Essential and Free Marketing Actions in the run-up to Christmas (Part 3)
For many businesses, the weeks leading up to Christmas represent the peak opportunity to generate revenue, followed by a surge from Boxing Day to New Year, as people spend money received as gifts. Optimising your opportunities during this period not only ensures short-term sales are maximised but also creates long-term benefits for future marketing efforts.
This will be a series of six articles, focusing on each one. If you would like to view the entire guide without waiting, which outlines the six essential marketing actions that every business should take, all of which can be implemented in a single day, click here.
3. I know you are busy but make the time to update.
The number of repeat visitors is also likely to increase during the festive period. Most of these people will start their customer journey on your home page.
Think of your website as a shop window on the high street during this time. If someone walks past that window once and does not come in, they are unlikely to do so the next time if nothing caught their attention.
The ‘above the fold’ content—the images and text visible before scrolling—is the most critical sales messaging on any website, as it gets the most ‘passers-by.’ This virtual shop window needs to be regularly updated with new opportunities to keep it engaging.
This is not as difficult as it sounds. Simply change the images on this opening screen once a week in the run-up to 2025. This keeps your website fresh and vibrant, making it more likely to engage repeat visitors.
The same principle applies to social media platforms. While most people focus on posting content, your profile image and text often function as the primary converter. Update these weekly with new imagery or videos to maintain interest and relevance during this busy period.
Also, do not be ad hoc about this, you will get busy, and time will get away from you. Create the series of promotional updates now in advance and put dates in the calendar to update.
This ‘above the fold’ content is your primary opportunity to run ‘campaigns’ for free.
Actions:
- Check your ‘above the fold’ user experience on a desktop, tablet, and mobile device. Can the visitor see the key messages clearly without having to scroll (a combination of text and imagery)? If not, make the necessary changes.
- Repeat this process for your social media profiles and ask yourself the same question.
- Make a Christmas list (!) and a timetable for content updates.
- Plan to change the campaign focus at least once a week in the lead-up to Christmas.
- Use this schedule to promote different items across your social media profiles and website.
...............................
The ' Essential and Free Marketing Action' guide was written by Elliot Forte of Business Think.
If you have any questions or would like to work with Business Think to improve your marketing performance, please email: info@businessthink.co.uk for more details. Click here to download the full guide in PDF format.
...............................
Elliot Forte is a business consultant and Director at Business Think, bringing over three decades of expertise in consultancy, marketing, and strategic planning. Known for his innovative approaches and practical insights,
Beyond his consultancy role, Elliot is a published author of three highly regarded business books that delve into strategy, leadership, and marketing. His passion for knowledge-sharing extends to academia, where he teaches graduate and postgraduate courses in strategy and marketing at university.
Elliot is also the creator of the Life-Led Business Programme, an innovative framework designed to help entrepreneurs and business leaders balance professional success with personal fulfillment, with a focus on individual well-being.
Based in the picturesque town of Bude, North Cornwall, his consultancy work extends well beyond the region, supporting businesses across the UK and North America.
Photo Credit for Featured Image: Cottonbro Studio (Pexels.com)
