Online reviews are one of the best ways of getting to new customers, and the holiday season is no different. For small businesses to contend with the big boys at this time of year, there are still a few ways to do this without breaking the bank. One of these is Google’s newly launched social post styles from “Small Thanks“, a hub of free marketing tools for small businesses, including posters, social posts and more.
We recently posted an article about the new PPC opportunities at Christmas, which showed that 61% of consumers are willing to try a new retailer this Christmas. To get your business noticed, why not shout about your rave reviews. Take quotes from happy customers and turn them into slick seasonal posts. You can use your business’ real Google reviews and then share on your social media platforms.
Google Small Thanks Social Media Cards
Want to see what they look like? Of course you do! They look and feel professional and honest. And by using your real reviews, people will trust your brand.
What Google Says
“It’s important to grab the attention of shoppers online, even if you’re a local business. Last holiday season, 78% of shoppers who visited a store turned to online search first. Show those potential customers that you meet their needs by sharing a social post from Small Thanks that highlights your business’s unique attributes—such as gift wrapping services or a kid-friendly environment. That way, you’ll be on their radar when they’re ready to shop.”
‘Help me find you — wherever I am, whenever I want’
That’s what holiday shoppers are asking of retailers at this time of year. Shoppers are inundated with messaging and are looking for brands to cut through the noise and answer the questions they’re asking. Questions such as “brands like” and “stores like” give retailers the opportunity to cut in when people are searching for larger, better known or more expensive brands. Indeed, mobile searches for those queries increased 60% in the past two years.
61% of shoppers are open to buying from new retailers during the holiday season, and in the 2017 season, 46% of them actually did.
There is a huge opportunity to get your brand in front of new customers and remind existing customers of your presence (no pun intended!) during this huge shopping frenzy.
“Continuing to provide assistance via mobile is critical. Shoppers are turning to their smartphones for shopping help with even greater frequency. In fact, in the past two years, searches for “shopping app” have jumped 90%, while searches for “online shopping” has grown 180% in that same period.” Think With Google.
New Channels This Christmas
It’s not too late to consider new channels to attract new customers this holiday season… If you have video content to hand, you can make a killing using YouTube – both organically and through ads. Just make sure that your strategy aims to help customers with the information that they are looking for. Answer their questions, introduce your brand and your great reputation so that they feel comfortable with trying you instead of your competitors.
Latest Shopping Type This Christmas
One of the latest trends for Christmas gift shoppers is ‘thoughtful gifts’. Many shoppers have no clue what to buy friends and family. Ensuring you can answer their question about what to buy a certain demographic will entice them to your store. Google said of this:
“In our discussions with shoppers, we repeatedly came across people going above and beyond to find just the right present. In short, they want to be the best gift-giver of the season. It doesn’t come easy. “I want to buy a gift that’s so fitting for the person that I try so hard. That’s stressful,” one person said. Or as another person put it, “I like giving gifts, but I’m not sure I like buying them. I stress myself out about it.”
But they feel elation when they find it. “I had my nephew’s birthday the other week and I literally searched ‘I don’t know what to buy a kid,’ and ‘what to buy a kid,’” another person told us. “And on there was a scooter I liked and I guess he liked it too. When his mom saw it she was like OMG you got him THE scooter. … I was like ‘Yes!’” “ Think With Google
Google says they’re seeing some very specific searches cropping up. Searchers are being very specific about what they are searching for. Mobile searches for “gifts for ___ lover(s)” have grown by over 130% in the last two years (for example, “baby gifts for music lovers,” “gifts for hawaii lovers,” and “great gifts for makeup lovers”). They’re also looking for the best gift based not only on the recipient but the giver as well. Think “gifts for dad from big brother,” “gifts for grandparents from grandchildren,” or “christmas gifts from kids to mom.” Mobile searches for “gifts for ___ from ____” have grown by over 140% in the past two years.
But who’s the most difficult person to buy for, and the one that you could be taking advantage of searches for…? The person who has everything or wants nothing!
Mobile searches for “gifts for” + “has everything” or ”wants nothing” have grown by over 230% over the past two years. Examples include “gift for 3 year old boy who has everything,” “christmas gift ideas for husband who has everything,” and “gifts for the woman who wants nothing.”
So, there are many new opportunities to cut through the Christmas white noise and get to new customers. Make sure you help those shoppers who are desperate for help this Christmas.
Christmas is approaching fast, but it’s not too late to make the most of the opportunities this time of year. It’s just a case of identifying them and acting fast. That’s why Broadplace has put together a Free Ebook Christmas Marketing for you. Whether you’re a retailer in Toys & Games, Food or Electronics, there’s hints and tips for everyone. Time is of the essence, however, so we recommend you download your free Ebook now and contact us for more information on how we can help you to drive sales this Christmas. Plus – find out how you could win £500 of YouTube ad credit (download one of the Ebooks to find out how)
Did You Know?
Sales from smartphones in January ’16 are predicted to grow 99% Year-on-Year – time to make sure your website is mobile-friendly, especially your checkout pages!
A general look at the Christmas landscape for all retailers in 2016 – a review of the key outcomes of 2015, followed by predictions for 2016. Hints and tips from Google and Broadplace. All of which will help you to secure the best marketing plan for Christmas 2016. Download your Free Ebook Christmas Marketing for Retail here…
Beauty retailers will enjoy an uplift this Christmas, but when? Find out with the Free Ebook Christmas Marketing for Beauty. Included are Google’s predictions about search queries and volume; as well as hints and tips for taking advantage of the Christmas period. Get your free copy here…
Did you know?
30% of location specific searches happen on a smartphone?
When are your peak search times? What white goods and consumer electronics search queries were most popular last year? We’ve compiled the information and tips that will help you get ahead this Christmas. The Free Ebook Christmas Marketing for Electronics and Tech is your indispensable guide to driving sales this festive period, download it here…
Toys & Games
It should come as no surprise to toys and games retailers that this is an incredibly busy time of the year. But do you know the peak times at which your customers are searching? How much growth does Google forecast in your sector this Christmas? Are your shopping ads up to scratch? Find out in the Free Ebook Christmas Marketing for Toys & Games here…
Did you know?
Only 10% of consumers do ALL their shopping in-store
Food & Grocery
Food and Grocery retailers will be interested to learn when people most search for their products. This will help to guide you on when to ramp up ad investment to ensure you are front and centre when people are searching for your products.
We have been putting together a useful and practical gift for online retailers this Festive Season, whether you’re one of our customers or not. The key Retail Christmas Dates will help you to work out when you need to up your advertising spend and when to cut back to get the most out of your budget.
This infographic is packed full of facts and statistics about the most important shopping days over the next few months. This is a great tool for helping you see where you can save some budget in quieter times in order to boost ad spend on key dates.
Feel free to download this and distribute amongst your staff for them to get to grips with the newer retail phenomenons – Manic Monday and Super Saturday for instance. This is especially important for new staff or bank staff brought on to deal with the Christmas rush.
Here at Broadplace, our Google-qualified account managers are well versed in all things retail. Our sales team can also provide a free consultation on how you compare to your closest competitors and where you can get ahead.
Check out the stats for each shopping event in the run up to Christmas. Click here to download Retail Christmas Countdown 2015 – Key Dates & Stats as a printable PDF.
We hope you found this infographic helpful. Our team are always on hand to answer questions about how best to manage your ad spend and where to save and where to splurge. Even if you’ve never done a Google AdWords campaign, give the guys a call to talk through what you can achieve and to see what your competitors are up to.
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