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B2B HOLIDAY MARKETING 101#wowwebinar

Private and Confidential . Property of Whereoware, LLC.

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MEET OUR SPEAKER

FAITH ALBERSDigital Account Strategist

TWEET USING #WOWWEBINAR

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ABOUT US

• PRIVATELY HELD DIGITAL AGENCY• 17 YEARS OF EXPERIENCE• PERSONALIZED WEBSITES• EMAIL CAMPAIGNS• SEO & PPC• CLOUD BASED SOLUTIONS AND MOBILE

APPLICATIONS• DATA INTEGRATION

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AGENDAHoliday Sales 2016

Holiday Planning

Update Website

Update Emails

Make It Mobile

Tie In Social

Arm Your Reps

Key Takeaways

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LOOKING BACK TO 2016

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2015-2016 B2B ONLINE REVENUE

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HOLIDAYPLANNING

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20-30% holiday emails with website updates

Your best holiday emails

Use smart targeting for email

Free shipping offers

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THREE B2B ECOMMERCE EMAIL SCHEDULES IN 2016

NOVEMBER

DECEMBER

NOVEMBER

Company A Company B

Company C

OCTOBER

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UPDATE YOUREMAIL

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UPDATE RE-ENGAGEMENT EMAILS

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HOLIDAY EMAIL CAMPAIGN IDEAS

Stock Your Shelves

Buy More, Save More

Gift Guides + Trends

Countdowns + Daily Deals

Free Shipping

Company Card

Holiday Closings

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STOCK YOUR SHELVES

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SPEND MORE, SAVE MORE

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HOLIDAY PROMOTION

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HOLIDAY CONTEST

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NEED TO KNOW INFO

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COMPANY CARD

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UPDATE YOURWEBSITE

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OPTIMIZE YOUR WEBSITE

• Stress test your website

• Identify bottlenecks in website performance

• Identify infrastructure needs on demand (Cloud)

• Dynamic scaling

• CDN: Distribute content across different locations

• Check your site speed• Large, Uncompressed Images• Related Products• Dynamic Shopping Cart/Mini Cart Functions• 3rd Party Widgets• Error Logs• Product Personalization

If you haven’t already! Best time ? Late August / Early September

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TOOLS TO CONSIDER

PAGE SPEED TEST GOOGLE MOBILE TEST GOOGLE ANALYTICS

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BIG PROMO CONSIDERATIONS

• Avoid site crashes

• Throttle Promotions.

• Review Hardware.

• Use a Microsite

• Create a special FAQ page

• Prevent site errors• No site changes during sales• Test promo codes• Can you deliver on promises? Shipping?

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KEEP CUSTOMERS SATISFIED

• Know your deadlines

• Determine your “last sleigh day” and stick to it!

• Ensure you have enough staff in to fulfill orders

• Set Expectations

• Be clear about customer service hours

• Modify confirmation emails to let customers know if there will be a delay due to high order volume

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HOLIDAY WEBSITE CAMPAIGN IDEAS

Clearly identify promotions/offers

Navigation updates for holiday

Create great content

Make must-have info easy to find

Make it mobile

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FULL HOMEPAGE UPDATE

LAST DAY TO SHIP FOR THANKSGIVING

OCTOBER31

AugustOctober

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UPDATE HEROSeptember October

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PRODUCT CATEGORY PAGE UPDATE

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NEED TO KNOW INFO

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LET’S NOT FORGETABOUT MOBILE

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61%

OF USERS ARE UNLIKLEY TO RETURN TO A MOBILE SITE THEY HAD TROUBLE ACCESSING

*McKinsey, 2014

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DESKTOP VS. MOBILE

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IF EMAILS DON’T LOOK GOOD ON MOBILE

72%

OF READERS WILL DELETETHE EMAIL.

*Adestra, 2016

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SIDE-BY-SIDENOT mobile-friendly Scalable Responsive

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ARM YOUR REPS

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HELP YOUR REPS HELP YOUR CUSTOMERS

Holiday season planning

Check that the retailers have the support they need for the big rush days

Check on black Friday and drop shipping needs.

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Allow your reps to provide consultative sales.

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TIE INSOCIAL

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START EARLY AT MARKET

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HOLIDAY CONTEST

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KEY TAKEAWAYS

Promote Early + Often

Consistent Promotions(email + website + social)

Don’t forget mobile

Small changes make a difference (banners, nav, hero images)

Mix up campaigns + designs

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THANKS FOR WATCHING!

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