MAKE YOUR HOLIDAY MARKETING CALENDAR
BY CAROLYN BOTHWELL
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
Set the Mood
It’s hard to channel your inner holiday spirit when you just packed away your summer clothes. But the excitement and joy are really what it’s all about. So, start with a brainstorm (and maybe turn on some of your favorite holiday tunes).
Cross-Promote Like Crazy
There’s no need to reinvent the wheel every time. Create a calendar that’s cohesive. Meaning? If you write a blog, tie it to a sale or a product. Then, promote both the blog and the product via email and social media.
Go Beyond the Gift Card
Ask yourself: What can I do that’s different? There’s so much noise during the holiday season (and we’re not just talking about Mariah Carey). Stand out from your competition and get out of your comfort zone. Try a social media giveaway. Partner up with a complementary brand. Encourage a little self-gifting.
Organizing the Plan
Google ‘marketing calendar’ and there are countless free templates you can start with at your fingertips. But we find that one of the easiest ways to create a calendar is simply in excel or in a Word document. Here are some essential fields you’ll want to include in your template:
Activity Type (Social Media, e-Marketing, Copywriting, Events, Advertising, etc.)
Activity Publish Date
Activity Description
Status (draft, final, published)
Owner (if you are a team of 2+)
And remember, the most important thing is to start now.
ABOUT THE AUTHOR
Carolyn Bothwell is a Marketing Consultant from Boston specializing in branding, copywriting, social media, and digital marketing. She worked in the fashion and commerce industry before branching out on her own as a consultant. Some of her past clients include Rue La La, Sperry, Joss + Main, Coveted Market, Filbert, FlatWorld, Lunar Wireless, Hopper, Trade Coffee Co., Gilt City, and more.