Countdown to Christmas marketing tips: Days 9 to 12

Dec 25, 2020 | Marketing Advice, News

As we creep closer to the holiday season, it’s important to realise that marketing is a long-term strategy.  While these Countdown to Christmas posts are intended to inspire you with marketing ideas, there is no quick fix solution for posting consistent and relevant content.

Day 9:  The ‘WOW’ Factor

What do you believe sets you apart from your competitors?  It’s not price, it’s not product and it’s not always disruptive to your industry.    Ask yourself ‘What is your company great at?’ or ‘What do you offer that your competitors don’t?’
yacht captain
  • Sharing some case studies is one example of attracting the right customers to contact you.
  • Keep building relationships with people who are connectors in your industry. The ones who rave about you are the same ones who will tell others how great you are.
  • Be proactive with your marketing – are you always watching someone else’s content and thinking their posts are awesome?  You need to make a choice to start posting consistently and communicate why you stand out.
  • Even if you’re struggling to define what sets you apart from your competitors, you can publish content that appeals to your ideal customer, as well as posts with a bit of personality showing what you do. No one remembers boring and they certainly won’t keep coming back to your social media pages for photos of your dinner or pets!  If in doubt, a quick Google search will give you inspiration and tell you what your customers are looking for.

Example:  I realised that online yachting directories sign up businesses and you rarely hear from them again until it’s time to renew your subscription; they simply don’t promote their listings enough. So, as a standard benefit with Antibes Yachting packages we include 9 social media posts a year which adds value for all businesses, especially those companies who don’t have the time or employees to manage targeted marketing.

Day 10: Testimonials and Referrals

Everyone wants new customers, however you shouldn’t overlook your biggest asset for sales – your current customers. Studies show it costs you five times more to convert a new customer than it does to keep an existing one.

If your customers have had a great experience ask them to write one or more of the following for you:

  • A website testimonial
  • A recommendation on Linkedin
  • A Facebook review
  • A Google review
  • A Yelp review
  • Or share a photo of themselves online using your product and tag you.

I’ve found that the most effective way to get a testimonial is to send them a message with the review link and a small set of open-ended prompts such as “Please comment specifically how my product/service helped you etc”. Otherwise they easily forget to do it, or you end up with a bunch of testimonials that simply say “Great service, would recommend” which doesn’t really tell your future customers how awesome you are.

Likewise, listen to all feedback including bad so you can respond and improve. For your loyal customers, you might even offer a discount code for referring other people.

I’m a big fan of supporting local companies and believe in collaboration over competition. Referrals and business shout outs do wonders for growing your brand!  Think local, support local, shop local.

You can find a couple of client testimonials on the Antibes Yachting home page HERE.

Day 11: Communication Is Everything

As the year is coming to a close, it’s important to remember that if you want to remain a choice for your yachting customers, you need to keep communication channels open.
  • Let your customers know your opening hours over the Christmas and New Year period.
  • Put auto-replies on your email and social media so they know who will respond to enquiries and messages if you are away on holiday.
  • Be transparent about where your business is at; if you need to increase delivery times or reduce services in the New Year let your customers know on social media or send a newsletter.
  • If you can’t see customers in person, use you time to plan your marketing or work through that ‘to do’ list that you never get time to start.
  • Keep learning by following and commenting on posts from others who are successful in your industry.
Social media should be part of your marketing plan to support the growth of your yachting company in 2021 and beyond.

Day 12:  A Non-Traditional Christmas Message

You can head to Instagram to check out my non-traditional Christmas video.  Thanks for all the support throughout 2020 and I wish you a safe and peaceful Christmas.
I will be taking a well-deserved break from December 25 to January 4.  Thank you for all the feedback so far on the #AntibesYachtingUnwrapped countdown to Christmas posts.  If you missed the other days, you can catch up here:

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