As we get ready for another commercially driven American holiday filled with conversion opportunities, it sparked an idea to create this cartoon.
Why do we keep doing the same marketing tactics and then wonder why we don’t get the same results?
Can this holiday mean freedom from traditional marketing and a chance to shake things up?
How might you ignite some interest this holiday for your brand?
Let’s deconstruct some July 4th holiday opportunities and see how you can use “unfunnel” and inbound marketing strategies instead of traditional tv, print, billboard ads and radio.
July 4th has been a federal holiday since 1941 and celebrations go back to 1776 – that is 238 years of red, white and blue, Uncle Sam images and the Declaration of Independence – and it still works.
See how you can relate your brand to the values of Independence Day and get out those stars and stripes.
There are probably no bigger influencers than the first presidents – so see how you can use historical quotes and facts to educate people about the holiday.
Instead of annoying pop-up banners on cheap coupons and discounts, here are some other engaging content marketing ideas around this highly reputable brand:
- Interactive timeline of the 4th of July and historical city celebrations with history about your brand’s integrity.
- Infographic of the common types and cost of fireworks with link back to a landing page about the efficiencies of you brand and environmental initiatives.
- Create shareable virtual sparklers with music to customize for your personality – capture new emails during the process.
- For a quick-turn, just write 4 different blog posts and real customer stories about how freedom and independence relates to your brand. Don’t have a blog? You might want to tackle that problem first.
Did you know that 56 different people signed the declaration of independence? Independence Day is relatable to all different life stages and personalities. But, be smart – no need to promote to the world consider 4th of July is only a United States holiday. Decode your audience, put the customer first, geo-target and send relevant, localized messages that add value.
- Offer affiliate programs to top influencers (your biggest patriots) and partners in your market – holidays are times for people to get together and have a festival.
- Blast some emails with exclusive promotional codes only to your brand loyalists, thank people for being strong supporters and make this part of your retention strategy.
- Develop personas on your current site traffic like “ Joe Barbeque” and “Susie Coupon” and make sure you have targeted offers and content like eBooks and helpful tips just for them.
The Media Mix:
Did you know that the 4th of July wasn’t declared a national holiday until 1870 and not a paid holiday until 1938?
Speaking of paid, Independence Day is a high buzz time in social, leverage that channel will let you avoid having to pay for awareness impressions.
Maximize your reach with Twitter and a custom hashtag, do a Facebook promotion and Pinterest board.
Reserve paid media to get conversions with remarketing ads across search, social and display – showing messages to people that have been to your website and have converted before.
Since social is not the best direct response revenue channel, make your goal email capture and list building. Some ideas:
- Create an engagement poll about 4th of July trivia and incentivize people to share with discount or coupon. Drive traffic to products that related to the trivia questions. (Check out free tools like Survey Monkey or Shortstack)
- Parade some viral, or“sharable” content like a humorous video on YouTube or spoof on popular American song lyrics.
- Get all your partners and influences to agree to retweet your posts on July 4th to build awareness. Make sure your post has a link back to a website landing page that does “justice” to your product.
Did you know that 3 presidents, John Adams, James Monroe and Thomas Jefferson died on the 4th of July?
Over 150 million hotdogs are eaten each year on the 4th? Make sure you are thinking about numbers and how to measure your success.
Even if brand awareness is your goal, how are you going to measure impressions, shares and buzz? Drive all traffic to one landing page to measure results and set targets.
- Create a dashboard in Google Analytics that shows key metrics related to your landing page like traffic by channel, unique visitors, time on page, bounce rate and form conversion. Don’t have a web analytics on your site? You might want to tackle that problem first.
- Use a tool like Hubspot to view behavioral data on each visitor, then bucket them into different lists with email marketing workflows to cultivate them after they have shared their email address.
- Know how you measure up against competitors, know your benchmarks and set targets and goals before your campaign starts. That way you can optimize if you aren’t meeting your goals. Measure success in terms of growth in all key areas, not just revenue – make sure you are looking at reach, lead gen and engagement.
So go out this holiday with a bang. Try something new – don’t fall into the same promotional traps that just aren’t getting noticed anymore. Let us know how they work!