Holiday Social Advertising: Our experts reveal 3 key moves on the Kenshoo Social platform that can instantly make magic for your holiday social media campaigns
Social marketers, it’s your time to shine.
The most exciting, busy, and pressure-filled time of year for many marketers is the run-up to the December holidays, as both consumer interest and retail competition is sky high. The opportunities are there for you to make a big impact, and if you’re using Kenshoo Social to power your campaigns you’re already well equipped to end the season with the merriest of metrics.
But are you taking advantage of every feature the platform has to offer? I turned to our in-house experts to uncover the three key moves social marketers should be making right now to give their holiday social media campaigns every advantage.
Holiday Social Advertising Tip #1 – Use Automated Actions to control your bids and budget
Social media campaigns can see very sudden fluctuations in click-through rates or costs. With Q4 being such a hectic and incredibly important time, you don’t want to have to rely on your own ability to monitor all of these changes day and night (and on the weekends!). That’s where Automated Actions can help.
Give the Kenshoo Social platform your parameters and you’ll be alerted if a major change happens, and you can even specify an immediate action to take to offset the change until you’re able to dig in and investigate.
Example: Say your company sells toys. You’ve just gotten a huge PR boost from a major market weekend morning television show, which featured your toy in their “Best Gifts for Kids” segment, but no one gave you a heads up. It’s a Saturday and your click-through rates are going through the roof! Left unchecked you’d exhaust your budget and likely miss out on major sales opportunities. With Automated Actions, however, you can tell the system to raise your budget by an amount you specify if your click-through rate increases by a certain percentage.
With Automated Actions, you can update your bids to stay competitive this holiday season or accelerate your delivery during prime time. We’ll even provide you with automation suggestions to make using this feature a seamless part of campaign management.
Holiday Social Advertising Tip #2 – Keep your targeting up-to-date with first-party integrations
The contacts in your CRM system are a valuable resource for targeting your social campaigns. After all, customers and prospects who have provided their contact information have indicated the strongest level of interest in your brand. You may already be uploading lists from your CRM system to use to target your holiday social media campaigns, but how often are you refreshing that data?
Kenshoo Social has direct integrations with a number of CRM hosting platforms, and we refresh the lists in real time. This allows you to securely transfer your data and keep your targeting up-to-date, so you never miss an opportunity to sell to your most valuable leads.
Example: Your company sells glassware and you’ve put together a “Holiday Entertaining Guide” featuring tips on wine pairings and holiday cocktails that consumers can receive if they provide their email address. As these leads enter your CRM system, they’re automatically and securely transferred to Kenshoo Social, to use in targeting your campaigns.
Don’t waste time with manual uploads and miss opportunities due to lag time in updating your lists!
Holiday Social Advertising Tip #3 – Rotate your creative to keep your presence fresh
Consumers are bombarded with ads during this time of year, so it’s important to make yours pop and keep your creative fresh to combat fatigue. Kenshoo Social offers a number of features that can help you do just that:
Creative Overlays – New customization options for image overlays in the product feed allow you to add colors, fonts, images, layers, elements, and more to your images. Improve sales by combining your DPA strategy with relevant creative templates. Save time and money from additional creative fees, turnaround time, etc. with the creative flexibility of updated overlays.
Example: You have an image of a model with a handbag that other retailers also have. You can customize that image by adding a holiday-themed overlay, or you can add a free shipping sticker or custom text specifying a special offer—no need for Photoshop or help from your creative team!
Kenshoo’s Creative Manager houses all of Kenshoo’s creative solutions, allowing you to store a whole library of images, as well as edit and launch them within your campaigns. Easily repurpose any of your images for use across multiple placements, such as Facebook and Instagram Stories. Quickly turn your Dynamic Product Ads into promotional holiday posts with discount, price or seasonal image overlays in a matter of seconds.
Specify a cadence for refreshing the images, text, or both in your campaigns, to keep your creative fresh. This will help you keep potential customers engaged while systematically updating your offering, saving you valuable time on campaign management.
Holiday Social Advertising – Bonus Tips!
Ready to put these tips to work for your holiday social media campaigns? Call your Kenshoo rep today to get started, or contact us now for a demo of our social marketing platform.