Mother's Day is one of the most important commercial dates of the year. Online searches for products skyrocket in the weeks leading up to the date, as users search for the perfect gifts to surprise their mothers, wives, mothers-in-law, sisters-in-law, aunts and more. According to Facebook, 78% of the population intends to buy a Mother's Day gift.
In other words, Mother's Day is an incredible opportunity for any business, especially those that already use digital tools for their operations and sales. And to further boost gains during this period, companies can invest in performance marketing actions.
Continue reading this article to discover how to use performance marketing to sell more on Mother's Day, how to structure the ideal campaign for this period and where to start!
The first step for any successful marketing campaign is to delve deeper into the target audience itself, especially by defining the persona.
While the target audience involves general data on geographic location, age group and other generalized interests, the persona is a fictitious ideal customer with very specific information such as name, age, neighborhood of residence and hobbies.
By defining the persona of your business and your campaign, you can see exactly who those actions are trying to sell to. This way, optimizations and adjustments can be applied assertively.
Next, you need to define the campaign’s communication channels. There are countless possibilities at this stage, but the most important thing is to choose platforms where your persona is.
The most popular social networks for paid traffic actions are Facebook, Instagram and LinkedIn. To advertise on these networks, you must use LinkedIn Ads or Meta Ads (for Facebook and Instagram).
Google, even though it is not a social network, also deserves attention due to Google Ads, which allows you to show your ads on YouTube, in search results and on websites that use Google Adsense.
Time to specify crucial points of your campaign. Here are some suggestions for what to define at this stage:
To create a successful Mother's Day campaign, it’s crucial to understand the market: searches for terms related to this date begin to increase between the end of March and the beginning of April, and are at their peak in the 10 days before the date .
In other words, your business's online ads should be running from mid-March until Mother's Day, and your company should expect more significant results as the days go by.
Impulsive and last-minute purchases tend to be more common if your products are of low prices and easy or quick delivery (such as clothes, perfumes or digital products).
On the other hand, it may be better to end the campaign earlier if your products are of higher value – resulting in a longer shopping journey – or require a delivery deadline that will make it difficult or impossible to present the gift in time for the date.
There's no point in developing the best paid traffic campaign for Mother's Day if your business's stock runs out halfway through.
Therefore, after determining which products will be the focus of your campaign, ensure that availability will not be affected until the ads close. Ideally, you should monitor campaign performance closely and arrange refills accordingly.
Count on the professionals here at able.digital to boost your business on Mother's Day - our team has more than 10 years of experience with paid traffic management on various social networks and we look forward to helping your company generate incredible results on every commercially important date of the year.
Schedule a meeting with us and let's talk!
