17 December 2019
Plan Your Marketing
First things first - plan specifically for holiday
sales in your local area.
Holidays can get you anywhere from 50% to 500% more
business than usual, if only you will squarely target local Holiday sales. Your
PPC ads, Email campaigns, Facebook ads, and Organic search marketing needs to
be aligned to the event at hand.
Always include local holiday-related topics and
keywords. Associate generic keywords like "Holiday Bonanza",
"Christmas Gifts", "New Year Wishes", Etc. with events in
your local area. If not, your car dealer website is unlikely to deliver this
Understand Holiday Trends
Look for trends when planning your marketing. For
example, more than 80% of your sales is likely to be initiated from your car
dealer website. Another important trend is Mobile App + Social.
Pay close attention to social media marketing,
and put aside a significant budget for social marketing.
Promote Your Content
After you create content, promote it aggressively
on online and social media channels. Organic keywords are going to be hotly
contested, and you will need to budget for Google Ads, Facebook ads, Promoted
content, and more.
Your content marketing strategy and promotions may be working really well, but if your car dealer website is unable to handle the
traffic, then you are likely to lose a lot of potential business.
Pay attention to website loading time, page
redirects, product display, VDPs, and more. Ensure that every telephone call is
picked up and every email and social media direct message is answered.
Link to Your Holiday Campaign Landing Page
It is important to link to your main holiday campaign
landing page. Browse through your car dealer website and use every opportunity to link to your
holiday landing page from other pages.
links from authoritative websites and local portals will also improve
your search visibility, traffic, leads, conversions, and sales.
Fine-tune Your Marketing
Once your initial holiday marketing action-plan
is in place, watch it closely. Look for clues to know how your marketing has
impacted consumers, and compare it with the previous year’s results.
Move the major chunk of your marketing budget to
the performing campaigns on a daily basis. Remember,
Cyber Week II, which is the time from Christmas till the New Year, is a big
window of opportunity too.
Retain Holiday Content even after the Holiday Season
Do not take down your holiday content from your
car dealer website as soon as the holiday season is over. You would have invested
a lot of time and resources to create it, and would have received authoritative
links to these pages.
Instead of removing the pages, just remove the
links to your home page. Also consider maintaining the holiday section
throughout the year. You can publish special events on this page from time to
For more holiday
marketing tips for your car dealership, Contact Us.