How Hubspot’s Social Group Prepares for the Vacation Season [+Tips You Can Leverage]

by | Nov 16, 2021 | Etcetera | 0 comments

All right kind, so most people have no longer even picked out our Halloween costumes however.

On the other hand, for marketers in every single place, it’s on the subject of that time where we wish to get began sipping the proverbial eggnog and fascinated with our holiday promoting and advertising strategies — on the other hand where do we even get started?

Puzzled concerning the position to start with your holiday marketing strategy on social media? In this submit, concentrate immediately from HubSpot’s social staff about the best social media holiday promoting and advertising practices and the way in which they very best get able for the holiday season.

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Social Media Holiday Promoting and advertising Best Practices

1. Prioritize high-value content material subject material.

Kelly Hendrickson, Senior Manager on the Social Media staff at HubSpot, says, “In relation to producers posting on social media around the holidays, the question we will have to all the time be asking is “Is this of value to my target audience?’”

social media holiday marketing best-practice

As audiences are in all probability viewing such a lot of content material subject material from such a lot of more than a few corporations hoping to pressure product sales in every single place the holidays, the content material subject material that you just create will have to be as high-value as possible, like social media posts which may also be offer-centric or emails that call attention to product sales or discounts you’re just lately running.

Annabelle Nyst, Senior Content material subject material Strategist, supplies this tip as well, as client behavior online can industry in every single place the holiday season “Social media usage can wane in every single place holiday classes because of persons are spending time with their members of the family IRL.” Because of this that, so to have the most productive have an effect on on your audiences once they’re online, your content material subject material needs to shine.

To create this high-value content material subject material, set goals explicit to your holiday promoting and advertising needs, and create a content marketing strategy that can assist you execute and be triumphant. Hendrickson supplies, ‘The holidays are a time where CPMs are over the top, and a focal point spans are low. For content material subject material to cut through, it will have to be further treasured than ever.”

2. Have social media fortify at the in a position.

Shoppers send retail outlets further messages on social media in every single place the holiday months than in every single place non-holiday seasons. SproutSocial duties that retail outlets may also be anticipating to acquire, on average, 18% more social messages per 30 days in every single place the 2021 holiday season (as confirmed inside the image beneath).

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Average social messages retailers received per month

Image Source

Given this, make certain that supplier and promoting and advertising teams are aligned and in a position to respond to messages on social media in every single place the holidays.

3. Be inclusive.

It’s extraordinarily necessary to be inclusive in every single place the holiday season.

Your audiences are dispersed in every single place the globe and feature a great time different occasions at different events, or on no account. Being aware of this is crucial, and using this awareness when rising your ads may be vital. Kelsi Yamada, Promoting and advertising Manager, says, “We also are as inclusive as possible and don’t indicate some holidays immediately as no longer everyone in our global target audience celebrates them.”

In apply, this may seem to be social media posts that aren’t holiday-specific on the other hand emphasize the sentiments that can stand up from the holidays.

4. Post minimally.

As mentioned above, customers spend holidays with buddies, family, and members of the family, in order that they may be transparent in their social media profiles more than they’d in every single place commonplace events. Yamada says, “We [HubSpot] in fact want to submit minimally and allow our target audience some area transparent of our content material subject material so they can unplug and be with family [during holidays].”


Leveraging this tip goes hand in hand with sharing high-value content material subject material; if you lower the number of events you set up in every single place the holidays, you want to make certain that what you do submit is valuable to your audiences.

Use ancient data from previous holiday seasons to understand how customers behave so the best events to position up online and incorporate this data into your content material subject material marketing strategy.

“For many people, they’re [holidays] a if truth be told sacred time, and no longer necessarily a time once they want to be marketed to. So, it’s necessary to be extremely intentional about how and where your brand is showing up on social media in every single place the holidays,” says Nyst. She supplies, “Think about how your brand can add value to your target audience’s holiday enjoy, as an alternative of in the hunt for to insert your brand messaging where it doesn’t fit.”

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5. Tell your target audience you’re thankful for them.

It’s all the time necessary to show gratitude to your customers, and it is important to in every single place the holiday season. This may increasingly seem to be social media posts saying a regular thank you to your lovers, sending customized emails to customers that have made a purchase order order, or even sending free thank you items to customers or discounts for their loyalty.

A bonus is that showing thankfulness that is unique encourages purchaser loyalty, which inspires retention, which, in turn, drives profits. Actually, all the time continue to express gratitude in every single place all other events of the year, on the other hand it is going to most certainly indicate a lot more to customers to hear that you just value their business in every single place the holiday months.

6. Make it easy to shop for on social media

28% of consumers expect to use social media for holiday purchasing groceries inside the U.S. 2021, so an effective way to increase the great fortune of your social media holiday promoting and advertising campaigns is to make it easy for customers to browse products and make a purchase order order on the channels you use.

To leverage this tip, you’ll use the native purchasing groceries equipment presented on many social media platforms to meet your audiences where they’re in every single place the holiday season. As an example,

  • Instagram allows you to create shoppable posts, and shoppers can check out in-app,
  • On Pinterest, you’ll create product pins for browsing,
  • Facebook allows you to create a Facebook Shop explicit to what you are promoting.

The entire above guidelines will imply you’ll be able to make the best out of your social media promoting and advertising in every single place the holiday season. For individuals who’re looking to take inspiration from real-life producers and their campaigns, check out this post.

Along side very best practices, HubSpot’s Social Staff shared advice about how they get able for the holidays, which we’ve compiled beneath.

How HubSpot’s Social Staff Prepares for the Holiday Season

HubSpot’s Social Staff’s most crucial tip for making able for the Holiday season? Planning and scheduling ahead — “The most productive advice I can give is to plan ahead. Rarely will an editorial calendar do you wrong, with the caveat that it’s a will have to to approach and plan its flexibility,” says Amanda Zantal-Wiener, Senior Content material subject material Strategist.

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HubSpot provides a free Social Media Content Calendar Template (as confirmed inside the image beneath) that may help you with the process of constructing plans and creating a time table to your social content material subject material.

social media holiday marketing content calendar template

Use This Template To Plan Your Social Media Holiday Posts

Zantal-Wiener supplies that, even though you do plan, it’s moreover essential as a way to be flexible: “The sphere moves and changes rapid, so give yourself a runway, on the other hand know that it is advisable to slightly neatly will have to pivot rapid.”

Along side creating a calendar, it may be helpful to time table your content material subject material in advance, so it’s going live without you needing to take any explicit movement. Imagine using a social media management tool that can help you time table posts weeks in advance.

Numerous the planning that HubSpot Social Teams do may be to help themselves have time to be with their buddies, family, and members of the family in every single place the holidays. Yamada says that planning “Allows us to take a breather as a staff and enjoy that time for ourselves, too.”

Nyst has the same opinion and says, “Where possible, we finalize content material subject material early, so our staff can take time to recreational and get pleasure from the holidays themselves.”

Over To You

HubSpot’s Social Staff all agree that it’s essential to continue to show up for customers — “We want to show up with consistency for our group, however as well as don’t want to interrupt their precious time transparent in their artwork, and with their members of the family,” says Nyst.

Plan ahead, point of interest on high-value content material subject material, and show your audiences that you just’re grateful for them — you’ll continue to provide the delightful reviews they expect while reaching your promoting and advertising goals and ultimate full of life online.

social media content calendar

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