6 Ways Online Marketers Can Survive The Christmas Lull

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As many online marketing specialists wind down in anticipation for 2012, SEO Positive offers six tips for SEO and PPC professionals who don’t want to watch their campaigns nose-dive over the Christmas period.

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Optimisation experts may find it difficult to carry the momentum of a campaign through the coming weeks

Christmas is a tricky time for SEO and PPC specialists. While most corporations anticipate the holidays with glee, optimisation experts may find it difficult to carry the momentum of a campaign through the coming weeks to ensure that they (and their clients) start 2012 in top form.

David Ffyske, Client Services Manager and integrated search marketing specialist at SEO Positive, has devised a list of six tactics in-house marketers can consider to avoid letting their SEO and PPC campaigns sink into obscurity over the New Year period. With five years of experience in the industry, David is no stranger to the so-called ‘Christmas lull’ yet warns companies of becoming complacent.

“Marketing is a cut throat industry and there’s no time for SEO companies such as ours to rest on their laurels”, David explains. “A few small preparations and considerations before the holidays will save blind panic at the beginning of January and ease us and our clients into a prosperous New Year.”

1.    Adding a touch of Christmas magic into the design of a website brings company branding bang up to date, ensures that the business appears relevant and engages the user at a crucial time of the year. Where possible, webmasters should aim to incorporate a subtle yet quirky reference to Christmas in their logo or elsewhere on their homepage. This technique is especially effective for online retailers and may even improve the bounce rate considerably as it enhances the customer’s experience.

2.    If marketers are going to be away from the office over the Christmas period, SEO Positive would advise that they schedule blog posts and press releases in advance to avoid a lengthy pause between publications.

3.    Businesses should make the most of their social media platforms at Christmastime. Facebook pages, Twitter accounts and the like are easily customisable and can be modified depending on the season. SEO Positive suggests that businesses run short-term Christmas promotions and exclusive festive competitions if possible to add a sense of occasion to their social profiles.

4.    Pay Per Click accounts should not necessarily be switched off over Christmas. Depending on the market sector, there may be room for buyer interest and companies may be missing out on opportunities by turning off their campaigns. If in doubt, businesses should restrict their ad budget temporarily to avoid unwanted expenditure.

5.    With regards to organic SEO, it may be too late to identify festively-tinged keywords in time to capitalise on the heightened interest of Christmas consumers. However, PPC marketers may still be able to conduct a little research into sales-tinged keywords to identify which search terms are likely to spike in popularity and set up their ads to reflect these.

6.    eCommerce webmasters should think ahead and set up PPC campaigns in time for the January sales. Look beyond Christmas and consider what consumers will be demanding in early 2012 – after all, forewarned is forearmed.

SEO Positive was established in 2007 in Chelmsford, Essex with the aim of bringing effective yet affordable online marketing services to companies from all industries and backgrounds. The company offers a huge range of services including search engine optimisation, Pay Per Click account management, social media marketing and website design.


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Ben Austin
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