12 Tips Of Holiday Marketing

Here's our gift of holiday marketing tips for small businesses!

Blink, and the holiday season is almost upon us! But did you know the holiday marketing season is already here? Which begs the question: are you ready? Despite inflation, this holiday season could likely experience record-high spending. We want to help you prepare your business by offering our top 12 holiday marketing tips.

12 Holiday Marketing Tips

Now, you might be wondering why 12 tips. Why not 5 or 10? Well, there are 12 days of Christmas. Jesus had 12 disciples. There are 12 months in a year. And you probably need to prepare for what could be your busiest month of sales, which also happens to be during the 12th month of the year. Plus, we’re fans of the number 12. So without further ado, here are our 12 holiday marketing tips:

A laptop, mug, and book on a desk. The workplace is set up for a person to use holiday marketing tips for their business this season.
Use our top holiday marketing tips this season to prepare your business for the holidays!

1. Be Honest with Buyers

It goes without saying that you should be honest with your customers. And now more than ever, people crave authenticity in this highly commercialized season we refer to as “the holidays.” Maybe you’re struggling to offer a certain service or product due to supply issues. Tell your customers upfront. Or perhaps you’ve had to make significant changes to your business due to economic pressures. Either way, communicating the truth will establish your business’s credibility and build trustworthiness with customers.

Source: Rio SEO

2. Connect with Customers Using Holiday Cards

The holidays are overstuffed with commercialism, but that doesn’t mean you can’t find a meaningful way to connect with them. A handwritten and/or photo card creates connection with customers and offers a glimpse of the person behind the business. Or, you could always send a digital holiday card that could be the start of a marketing campaign. Whichever way you do it, don’t miss out on this chance to connect with your customers.

Source: NetSuite

3. Develop Discounts During Inflation

Most consumers expect their holiday shopping to be affected by inflation this year. This creates a great opportunity for business owners to highlight deals, discounts, and special sales. Shoppers will be looking for new, creative ways to save money. With everyone feeling the impact of trying financial times, there’s no better time to offer holiday deals for frugal spenders.

Sources: Numerator, Nextdoor for Business

4. Excite Your Early Shoppers

We’re in the final quarter of the year. Some of your customers might have already FINISHED their holiday shopping! But that’s no reason to panic. According to eMarketer, 40% of shoppers plan to start their holiday spending during these last two months of the year. Gone are the days of most shopping happening in the few days leading up to the Christmas holiday. Reward the shoppers who are prepared to spend early and start marketing your holiday deals and specials now!

Sources: eMarketer, Outbrain

5. Get Your Gift Cards Ready

Unfortunately, since the outbreak of Covid-19, many businesses have struggled to keep up with high demand and supply chain issues. Now is the perfect time to get your gift cards ready. Not only do they make great gifts for business partners or faraway friends and family, but the numbers are also in your favor: last holiday season saw a 27% increase in gift cards.

Sources: Cardlytics, Nextdoor for Business

6. Keep Your Customers Top of Mind

For many people, the holiday season is not so much the “most wonderful time of the year,” but rather the most stressful time of the year. All of us can recall a time when we weren’t treated with respect by a business. Or, maybe we had a terrible experience, but the business had no solutions to offer. Sometimes it’s easy to forget what it’s like to be the customer. So as you make your marketing plans for the holiday season, make sure you’re keeping your customers in the front of your mind when making decisions.

Source: WP Swings

7. Mobilize Your Site for Mobile Users

More people are shopping on their smartphones and tablets today, and you want your digital presence ready for the season, too. Whether you’re B2B or B2C, your site visitors want to have a pleasant online experience. Why is this so important? It will keep them on your site longer, AND make them more likely to purchase if it’s easy. Optimizing your site for mobile will enable your page to load faster and could play a big role in increasing your sales, especially with increased web traffic around the holidays.

Sources: PageFly, Think With Google

8. Review Prior Year Results

When in doubt of where to start with your holiday marketing plan, look at how your business performed during last year’s holiday season. Whether you want to do a deep dive into Google Analytics, consider former successful (or failed) marketing campaigns, or repeat small changes that unexpectedly increased sales, historical information often offers a wealth of information.

Source: NetSuite

9. Send Fewer Emails to Keep Subscribers

How many times have you unsubscribed from businesses that seemed like they had nothing better to do than spam your email inbox? Now email marketing is a valuable, tried and true marketing method. But especially around the holidays, consumers receive countless emails. Even multiple per day from the same company! Give your email subscribers the gift of limited emails this holiday season.

Source: Ignite Visibility

10. Stick to Social Media Marketing

Social media is an ideal marketing channel to use year-round, and there’s no exception to that fact this holiday season. Nearly three quarters of global marketers utilize social media marketing, and you should too. In addition to paid advertising, posting giveaways or contests on social media is a great way to capture organic leads during the holidays.

Sources: HubSpot, Ignite Visibility

11. Utilize User Reviews

Now more than ever, businesses need to offer proof that their product or service is, indeed, worth it. And while there are many ways to approach that, user reviews act as a great proof of concept. Whether you’re highlighting 5-star reviews on your website, showcasing well-known customers, or filming a moving testimonial, the holiday season is the time to emphasize positive user reviews.

Source: WP Swings

12. Winterize Your Web Presence

It’s not just our homes, vehicles, or boats that need winterizing in Wisconsin (or anywhere north, for that matter). Don’t neglect your online marketing presence. Updating your Facebook cover photo, using a catchy blog post title (we think ours is pretty good!), or giving your website a festive look will get your customers in the holiday spirit while also demonstrating your business’s attention to detail and ability to stay current.

Source: WP Swings

There are so many ways you can maximize your marketing for the holiday season! We hope these holiday marketing tips will help your business succeed and sell during the holidays. Whether you’re gearing up for a busy shopping time or just need help with your marketing, contact Paragon Marketing Group for all your seasonal and non-seasonal marketing needs.

3 Reasons You Should Update Your Video Marketing

Two men shooting a video marketing ad

When it comes to video marketing, it can be overwhelming to know where to start. There are so many places consumers view video today – billboards, social media, websites, TV, search engines, apps. Plus, people are no longer watching video just on their TVs or computers. Now it’s convenient to watch on smartphones, tablets, and even e-readers. Which is all the more reason it’s important to update your video marketing for your business.

Why Should You Update Your Video Marketing?

Here are three reasons you should update your video marketing now:

1. Your Aesthetics & Content Need A Refresh

Retro TV, VCR, and soda cans displaying old video marketing
Retro TV, VCR, and soda cans

Now if your video marketing hasn’t changed since the 1990s, you don’t need us to tell you they desperately need an update. But it’s not the 2000s or even 2010s anymore either, The Internet is constantly changing, and so should your online presence, video included. Are the people, the styles, the objects, or the technology in your videos outdated? A good way to find out is to put yourself in the following fictional scenario: If you were to approach a potential customer in person wearing the same style, showing the same objects, and using the same technology in your videos, would that customer be more focused on your appearance or your message?

Perhaps it’s not the tangible items that need to change in your video marketing. Is data or information in your video current? Today’s consumers are highly intelligent. With new information readily available online, having updated, accurate information in your video marketing is vital if you want customers to take your business seriously.

Source: NG Production Films

2. Your Customer Base Has Expanded

It’s certainly good news when your customer base is expanding. But with growth comes change. Remember when we mentioned there are so many ways for people to consume video today? That means your video marketing net should widen to capture more demographics and types of people. While every business has its target demographic, limiting your video marketing to attract a narrow set of people increases your potential to lose sales and customers.

A large part of online video consumption comes from newer social media platforms. TikTok didn’t exist until 2016. Stories and Reels are newer options to share video on Facebook and Instagram. And let’s not forget about LinkedIn. As of 2019, LinkedIn is the most trusted social platform for credible content. Yet only about 1% of users shared posts then! Consider that a huge opportunity to establish your business as a trusted authority in your industry using video content.

3. Your Videos Are Getting Lost in the Shuffle

Have you heard of the term “ad fatigue”? Elevato describes it as “a phenomenon that occurs when an audience becomes desensitized to an ad set causing ad efficiency to decrease.” In simpler terms, people are tired of seeing ads. This reinforces our earlier point: video is everywhere. But as a business who wants to stand out in the crowd rather than get lost in the shuffle, your video ads need to be different. How? By telling a story. Stop selling! People have been telling stories since the beginning of time. Your video marketing might have current content and subject matter, but if you’re trying to sell rather tell, you probably need to update your videos.

Another element that can impact your videos’ reach relates to branding. Video marketing is a great way to reinforce your brand using your logo, brand colors, and even tone. Does your company have a mission? Make sure every video you put out there reflects it. Does your company sell a humorous product? Or is your company a non-profit with a serious mission? Whatever tone your business adopts, be sure to create video content that aligns with your company’s vision.

Source: The Social Shake-Up

If there’s one takeaway here, it’s that video isn’t going anywhere. We encourage you to review your video marketing and ask yourself the following questions: Is the subject matter or information out of date? Are your videos failing to capture more demographics? Do your videos reflect your company’s mission and vision? Is your brand obvious in your videos?

Before we became the full-marketing agency you know as Paragon Marketing Group today, we were formerly a video production company. And with that experiences comes a world of knowledge that we are passionate about sharing with other businesses, just like yours. If you’re ready to update your video marketing, contact us today!

Marketing Phobia: It’s A Real Thing!

Marketing Phobia: it's a real thing!

When you run a business, you have to market yourself. Period! But many businesses do not do this continually. Why? Marketing Phobia! Some may say that it’s not a real thing but it is actually true. Throughout the course of every year, we run into people all the time that are scared to market their organization. It may sound silly, however there are some important reasons for it.

1. The business owner just doesn’t know where to start.

Getting started can be overwhelming. A well constructed marketing plan can relieve this anxiety and put your business on a clear path for success. Some first steps: Define where you want to go with your business, identify who your target audience is, and determine a proper budget for your business. This is critical knowledge for you to have as you decide on how to construct your plan.

2. Misconception on cost.

Business owners create in their own minds some pretty grandiose price tags when it comes to marketing. When in reality, they may be way off. This happens many times because they hear what X person is spending or what Y company spent. But that’s not you or your business. The cost of what your company would need to spend to reach your goals could be a fraction of what someone else paid. Marketing towards your goals and your desired results can paint an accurate picture of what your true costs will be and not a figure from someone else’s experience.

3. Fear of success.

Yes, that’s right, the fear of success. Many business owners actually do not market their business because they fear they may gain too much business. Understandably, this one can keep a business owner up at night. However, you have to put your name out there and keep it foremost in people’s minds, so they know you exist and can call upon you whenever they need you. It can definitely bring in more business, but if you have a well constructed plan on how to handle the growth without sacrificing your quality and customer service, you can face this fear!

4. You may have had bad experiences with marketing companies in the past.

This one is big, whether it was a personal experience or one you heard from a third party. Unfortunately, the reality is, there are some marketing firms out there that are less than stellar. We’ve seen, however, there are a lot more that are really good at what they do and are worth every penny invested. The key to overcoming this issue is to do your homework as an owner. Get references, talk with the team who will be working with you, understand what they can do for you, and look for a team who holds transparency and accountability at the center of your relationship.

Anyone can overcome marketing phobia. It takes having that satisfying relationship with the right marketing company to help you get past your fears. If you find a marketing company that will partner with you throughout your journey of growth, we promise you’ll be glad you made the investment.

3 Reasons You Should Update Your Video Marketing

Two men shooting a video marketing ad

When it comes to video marketing, it can be overwhelming to know where to start. There are so many places consumers view video today – billboards, social media, websites, TV, search engines, apps. Plus, people are no longer watching video just on their TVs or computers. Now it’s convenient to watch on smartphones, tablets, and even e-readers. Which is all the more reason it’s important to update your video marketing for your business.

Why Should You Update Your Video Marketing?

Here are three reasons you should update your video marketing now:

1. Your Aesthetics & Content Need A Refresh

Retro TV, VCR, and soda cans displaying old video marketing
Retro TV, VCR, and soda cans

Now if your video marketing hasn’t changed since the 1990s, you don’t need us to tell you they desperately need an update. But it’s not the 2000s or even 2010s anymore either, The Internet is constantly changing, and so should your online presence, video included. Are the people, the styles, the objects, or the technology in your videos outdated? A good way to find out is to put yourself in the following fictional scenario: If you were to approach a potential customer in person wearing the same style, showing the same objects, and using the same technology in your videos, would that customer be more focused on your appearance or your message?

Perhaps it’s not the tangible items that need to change in your video marketing. Is data or information in your video current? Today’s consumers are highly intelligent. With new information readily available online, having updated, accurate information in your video marketing is vital if you want customers to take your business seriously.

Source: NG Production Films

2. Your Customer Base Has Expanded

It’s certainly good news when your customer base is expanding. But with growth comes change. Remember when we mentioned there are so many ways for people to consume video today? That means your video marketing net should widen to capture more demographics and types of people. While every business has its target demographic, limiting your video marketing to attract a narrow set of people increases your potential to lose sales and customers.

A large part of online video consumption comes from newer social media platforms. TikTok didn’t exist until 2016. Stories and Reels are newer options to share video on Facebook and Instagram. And let’s not forget about LinkedIn. As of 2019, LinkedIn is the most trusted social platform for credible content. Yet only about 1% of users shared posts then! Consider that a huge opportunity to establish your business as a trusted authority in your industry using video content.

3. Your Videos Are Getting Lost in the Shuffle

Have you heard of the term “ad fatigue”? Elevato describes it as “a phenomenon that occurs when an audience becomes desensitized to an ad set causing ad efficiency to decrease.” In simpler terms, people are tired of seeing ads. This reinforces our earlier point: video is everywhere. But as a business who wants to stand out in the crowd rather than get lost in the shuffle, your video ads need to be different. How? By telling a story. Stop selling! People have been telling stories since the beginning of time. Your video marketing might have current content and subject matter, but if you’re trying to sell rather tell, you probably need to update your videos.

Another element that can impact your videos’ reach relates to branding. Video marketing is a great way to reinforce your brand using your logo, brand colors, and even tone. Does your company have a mission? Make sure every video you put out there reflects it. Does your company sell a humorous product? Or is your company a non-profit with a serious mission? Whatever tone your business adopts, be sure to create video content that aligns with your company’s vision.

Source: The Social Shake-Up

If there’s one takeaway here, it’s that video isn’t going anywhere. Review your video marketing and ask yourself the following questions: Is the subject matter or information out of date? Are your videos failing to capture more demographics? Do your videos reflect your company’s mission and vision? Is your brand obvious in your videos?

If you’re ready to update your video marketing, consider contacting your local marketing agency today.

5 Reasons to Outsource Your Marketing

“Why should I hire you if I can just figure it all out myself?” This is a common question many small business owners ask when they consider outsourcing marketing.

And that’s a great question. This might not apply to EVERY business. But most small businesses that are struggling to juggle everything are going to want to hear this. So here are 5 reasons it’s time for MOST businesses to outsource their marketing.

Business owner feels overwhelmed. He should consider outsourcing his marketing.
Feeling overwhelmed? Maybe it’s time to outsource your marketing!

5 Reasons to Outsource Your Marketing

1. You’re Juggling Too Many Things

When you have to do everything yourself, two things often happen:

  • You can’t perform every task at a high level because you’re too busy trying to do everything, so often you’re unable to give the necessary attention to all aspects of your business; OR
  • You forget about or give up on trying to do everything, so things like marketing fall by the wayside because you don’t have the time to dedicate to it.

If you see yourself in either or both of those situations, you’re not alone. You’re just juggling too many things, like this business owner.

2. You’re Focused on the Short Term

Like all good things in life, marketing takes time. And that time is a commitment you make to really invest in your business. But most business owners are often just trying to get through the next day, the next week, or the next month. And when it comes to marketing, this mindset is doomed to fail. Why? Because you’re focused on just the short term. It’s time to change your focus.

How do you start thinking with a long-term perspective? Since marketing strategies need regular planning and constant attention, you can start seeing results over time. Unfortunately, it is a rare business owner who can dedicate enough time to create a long-term plan specific to marketing.

That’s why many business owners will throw ideas at the wall and hope for the best. But this rarely works, if ever. And that’s why outsourcing your marketing to a team with the time can prepare your business to be successful over the long term.

3. You’re Losing Valuable Time

We often think of most things to purchase in terms of cost. How much is this lunch going to cost me? Am I going to have enough money to spend on my daughter’s dream wedding? How many dollars did your spouse just spend on that boat?! But what about the cost of your time . . . ?

If you’ve noticed a common thread through all these points, is that in most cases, business owners don’t have the luxury of time to dedicate to marketing. Ask yourself what all you could accomplish if you didn’t have to do all or any marketing by yourself.

Or maybe you haven’t spent much time on marketing, but it’s something you wish you had time for. A great marketing plan takes time and effort to create. And we’d love to help you do that!

4. You’re Limited to Only One Person’s Knowledge

Now maybe you or someone on staff has some marketing experience. That’s awesome! But what if you could multiply that knowledge? Together at Paragon Marketing Group, we offer more than 50 years of experience covering every aspect of marketing. Imagine what you could accomplish with so much more knowledge!

Let’s say you don’t have a background in marketing, but you’re considering hiring a person in-house. Now, this isn’t a bad solution, but consider the difference between hiring a full team of marketing experts as opposed to paying a single person a salary.

5. You Could Have So Many More Services at Your Disposal

Outsourcing your marketing truly does come with its perks. Consider all the additional services you could have employed for your business:

  • Email marketing, listings, social media, online advertising, podcasts, direct mail marketing
  • Video production, video marketing, streaming services
  • Web design, web hosting, web maintenance, e-commerce functionality, and SEO
  • Branding materials, advertisements, and presentation design

That’s a lot of services! And you could have all of them at your disposal if you chose to outsource your marketing.

You now have 5 great reasons to consider outsourcing your marketing. 

Now it’s pretty natural to have doubts or uncertainties about moving forward. It’s a big step. So as you have questions, consider talking to a marketing agency that could help take your marketing to the next level, and relieve that pressure you’ve been facing to do everything yourself.