The holiday season is quickly ramping up, and a sound social media marketing strategy could be the difference in whether or not the holidays are merry and bright for your company.

With each passing year, with more and more competition during the holiday season, you have to get a little more creative in order to break through the noise of commercials, radio jingles, Facebook ads, and promotional giveaways.

For small businesses, in particular, the holiday season creates prime opportunities for you to be a step ahead of your competition.

Before we dive into my five tips, let’s first highlight three of the biggest shopping days of the holiday season:

Black Friday – November 24
Small Business Saturday – November 25
Cyber Monday – November 27

Now that we have these dates in mind and realize that they’re closer than we thought, it’s not time to panic. It’s time to get to work. Here are five social media marketing tips to keep in mind this year.

Tread Lightly
To err on the side of caution and avoid offending your audience, be cognizant of the imagery, metaphors, and verbiage that you use in your holiday campaigns. Always have your target audience at the forefront of your efforts and keep them in mind when creating holiday campaign content.

Showcase Your Employees
The holiday season is a festive time of the year, which means that company celebrations are a given. Showcasing your employees is a great way to humanize your brand. However, there’s a fine line between putting faces to your company and oversharing. Obviously, you want to avoid the latter. So, before posting pictures from a company holiday party, you’ll want to vet the content and make sure that it aligns with your company’s overall mission. Be tasteful, mindful, and professional when posting.

Give Back

There’s no better time to give back to your loyal customers than during this season of giving. Take some time to make your customers feel special and like they’re an important piece of your business (because they are). Recognize and thank your customers by giving them something of value. When you do this, you’re fostering goodwill that can ultimately create brand advocates who will help spread the word about your business. Happy customers translate into influencers who can help build brand awareness through word-of-mouth marketing.

Grow Your Email List     

Your wish list isn’t the only thing that should be growing this time of year. It should come as no surprise, but people are always looking for freebies and ways to keep money in their wallet. Leverage this information to your advantage and grow your email list by creating a valuable giveaway for your audience. Create a specific promotion on social media that requires your audience to provide their email address as part of their entry. But, before you hit publish on your post, there are a few things to consider so that you avoid being added to the naughty list by local laws:

  1. Make sure that you give your audience the opportunity to opt-in to (or out of) future email communications from your business.
  2. Include full disclosure of the rules and regulations of your contest.

Once you’ve covered these legal bases, make sure that your value proposition is worth it. My rule of thumb for giveaways is that the prize matches what you’ve asked of your audience. Giving you their email address would earn them a greater-value prize than simply liking a Facebook post, for example. Keep this in mind when deciding on the prize for your list-building giveaway.

Be Present

Make sure that you’re manning your social media channels throughout the season to address any issues or questions that come your way. Providing swift customer service to your audience will speak volumes for your business long after the holidays are over. It’s crucial that you stay on top of what people are saying not only about your brand, but your industry as well. Use social listening to your advantage to provide value to your audience.

With all of this information in mind, if this is the first time you’ve thought about your holiday marketing campaigns, don’t panic. Use these five tips to start mapping out your campaigns. If you want to prevent bearing the last-minute rush, get in touch with us today and we’ll make sure that your social campaigns run like well-oiled machines all year ‘round.