Do you ever wake up on a cold winter’s morning with a huge smile on your face? You might wake up to find a beautiful, golden hued orb resting gently on your pillow—that’s what joyous celebratory moments feel like. They’re wonderful, aren’t they?
Unfortunately, the joyful, celebratory moments you experience during the glorious, holiday seasons are often dashed if you don’t know how to seize the opportunity during the slow, gray winter months. For example, if you’re running a small business or blog, you need to be taking advantage of the extended breaks offered by the post-pandemic world and using the time off to promote your products and grow your brand. The problem is, most small businesses and bloggers don’t have the time, energy, or resources to keep up with all the holiday email marketing that comes their way. Which is a shame because, depending on the type of business you run, you might be able to make some pretty sweet sales during the holiday season if you take the time to prepare for them.
So what can you do? You can start by creating a list of the major holidays that your target audience will likely be celebrating during the upcoming winter months. Take a look at the holidays surrounding the winter solstice; you’ll notice that many winter holidays revolve around the shortest day and the longest night of the year. That’s significant because—unlike the other seasons—the winter solstice is associated with darkness and negativity.
Of course, not all winter holidays relate to the winter solstice, but it’s a good place to start. Once you know which holidays your target audience will be celebrating, you can begin to create content to promote your products and services during these special occasions.
The Solstice Season: Now Through the Midwinter
The winter solstice is one of the most important holidays on our list. Why? Because it marks the beginning of the winter season—the time when winter will inevitably begin to loom over the planet. As the frosty days draw in and the temperature drops, it’s essential that you’re doing everything you can to ensure you make the most of the season. This doesn’t just relate to your business but to all your social interactions as well.
With that in mind, let’s take a look at what you can do to make the most of this wonderful season.
Keep A Close Eye On Social Media
If you’re active on social media, you need to be keeping a close eye on what’s happening around the winter solstice. That means you’ll need to be reading and responding to your followers’ tweets, checking out the Instagrammers you follow, and engaging with your Facebook friends to promote your business.
Not only will this help you determine what your target audience is doing, it’ll also help you gauge how effective your efforts are. Are you engaging with your followers? Is your content driving traffic to your website? What is your social media strategy? You can’t answer these questions definitively unless you do some social media analytics, but you can certainly get a good idea of how things stand by taking a look at the numbers. And trust me, you don’t want to be in a position where you don’t know how things stand because you didn’t keep a close eye on social media. It’d be like trying to plan a wedding while simultaneously opening a restaurant across the street.
Create A Win-Win For Both You And Your Audience
There is always the chance that something unexpected will happen that will make this year different from any other. Maybe it’ll be a string of glorious, sunny days that make up for the gloom of previous winters, or maybe winter will come and go in a flash and nothing more than a slight frost will settle over the land. Or, perhaps, the world will take a turn for the worse and the worst winter in living memory will dump a foot of snow on our heads. Who knows?
Whatever happens, you need to be ready for it. And that means being ready to take advantage of the opportunities that arise. One of the best things you can do for your business is create a win-win situation for both you and your audience. This doesn’t just apply to the winter holidays but to all times of the year. After all, your audience might be celebrating a holiday that falls during a different time of the year—like the spring equinox—and you need to be ready to engage with them as well. Especially now that you know the time of year and have a better idea of what content to create to fit the occasion.
Create A List Of Potential Holiday Buyers
In the same way that the winter solstice is the beginning of the winter holidays, the spring equinox is the beginning of the spring season. While the winter holidays might be associated with darkness and cold, the spring holidays are often celebrated for their beauty and warmth. You can use this to your advantage by creating a list of the major holidays and holidays-related events that your target audience will be celebrating during the upcoming winter months. This way you’ll be prepared to hit the ground running in the spring. You can’t control the weather, but you can control your marketing and prepare for the best possible outcome.
Offer Free Shipping
Everyone likes to save money, and the post-pandemic world is no different. People are looking for ways to cut corners and save money everywhere they can. One place they can is online. Most businesses now offer free shipping, and it’s the perfect opportunity for you to cash in on that trend and offer free shipping to your customers. Yes, you heard that right. You can now offer free shipping regardless of whether you have one item or ten, and your customers will still love you for it.
Run Sale Items
If you’re an online store selling clothing, you’ll want to load up on sale items during the winter holidays. The best time to do that is right at the start of the winter season, when the weather is still relatively mild, but not too hot yet to bravely layer up in. In the weeks and days leading up to the winter solstice, you can start offering deep discounts on your clothing range as a means of encouraging your customers to shop during the winter holidays. It’s the perfect opportunity to drive traffic to your store and encourage those looking for winter holiday outfits to buy now instead of later on in the season. Plus, with the discounts you’ll be able to purchase a lot more clothes than you normally would—this is especially beneficial for those who are on a tight budget. Remember, your customers might not be aware of what the winter holidays are really about, so it’s the perfect place to educate them on the true meaning of winter.
One of the best things you can do for your audience is create content that’ll ring true for them. The more you know about your audience, the better you’ll be able to tailor your content to provoke a response and, ultimately, drive sales. By taking the time to find out more about your customers’ needs and wants, you’ll be able to craft content that they’ll value and remember. It might not seem obvious, but every bit counts during these strange and trying times.