Any experienced marketer knows that connecting with your target audience at key moments is crucial for converting them into customers. With the holiday season approaching, this connection is even more critical, as retailers everywhere fight for their share of their customers’ gift buying budget. To help you reach your holiday sales goals, Midwest Marketing has broken down the four main mindsets so that you can tailor your efforts and better engage with your potential customers.
Deliberate
You know the kind – people that research their planned purchase for weeks before taking the plunge, making sure they are making the best choice with their shopping dollars. According to Google, 59% of holiday shoppers go into December already knowing what gifts they are buying.
Reaching this audience early in the season is crucial, as they likely won’t wait until Black Friday to start seeing what’s out there. Early in the shopping season, utilize cost-efficient campaigns like YouTube Reach and Performance Max to reach and inspire these deliberate shoppers as they browse sites for gifts and gift ideas.
Deal-Seeking
Everyone loves a good deal, but the deal-seeking kind live for one. While they always have their eyes out for a good sale, during the holiday season they gravitate towards promotions like a moth to a flame.
It’s no secret that getting word about any promotions you may have is key in snagging this kind of shopper. However, make the most out of your sales by building anticipation leading up to the promotion period through social media posts and eblasts that create excitement and a sense of urgency about your upcoming sale.
Determined
As the holidays draw nearer, many shoppers transition into the Determined category, a group that are on a mission to get names crossed off their shopping list quickly and efficiently. Research shows that consumers on average have less than half of their holiday shopping done by December, so making sure you have budget available to reach shoppers in their frantic last-minute gift buying push is critical.
Again, Performance Max is an efficient and cost-effective way to reach this demographic. Since Performance Max ads are shown across all Google properties, including Gmail, Maps, and the Display Network, you can get your ads in front of more shoppers all in one campaign.
Devoted
The ultimate goal is to turn any of the previous three mindsets into the Devoted kind, which are customers who are loyal to your brand beyond the holiday season. How can this be accomplished? Simply by providing quality and great service, which build trust among your customer base.
Another great way to build brand loyalty and increase your customer’s lifetime value is through apps, which allow your devotees to keep up with you and any promotions, new products, and other exciting news you may have, as well as possibly collect loyalty points to encourage their continued support for your business. Google offers AI-powered App campaigns that help you promote your app to build and retain users.
Beyond the holidays, keeping these customer mindsets at the forefront of your marketing strategy is an effective way to connect with your customers and grow sales throughout the year.
Contact Midwest Marketing today for help in building a sound marketing strategy that reach and resonate with your target audience!
