If you think your business should focus only on Christmas holiday or back-to-school shopping, the two largest retail holidays in the U.S., think again. Mother’s Day is right around the corner, and it’s the third largest retail holiday, offering businesses who do Mother’s Day marketing right a chance to really drive revenue.
The numbers speak for themselves
The Mother’s Day holiday is not just the third largest retail holiday. Here are some additional numbers that prove the value of investing marketing dollars in this high-return holiday:
- Almost 30 percent of Mother’s Day shopping in 2014 occurred online.
- The best Mother’s Day deals include offering free shipping, price reductions and coupons.
- Nearly 90 percent of Americans celebrate the holiday, spending on average $169 per person.
- Two-thirds of shoppers turn to small retailers or boutique shops to spend their Mother’s Day dollars.
It’s clear that Mother’s Day presents a significant opportunity for small- to medium-sized businesses to increase revenue and secure growth. But only if they use the right strategies to attract the right buyers. Here are three strategies for driving business on Mother’s Day.
Make it optimized
Your website presents a huge opportunity to drive leads and traffic to your store. In order to drive Mother’s Day traffic to your website, however, the site must be optimized for the holiday. Offer consumers a great experience on your website with these tips:
- With mobile driving 60 percent of online traffic, it’s essential to optimize your website for mobile.
- Create relevant Mother’s Day content for the site, and make sure it’s front-loaded with keywords that apply to the holiday. This content should appear front-and-center on your website to attract shoppers.
- Generate offers specifically for Mother’s Day.
- Identify Mother’s Day products, tagging gifts with labels like “Perfect for Mom!” and featuring best-selling items.
- Offer time-based deals with clear instructions for when sale items expire so shoppers have a sense of urgency to buy.
- Include relevant keywords in meta data to rank in Mother’s Day searches.
Get ahead of the competition
With all of the other businesses competing for Mother’s Day sales, your business needs a plan to outwit the competition. Here’s a few ways to engage buyers before they’re lured away by competitors:
- Generate engaging, unique content that helps consumers find solutions to their problems, like finding the perfect gift.
- Create a separate page for each product you sell on the website to help it rank in searches.
- Get active on social media and share content.
- Promote positive customer reviews for social proof.
Get traffic in your doors
For brick and mortar stores that also need Mother’s Day marketing to drive foot traffic, here are some tips to get people in your doors by employing a local SEO strategy:
- Optimize your website for local search.
- Get noticed in review sites and local directories through off-site optimization strategies.
- Use social media to generate conversation, run a contest or offer specials to customers that check-in to your store’s page.
Humankind has a strong urge to honor mothers on this unique holiday. Make your Mother’s Day marketing count and put every dollar to work. Your strategy should include optimizing your website to rank for the holiday and drive traffic to your site; getting ahead of the competition by attracting pre-Mother’s Day sales before your competitors do; and driving traffic to your store by implementing a local SEO campaign. With the revenue potential at stake, the third largest retail holiday presents a golden opportunity for your business to keep sales going, avoid the summer slump and keep revenue coming in until the next big holiday hits in August.