Do your customers even know that it’s Christmas?

Can you believe it? Santa season is coming! For your brand, it means that you only have 19 more days to make your strategy work and get on your customer’s wishlist. But what is your content strategy saying about Christmas? Is your company taking advantage of this popular temporary season and applying it to its brand strategy? Sure, you have some Christmas decorations and a little hat over your logo on your social media posts, but at this point you have to ask yourself, is that really enough? Do you consider that a real Christmas strategy?  If so, we need to have a serious talk, boo. So, don’t be a Scrooge and let’s get into this.

After Cyber Monday being the heaviest day on digital sales, your brand is now on a thirty-day war between Cyber Monday and Christmas. Why is this important? Because you want your brand to stand out from the others and sell some good Christmas gifts before 2018 ends.

According to the book Holiday Shopping 2018 A Strong Economy Sets the Stage for a Spending Surge, 2018 US holiday ecommerce sales are expected to grow 16.2% this year, summing up to $123.39 billion. So how much of holiday e-commerce spending will be m-commerce? E-commerce will be increasingly driven by mobile commerce, which is expected to jump 32.6% and will account for 44% of holiday ecommerce spending.

After Cyber Monday being the heaviest day on digital sales, your brand is now on a thirty-day war between Cyber Monday and Christmas. Why is this important? Because you want your brand to stand out.   Photo courtesy of Lizzie Darden ( @lizzie_darden )

After Cyber Monday being the heaviest day on digital sales, your brand is now on a thirty-day war between Cyber Monday and Christmas. Why is this important? Because you want your brand to stand out.

Photo courtesy of Lizzie Darden (@lizzie_darden)

Now, let’s take a step back and get on our time machine, because it’s time to go back to Christmas season 2017.  Get on your DeLorean and go back in time, because data is value and we need to learn from our mistakes and successes from past seasons. What was your top item last year on web sales? What item was low on views and clicks? By analyzing your data, you can review the steps that you can replicate and what you can improve. Because data is what, kids? Fundamental.  

If you want to review all your past data, nothing like a quick view in Google Analytics for you to review, analyze and learn to be 2018 Christmas ready.  If you need a little push, here’s a couple tips on how you can start preparing yourself:

  1. Optimize for mobile

  2. Take advantage of email marketing

  3. Look into driving SEM and PPC

  4. Influencers, influencers, influencers, baby!

As usual, let’s break it down with that last one. Influencers can help increase user engagement with a brand in several key ways. They can:

Influence (Duh?). They can give that organic feel we love so much by tagging your brand and using high quality but very natural posts featuring your brand.  This will help increase brand conversations on Instagram which are really important for the algorithm. By tagging brands in their posts and featuring the product in an authentic way, influencers help increase conversations about the brand on Instagram.

In the Instagram community, an influencer’s followers are more likely to see your brand surfaced in the Explore tab if they liked and commented on a sponsored post by an influencer they follow. They’re also more likely to follow your brand and see your tagged shopping posts surface on their feed.

Create. To increase the chances of being followed on Instagram or capturing the attention of potential customers or followers, your content needs to be king. High quality photos and videos that feel authentic to the channel are more likely to generate engagement. People say authenticity is important when deciding what brands to like and support. Authentic influencer produced content can be re-posted by brands on their feed to give people the social proof that they need to want to support your brand. Again this is the organic feel, because it’s not portrayed as sponsored or even paid. That’s why we know see more collaborations with influencers more than ever.

There’s the perception that influencer marketing is solely for brands with deep pockets, but this isn’t necessarily the case. Increasingly, there’s a growing trend towards brands collaborating with non-traditional and micro influencers, who don’t demand nearly the same price tag as well-established digital talent.
— James Murphy, Chief Executive of ad agency Adam & Eve DDB.

If you feel like your brand is not feeling the Xmas feeling, let us know! We know we’re ready! Let us hook you up with a badass Influencer Marketing strategy, our #GNBSQUAD is holiday sale ready and we can create that magical feeling for you. Take a look at our roster, choose your favorite elf and see how we do.

‘Tis the Season: Come get your Pumpkin Spice Sales Strategy

We’ve been talking about several different topics in our past holiday articles (now’s a good time for you to go to the blog and catch up on some reading ;)), but one word that we have mentioned a lot that they all have in common is strategy.  Are you feeling trendy?  Feeling like your brand could catch up with the holiday buzz? Well, honey, it’s time for us to talk all about strategy. Creating a proper and efficient strategy is not only about sell, sell, sell.  

What we’re looking for is to get creative and finding a neat structure for your strategy, i.e. changing something old with a new concept—Design thinking! Ring any bells? Got your attention?  Let’s continue then.

Now, what is Design Thinking? Because it sounds like something that should be exclusive to graphic artists, right? Wrong. Design Thinking is not an exclusive property of designers—all great innovators in literature, art, music, science, engineering, and business have practiced it. The Design Thinking approach has one single goal: to understand and solve a problem for the consumer. It’s characterized by empathy, customer-centricity and curiosity. Design Thinking as a whole is a complex, in-depth set of principles. When used to address other business problems, only the most relevant and useful principles are pulled out and applied. When it comes to the sales process, the discovery phase is where the Design Thinking principles can make the biggest impact.


“The Design Thinking approach has one single goal: to understand and solve a problem for the consumer.”

Photo courtesy of Rebecca Stice (@aclotheshorse)

OK, we know you, boo. You might be thinking that Design Thinking cannot be applied to Influencer Marketing. What you don’t know, is that based on your goals, Influencers can become a bridge between a sale and an experience itself. How? By sharing, creating that organic feel and taking that natural momentum to drive and promote your products/services in a very connected way.

An Influencer promoting and amplifying your message and your brand, to their audience means credibility. It means additional reach, and it means you get an outsized modifier to the conversion process.
— Rand Fishkin, Founder of Moz

We’ve been through it before, but we’d like to freshen you up with five of the most important Influencer marketing goals your brand should focus on:

  1. Brand awareness

  2. Traffic

  3. Sales and lead generation

  4. Social media followers and engagement

  5. Reputation

Since the Holiday season is coming up, you can combine your Design Thinking planned for other channels and apply it to any new Influencer strategy that you might be interested in. Your main goal should always be connecting with your users and possible customers. They need to know that someone’s listening to them.  

But don’t get it twisted, know what to listen for. A great piece by Krill Tsernov talks about why you should listen to your customers and why you shouldn’t. It’s about finding a balance and creating a healthy relationship with customer feedback. Do we over or underestimate listening in our business success?

So, to sum things up, balance and structure are key when it comes to strategy. Design Thinking will help you get your strategy on and make Influencers your best allies as powerful weapons to get as many customers as you can.

Are you still thinking that you’re not gonna make it? Is it too late now to say sorry? Don’t worry, we got you! Here at G&B, we assist you with a proper plan and have an incredible family of Influencers that can make that plan happen for you. Check out our roster and reach out to us with any questions, we’ll help you in the best way we can.

Brace yourselves, Holiday Season is Coming!

The Holiday Season is coming and your brand better be ready, as sales are expected to surpass the trillion (yeah, we said it, A TRILLION DOLLARS) on holiday shopping. But let us not forget that online shoppers have become more responsible and strategic when buying- they always want to get the best price and the competition is getting harder and harder everyday, which means your holiday sales strategy should begin waaaay before Christmas time.

With the biggest single moments for shopping on the horizon (Black Friday, Cyber Monday and Christmas), you better brace yourself and start doing some research pronto. If you’re feeling a little overwhelmed, don’t worry. We love numbers and we’re ready to share some knowledge with you.

A study by Collective Bias showed that 70% of millennial consumers are influenced by the recommendations of their peers in buying decisions and 30% of consumers are more likely to buy a product recommended by a non-celebrity blogger.

According to Kim Westwood, Founder and Managing Director of Shopping Links, a recent survey of 2,000 shoppers showed that 31.7% visit social websites more than once a day during the holiday season, specifically to browse for gift ideas. A separate survey showed that 61% of shoppers use Facebook as their first source of holiday inspiration. She also gambles on these 4 strategies for holiday sales using influencers to showcase brands and products for any type of customer:

  • Showcase specific products.

  • Inspire action with time-sensitive sales.

  • Create a story, not an ad.

  • Track your results.

“The upcoming holidays are the best opportunity to open and increase your level of brand awareness.”

Photo courtesy of Noelle Downing (@noelledowning)

But how can your brand measure the ROI other than through the branding strategy with any influencer? Don’t worry, we got you covered. There are many types of strategies you could use with your influencer. You can:

  • Create a promo code per influencer to have control and know how heavy their impact is with their communities and audiences.

  • Have giveaways for brand awareness and combine it with purchase codes.

  • Promote live sessions to create stories and conversations. You know, that organic feeling that any other fake review doesn’t have. Stories matter to customers, because they are certainly expecting lots of advertisement on lots of products.

Still not buying these ideas? We got more research for you. You can see some results from actual previous holiday campaigns. Elliot Moore, from Ad Roll Group, created a really great piece you might want to check out. As you read on the article, you’ll notice that some BIG brands relied heavily on influencers and micro-influencers for their strategies.

But no matter how big or small you’d like to go with your strategy, keep these tips in mind for you to make it a bit easy on creating and planning ahead for the upcoming sales, because like we said, you should already be planning your strategy, if not planned already.

  1. Start with a plan

  2. Outline your promotional dates & platforms

  3. Get creative

  4. Provide a brand experience.

  5. Build a relationship.

The upcoming holidays are the best opportunity to open and increase your level of brand awareness. What better way to expand your business than through happy customer experiences and happy relations and recommendations. Social media is a platform for inspiration, upcoming ideas, product recommendations, product experiences and general opinions.

Overwhelmed? Don’t worry, there’s still time for you to plan. G&B offers advice on planning and getting the right influencer for your brand. Don’t be shy, check out our website and send us some questions if you have them, we’re here to assist you in the most effective way.