Does anyone else find the thought sickening that it is only 98 days until Christmas, the winter is upon us and companies are already promoting the festive season. Why are people so quick to say goodbye to the nice summer weather?
It might sound surprising, but customers start searching for gifts and products for Christmas as early as September. Hard to believe?
By the time we reach October or November it’s already too late…
Unique and fun email campaigns can be tricky! Its important to make it tasteful and suitable for your practice but being fun at the same time can also help patients to engage.
Obviously, personalisation is important for any email campaign. For instance, create groups of people that did click on a Christmas campaign and those who did not. Then, hit the clickers with an email relevant to the topic they’ve shown an interest in.
What would Christmas be without the festive bargain hunting? Companies have in fact noticed that you have to cut as much as 80% to get people to take notice, which is crippling to profit at a time when practices are hoping for an increase in profits.
Therefore its important to encourage your social media followers to share deals among friends in exchange for lower prices as more people are likely to come on board. Your customers will have more fun, feel like they’ve got a deal and you won’t have to say goodbye to your profits to get patients interested.
People like gifts more when it’s something they actually want to receive. Wouldn’t it make more sense to listen to your patients before you decide what’s discounted? Reach out to them via social media, find out what they would like to be discounted, and make it happen. Tell them they can have a particular treatment at a bigger discount if they can get 20 friends to join for instance.
Data shows that customers start searching for Christmas-related keywords in late October/November, which means companies, must be prepared before this time to take advantage. I have found this true with a lot of dental practices that they peak between October/November and then drop around December/January.
Use Popular Keywords
Retailers should review keywords to target the ones that were successful in previous years. Those that haven’t used PPC campaigns before should use competitive intelligence tools to find the best keywords to target. They can also find out what their competitors are targeting.
Increase budgets and spend money wisely
Christmas is the most profitable time of the year for many industries, and also the most competitive, meaning cost-per-click tends to rise. Retailers increase their budget during peak times such as Christmas, as it tends to be spent a lot quicker than off-peak times. After all, retailers want their ad to appear in a top spot. For retailers that are on a tight budget, establishing a day of the week or time of day that adverts receive the highest volume of conversions means that budgets can be used wisely around these periods.
Creating enticing adverts with ad extensions
Retailers should include any information about offers, such as discounted products on their PPC ads, as they will drive revenue. Ad extensions should also be used on any promotional material to ensure customers can trust the business, having all the information they need at their fingertips.
Sadly it is time to start thinking about that time of year. It might seem early, but the festive season will creep up on you sooner than you think, and it’s never too early to have interesting plans in place.
If you would like any further information then give the Dental Design team a call on: 01202677277.