Easter, Halloween, Diwali, Christmas… you get the idea. A blog post that’s tailored to gifts for different people will help you to turn up in Google searches, particularly if you serve a niche audience. Just write a preamble introducing your topic and use your product descriptions in each section. You don’t have to limit yourself to gifts either – you can use this method to introduce new products that solve a particular problem.

Create a gift guide

This is one of my favourite time saving tricks for product-based businesses. Put your product descriptions into a gift guide so your customers don’t have to search your website. Organise them by section and create a PDF that you can email to your subscribers and share on your website. If you have the budget you can also create a print version. More and more local shops are supporting other businesses by sharing leaflets and brochures, so it’s worth investigating.

Make a video

You already know how much Facebook and Instagram love video. You could do a live talking about one or two products using your product description as the basis for your script. If you can condense your descriptions down to bullet points you can use them in a reel. You probably don’t want to use a full product description in your stories, but you can share part of your description to highlight an interesting feature.

Share the little details

Your customers are surprisingly good at finding reasons not to buy from you. You can start handling those objections in your product descriptions and social media posts. Say, for example, you send out every order in gorgeous handmade packaging. That’s the kind of detail that will sell your products to customers who care about quality or who hate wrapping presents. If you talk about sustainability in your product descriptions, share those sections in your posts too. If it’s important to your customers, you can use those tiny snippets of your product descriptions in your marketing.

If you’d rather save your time and energy for everything else you need to do in your business, I can write (or update) your product descriptions for you. Just click here to book your no obligation chat.

Posted on 4th October 20216th October 2021 by Kirsty France — Leave a comment

How you can start writing brilliant product descriptions

Brilliant product descriptions help your customers to buy the perfect gift. — Photo by Pixabay via Pexels.com

If you have a business that sells anything remotely Christmas related, here’s a statistic for you. 38% of people start their Christmas shopping sometime in October. I know, I was surprised too. The question is, are you ready? Online shopping has rocketed over the past 18 months (by 46% – sorry, I’ll stop with the stats now). The question is, how do you encourage your customers to buy when they’ve only got pictures and a product description to go on? The answer’s pretty obvious when you think about it – you create amazing visuals and descriptions that let them imagine they’ve bought from you already. How do you do that? Read on…

Tell people what they’re buying

This might seem a bit obvious if you’re selling a t-shirt but include a caption that tells people exactly what they’re getting. It just offers an extra bit of reassurance that they haven’t misinterpreted the picture. It also makes your products more accessible to customers who use screen readers. On the other hand, if your product is something out of the ordinary you can use your product description to educate people.

Include technical details

Technical information rarely makes for a scintillating read, so it’s a good idea to put it in bullet point form. Even if it’s a bit dull it’s still important. You don’t want to miss a sale because your potential buyer can’t work out whether that piece of furniture will fit into their house. Tell me that I can chuck that kids’ t-shirt in the washing machine or I’m not buying. Put yourself in your customers’ shoes and you won’t go far wrong.

Show them the benefits

This is the bit where you can start to engage your customers’ emotions. Ask yourself what they care about and how you help with that, then include it in your product descriptions. This could mean showing a ‘before and after’. Focus on the result they want and explain how your product can get them there. You can also speak to people’s values. If you sell baby clothes, talking about fabrics that are gentle on delicate skin shows new parents that you understand them.

Product descriptions with all the feels

Photos and video are great for showing a product in action. One of the downsides of shopping online is that you’ve only got a visual to go on, so use your product descriptions to engage people’s senses and fill in the blanks. Talk about scent if it’s relevant. Describe the feeling of wrapping that soft scarf around their neck or tell them that those earrings would be perfect with their little black dress. Letting people imagine using the product brings them closer to buying it.

Show people the process

This might seem like I’m stating the bleeding obvious, but if you want people to buy you need to make it easy. I know that most of you will have a nice big ‘buy now’ or ‘add to basket’ button and an accessible checkout. What if your products are bespoke or can be personalised? Is there a place for them to add extra details or to send you a message? Is delivery included? The easier you make it, the more likely people are to buy.

One final thing. Remember the gift buyers, especially in the run up to Christmas. If something would make the perfect gift for a particular person, tell them. You’ll make their life a whole lot easier and you might just have a new fan.

Posted on 4th July 20224th July 2022 by Kirsty France — Leave a comment

Are you ready to start planning your Christmas marketing?

A woman with hot chocolate getting ready to plan her Christmas marketing — Photo by **Brigitte Tohm** from **Pexels**

Yes, I’m publishing this blog in July. No, I haven’t lost my mind. There are already business owners on my social media feeds talking about buying baubles. I know that there are marketing professionals out there that have already been planning their Christmas marketing for months now. I actually said the words “we could do a Christmas gift guide” to a client when it was still June.

When it comes to Christmas marketing business owners tend to fall into one of four camps. There are the ones who are already on it (if you need some help with the copy, get in touch). Then there are the ones who aren’t going to do anything because Christmas is irrelevant to their business (I may have news for you). Maybe you think it’s far too early to think about Christmas marketing, even if you’ve already started buying stock. Or perhaps you start thinking about Christmas sometime around 25th November. The thing is, if you’re going to do any festive marketing it’s worth thinking about it now.

I’m not suggesting that you jump into content creation right now (unless you really want to). All the same, a bit of thought and planning now will make things much easier further down the line, plus you’ll have plenty of ideas if you need to get someone else (like me) to do the creating for you. So, here are a few things to think about for your Christmas marketing.

Start with a blog

You won’t be surprised to hear me suggest this. Even if Christmas isn’t peak season for you, a blog can be reused and shared throughout your marketing, so you build awareness. If it’s your busiest time, a blog gives you a central piece of content that you can break down and share as individual posts. It means you’re more likely to be found by people buying gifts, looking for inspiration or just trying to survive the Christmas stress.

Be helpful

I know that for most of you Christmas marketing is about making sales. That’s OK. The important thing to remember is that you’re more likely to make a sale if you’re being helpful. Put yourself in your customers’ shoes. Offer them a solution to a problem. That solution might end up with them buying something. Even if it doesn’t, you’ll have created a good impression and started to build a relationship that’s based on trust.

Ideas for product-based businesses

Need some ideas? No problem. If you’re a gift-based business, start by making gift recommendations alongside some lovely pictures and links to buy. You could create a whole series of blogs with gifts for mums, dads, aunties, little kids – you get the idea. If you have gifts for the person who has everything or is difficult to buy for, talk about that. You could even do a round up of Secret Santa gifts if you have lots of stocking fillers to share.

Ideas for business that create the perfect day

If you help to make Christmas easier or more enjoyable, talk about it in your Christmas marketing. Do you do home delivery, help with meal prep or offer gift wrapping? Can you suggest 5 ways to keep the family entertained when they’re full of turkey or sick of the sight of each other? Talk about ways to survive Christmas without getting frazzled or share expert tips for busy people. If you can make the whole thing less stressful, your customers will love you.

What if your business isn’t Christmassy?

Writing a Christmas blog for a non-Christmassy business takes a bit of lateral thinking. It starts with putting yourself in your customers’ shoes. Can you offer tips to make extra family time less stressful? Could you help them avoid a Christmas Day emergency? Quick self-care tips are perfect for this time of year. You could just focus on fun – share some Christmas jokes or write a funny blog. My personal favourites are this one I wrote for an insurance broker about insuring Santa and a will writer’s letter to Santa.

Have I got you thinking? If you’d like to talk over some ideas and find out how I could write your blog for you at any time of year, you can book your free discovery call here.

How you can create seasonal marketing content (even if your business isn’t)

Spring blossom - how to create seasonal marketing. — Photo by Brett Sayles via Pexels

Is your business seasonal? You might have one of those businesses that gets incredibly busy in the run up to Christmas, so it makes sense to focus your marketing attention there. Maybe it’s less obvious, but if you look closer you might find patterns that repeat themselves across the year. Creating seasonal content for your business is a great way to stay in touch with what your customers need at any given time. If you can tune in to the things they’re thinking about you can talk about them in your marketing. Your customers trust you because you’ve shown you understand them and you’re much more likely to make a sale. How do you spot the seasonal elements in your business? Step this way…

Do you have a peak season?

Some businesses have a clear peak season. It could be Christmas for retailers or summer holiday sales for travel agents. (Of course, those bookings might start on Boxing Day.) Your business might have more consistent sales throughout the year, but with customers buying different things at different times. Think seasonal skincare – you might sell more sunscreen in the summer and more hand cream for fingers chapped by the cold in winter. What do your customers need as the seasons change?

Focus on a seasonal issue

Are there things that your customers only need help with at a specific time of year? For me and my primary age kids the long summer holiday has always been a challenge (though home school has made it feel like a picnic). Do you offer the solution to seasonal childcare challenges, buying the perfect Christmas present or getting the tax return in by the deadline? Show your customers that you have the solution to the thing they’re stressed about and they’ll love you.

Look at your best sellers

You might have products or services that people can buy whenever they like, but when do they actually buy? You could join a gym in November, but there’s something symbolic about a new year that spurs people into action. The same probably applies to books that help you discover the ‘new you’. Using these patterns in your marketing doesn’t just help you to sell more. It allows you to help the people who are already buying, by offering extra hints and tips.

Consider seasonal trends

If your business has been going for a while you might have a whole load of information about the way your customers behave. But what if you don’t? Maybe you’re a new business, have never collected much data or just haven’t spotted any patterns. Google Trends is your friend. Learning more about when people search for information helps you to target your marketing around the things they’re searching for. Visit Google Trends and search for keywords that relate to your business.

Other important dates

You can build your marketing content around almost anything seasonal. Talk about gifts for Valentine’s Day, Mothering Sunday or Easter. If your business has a sporting element you can focus on the major tournaments. There are increasing numbers of awareness days/weeks/months that you can talk about. One plea from me if you take this approach – please make sure it’s relevant. I’d rather hear from a brilliant baker on National Cake Day than from someone who just likes eating it.

Would you like to get next season’s marketing planned and created now? I can help! Book your no-obligation discovery call here or find out more about my services. You can also sign up to my mailing list for hints and tips straight to your inbox using the form below.