Rethinking Your Holiday Marketing Strategy

The holiday season is a critical period for many businesses, and not just those in the retail industry. Service providers, like kitchen and bath remodeling firms, also experience a significant increase in business around the holidays. 

But this time around, the holiday season may look a little different. Most of us have first-hand experience with the temperamental nature of our economy over the past year or so. And though we’re told the economy is currently in an upswing, many consumers are still approaching their holiday spending with a degree of caution. 

This may present challenges for your local business, particularly if you count on an influx of revenue from holiday shoppers. Fortunately, you can adjust your digital marketing approach and turn these challenges into opportunities. 

For service providers like kitchen and bath remodelers, a volatile economy and the holiday season combine to present a particularly tricky scenario. When people tighten their belts due to economic instability, these types of services, often seen as luxurious or non-essential, can be among the first to see a decline in demand. 

Simultaneously, the holiday season typically prompts an increase in marketing noise as businesses across sectors ramp up their advertising efforts. This surge in competition makes it even tougher for remodelers to stand out and attract customers.  

Having a robust online presence is crucial, even for businesses traditionally reliant on word-of-mouth or local advertising. Digital marketing allows you to reach a broader audience, engage with customers, and track the effectiveness of your strategies. 

Implementing specific strategies and adjusting your digital marketing approach can enable you to navigate effectively through these turbulent times. These tactics will not only help you remain competitive during the holiday season but also ensure that you turn these challenges into growth opportunities. 

Your website is a representation of your business. It's essential to ensure it is user-friendly, visually appealing, and informative. Include high-quality images of your previous projects, customer testimonials, and detailed descriptions of your services. Regularly update your blog with articles related to home remodeling, providing value to your visitors and improving your SEO ranking. 

Social media platforms are excellent for showcasing your work, sharing customer reviews, and engaging with your audience. Regularly post before-and-after photos of your projects, tips for home improvement, and holiday promotions. Engage with your followers by responding to comments and messages promptly. 

As a local business, you have a unique advantage—your community connections. Collaborate with other local businesses for cross-promotion or sponsor a local event. This not only increases your visibility but also strengthens community ties. 

Positive reviews can significantly influence potential customers. Encourage satisfied customers to leave reviews on your website, Google Business Profile, and social media profiles. Highlight these testimonials in your marketing materials. 

Unique challenges call for unique solutions. This is when you step outside your standard day-to-day marketing approach and try something new. 

You’ve likely already established your target demographic based on factors like location, age, income level, and homeowner status. Now take it a step further. Use your current customer profile to identify and establish distinct sub-groups of customers, creating specialized target profiles.

 

Identify the unique features of each of these new profiles, then tailor your marketing messages and advertising campaigns to resonate with specific audiences. 

To maximize the impact of your holiday promotions and capture the attention of your target audiences, create dedicated landing pages on your website. These pages should not only be easy to navigate, visually appealing, and provide a seamless user experience, but they should also serve as an immersive and engaging platform for your promotion. And, most importantly, your landing pages should be finely targeted to your specific customer profiles. (See above.) 

Incorporate clear and enticing calls to action that prompt users to take immediate action, compelling visuals that capture the essence of the holiday season, and concise yet comprehensive information about your promotion, including any exclusive deals, discounts, or special offers.  



Landing pages can effectively engage your audience, create a sense of urgency, and ultimately drive conversions during the highly competitive holiday season. Remember, the more enticing and informative your landing pages are, the more likely they are to convert visitors into loyal customers.

While economic uncertainty during the holiday season presents challenges, it also offers opportunities. 

By adjusting your digital marketing strategy, you can reach a high-value audience, stand out from the competition, and drive customer engagement, setting your business up for success despite the challenging economic climate.