In this article we will talk about this year's Valentine's Day campaign. And
it doesn't matter if the company is small, medium or large: taking advantage of
internet channels to create marketing actions is essential to increase
profits at this time too.
1 – Promotions for e-commerce
When we need to buy a gift for someone, sometimes — or often — we run
out of ideas and creativity seems to disappear. We spend hours and hours
walking through a shopping mall, for example, trying to decide what might be a
perfect gift at the ideal cost. This situation has probably already happened to
you, right?
The same thing happens on the internet: people are looking for good
options and spend a lot of time researching, looking at different stores and
comparing the possibilities. Because of this, your website needs to be
prepared to attract the attention of this audience. But how? Below, some
actions that you cannot fail to apply in your e-commerce for Valentine's Day.
2 – Content for the brand’s
blog
Your brand's blog is the perfect place to give tips to readers who are
lacking creativity and looking for new gift ideas. You can create content
with the most varied suggestions for giving someone a gift. Some topic ideas
for you to write on your company blog:
- X tips for
cheap and creative gifts for Valentine's Day;
- Gifts for
Valentine's Day that you can buy for less than 1$;
- The most
creative gifts for Valentine's Day;
- Valentine's
Day: gift ideas for men;
- Valentine's
Day: gift ideas for women;
- Gifts for
boyfriends from X to X years old;
- X ideas
for a special Valentine's Day night;
- X romantic
places to take your girlfriend in (city);
- X romantic
destinations for Valentine's Day.
3 – Services that stand out in local searches
On Valentine's Day, many couples look for places to celebrate the date,
especially in the food segment. This search is done through what we
call local search , which is nothing more than a search where
the user specifies the location of the service — street, neighborhood,
city, etc. — or when the results show establishments close to the user's
location .
What can I do to make an
establishment appear on Google?
You can manage your business information to appear in searches, including
adding business hours, telephone numbers, website, customer comments,
reviews, posts about your segment and other items that make the search much
more complete to answer a user's questions.
- Google My
Business: is a free Google platform that allows companies to manage their
information that will be displayed in searches, including their presence
on Google Maps and Local Search.
- Google
Post: after creating your account with the option above, you can make
small posts that will appear next to your establishment in searches. These
posts can be about offers and news.
- Google Ads
Express: is a more practical version of Google Ads, precisely for people
with little time or experience to manage a company's presence on Google.
Basically, you provide some information about your business and the tool
itself takes care of the processes, such as appearance on Maps and paid
advertisements.
4 – Invest in specific ads for the date
Paid ads, which we call sponsored links, are a great strategy to “get
attention in a short time”. Remember we talked about creating suggestive
content for boyfriends on your blog? So here comes a dilemma: if your brand
doesn't yet have a blog and you're going to create it very close to the
commemorative date, the chances of your content not ranking well on Google are
high.
One way to give a “help” with the three marketing actions we talked
about previously (for your e-commerce, blog or local search) is investment
in ads. With the possibility of paying the ideal amount and measuring the
results, you can create:
- Ads that
lead directly to the Valentine's Day category in your e-commerce;
- Ads that
direct the user to gift tip content on your blog;
- Ads that
make your services stand out in local searches;
- Ads to
showcase your promotions and special offers (banners).
5 – Email marketing campaigns
The last, but not least, marketing action for Valentine's Day is to send
emails to your lead base, informing them of promotions, discounts, special
products, tip content and any other action that your business is
promoting.
To increase the chances of a customer opening your email, some practices
must be observed when planning your email marketing campaign for Valentine's
Day:
1. Segment contacts: to increase the chances of success
with your email marketing campaign, you can separate your contacts into groups
with different objectives, so you can send more objective emails. Segmentation
can be done by:
- B2B or
B2C: if your brand sells products to other stores, in addition to the end
consumer, the ideal is to separate the two audiences to send the offers
that are most worthwhile for each.
- Loyalty:
separate the contacts who have already purchased one or more times in your
store and create a special email for them, it could even be a different
promotion for these customers!
2. Create an eye-catching layout: your email must capture
the user's attention and show the purpose quickly and objectively. So, in the
case of promotions, they must be highlighted in the layout, which must follow
the romantic theme of the date.
3. Place links in the email: if the lead is interested in
your offers and wants to check them out on the website, highlighted and quick
links are a very practical way to take them to your website without them losing
interest.
