SEO

Here’s how to master your next seasonal digital marketing campaign

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30-second summary:

  • To ensure organic visibility of your seasonal pages, you need to start creating, optimizing and analyzing them now
  • Start creating, organizing and planning seasonal content assets now to get a head start when it’s time to start focusing on generating sales
  • Evaluate your previously seasonal content performance to be able to reuse, update and possibly even expand them to standalone projects
  • Examine your competition tactics to evaluate how they use seasonality in their digital marketing strategy
  • Create a detailed editorial calendar to schedule all tasks and deadlines to “capture” the growing interest in seasonal content and offers

Summer is a slow season for many businesses, especially those in a B2B niche. If things are a little slow for you now, here’s an idea – Use these quiet months to make your next big season a huge boost for your business. Here’s how to start preparing for your next big seasonal content marketing campaign now:

1. Check your seasonal location now

Do you have a page (or pages) that offer seasonal offers, gift ideas and special offers? The demand for this type of content may be seasonal, but the location should be permanent. Therefore, I always advise against removing these pages or even deleting them on the entire page.

You want these pages to always be accessed by Google, so your location is there when searches start to climb.

If you can’t find your site ranking for your seasonal goals, it’s time to set them, even if the current season is still months ahead.

Seasonal promotionsSource: Screenshot created by the author

In addition, Spyfu offers a comprehensive analysis of all SERP movements, so you can identify important patterns and spot a competitor that did the best job of maintaining their organic visibility for seasonal search queries:

SERP analysis of seasonal marketing campaignsSource: Screenshot created by the author

Read more about this feature here.

When it comes to SEO, seasonality can be difficult, but it certainly needs to be planned ahead as organic SEO takes time to yield results.

2. Start creating seasonal assets (content and social)

Your high season will be a busy time for you and your team, so as you plan your upcoming campaigns, start creating (and even planning) your content assets in advance.

When I brainstorm seasonal content ideas, I always turn to Text Optimizer, which does a good job of suggesting related concepts and angles to focus on:

Semantic search for seasonal content ideas

Source: Screenshot created by the author

The tool depends on semantic analysis.

Content marketing involves many channels, so the more you are prepared, the easier (and more productive) your seasonal campaign will be.

In addition, there are a few cross-channel content marketing tools that can help create and organize your seasonal content. For example, Boosted by Lightricks allows you to easily create festive videos in multiple formats:

Formats for cross-channel marketingSource: Screenshot created by the author

This way, you can create content assets that fit all of your channels. There is also a handy Brand Kit feature that allows you to maintain a consistent visual identity in all your assets:

Creating a brand kit for seasonal campaignsSource: Screenshot created by the author

The app is available at iPhone and Android for free. You can choose to upgrade to $ 4.99 per. Month. I first used the free level (and the screenshots above are taken when using the free version of the app).

The platform too offers a list of seasonal content ideas and hashtags to make your campaign even more effective.

There are a few more video creation apps out there, but I do not think any of them give you access to so many great features for free.

Another great content creation tool that gives you lots of free features for free is of course Canva. I have been using Canva for free for as long as I can remember without ever having to upgrade.

Christmas promotionsSource: Screenshot created by the author

Here is the guide to planning one Christmas marketing campaign.

3. Evaluate the effectiveness of your previous seasonal campaign

If you published seasonal content over the years, find it all to:

  • Explore an opportunity for an update (“Can I reuse this asset this year?” And “How can I do better?”)
  • Evaluate how effective it was in attracting traffic as well as turning those clicks into conversions

Google Analytics offers an easy way to identify landing pages that did the best job of attracting traffic at any given time:

  • Go to the Acquisition report and select a channel (for example “social” or “organic search”)
  • Choose the date range for your seasonal campaign from last year
  • (Optional) Select the “Compare” checkbox and select “Previous year” from the drop-down menu
  • Click on the “Landing Page” tab in the table below:

Analysis of the performance of previous seasonal campaigns in Google AnalyticsSource: Screenshot created by the author

This gives you an overview of the highest traffic page from your previous campaigns. You can further narrow it down by using word filters (for example, type “Blog” there to see your most seasonal content).

To analyze conversions you can use Google Analytics goals and funnels. Another tool I use to closely monitor inbound traffic and its conversions is Finteza. Because it makes it incredibly easy to narrow down the data to identify which traffic source is sending traffic and how well it is converting compared to other sites.

False dateSource: Screenshot created by the author

Read more about Finteza’s conversion funnels here. Finteza costs $ 25 a month and there is a 30-day trial available for you to play with the tool before committing.

4. Consider starting a tradition

If any of these previous content assets were particularly successful, consider extending this idea to a new project! We all remember the overwhelming success of “Elf yourself“, Ask Santa, and NORAD mini-projects that could engage (and convert) thousands of people annually.

A separate (single-page) page becomes easier to brand and promote without creating strong affiliations with your main business. If you need a little inspiration, check out Namify:

Start a tradition for your next seasonal campaignSource: Name

5. See what your competitors did (or did not)

Competitive analysis is important because it motivates a business owner to do more and do better. Therefore, I always include competition analysis in any of my marketing planning.

There are many ways to research your competitors and what they do. My first step is always to check Ahrefs and what other search queries they rank for:

competitor analysisSource: Screenshot created by the author

Ahrefs is the only platform in the industry that also offers an estimate of the traffic that each search query sends. Here is how they calculate it. Ahref’s lowest level is $ 99 per. Month, but it is definitely a must-have tool if you are doing SEO.

Similar web is another great tool for competitive research. I like to look at their “Referral Traffic” report to identify which sites are sending traffic to my competitors:

Similar webSource: Similar web

This basic report is available for free.

It is also a good idea to create Google Alarms need to change when your competitors are doing something new.

6. Create your editorial calendar

Every year, people seem to start preparing for big holidays earlier. It’s not uncommon to spot a holiday-centered social media ad in October. This can actually cause both tension and irritation.

So the important question remains: When should I start publishing seasonal content?

This can depend on niche to niche, so I always suggest entering your target seasonal search query in Google Trends:

Google search trends on seasonal keywordsSource: Screenshot created by the author

It also helps in comparing several of your target search queries. For example, the demand in this niche seems to be quite consistent over the years:

Google Trends comparesSource: Screenshot created by the author

When it comes to organizing and planning your content assets, there are a few good calendars plugins to choose from. I use the most CoSchedule because it allows me to also schedule these updates for your social media channels as well as assign specific content assets to different contributors.

CoSchedule costs $ 29 pr. Month. It supports scheduling for Twitter, Facebook, Linkedin and Instagram. I prefer the tool because it combines on-site content planning (allocating content assets to be written) and social media planning. This allows me to create a very well-coordinated content marketing campaign and makes it easy to organize editorial workflow across many channels.

Instagram also offers a useful guide to planning your seasonal content strategy here:

Instagram resource on seasonal marketingSource: Screenshot created by the author

Conclusion

Season planning is a great way to get the most out of these seasonal spikes of interest and build more sales. The earlier you start preparing for your big season, the more time you have to deal with an increased sales volume. Good luck!

Ann Smarty is the founder of Viral Content Bee, Brand and Community Manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

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