Happy Clients Means Happy Holidays- Part 3

Create Your Promotion Plan

Now that we’ve covered how to choose the holiday promotions that fit for your clients, and made sure those promotions make sense for your business, it’s time to create your promotion plan. Once you’ve chosen the products and services that you’re going to offer this holiday season, you should start getting the word out to ideal clients. Since you’ve already done the legwork to understand your clients- who they are, what they want and what makes them happy- you’ll be able to strategically market your holiday promotions.

1. Choose the correct channels. Just as we explored in the Social Media Dispatch, different communication channels are effective at reaching different audiences. Because you’ve clearly identified your audience, you can focus on channels that are going to connect with them. Don’t spend your time on a Twitter campaign when your audience is best reached through Facebook, email, or even your blog. You may have hundreds (or thousands!) of Twitter followers or Facebook friends, but if your ideal clients don’t hang out there, you shouldn’t waste your time on promotions using these channels.
2. Segment your audience. If your potential holiday client list includes a variety of types of clients (such as newlyweds, families, vendors, etc.), it’s helpful to segment your communication about your holiday promotions. Different messages resonate with unique segments of your audience. Even if you’re using the same communication channel for all audiences, you can tailor your messaging to specific groups of people.
3. Educate. Use your Content Marketing strategy to connect with potential clients and guide them toward purchasing your holiday promotions. If your goal is to educateyour clients rather than sell to them, then the purchasing process will happen much more organically.
   • Consider information that would be useful to share with your clients, based on their particular needs. What information do they need to navigate the hectic holiday season?
     • Example: “Five Holiday Activites for You and Your Family”, an article about ways to create lasting memories and family traditions during the holiday season.
   • Consider how the products and services you’re offering are relevant to your clients’ lives. Which of your products and services clearly help them?
     • Example: For newlyweds decorating a new home, “How to Decorate with Memories,” an article about how to use photo wall art to decorate their home.
   • Connect your content to your holiday promotions by including a call to action. Guide your clients to the next step of purchasing!
     • Example: At the end of your article for families, include a sentence that invites them to “Learn how to capture your family memories for the holidays with a lifestyle portrait session.” (Link to a landing page about your in-home lifestyle portrait sessions!)

Now that you’ve answered these questions, think about which marketing strategy will be most effective in reaching your clients!

This article was originally published in The Photo Life Dispatch, Your Holiday Sales Guide. Check it out for more practical tips to help guide you through the holiday season.