Sydney Schalit: Enhance holiday sales with online strategies |

Sydney Schalit: Enhance holiday sales with online strategies

Sydney Schalit/ For Steamboat Pilot & Today
Steamboat Pilot & Today

— Holiday marketing is often associated with glitzy advertising campaigns, in-store displays and festive product offers. Though all those elements should enter the mix, it is also a time for customer relationship management and improvement. Your little mountain town company can be a major part of the holiday season, for visitors and locals alike, by targeting the right ads to the right customers.

Flipping through websites is the new normal, and with millions out there, it’s no wonder we forget where we saw that thing we want to buy. There are practices and tactics to help keep your website visitors on your site longer, and those should definitely be implemented, but the real trick is getting those same customers to come back.

Let’s assume they find your website. That’s great, but research says they are likely to spend less than a minute there before becoming distracted and moving on. That’s OK, because the secret lies within the issue: Be the distraction.

How? By retargeting.

Customer retargeting notes when someone new comes to your website and, essentially, reminds them about your brand while they are on another website by placing your ad on sites they frequent. Creepy? Sure. Effective? Definitely. Remember, retargeting ads are served to people who have already visited your website or are a contact in your database.

Retargeting is especially great during the holiday season, as it improves brand awareness, customer loyalty and sales. Its efficacy improves the longer you implement the program, as it puts your brand in front of your ideal customers, reminding them of that thing they wanted.

Sometimes, smaller businesses believe they do not have enough people visit their site for retargeting to work. If that’s the case, consider audience extension, a technology that allows you to reach the audience of a larger, more popular website, such as, reaching far beyond your website’s typical traffic.

Targeting a popular site’s audience is a great way to instantly reach locals and visitors, alike, and have your ad follow them across other sites, improving brand awareness and customer relationship management.

Whether your goal is to increase audience engagement, build brand awareness, or focus on customer acquisition and activation, retargeting and audience extension have proven to be the simplest and most effective boost to many companies’ marketing strategies, especially during the holiday season.

Sydney Schalit is the content manager at Steamboat Digital, a local digital advertising agency specializing in web design, video production, social media marketing strategy and beyond.

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