Christmas is nearly here, and you’re probably looking forward to a week of food, family and presents, but who is looking after your digital marketing while you’re away?
If you have an agency helping you out, you might not be too worried. However if you’re looking after it on your own or with a small team, some of whom are also on holiday, there are a few things you can do to make sure all the hard work of the past few months isn’t compromised by a week away.
There’s every chance prospects will see your business on the Google SERP (search engine results page) before they even get to your website.
Update your opening hours to let prospects and customers know when and if you’ll be open over the holidays.
If you have Google AdWords campaigns running, download the Google AdWords app (not AdWords Express).
This handy app gives you top line campaign information including:
Not all of your potential customers will be on holiday, so don’t let your content go stale while you are away. You can schedule content for Twitter, Facebook, LinkedIn and other social media platforms. There are loads of tools you can use, including HootSuite, Sprout Social and TweetDeck. Check out this article by Capterra, complete with a handy comparison chart for more information.
With Facebook Pages Manager you can view and respond to comments and private messages from your phone (as well as see Page Insights) and the Facebook Adverts Manager allows you to edit your ads and budgets, get notifications of when ads are finishing and keep an eye on your spending.
Most email platforms will allow you to send emails scheduled for a specific time. Marketing automation platforms also allow you set up automatic email sends based on user behaviour. So you don’t need to stop your lead nurturing over the holidays or let potential leads go cold while you figure out what to do with all that leftover turkey (incidentally, the BBC do a nice list of recipes).
As with email most content management systems have an option to schedule content, so you don’t have to leave your Merry Christmas message on your website until the 3rd of January.
Nothing screams ‘I’ve gone on holiday and don’t care about you right now’ like outdated seasonal content. If your website CMS doesn’t have a schedule function, consider putting your best performing evergreen content on the homepage while you’re away, or at least don’t leave up information about an out of date event (or a picture of Rudolph) during your break.
Finally, just before you leave, make sure there is a plan in place to deal with inbound leads.
Although volumes are likely to be low, anyone who does call is probably very motivated and therefore it will be worth ensuring they have a positive experience.
If you have a small sales team who are also on holiday, make sure someone will be monitoring the group email address, or has turned on an up to date autoresponder that sets expectations about when they will receive a response.
If you rely heavily on inbound sales calls, make sure calls are being forwarded or put an answer service in place so the phone doesn’t go unanswered.